Build brand love through your email newsletter
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Email marketing is a very effective way to keep your target audience engaged. Forget an autoresponder that sends a pre-written sequence of emails to every subscriber on your list — or keeps hammering a subscriber until a purchase is made or they opt out.
An email newsletter should be designed to provide useful information on a regular basis, keeping readers interested and engaged with your brand.
1. Set yourself a clearly defined goal. Before you start building your list and sending emails, decide on a more specific goal for your newsletter than securing opens and clicks, such as generating leads or sales, or directing traffic to your website or any other online content.
Check out an email newsletter as part of your overall content marketing strategy. rather than as a standalone marketing segment. This will help identify goals and analyze effectiveness.
Related: The Generic Email Newsletter Must Die
2. Establish a frequency schedule. Determine the frequency of sending your newsletter. Some companies need to be in contact with those on their list several times a week, while a monthly or weekly newsletter is sufficient for others. Once the frequency is set, the delivery should remain consistent. Failing to deliver on time can lead to subscriber churn and loss of interest in your brand.
3. Create a newsletter template. Personalize your newsletter in some way, so that it stands out from all the “ordinary” emails. Before sending your first dispatch, determine the layout.
Consider readability: Readers need to be able to quickly scan through a newsletter to identify points of interest, then easily read and engage with them. Don’t worry about making your newsletter flashy or fancy. Instead, consider how to make it easy to read, especially on mobile devices. A large percentage of your readers will likely access your newsletter through a mobile device.
Related: 7 Tips to Make Your Email Marketing More Mobile-Friendly
4. Create your newsletter content. You don’t just want to send pre-written messages; create content for each newsletter. Don’t write it too far in advance so that the content is as current and fresh as possible.
Each “number” should provide recipients with useful information. Introduce brand new content in your newsletter or recap content produced since the last newsletter with brief overviews and links to it.
Whether you succeed in providing value to your readers will be reflected in your newsletter unsubscribe rate.
Give the newsletter a “personal” feel so it doesn’t look like overly promotional advertising. Readers will engage more with a newsletter if they feel it is meant to actually benefit them and not just sell something. The text in the body of your email and what you share will help you and your business stand out.
5. Proofread your newsletter and improve it visually. Take the time to read the text to make sure it is free of spelling or grammatical errors. You don’t need flashy graphics or images, just style the email text so it’s easy to digest. Establish calls to action and make them easy to identify and access.
6. Create your subject line. Although it’s just a single line of text, your subject line can be the difference between a high or low open rate. There is no “one size fits all” solution.
Test different subject lines for each newsletter. Over time, you’ll see what the readers on your list are responding to. Keep optimizing and testing things until you reach your desired open rate. Try very descriptive subject lines, then subject lines that reference your brand, and even very simple subject lines such as “Open me.”
Related: Why Marketers Should Stop Worrying and Learn to Love the Unsubscribe Button
7. Make sure your email marketing complies with anti-spam legislation. Only email people who have given you permission to email them, and include an unsubscribe link at the bottom of the communication with your address.
Using an email service like AWeber, MailChimp or Constant Contact is a good way to ensure anti-spam law compliance.
8. Send an email, then review your email data and conversion goals. After creating and emailing the perfect newsletter, wait a few days or even a week to dive into the data. Some people may take a while to access their email, and a few may glance at your newsletter on a mobile device and come back to it on a computer a few days later.
Find out what your open rate was for the newsletter as a whole and what content got the most engagement. All of this data can be used to plan the next issue. Create your next subject lines with the previous one in mind with the highest open rate and include material related to the content with the most clicks and likes. commitment.
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