Improve the success of your email newsletter
Are you using an email newsletter to increase your conversions, engagement, and sales? If so, you are not alone. Email marketing is one of the most common tools used by business owners and marketers to stay in touch with their target audience.
Newsletters are beneficial because they allow you to deliver relevant content to your subscribers, offer limited-time promotions, and enable exclusive testing and events. Another question: does your email newsletter meet the expectations of your brand and your users? Missing out on an opportunity to delight your email subscribers could lead to a higher bounce rate and less traffic.
There are many ways to create a more compelling email newsletter. Today we’re going to look at several tips that will help you use these marketing tools in a way that will result in massive growth for your small business.
Qualify your prospects.
The first thing you need to do if you want to create a successful newsletter is to qualify your leads. In other words, are you getting people to subscribe who are genuinely interested in your product?
You can qualify your leads by creating various lead magnets designed to attract your customers. For example, the owner of an online sporting goods store might create content designed to entice fans of specific sports to sign up for their mailing list.
Imagine creating a 40% promotion on all your football gear for new subscribers. Do you think you would see more sales and convert more visitors to subscribers? You would, and what makes this an even better deal for you is that you’ve qualified your new leads. Now you can create a newsletter that targets those like-minded customers and build relationships.
Another way to qualify your leads is to ask them what kind of content they want to see when they subscribe. Instead of looking at data or behavior, you can hear directly from your audience. Take advantage of this opportunity to create segmented prospect lists and develop your customer profiles for future marketing campaigns.
Send your emails at the right time.
Now let’s talk about when you send your email newsletter. Timing is key, and missing this step in the process could lead to a significant reduction in engagement. The first thing you need to think about is the time zone of your target audience. If you’re a UK-based business and your primary audience lives in the US, you need to publish your content and send emails at the right time.
Extensive research has been done on the best times to send emails. The research we found compiled previous surveys and studies and determined that the three most effective days to send an email are Tuesday, Thursday and Wednesday – in this order. You could say this is because Tuesdays and Thursdays are less busy for people who work a traditional 9-to-5 job.
The two best times to send emails were found to be 10 a.m. and 8 p.m. A similar argument could be made here, that 10 a.m. and 8 p.m. are generally considered less busy than the rest of the day.
It should be noted that this may change depending on your niche. For example, a horror-themed affiliate store might want to post later in the evening so they can reach their audience when they are statistically likely to be online.
Finding qualified leads is crucial to creating an effective newsletter, as is sending your message at the right time. But we must emphasize that building your email list should be an integral part of your marketing campaign. Your goal is to get as many qualified leads as possible on your list.
The best place to get more followers is social media. Websites like Instagram, Facebook, and Twitter are full of people who might be interested in your product or service. When you consider that over 3 billion people use social media and the average user spends 2 hours and 29 minutes on social media every day, it’s clear that these platforms can help you grow your email list significantly.
When communicating with people on social media, you need to build trust over a long period of time. Chances are a user won’t instantly subscribe to your mailing list to receive your newsletter after clicking follow. Consistently posting quality content, valuable comments, and friendly banter can help you gain users and turn them into subscribers. The more links you can build on social media, the bigger your mailing list will be, which will make your newsletters more effective.
Maintain consistent branding.
Good branding makes you more recognizable, which increases the chances that subscribers will open your email. When emailing, posting to social media, or writing content for your blog, make sure you use the same voice and tone throughout your content.
You don’t want to send the wrong message to your users and provide a friendly and helpful tone on social media, only to deliver a dull and boring newsletter.
Likewise, you want to use the same color tones in your emails, social media, and on-site branding. All of these different tips are linked to one theme: consistency. People like to work with companies that are consistent across platforms, especially in their emails. Remember to maintain your brand voice and themes when creating your emails.
A/B test your newsletters.
A/B testing is important on your website, but it can also help you create a more compelling email newsletter. Essentially, A/B testing involves tweaking various elements of your website, email, or social media posts to achieve better marketing results.
There are many things you can test to improve your results. You can change the color of your call-to-action button, which has shown impressive results for some businesses. One company found that changing their CTA from green to red resulted in 21% more openings.
When you look at email marketing as a whole, A/B testing has an even bigger impact on overall conversions. In fact, research shows that by testing your emails properly, you can boost your conversion rate by 49%.
You can edit everything from text to the type of content you include in your emails. Experimenting with different aspects of your newsletter can help you dramatically increase sales and improve campaign-wide engagement.
This point brings us to our final tip for creating an effective email newsletter.
Add your own touch.
Don’t be afraid to add your personal touch to your email newsletter and your marketing campaign as a whole. The tips we’ve provided today are designed to help you generate more substantial following, get more business and conversions, and give you the opportunity to learn more about your target audience.
The truth is, every business is different. Feel free to use our tips, but think carefully about what you can do to separate your newsletter from everyone else in your industry. It is possible to grow your email list, but it is not the only factor that will determine your success. A touch of uniqueness can take your newsletter from average to extraordinary.