Want better results from your email newsletters? Implement these tips for immediate improvements.
Define your writing niche
The biggest problem most companies have with their newsletters is deciding the content to put in them.
Too many companies haven’t clearly identified the exact topics they want to cover in their newsletter in writing in advance. This leads to wandering content, many times picked to meet a deadline rather than to communicate a consistent message to the customer.
Identify what you want your newsletters to be about and the specific goals you want them to accomplish.
Create an editorial calendar
Identify in advance the topics you want to discuss in your newsletters. Use a calendar and develop at least 3 months in advance (preferably longer) the content list of each newsletter. You’ll avoid the headaches and errors common with a last minute rush.
Inform and amaze
Your newsletter should contain information of value to your customer. Its content should help customers solve their needs or problems.
Too many companies talk about themselves and their products rather than customer needs or problems. They only send out newsletters to make company announcements and to sell something. Although this practice works for a limited few, the rest of us find it to be counter productive. Build your content around solving needs and problems in ways interesting to the reader.
Focus on deliverability
No matter how large your email list, you’ll struggle if your email isn’t delivered or if the recipient doesn’t open it. You should consistently check the sender policy framework (SPF) records and reputation of the IP address you use to send out your newsletter. If using an outside service, find out if you are sending from a shared or dedicated IP address. If it’s shared, find out what infractions caused by others could do to your deliverability rates.
You must keep your newsletter out of SPAM filters.
Bigger isn’t better
The goal with email list development isn’t to get as many names as possible on your list. The goal is to get as many names on the list as possible that will consistently open and engage with your email newsletter.
The goal with an email newsletter is to get the recipient to open and respond to the newsletter. Focus your attention on improving open rates.
Find the sub-segments within your list segmentations
Even through your newsletter audiences share certain characteristics, they’re not all look-alikes.
You should try to identify specific audience segments within different parts of your list. For example, a recruiting company we worked with segmented their email newsletter marketing by job classifications. A simple review of their email analytical data revealed the need for geographically focused newsletters as well, opening up a whole new avenue of lead and sales generation.
Look for these sub-segments in your lists. The more you consistently address specific audience segments, the better your results.
Review your newsletter without the graphics
About half your list will view the newsletter without the graphics…you should too. Unless your newsletter is about fashion, photography, or schematics, most people simply want the information from you. Keep the graphics to a minimum and don’t depend on them to tell your story.
Get to the point
Sat what you have to say and be done with it. People are busy and will appreciate you getting to the point.
Have a call to action
If you need help improving the effectiveness of your email newsletters, contact us to discuss your situation. We can teach you how to do things yourself, audit your existing efforts or do the work and reporting. Tell us what’s right for you.
Our example of a call-to-action clearly invites you to take the next step with your email marketing by talking with us. That’s the same approach you should take the content of your newsletters. Be subtle but offer a call to action where appropriate. This will help you to better serve the needs of your customers and the growth objectives of your business.
