Email Marketing News and Tips

Everybody is doing it. This seems to be the biggest problem with email newsletters these days. The competition in the inbox is so fierce that legitimate newsletters are getting labeled spam and tossed.

We all understand the value proposition. Email newsletters are an extremely effective vehicle to build and strengthen relationships with prospects and customers. But first, they must be opened.

The following 15 tips are designed to help you think strategically about your email newsletters. They will enable you to design a stunning and effective newsletter from start to finish - one that circumvents the spam folder and gets read. Let’s get started.

1. Manage your Opt In Process
Your newsletter sign up page should include a few important elements so your readers can help determine their options.

• Let them choose their preferred format (text vs. HTML)?
• Let them choose how often they want to hear from you (weekly, bi-weekly, once a month)?
• Include a brief description of your newsletter and how it will be valuable to them.
• Provide a sample newsletter or a newsletter archive that let’s them see what they can expect to receive

2. Set a Goal for Your Email Newsletter
To be effective, you must have a focus and a business goal for your email newsletter. Some examples include:

• To build relationships
• Position yourself as an expert in your field
• Drive traffic to your blog or web site
• Generate leads

3. Optimize Your "From" Line
The "From" line is what recipients use to determine whether or not to delete an email. Make sure it is consistent and compliments your subject line (in 15-16 or less characters). For more information, refer to How to Create an Effective "From" Line in this newsletter.

4. Optimize Your "Subject" Line
The subject line is what motivates people to open your email newsletter. It needs to clearly and quickly (in 45 or less characters) describe the contents inside. For more information, refer to Do’s and Don’ts of Writing a Killer Subject Line in this newsletter.

5. Include a Table of Contents
If your email newsletter contains more than two articles, include an "In This Issue" section at the top. This provides your readers with an overview of the newsletter and lets them find articles of interest quickly.

6. Use Teaser Articles
Only 11% of email newsletters are read thoroughly, so be sure to design newsletters that will facilitate scanning. Use teasers to introduce your topics and motivate readers to click through to the full article.

7. Use Tips and Best Practices
Readers love tips and best practices. You are the expert in your industry and can be a valuable resource for your readers. So position yourself as the knowledge leader and help them succeed.

8. Keep It Simple
Less is more in the email newsletter world. Use simple words and clear language. Use much shorter sentences than you would on paper. Keep ideas simple and clear.

9. Interact With Readers
Turn your email newsletter into a community. Let your readers contribute to and participate in every issue. Include trivia, incentives and surveys. Ask them to submit success stories and publish them. Start a "Dear Abby" column and encourage them to send in questions.

10. Soft Sell
Always educate your readers before you sell to them. An email newsletter builds upon the relationships that bring readers to your web site. Include subtle references to your company or products in your newsletter and give them an open invitation to learn more.

11. Use Dynamic Content
Your click-through rates will increase when you segment your lists and give readers more relevant information. Everyone is overloaded with email in their inbox and will respond far better when they know you are going to give them what they want. We can do this for you. Call us for more details (this is a soft sell).

12. Measure Your Results
You must monitor who is opening and who is not; and what they are clicking on. Use this information to see which articles are driving the most clicks, and then refine your content for future newsletters to leverage what you’ve learned.

13. Monitor Web Analytics
Check your web logs or use a web analytics tool to determine which articles are most popular and which articles lead to purchases or conversions. This will help determine your e-newsletter return on investment. Contact us if you need help getting started (this is another soft sell).

14. Invite Feedback
Include a "Feedback" link at the end of each article so readers can send you their opinions, suggestions, and most importantly….their praise!

15. Conduct Reader Surveys
Survey your readers twice a year to see if and how their interests have changed. Ask them what they like about your newsletter, what they don’t like, and what they want you to add (Ok, ok, we can do this too).

Leave a Reply

Name (required)

Mail (will not be published) (required)

Website