E-mail marketing is one of the most profitable strategies of online marketing. However, to get good results it’s necessary that you know how to make an effective newsletter. Make 2018 count and get more traffic and customers with your compelling email strategy by utilizing the following tips.
Keep in mind your goal at all times
A newsletter has a clear objective; to distribute your content to improve the visibility of your brand, convert your subscribers into leads or build loyalty within your users through content that is interesting to them. It is important to be clear about the purpose of your newsletter. That way you won’t lose sight of it at any time; neither during the writing of the content nor when you go to the funnel stages. You may also have specific goals to your business in particular, which may result in a different kind of newsletter.
Ideal content to improve visibility. If you want to increase the visibility of your brand, share the latest content in your newsletter. Also, encourage your subscribers to share it on their social media.
Perfect content to get conversions. Go a step further and offer your subscribers high quality content, but ask for more of their information in exchange for access to this content. For example, create a very complete e-book about a specific need that can only be downloaded through a contact form.
The best content for loyalty. When users are already your customers, you should give them something exclusive, something only they have access to because they are consolidated customers of your brand. What is that? Exclusive discounts or premium updates.
The right content to the right person at the right time
The most important out of all the three key elements of email marketing is definitely the right person. You must segment your target audience correctly to be able to send them content that is really useful to them. Since you know who you are going to send your newsletter, it will be much easier to find out the most suitable type of content for your needs. Don’t ignore this aspect if you want to make an effective newsletter for this year’s marketing strategy.
To make an effective newsletter, choose appropriate design
Once they open your email, the type of content and its design will be essential for users to decide whether they want to continue reading and clicking, or to delete your email.
In this sense, emails with enriched HTML is visually better, but emails with HTML text have a higher open rate. Why? Well, partly because emails with rich HTML are usually classified by mail servers as advertising, but also because this reduces personalization of the message. When people read these emails, they feel that they are clearly facing an advertising strategy, whereas if they open an e-mail in which the text predominates, they feel that they are receiving a personalized message.
Send newsletters only when there’s valuable information available
Never send your newsletter if you really do not have anything new to communicate. Even though users have subscribed to your newsletter and checked the daily frequency box, you should be aware of the fact that they do not want to receive emails in which there is nothing new to see or worth knowing. Do not jump on the massive newsletter sending bandwagon, if you do not have the capacity to generate quality content daily.
To make an effective newsletter, create quality content. Then you’ll be able to send it out with the publication of a new article for example. This is the most convenient option for subscribers and the most beneficial one for you as well if you want to boost the number of visits to your website.
Don’t forget that you need to boost your online presence in general (your website and social media activity) if you want your email marketing to be as effective as possible. This is where TechBear can help you. Count on us for expert web design and development services, regular website maintenance, ADA audits, meaningful blog content, top notch SEO and social media management. You can also take TechBear’s SEO test for free, to see the current standing and functionality of your business website.