Sending out a weekly or monthly newsletter can be an excellent way to stay in touch with fans of your brand and let them know about upcoming promotions. While email marketing is neglected by the majority of novice marketers, more experienced entrepreneurs know first-hand the power of an extensive list of targeted newsletter subscribers has.
Of course, sending out mass emails is only worthwhile when the people receiving those emails are actually interested in reading your messages. Once you have a targeted list to work with, here are 8 tips you can use to make sure your newsletter efficiently encourages action and engagement.
1. Use Professionally Designed Newsletter Templates
Although a standard email can work on occasion, if you really want to have an impact, then graphic design and formatting will be a factor. However, why spend the time and effort creating custom layouts every week when you could simply outsource this task by using premade newsletter templates. These nifty resources will not only streamline your process, they’ll also help you project a higher level of professionalism, which in turn builds brand trust and authority.
2. Aim for High-Quality Leads
Some marketers try to inflate the number of subscribers they have by persuading uninterested parties via unrelated incentives and other forms of generalized hype. Having a larger list isn’t necessarily better, as a smaller list of genuinely interested and targeted subscribers will produce higher levels of engagement.
3. Send Out Multiple Newsletters Per Promotion
Some brands make the mistake of only sending out one email in preparation for a big sale or event. Preselling weeks in advance and highlighting the upcoming promotion in at least 2-4 newsletters ensures that your entire subscriber base has a chance to get notified and builds anticipation. Additionally, this gives you more opportunities to prioritize your list by seeing which subscribers take action during the pre-selling phase.
4. Provide Useful and Entertaining Content
People can get tired of opening your emails if all they ever contain are drawn out statements that ultimately amount to “hey, come to buy from us.” You have to establish a give-and-take relationship with subscribers so that they’ll expect to receive worthwhile information and media in their inbox. Otherwise, they’ll have no interest in even opening your newsletter, to begin with, which brings us to our next point.
5. Craft Catchier Headlines
The first objective when sending out a newsletter is convincing recipients to give your message the time of day. While general and generic subjects like “Check this out” can work, more descriptive and enticing headlines tend to stand out in a crowded inbox. Thus, it makes sense to spend a few minutes developing an eye-opening title for every edition.
6. Integrate Social Media Campaigns
Newsletters provide a perfect opportunity to link to your social media pages and any challenges or other promotions you have going on using sites like Facebook and Twitter. Social pages, groups, and movements can persuade otherwise disinterested parties into becoming followers. If you have an email list of 10,000 subscribers, you should aim to get at least 500 of them following you on various social networking platforms.
7. Keep it Short and Sweet
People don’t want to take more than 5-10 minutes of their day sifting through a lengthy email, so eventually, your engagement rates will drop significantly if you don’t master the art of being concise. Your paragraphs should be no longer than 1-3 sentences, and you should try to include no more than 3-4 paragraphs per newsletter. If you have additional content to share, either link to it or place it below the fold – underneath a line or separate heading.
8. Offer Exclusive Incentives
Finally, another way you can reward your subscribers and make them get excited about your newsletter is by giving away discounts, freebies, special content, and other exclusive incentives. Providing access to a members-only section of your site or sharing early samples of your products or services is another way to add appeal to your newsletter. Such extra perks will not only make people want to open your emails, it will also give them a reason to stay subscribed to going forward.
How to Measure Newsletter Efficiency?
If you’re new to email marketing, you might be wondering how you can measure the efficiency of a newsletter. You can use link tracking techniques to see how many people are clicking the links in your emails. From there you can see what percentage of those visitors completed a desired action using web analytics to see which pages the person visited and what actions they took on your site. Taking all of the above steps will gain you an insight into the two main metrics that can help you determine the efficiency of your newsletter – click-through rate (CTR) and conversion rate. After a few weeks of implementing the aforementioned tips, you should begin to see a noticeable improvement in these fundamental progress indicators.