With more than 80 percent of marketers using e-newsletters as part of their communication arsenal, newsletters are still an essential tool for achieving strategic goals. Searching for information on the Internet can be time-consuming and overwhelming, but e-newsletters deliver relevant information directly to the inboxes of your prospects and customers. In addition, they help boost brand awareness, deepen audience engagement, demonstrate thought leadership and offer the benefit of a guaranteed reach, unlike social media.
Here are some tips to help your newsletter stand out in a busy inbox:
- Make it mobile-friendly. With more than half of email campaigns being opened on mobile devices, it is essential for your email to be mobile-friendly. In addition to a simple newsletter design, keep subject lines and content concise to increase readership and engagement.
- Avoid self-serving content. Your customers and prospects are interested in receiving educational, relevant and timely information. The experts at Hubspot recommend a content balance that includes 90 percent education and 10 percent self-promotion.
- Stick to a schedule. When you deliver your newsletter consistently, you create an expectation of value—something your readers look forward to receiving. And if your content is meaningful, they will set aside time to read it when each issue arrives.
- Don’t spam. This seems like a basic rule of thumb, but purchased email lists and a high number of spam reports can land you in big trouble. The FTC is cracking down on spammers and can levy a $16,000 fine for every single email you send. To avoid penalties, send newsletters only to those people who have requested information from you and be sure to include an opt-out button in each message.
- Measure your newsletter’s impact. Fortunately, it’s relatively easy to measure the success of your e-newsletter. Companies like Constant Contact, Emma and Mail Chimp provide statistics following each campaign. In addition to the critical open rate, consider other metrics such as the number of unengaged subscribers, list growth, forwards, click-through rates and spikes in website visits.
Email newsletters are one of the easiest ways to communicate with prospects and customers. However, they are one of the most difficult types of communication to get right. When successful, e-newsletters can increase engagement, boost brand awareness and drive new leads into the sales funnel. To learn more about creating an e-newsletter that supports your marketing goals, contact Trade Press Services.