Email marketing may not be as trendy as influencer marketing or SEO, but it is just as relevant and valuable. For many businesses, email marketing is actually one of their most important lead generators and nurturing channels. So, what exactly does that mean for you and your business? It means that you shouldn’t ignore email marketing, even if you’re using other forms of marketing. Email marketing doesn’t require a large investment and has the potential to deliver great ROI if you do it right.
While not every email marketing campaign is perfect, there are some simple and effective ways to improve your current newsletter strategy. From subject lines to the body of your emails, you can optimize every aspect of your newsletter to enhance the performance of your campaigns.
If you’re looking to revamp your current newsletter strategy or create your first, these tips will surely get you to where you want to be!
First things first, create a strong and compelling subject line. After all, the first thing someone will notice when looking at their emails is the subject line. The subject line lets your audience know what information is going to be conveyed and it entices readers to open it. By creating an attention-grabbing subject line, you can increase not only your open rate but also your click-through rate and website traffic.
- Keep it short and precise. It should be short enough that it’s easy to read on a mobile device, as a lot of people check their emails on the go.
- It should be relevant and should be able to tell the reader what they can expect from your email.
- It should not contain any spammy words like marketing, offer, or sale as some of these words get negative responses from users.
- You should include words that evoke a positive emotion, as they compel readers to open the email.
Not everyone has time to read through everything in your newsletter. If your newsletter is too text-heavy, or too lengthy, there’s a good chance that you’ll lose your reader’s attention if they have to keep scrolling– and you definitely don’t want that! Your newsletter should be long enough to cover what’s necessary, but short enough to keep things interesting and your audience engaged.
One thing to keep in mind is that most people don’t read everything that is included in your email. They’ll skim through it and look for key points or topics that interest them. Make your email as easy to read as possible so that your audience will quickly find the information that they need or searching for without having to look too far.
Most emails need to have a strong call to action (CTA). What result or action do you want your audience to take or achieve? Sure, you’ll occasionally send out an email that doesn’t require a CTA, like a thank you email or a holiday card, and that’s perfectly fine. For those other emails you send out, it’s important to have some form of call-to-action in them. This could be a button or a hyperlink that directs your readers to your website, to read a blog, sign up for an event, make a purchase or donate.
A/B testing is a great way to enhance and improve your emails to get the best results. From subject lines to CTA placements, you can test everything using A/B testing. When A/B testing, you are creating two versions of your email and sending one to half of your subscribers and the other to the other half. Later, you compare and contrast which of the two performed better. By A/B testing, you can get answers to questions like:
- Do emails receive higher open rates with emojis in the subject line?
- Do unsubscribe rates increase with fewer or greater images and graphics?
- Does your audience respond to emails sent earlier or later in the day?