Tips to Boost Your Newsletters Engagement
There is a reason why email marketing is so popular. This is because email marketing is one of the channels that provides the best ROI (Return of Investment) within digital marketing. With the help of email marketing, you can convert non-paying customers into paying customers, regain old customers and strengthen your brand.
Click here to read our article on 20+ Email Marketing Statistics You Definitely Should Know About!
Segment your subscribers and create customized content
Not all of your customers have the same interests or buying behavior, so why would everyone respond in the same way to your email send outs? By segmenting your subscribers, you can create content according to their needs and interests. This is a great way for you to build a good relationship with your subscribers.
You can segment by:
– demographics (age, gender, country)
– opening frequency (high, medium, low, non-existent)
– only opens sales and discount mail
– general newsletters
Ask your subscribers
Sometimes you can go blind when you have a lot of information that you want to pump out to your subscribers. But this may not be received as well as you would have liked. Feedback is always good and from your subscribers. Do you feel that your opening frequency has become lower lately or do you simply just want to know what your subscribers prefer to read?
Images and text in the correct format
It is important not to have too large images or a far too crazy font. It is important that the email providers can read what you send. Therefore, do not use too heavy images and use standard fonts such as Arial, Helvetica or Times New Roman.
It is important to include a CTA in your email. A CTA is a “Call to Action” button that locks your customers from your email to the product or service you market in your mailing. A CTA button can have the text;
“Try for free”
Make sure your CTA works by putting a link behind it, that it is clear, and user-friendly. The mistake many people make with their CTA is that they do not link to the product they are advertising but to a general page.
Imagine that you get an email about a vacuum cleaner from a large electronics company that sells more than just vacuum cleaners. When you click on the company’s CTA, you end up on their homepage. You then need to go through their website to find exactly this vacuum cleaner. How many customers will do this? Not many. Already there, you risk losing the customer. Do not make it complicated but create as few clicks as possible to increase the chance of purchase.
The subject line should be eye-catching
This is the first thing your subscribers will see. Write unique subject lines that are smart, fun and that match what your email will be about. But be careful and do not use words that trigger the spam filter. Make sure that the subject line is not too long, you should be able to understand the content without having to open the entire email and read. You can always try A / B testing the subject line and preview line before making your mailing to see which one gives the best results.
Make sure your emails are mobile friendly
Just as your website should be mobile-friendly, so should your send outs. Most of us today have a smartphone. We use it to check our calendar, keeping in touch with family/friends/colleagues, we read the news, we are on social media and of course we read our emails. We live in a society with a high pace and many like to read their email when they are on the go. If it looks strange because the content does not match with what you thought you sent out, your subscribers may think it’s spam and unfortunately, send it straight to the spam inbox. We don’t want that.
Don’t Over-do It
There are some who believe that a newsletter should be too long and that you need to fill it with excessive information. But it is rather the opposite because quite honestly, few people read everything that is in a newsletter. Do not spend unnecessary time creating newsletters that could be reminiscent of a newspaper article but keep your content short and concise. The most important thing is that the message is clear and not too long.