Have you noticed that your monthly newsletter isn’t getting as many opens as it once was? Email marketing offers many benefits, but if you send out the wrong message, you can turn people off and risk losing their custom.
It is important that you get any campaigns that you do create right – this way you’ll reap all the rewards. Here are some dependable tips to follow:
Make it relevant
If a recipient has opened your emails on the past few occasions but can’t understand why they’re being sent it, they will stop engaging or even unsubscribe – relevance is vital to successful content.
Subject lines
The subject line is used to hook people into opening your newsletter. These should be compelling and create a degree of intrigue. For each email, you can come up with plenty of subject line candidates so A/B split testing can be useful in helping you choose a worthy winner.
Segment your campaign emails
Your customer database will be full of a range of people with different interests and needs. The content should be focused to address each of your segmented groups – some might want offers whilst others will be more attentive to advice and tips.
The right layout
When you have so much to talk about in your newsletter, it is easy for them to turn into a never-ending stream of information. Box new items in their own sections, magazine-like, with their own headline and picture. Instead of having lots of text, provide a ‘read more’ link through to a relevant page on your website.
Call to action
As with all marketing communications, you need to make it easy for the recipient to know what to do next. This could be a link through to an offer/webpage or a telephone number for more information.
To have a look at some of our past email marketing work click here.
For marketing advice specific to your business, get in touch and speak with a marketing specialist on 01858 374 170 or email info@idealmarketingcompany.com