However, in order to effectively harness the marketing power of email newsletters as a marketing tool, there are certain do’s and don’ts of email newsletter campaigns that you need to follow. Sticking to these guidelines will make sure that you gain a favorable reputation among your subscribers.
Segmenting Your Email List
Segmentation is important because you don’t want to send your subscribers an email newsletter that does not have any value for them. Carefully selecting which members of your mailing list receive a newsletter will help lower the percentage of unsubscribes because fewer people are receiving email that has no value for them.
If you want your e-newsletters to be opened and read (instead of being sent to the trash folder) you have to make sure that you send the right content to the right subscriber.
Pay Attention to Design
Here are some important elements which you should definitely consider adding to your email newsletter:
- Company Logo and Business Name
- Your Business Address
- Link to Your Website
- Social Sharing Links
- Opt-in Reminder
- Link to View Email Newsletter as Plain Text
Most importantly, make sure that your email can be viewed on mobile devices, last year 51% of all emails were opened via mobile.
An Attention-Grabbing Subject Line
Now, coming up with that unique and compelling subject line is not easy, but these tips will help you:
- Always Be Clear – When writing subject lines, try to focus on using words that give your subscribers a clear idea of what they can expect once they open it. You want to give the recipient a good reason to open the message
- Keep it short – Keep your subject lines more or less 10-15 words long. However, if you want to get more technical, you can read this article which offers some interesting insights about subject lines and length. Sure, you can write more words on your subject lines, but remember that only the first few words are displayed in the inbox and the rest is replaced by “…”
- Make It Personal – Avoid writing generic subject lines, since this makes your subscribers feel “unimportant.” When you add a personal touch to your email newsletters, you are able to appeal to them on a more personal level and increase the chances of your email newsletters being opened.
- Make It Sound Urgent – Making people think that they’re going to miss out on a great deal is one of the best ways to get email newsletters opened and read. However, be sure to use this only if you have an “urgent” offer. Otherwise, you risk ruining your reputation and losing your subscribers.
Content is King
Email newsletter content can come in different forms – from articles to opinions to helpful “how-to” guides and more.
One thing that many online businesses forget is that an email newsletter is not always an advertisement. In fact, an email newsletter which does nothing but promote its company’s products and services all the time is what makes many subscribers opt-out of the list.
A good practice is to vary the kind of email newsletters that you send to your subscribers. Need other ideas about what kind of email newsletters to send? Here are 33 Email Newsletter Topics You Can Use Right Now and Email Newsletter Marketing Topics and Ideas – two articles which outline several topics you can choose from for your next email newsletters.
If you have great content, and you make your email newsletter shareable, there is a chance that it can bring more traffic, subscribers, and ultimately more profit for you and your business.