Email marketing is a great way to
reach your customers where they are without spending a lot of money. But it’s a
big responsibility, too—people don’t give their email addresses to just anyone.
Thinking about starting a company newsletter? Here are some tips to keep in
mind.
Make it easy to subscribe. Post a signup form on your
homepage, blog, Facebook page, and wherever else your customers and fans are
already active. You might want to collect names and birthdays (for a special
offer or gift) or invite readers to join groups, but don’t go crazy with the
required fields. A too-long subscribe form might scare people off.
Tell subscribers what to
expect. Whether you plan to send company
updates, letters from the president, e-commerce sales, daily deals, or weekly
tips, it’s important to tell your readers what to expect and how often to
expect it. Give them as much information as possible on your signup form, so
they can decide whether they want to be on the list or not.
Send a welcome email. It’s always smart to remind
people why they’re on your list and reassure them that good things are in
store. You might even send new subscribers a special offer or exclusive
content, as your way of thanking them for their loyalty.
Design your newsletter to fit
your brand. Your email campaigns should match
your brand’s look and feel. If you’re using a template, you might want to
customize it to include your company’s colors and logo in the header. If your
emails are consistent with the rest of your company’s content, then readers
will feel more familiar from the start.
Make it scannable. Your subscribers are busy people
who get a lot of email, so it’s safe to assume you don’t have their undivided attention.
Instead of one long block, break up your content into short paragraphs. Include
subheadings and images to guide readers through your email and make it easier
to scan, and add a teaser to the top of your newsletter to tell subscribers
what’s in store. If you’re sending a long article, consider inserting a “read
more” link so people can get to the rest when it’s convenient for them. Your
subject line should be to-the-point and easy to digest, too. You might even
want to a/b test subject lines to see which ones perform best.
Send
people content they want. Email newsletter services offer
features like groups and segmentation to help you make your content relevant to
the people reading it. If you’re sending different emails for different groups
(for example, a nonprofit might send separate emails to volunteers, donors, and
the board of directors), then you can ask people to check a box to join a
particular group on your signup form. Segmentation allows you to target certain
subscribers on your list without assigning them to group. If your store is
having a sale, then you could send a campaign only to people near a particular
zip code, because subscribers who live in other parts of the world don’t need
to know about it. You can also segment by activity, email clients, e-commerce
data, and more. Sending relevant content will keep your readers engaged, and
engaged readers look forward to your newsletter and share it with friends.
Keep a publishing calendar. A regular newsletter is a
commitment. If you go several months without sending anything, then your
subscribers will forget about you, and they’ll be more likely to delete the
next email, or worse, mark it as spam. Make time to plan, write, design, and
send your newsletters regularly.
Edit. Even editors need editors. When
you’re working on your publishing calendar, leave plenty of time for the
editing and revision process. Once you send a campaign, it goes straight to the
inbox, and you can’t go back and update it. Newsletters contain meaningful
content, and sloppy ones reflect poorly on the companies who send them. Grammar
and style are just as important for email as they are for websites and blogs.
Test. Different email clients and
mobile devices display emails differently. Send test emails to colleagues, or
use a testing program to make sure your emails are going to look good on screens
big and small. Testing reveals design mistakes before it’s too late, and
testing programs can predict whether or not a campaign will get caught in a
spam filter. You could even set up accounts with a few different email services
for easy testing. Avoid sending one big image as a campaign, and cover your
bases with a plain-text option for every email.
Think about mobile. If a campaign doesn’t show up on
mobile devices, it’s not going to perform very well. Everything you send should
be mobile-friendly. One of the highlights: According to the study, 63 percent
of Americans and 41 percent of Europeans would either close or delete an email
that’s not optimized for mobile. Might be time to start using a responsive
template.
Know your spam rules. A lot of innocent people send
spam because they didn’t know any better. Read up on the CAN-SPAM act to avoid any trouble. Put simply, you’re
allowed to send bulk email only to people who specifically asked to be on your
mailing list. If you collected email addresses for a lunch giveaway or an event
invitation, then you don’t have permission to send marketing emails unless you
made that clear at signup. Include an obvious unsubscribe link in every email,
and don’t forget to remind subscribers how they got on your list in the first
place
Make
it shareable. Send content that people want to
share, and make it easy for them to do it. Sure, subscribers can forward your
campaign to friends, but that’s a lot to ask. Include a public link to the web
version of your campaign so people can read it outside of their email programs,
and consider adding Twitter and Facebook links to your newsletter, so readers
can share your content where they’re already active. When their friends
start sharing and subscribing, you’ll know it’s working.
Keep an eye on your stats. Most email newsletter services
offer free reports that contain helpful information. Learn how to read and
understand your reports, so you can use the stats to improve your campaigns
going forward. Pay attention to your open and click rates, and identify any
patterns that make those numbers go up or down. If a campaign receives a high
number of unsubscribes, then try something different the next time.
Be friendly. Feel free to use a casual tone in
your email newsletters. Since most emails come directly from one person, people
expect human voices in their inboxes. There’s a good chance your subscribers
are already in a informal frame of mind when they’re checking their email, so
an overly formal or stodgy voice might seem out of place. Plus, they’ve given
you their email address, so you’re already on a first-name basis. If you
collect first names on your signup form, you can dynamically include them in
your email greetings.
Only send email if you have
something to say. This one seems obvious, but too
many companies start email newsletters with no plan and nothing to say. Email
is simply a way to publish content—the content itself has to come first. Before
starting a newsletter, make sure it’s a sustainable commitment that will help
you achieve your business goals. Otherwise, you’ll be wasting your subscribers’
time and your own time. Ask yourself: What’s the goal for this kind of
communication? What do we have to say? How will we measure success? Send
thoughtful newsletters, and keep the focus on your company’s message.
Credit: forbes.com
Credit: forbes.com
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