Breathe new life into your email newsletter. Most providers can offer technical advice, but check out these 11 steps to adjust the strategy behind your newsletter.
11 Ways to Breathe Life Into Your Email Newsletter
Posted by
RightSourceMarketing under Marketing
From http://www.marketingtrenches.com 3919 days ago
Made Hot by: NolanGreen on August 9, 2013 8:26 am
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Comments
3831 days ago
1. Segment customers
If you provide multiple products or services then it will make sense to segment your subscriber data into logical groups. Segmentation is handy and useful and one should try and do it if multiple types of audience that you are catering to.
If you don’t segment then it is likely that whatever content is shared will not be of relevance to some of your subscribers and it drives unsubscribes.
2. Create relevant content
The content is actually the most important part of the newsletter, and not the design. So make it relevant! Create content keeping in mind the kind of content your target audience would find interesting.
B2B/B2C -
Case Studies, Customer Reviews
Third party content with due credit to them
Blogs
B2C -
Education: Free test series/assessments; Tips to prepare for an exam; Job Interview related Content
Travel: Destination guides; When to books tickets; Best offers
Real Estate: Property price trends; new project launches; How to read property related papers
Financial Services: How to buy and compare loans/insurance products; Rate different loan/insurance providers
B2B -
Software, IT Services: ebooks; Whitepapers; Technology changes
Business Services: Trends, Impact of changes in the law/tax structure
3. Work on your design
The best design practices for newsletters would be similar to email campaigns. They include the following:
Be consistent with fonts, colour themes and layout.
The design should ensure the email is readable (fewer italics).
Try to cover fewer topics (two to three).
Use attractive images/visuals; put Alt Text on images.
Include social share links.
CAN Spam compliance.
Personalize the message body.
Follow subject line best practices.
4. Frequency
The frequency of your newsletters depends on two factors-
Ability to put together the content – If you think it takes too much effort to do it every week then don’t send newsletters every week. Send it every fifteen days or once a month.
Interest of your subscribers in receiving your content – If you’re subscribers find it painful to read newsletters every week then avoid it. You will be able to find out this information through your weekly subscriber frequency. If the unsubscribes go up, then you would know that it isn’t working. In some case, your good customers will call you and tell you if your newsletters are too frequent.