Some marketing strategies cast a wide net but, when you put your marketing dollars into e-newsletters, you reach a highly targeted audience right where they are working: their email inbox. In fact, information sent via email instead of social media is five times more likely to be seen, and email marketing can produce an average ROI of $42 for every $1 spent, making it a smart marketing strategy.
How to produce a successful newsletter
One of the most important things to keep in mind when producing an email newsletter is that you must comply with General Data Protection Regulation by obtaining a subscriber’s consent to use their personal data to send them emails. You can do this during a transaction by requesting they opt in to your newsletter and any other marketing emails.
Tracking metrics such as click-through rate and open rate will help you determine the level of engagement of the newsletter once it is sent out. Experiment with subtle changes to the content, topics or design to see if that affects your metrics. However, resist the urge to change multiple things at the same time. By changing just one thing at a time, you’ll be able to truly assess the impact of each adjustment you make.
1. Create intrigue
Thirty-four percent of recipients open or skip an email based on the subject line, and 24% do so based on the preview text. Both should be short enough to read at a glance and interesting enough to attract readers.
The subject line is the title of your email. Use emotive or unusual words to create intrigue and entice the recipients to read more. Numbers and lists will also attract attention. A numeric symbol among a string of text will stand out, and content that appears to be delivered in small, digestible chunks will appeal to readers.
The preview text offers a more detailed glimpse of the content to come. Seek to elicit an emotional response and get your readers’ attention by referencing business goals or pain points that are important to them.
2. Keep content valuable and readable
Content should be educational and relevant, but it doesn’t always have to be explained with excessive prose. Infographics can provide the same valuable information in a more engaging format, and links to videos in your newsletters can increase response rates by 216%.
Keep your newsletter concise and simple. Find A Way Media found that the best performing B2B emails average 240 words and were visually appealing, with a simple design that guided readers’ eyes throughout the newsletter.
3. Nail your call to action
Keep your CTA action-oriented and centered on a specific goal. The text should be concise and clear, explaining the value of the desired action to the reader. Any graphics included in the CTA should be linked to a relevant webpage. If including a button, use contrasting colors and white space so it stands out.
Conclusion
Email newsletters may bring your content directly to your customers’ inboxes, but you must still use a strong lead-in, offer relevant content and create a well-designed layout to attract and engage your readers. Doing so can earn you strong results — such as an ROI of 42:1 — and make your information five times more likely to be seen than if it were solely published on social media.
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