Email newsletters are one of the most powerful digital marketing tools, on average for every $1 spent they generate $44 in ROI.1 That’s the highest ROI than any other form of marketing. Email Marketing not only attracts new customers, but also works to keep your current customers coming back. And to make it even better, you can separate different customers into segmented lists, and make your newsletters even more personalized. According to MailChimp, “On average, segmented campaigns result in 23% higher open rates and 49% higher click-through rates than unsegmented campaigns.” This is called segmentation and it increases your chances for success with your email marketing campaigns. Segmentation is the division of email subscribers into smaller segments based on set criteria. Marketers report an increase of 760% increase in revenue from doing this.
Here are 5 techniques to make your newsletters irresistible:
Your newsletters should demonstrate the voice of your business, and give your clients something to look forward to when they receive your emails. Be conversational; people don’t like being talked at, they like being talked to. Be memorable; remember people get email newsletters every hour, so find a way to make yours stand out! Be creative; come up with a consistent way to make sure your newsletter is always fun and engaging.
I’m sure you’ve noticed many businesses say, “Enter your email and receive 15% off your first order.” BAM! They’re growing their mailing list with every new attendee to their site that likes a good discount! And who doesn’t like discounts? This is a very effective marketing strategy, new customers will not only be happy to receive that initial newsletter, but now you just have to make sure your newsletter impresses them enough to stick around.
No one wants to read a big block of text in a newsletter, or anywhere. Advertising has made people expect a certain aesthetic when they’re looking at products, websites, or newsletters. Using the images for your email marketing strategy is essential to its success and with professional Graphic Design becoming unlimited, affordable, and accessible, there is no reason for your newsletters to read like a big chunk of bulky text.
Shareable on Socials:
Social Media is the place to go for free, easy, and lasting marketing results. Make sure content in your newsletters are shareable to social media platforms, such as special news and features your customers may want to share. Remember not to share your newsletter to social media, because that defeats the purpose of having it be a newsletter. However, if you feature a customer, or an exciting piece of news, or even a hilarious video, image, or text, make that shareable so your customers can share it on their accounts. The ultimate goal is for people to go to your website and share that to other people on other social media channels.
A/B Test your Newsletter:
Most small businesses don’t bother with A/B testing their newsletters, and that is a mistake. Small changes to your subject headings, or promotional content, or even the order with which you present information in your newsletter could have a big impact on the success of your company’s marketing. A/B testing will give you insights into your customers, and what they prefer to see of your newsletter. A/B testing the right content should get you an increase in opens or click-throughs, and even if it doesn’t at least you’ll learn what is working and what isn’t – so you can strategize for better results in the future.
The more value you provide in your newsletters, the more your target audience will look forward to hearing from you. Email marketing allows you to keep in touch with your customers on a consistent basis. It’s easier to get them to engage with your business when they value the content your newsletters provide. Examples of this are promotional discounts, new products, exclusive news and sales. Other topics can be simple, “Thank you for Subscribing”, a “Welcome on Board,” or my favorite the “Happy Birthday” emails. These are easy and effective ways to let your customers know you value them.
Customers love it when a business treats them as an individual! The more value you provide to your target audience, the more they’ll look forward to hearing from you. If you’d like to know more about growing your brand, read 5 Steps to Grow your Brand and Increase Sales. Applying these techniques to improve your email marketing game and your marketing techniques is a sure way to grow your business.