The key reason why so many of us receive email newsletters in our inboxes is straightforward: they work.
Most companies, both large and small, report more interest in their products, increased web traffic, and improved sales figures every time one of their email newsletters are distributed.
One of our clients began a monthly email newsletter using our services several years ago. The company now considers their newsletter to be one of the most powerful and effective marketing strategies they have ever tried.
Since launching the newsletter, the business has grown significantly; articles that originally appeared in their newsletter publication have been repackaged and published in major trade publications, and readership has grown from about 1,000 individuals to more than 6,000.
We recommend the following email newsletter strategies:
- Balance: The newsletter should be as much as 90 percent educational, ten percent promotional. “Getting rid of the self-promotion and focusing on providing timely and relevant information is how you win over prospective clients.”
Subject lines. The better and more creative the subject line, the more likely someone will be enticed to read the newsletter. “Don’t use a question in the subject line. Think of something snappy but relevant that would entice someone to open the newsletter.”
Format. Bells and whistles and blinking images are distractions. “The newsletter should have a nice, comfortable look to it. This encourages readers to take the time to read it.” Be informational, entertaining and insightful. You can easily lose your subscribers if you don’t provide value.
ALT-text / Hashtags. This can be tricky because not all email clients allow for ALT-text and hashtags, or recognize them as such, but this is the information behind the image that search engines see. If the image is later found online, the ALT-text or hashtag can bring visitors back to your site.
Proofread. Always have two or three people proofread the newsletter before it goes out. Grammar errors “are big no-no’s in email newsletters.”
Call-to-Action. Make sure to add a call-to-action in every section of your email.
“The call-to-action is essential,” says Danny. “But once again, think outside the box. Don’t offer a ‘Free’ Consultation. Free this or that is overused. Instead, something more effective could be: “Are You Ready to Improve Your Revenue? Click here to discuss options with one of our passionate experts.'”