Email newsletters are a great way to keep your audience in the loop with your business and everything happening. However, not all email newsletters are created equal; all it takes is one bad email to cause a recipient to hit that “unsubscribe” button. If email marketing is giving you the blues, make sure your newsletter has these characteristics:
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It Should Look Good.
Whether you design your email layout yourself or use a template, make sure it is easy to read and pleasing to the eye. Your email should be clear, organized, and flow smoothly with headings/subheadings, images, videos, and more so readers can scan the email more efficiently.
It Should Be Interesting.
Let’s be real – most people don’t like to read as it is – don’t make it worse! Your email newsletters should always be informative, entertaining, and relevant to your customers. Share tidbits about your employees or contracts working behind the scenes, share a milestone or major company achievement, and include a relevant article or YouTube video that your subscribers will appreciate. When you put your newsletter together, ask yourself, “Would I read this?” If not, start again.
It Should Be Personalized.
Personalization is key to keeping your audience engaged and in tune with your business. You will have segmented lists for different audiences or customers as your email list grows. For example, you may have a list of people who signed up for your email list after viewing your webinar, while you’ll have another list of those who signed up after visiting your website. You can send one large general email to both lists, but you can customize what you send to each. If you are trying to promote early bird pricing at a conference you’re speaking at, you can promote it heavier to the people who subscribed from a speaking engagement.
It Should Be Optimized.
Optimizing your emails for mobile is so important! Most emails are opened on phones, so make sure your email looks good on all devices. This can easily be done by previewing your email in your email marketing software before you send it. Make sure all of your links work, all words and images can be seen clearly, and videos are loading properly.
It Should Make Good Use Of Data.
Every email newsletter software has an analytics section to help you track your open and click-through rates on the backend. Whether you use their built-in tools or attach Google Analytics, you should have access to this information. This will help you understand your subscribers’ activities, what they are clicking on, and whether the emails are getting to them. Once you look through the data, you can make adjustments accordingly.
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Final Thoughts
Email marketing is something we, both as consumers and business owners, encounter all the time. Although it may seem simple from the surface, its actual process and maintenance require some work. If you follow our tips above and ensure your emails have these essential characteristics, you’ll be well on your way to having a thriving, engaged email list.
