Kristin Pruis • May 2, 2017
E-Newsletters are a super staple in the digital marketing tool belt. If you don’t have one, you’re seriously missing out! In 2015, average ROI of email was a jaw-dropping 3800% (DMA). If you do have an E-Newsletter, but feel your engagement isn’t up to snuff, here’s some tips for an E-Newsletter makeover.
1. Brand + Optimize Your E-Newsletter Design
A great design can certainly make or break you customer’s interest in your E-Newsletter. Make sure your E-Newsletter properly reflects your brand so your customers known who it is from and don’t overlook your mobile viewers! Your email newsletter should be optimized for viewing on both desktop and mobile devices as a standard best practice. It’s important to test your design all popular devices and, if necessary, invest in multi-client testing to ensure all your customers are able to receive and view your email the way you intend.
About 53% of emails are opened on mobile devices. – Campaign Monitor
2. Include a Personal Note in your E-Newsletter
Steer clear of generic sentiments and instead write something thoughtful that your customers can appreciate. Even a few brief sentences can be enough to make an impact on someone that will improve your relationship with them. Discuss what’s new in your business and how you appreciate your clients and their contribution to your success. Change it up and make this different every time you send. You can even include a recent headshot or a signature line to make your note more feel authentic.
53% of marketers say ongoing, personalized communication with existing customers results in moderate to significant revenue impact. – DemandGen
3. Personalize the Content of your E-Newsletter
If you’ve collected information about your customers other than their emails such as their names or interests, be sure to tailor your newsletter using these to your advantage. If your using email software such as Mail Chimp, Constant Contact or Campaign Monitor, you can personalize the subject line by including their name as a dynamic variable. Other ways to customize the content can be based on the recipient’s interests and can inform the types of products you show or content you include.
Personalized email messages improve click-through rates by an average of 14% and conversions by 10%. – Aberdeen
4. Offer Something Valuable in your E-Newsletter
Every newsletter should have some type of call to action if you want to foster engagement. Use your CTA as a platform for sharing valuable content or offers with your customers. Maybe it is something as simple as a checklist or resource cheat sheet. Regardless of what you decide to offer, it should reinforce your position as an authority figure in your industry and relate back to your business. When directed to a landing page, this will draw customer’s back to your site and can encourage them to share with friends and colleagues.
Including a call to action button instead of a text link can increase conversion rates by as much as 28%. – Campaign Monitor
5. Keep your E-Newsletter Consistent
Decide how often and when you will send your newsletter and stick to it. This sends a message to your customers that you are dependable. Customer’s will look forward to receiving your email and have a greater sense of community with you and your followers. An easy way to stay on schedule is to plan your newsletter far in advance. You can even automate parts of it if you need to pull excerpts and images from your blog and your news software has this option available.
57% of email subscribers spend 10-60 minutes browsing marketing emails during the week. – ChoozOn
Need help crafting the perfect eNewsletter that engages your customers? Talk to K Design Co.