According to a 2015 report from eMarketer, research conducted by Econsultancy found that 79% of global agencies indicated that email marketing was rated effective by more agency marketers than any other channel. Email marketing outranked SEO, social media, and content marketing for businesses wanting to effectively grow their brand. If you’re a business owner hoping to capitalize on the revenue-driving success of email newsletters, there are a few crucial factors you need to consider. Before you integrate email outreach into your business-building efforts, make sure you’re well aware of the following email newsletter tips for maximum ROI:
Use a Real “From” Email Address
Don’t send your email newsletters from a ‘no reply’ address. The whole point of sending newsletters is to boost engagement rates. Opting for a ‘no reply’ address immediately tells subscribers you’re not interested in hearing their feedback.
Test, Test, and Then Test Some More
A/B test your newsletter content and subject lines. Avoid words and content styles that will trigger email spam filters. Using all caps, too many exclamation points, and words like prize and sweepstakes can instantly send your emails directly to recipients’ junk folder.
Make it Worth Their While
Think of your recipient first. You’re taking up their valuable time by sending a newsletter. They were kind enough to subscribe to your email content. Do everything in your power to ensure they don’t unsubscribe from your newsletters. Is the content of your newsletters valuable to you or to your subscribers?
Also, make sure your newsletters aren’t one big block of text. Create content that is easy to digest while delivering maximum value to your subscribers. If your readers end up wondering ‘why on earth did they waste my time sending this?’ you’ve completely missed the mark. You want readers to be glad they subscribed and feel like they received helpful information in your newsletters.
Don’t Forget Mobile
Before you hit send, view your newsletter on multiple mobile devices. An ever-increasing number of emails will be opened on a smartphone or tablet. Double-check everything from load time to image resolution.
Keep it Simple
Avoid adding extra fluff to your emails. While a company logo and business branding is essential, forgo background images that add unnecessary distractions to your content.
Send it to the Right People
Make sure you’re not wasting your money sending your newsletter to email addresses that don’t exist anymore, or worse, emails that never existed in the first place. Email Validation will prevent bad email addresses from going into your CRM as well as continue to ‘clean’ your lists as you use them.
Give Them an Easy Out
Although it might seem counter-intuitive, always give your subscribers an easy way to unsubscribe from your newsletters. While your communications might be valuable, some subscribers don’t want an overwhelming number of newsletters in their email inbox. In some countries, there are anti-spam laws that require you to include an easy unsubscribe option.
Focusing on the quality of your email newsletters can help keep your subscribers interested. Your content needs to be focused on solving the needs of your loyal followers, but the way in which you deliver your content can have a huge impact on interaction rates. Combining helpful newsletters tools with a top-notch email strategy will ensure your business communications are warmly received. Are you ready to make a concerted effort this year to grow your business via email newsletter marketing?