E-newsletters are one of the most effective outbound marketing tactics available to organizations, large and small. In part, this is because email has an ROI that simply trounces all other mediums (DMA, McKinsey, Chief Marketer). But it’s also because email excels at shifting online relationships from the merely transactional to the truly interactive, even, dare we say it, helping brands develop emotional connections with their subscribers. People do love (or at least widely acknowledge an addiction to) their inboxes, making the inbox a great place to connect with your target audience.
But how can you make sure your e-newsletter ventures beyond boring into the fabulous? Here are seven tips from the PWR team…
There is no way to build meaningful, online relationships without great content. And while there are many ways to define great content, any definition starts and ends with relevance. Keep it audience-centric by asking yourself what information you have your audience wants or needs. Then, share your expertise generously.
Content is key:
One way to ensure your e-newsletters garner more attention and improve relationships with your subscribers is to get creative with the assets you share. Long form text is great, but be brave and experiment with different mediums (and don’t forget to track what works best). Variety is not only the spice of life, but can add spice to relationships as well, so consider incorporating embedded video, sharable infographics, unexpected imagery, downloadable whitepapers, and more.
Make it personal:
Standing out in the inbox is hard. It’s even harder for brands that persist on using grey corp speak. Voice is a great way to make your e-newsletters more appealing and more personal so consider…you know…talking like a human (believe it or not, people like that). Another way to make an e-newsletter more personal is by enabling two way communication so consider incorporating surveys and other interactive features.
Make it sharable:
Email subscribers are 3 times more likely to shareDon’t forget mobile: your content via social media than visitors from other sources (QuickSprout). One way to increase the sharability of your e-newsletters, and grow your social interactions, is to simply include social elements: footprints asking subscribers to follow you on social channels; share buttons so subscribers can click to pass your content along to their followers; and even, where appropriate, embedded twitter wikis, tweetable quotes, or pinable images.
One key to growing relationships via the inbox is to look good in the inbox–emails that look or function bad read “spam” to recipients. Make sure you’re emails are highly branded and visually appealing. When it comes to the inbox, looks count!
Like IRL (in real life) relationships, consistency and reliability count. So know what your brand can sustain, then dedicate yourself to meeting a consistent cadence. And while less is often more, that doesn’t hold when it comes to e-newsletters. For example, one survey found that sending four emails in a month instead of one significantly increases the number of consumers opening more than one email (WhoIsHostingThis “Email Deliverability 101). In our experience, weekly and biweekly e-newsletters deliver best metrics.
Don’t forget mobile:
One out of every three clicks within an email occurs on a mobile device (Campaign Monitor), which means you need to make sure your e-newsletters render well and function across screen sizes. Bigger buttons, more white space, larger text and clear calls-t0-action are a few tips for making e-newsletter more mobile-friendly.