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10 Tips on email marketing and writing email newsletters
Autumn is almost upon us (sorry, I know we should still be enjoying the summer while it lasts!) and soon the new products and events season will be upon us.
For those who are planning a new season launch, whether that be a website, product range or events programme, the Autumn marks an important time for new sales and bookings.
Email marketing campaigns are one of the quickest and most effective ways to let all your clients and contacts know what you are offering or selling this season.
When it comes to writing email newsletters or planning email campaigns, there are a few things business owners should bear in mind.
(1) Spend time crafting a great headline
Most people are bombarded with emails every day. People are time poor and they often scan through their inbox list and delete everything that doesn’t require immediate action – often without reading the body of the email. Make sure your headline is too good to miss. Include a time sensitive element (eg offer ends tomorrow) and make sure it’s targeted (is this offer something that customer really wants?). Even your most loyal customer will need persuading so make that headline count.
Advice on copywriting and writing techniques
(2) Test your headline out
Emailing campaigns software like Mailchimp offers the opportunity to try out a coupe of different headlines and measure response rates. Use it. Keep track of what works and what doesn’t for your customers and use successful copywriting techniques again.
(3) Keep it simple
You’re not writing a novel. And your readers aren’t looking to consume one on their lunch break at work. So keep your email campaigns as succinct as possible and included hyperlinks for readers to click on to read more – preferably lots to your own website or blog.
(4) Make it easy to subscribe
Your website, social media pages, email signature, blog posts and even printed flyers should let people know where they can sign up. Promote subscription as it gives you valuable marketing and contacts data. And don’t put people off with lengthy forms. Do you really need any more than their name and email address? If so, make your form as easy as possible to fill in and submit.
(5) Explain what people are subscribing for
Let people know what to expect. Will you be sending daily, weekly or monthly emails? What will your emails contain? What is the benefit to subscribers? Is there a chance you will pass their email address on to third parties or would you never do that? Give people as much information as possible on their sign up form so they can make an informed choice. If people aren’t sure, they just won’t sign up.
(6) Appearances count
Make your email attractive and ensure your visual brand identity comes through. Your email campaigns should match your brand and look attractive. Make them visually eye catching, but keep the layout simple and uncluttered.
(7) Only send people things they want to read
It is important to segment your mailing list as much as possible so that you can send people information you know they want to read. Even if you just separate out into stakeholder groups or regular/new customers. You can do this by simply adding a tick box on your sign up form. Or you could say something like “I’d like to hear about…” and list your product or service types so customers can select their preferences at sign up stage. Segmentation and targeting vastly increases your open rate and click through rate.
(8) Create a publishing calendar
If you tell people you will send them a weekly newsletter, you should commit to this. Make time to plan, write, design, and send your newsletters regularly. A publishing calendar can help you do this.
(9) Test your emails out
Different email clients and mobile devices display emails differently. It is good practice to send some test emails to colleagues or your personal accounts to make sure they look good in all display settings, email clients and screen sizes. And always sure offer a plain text version, just in case.
(10) Don’t be spammy
Find out about rules on spam emails to increase the chances of your emails getting through to people’s inboxes and decrease the amount of people who choose to opt out (always include an opt out, by the way – you are obliged to by law). Make it clear when people give you their details that you will be sending them emails. The Information Commissioners Office details current guidelines on spam emails, and the Direct Marketing Association gives some great tips on good practice.
(11) Make it easy to share
If you’ve followed all the tips above, your email campaigns should (hopefully!) be so great that people want to share them with their friends. Make it easy for them to do so, by adding one-click share icons – either through Facebook, Twitter, LinkedIn and other social media pages, or as an email to their friends (with pre-written “I think you’ll really like this – you should sign up” text. Include a public link to the web version of your campaign so people can read it outside of their email programme. This is a great way to get new subscribers, and to see that your email campaigns are working.
I hope these tips on sending email campaigns and writing email newsletters have been useful. Is there anything else you’d like to know? Do share your comments in the box below.
If you would like some help with your email campaigns, I offer both staff training email marketing and an online email marketing service. Just give me a call to find out more.
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Every Wednesday, I give advice on things like email marketing campaigns, digital and social media marketing, website development and SEO. And I promise never to spam you!
Good luck with your email campaigns!
