How to improve your company’s newsletter and email marketing

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Tips and tricks in getting the best results for your brand’s email marketing and newsletter

Email marketing is one of the most effective and efficient ways to keep in contact with your audience. It gives your brand a unique opportunity to offer product and service education to potential new customers while keeping up brand engagement with existing customers. When used properly, email marketing can be an asset to both build trust and boost sales and acts as a sustainable way to support the growth of your business for multiple years.

Every year, reports arise that this year will be the death of email marketing. Yet, given the tool’s benefits, it’s no wonder that email campaigns continue to be an effective asset for marketers, even when new marketing channels have emerged, such as social media. It is no exaggeration that most of the planet has access to email. Some estimates project that over four billion people worldwide use email, and this number continues to increase.

Personalized, plain text emails can be very effective, particularly if you are looking to differentiate your tactics. However, email newsletters done right are a great way to offer value to your subscribers. Provided that you are targeting a relevant audience, company newsletters should provide useful information about your brand, together with valuable content that is crafted to align with your target audiences’ goals and pain points.

All brands across every industry type can leverage the simple power of email newsletters. This article will share some tips your company can use to improve your email marketing to get better results for your brand.

Get creative with your email subject lines

We have all probably received an email with a less than exciting subject line such as “December Newsletter.” Does this make you excited and curious about the content of the email? Does it stand out and pop in your email inbox? Are your subscribers likely to open this email? The simple and logical answer is no. Most subscribers will probably hit delete. This is a colossal waste, as the company may have spent considerable time developing the actual content of the newsletter. Yet, all that hard work has gone to waste because of one simple mistake that would have taken a few extra seconds to fix.

The point is that a boring subject line does not inspire or imply any value to your subscribers. Given that we all receive tons of emails every day, why would some open an email that plainly states, “December Newsletter”? Surely, there are more exciting things going on in December? It would be better to indicate the newsletter topic or theme, a preview of the content inside the newsletter, and at the basic level, why your subscribers should care enough to open the email.

Take steps to add value before the subscriber opens, with a relevant, personalized subject line. If you would like to keep the subject standardized like “December Newsletter,” be sure to add value by previewing the content or theme, such as “December Newsletter: Special Interview with Elon Musk”, so your subscribers know what is inside before clicking.

Once you have developed some creative ideas, it is also best practice to A/B test or split test to see what types of subject lines appeal most to your target audience. What keywords or topics excite them? You can A/B test pretty much anything in a newsletter these days with email marketing services’ tools, such as send time, the content of the newsletter, and so on; the subject line is an excellent place to start, though, as it’s the first thing your subscribers will see.

Segment your audience and content

One of the biggest turn-offs for subscribers is when the content is not relevant to them, yet it is a common mistake for email marketers to blast out all the same content to their whole subscriber list.

Segmenting your subscriber list is a critical step in developing your company newsletter. If I love animals but do not like beer, I prefer to receive emails about animals rather than a one-size-fits-all newsletter that combines animal and beer content. This is a silly and extreme example, but hopefully, you get the point.

There are many types of people in this world, even if they buy similar products or use the same services. Focus on customer personas to identify their likes and interests, and then mix your sales messages with interest-related content themes.

Another tip is to select one topic and a single goal for the newsletter, targeting one specific audience. This ensures that you can tailor the content to the subscribers you are sending to, provided that you have enough data available to understand what your subscribers want.

Conclusion

Email newsletters continue to be one of the most powerful yet simple ways to engage with your customers and target audiences, which can support the growth of your brand. The tips offered in this article will support your business to extract increased value from your email marketing, which can increase brand trust and reputation, identify new opportunities and lead to more sales.

If you have any questions about creating irresistible newsletter campaigns and email marketing in general, please feel free to contact our expert team at info@relevantaudience.com for more information.

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