Studies have shown that people check their email about 15 times a day. For many, it’s the very first thing they do when they wake up and the very last thing they do before bed. Our inboxes follow us everywhere we go during the day, and everyone is familiar with the chime or buzz of an incoming email. That’s why it’s more important than ever to make sure your company is making use of an effective email marketing strategy.
When customers sign up for your newsletters, they’re welcoming you into their life. They’re taking an active step to find out more about your company and what you know. A bad newsletter can potentially alienate your most enthusiastic customers. Here’s how to keep that from happening.
Put your best foot forward.
Your newsletter needs to be top notch before anyone even clicks to open it. Make it obvious who it’s from and the subject needs to be concise and catchy. If the subject is so long that it can’t be read without clicking, you’re saying too much. Once they’ve clicked, you don’t need to ease them into your content; make sure you’ve got a great first sentence that keeps them interested in reading further.
Each newsletter needs a specific goal.
Don’t send out newsletters just to send them out. Have a compelling reason for popping up in their inbox each time that you do. The very first thing you should be doing when planning a newsletter is to figure out what your call to action will be. Once you have that, you can tailor the content of the newsletter to service that call. Whether you use blog posts, photos, infographics or videos, make sure each item in the newsletter helps to promote that call to action.
Make it easy to opt out.
The simple fact is that you’ll have subscriber turnover. Everyone does. The best thing you can do is make it easy for the people who want to opt out to do so. Odds are you know the pain of a newsletter that makes unsubscribing a nightmare, and you don’t want that to be the lasting impression anyone has of your brand. Make unsubscribing as painless as possible and you won’t have to worry about your hard work being flagged as spam.
Ready to make your newsletter something special? At Design at Work, we can help with newsletter design, content, programming and reporting. Get in touch with us today and let us help you create something your clients look forward to.