One-size does not fit all
The types of Email campaigns include product or industry announcements, sharing new or essential blog posts, and weekly newsletters. Having a successful Emarketing newsletter is contingent on ensuring the type of Email campaign being used is the best fit for your audience. What will not work is sending out generic email blasts. If you’re implementing more than one campaign, you should set up different lists for the different types of emails, so your audience can sign up for only the emails that are relevant to them. This is called segmentation, or breaking up your large email list into sub categories that pertain to your subscribers’ individual interests and preferences. One way of figuring out what is relevant content to your audience is to find out what made them subscribe in the first place. With that information you can build a campaign relevant to that subject matter. Now that we have established the importance of selecting an Email campaign unique to your audience members, we can dive into the specifics of writing a successful Emarketing newsletter.
Breaking down an ideal Emarketing newsletter
A proper introduction
The introduction should be aligned with the main topic of the Email. It should also be enticing as to keep readers hooked. Personalization is key and can be used to create a deeper connection with your subscribers. A fantastic way to accomplish this is to share a personal experience that relates to the subject of your Email on a personable level.
Delve into content
The copy in the body of your email should stick to one topic and be consistent with your voice. Dive directly into the valuable information you have to share. Do so in lamance terms so that it is easily understandable. Get creative in the way you share your information. Some ways this can be accomplished is to write it in the form of a story or lesson. Alternatively, you could address a blog on the matter and only share exclusive insight with your Email subscribers. In order to make sales you must provide value and gain trust.
Keep it short & sweet
No one wants to read a long Email no matter who it’s from or how interesting it may be. Get out while you’re ahead. The last thing you want to do is overwhelm your subscribers. Long-form content has it’s place and Emarketing newsletters are NOT it.
Don’t be a sellout
There is no value in a newsletter if all it does is push it’s subscribers to buy. A good rule of thumb is to implement a 90/10 ratio in each of your newsletters. This means Dedicating 90% of the content to be informative and useful, while allowing the other 10% to sell or promote.
The call to action
Wrap up your email with a call to action. The call-to-action should be for an offer relevant to the subject matter of the rest of the email. It can also be a link to your latest blog post, or a reminder about your social media presence. Whatever it is, try not to overload your subscribers with too many options. Reminding them of one platform at a time is best to maximize the chance they will take the desired action.
Double check all your Emarketing newsletters for spelling and grammatical errors. This is essential for ensuring that you are providing professional content. Even if the email is short, you should still look for mistakes. Additionally, make sure that all of the links are working. Finally before sending it off, see if you’re sending the newsletter to the right subscribers’ list. Being relevant is crucial to a successful newsletter.
Go forth and Emarket
The ideal Emarketing newsletter is unique to the person reading it. You know your audience best. Cator it to them and nobody else. Personalize, provide insight on what’s relevant to your subscribers, keep it short, don’t sell out and let your brand identity shine through. As long as there is value for them to gain, you are on the right track.
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Brittany Hardy Owner Brittany Hardy is the Owner of Empty Desk Solutions, a boutique marketing company located in Port Moody B.C. Brittany is passionate about helping small businesses achieve their growth goals with marketing solutions that are both effective and affordable. After many years of working in retail management and then as the Marketing Manager for Canada’s largest mortgage company, Brittany decided it was time to pursue a life-long goal of creating her own business. Naturally she likes to help others and decided there was no better way to do this than to use her creative talent to help others who want to do the same thing. With three young children, Brittany believes in balancing work and home life and continues to find new ways to support and employ other mothers who want to start their own businesses or stay at home with their children. Social media marketing continues to evolve for small businesses and Brittany and her team are passionate about helping these businesses navigate how they can benefit from these networks. Brittany has been a finalist for the Women of Worth awards, the Tri-Cities Business Excellence awards, and has most recently been featured in Small Business BC and in the Huffington Post. Social Media Links: Facebook ⎜LinkedIn ⎜Twitter⎜Google Find us on Instagram: @brittanyebh ⎜ @emptydesksolutions