In today’s online marketing world, an effective email newsletter campaign is a critical link between your business and loyal customers. More than just sharing a simple email message with clients, an e-newsletter allows you to engage customers with an interactive, graphical platform that can stimulate web traffic, promote specials deals and features, and even facilitate direct sales. One of their best features? They’re cheap.
Email advertising is one of the best marketing investments you can make. A 2011 study by the Magill Report puts email marketing’s ROI at $40.56 for every $1 invested (http://www.magillreport.com/Email-Remains-ROI-King-Net-Marketing-Set-to-Overtake-DM/). In this day and age, why not?
However, considering the huge volume of email that most of us receive on any given day, it is important to know that your e-newsletter will stand out amongst the junk mail, and most importantly, get results.
Here’s how to do that:
1. Good design is critical.
Let’s face it — impactful graphic design means people will spend more time looking at your content. The best newsletter designs that I have seen use a simplistic layout that flows from section to section, with high-quality images and easy-to-read headlines.
The key to good graphic design is good images! Don’t settle for mediocre photography, or cut-rate clip art. Strong images make strong impressions on clients — that’s a fact. So if you don’t already have high-quality images for your business, find a photographer and take some!
2. In terms of content, keep it short and sweet.
This is a marketing tool, not a weekly newspaper. Use compelling content at the start of the newsletter, such as interesting facts, headlines, pro-tips, or even inspirational quotes to set the feel of your newsletter and make the reader want to continue. Keep your features to just a few paragraphs, and focus on interactive elements like reader polls, reviews, testimonials, and anecdotes to keep your email interesting.
3. Calling readers to action
The ultimate goal of your newsletter, however, is calling readers to action. A beautiful layout is worthless if it does not drive your web traffic or otherwise stimulate your business. Directly offering coupons or discounts only to your email newsletter recipients will certainly get results. Be clear that your deal is only for those who are signed up for the newsletter, which will create a sense of exclusivity and also send the message that you care about repeat business.
4. Ask for client feedback
Another great way to get people engaged is to ask for client feedback. You will be amazed at how readily your readers will send you feedback on products, reviews, and stories just from a simple request. This not only keeps clients involved with your business, but also makes interesting content for subsequent issues.
5. Always provide links to new products and services.
Let recipients know if you have updated your website, added new inventory, or are excited about a new offering. Providing multiple links back to your website is the best way to get more hits on your infrequently visited sub-pages, and to stimulate overall web traffic to your site.
Finally, do what you can to make sure that your E-newsletter is the best it can possibly be. Subscribe to as many other newsletters as you can, especially competitors, to get a feel for their layout and content. You will see what works for you and what doesn’t, and maybe even glean a few new ideas for your own newsletter.
6. Check your statistics!
Almost every email provider now provides stats to see exactly how many impressions and direct clicks your newsletter received. Use this information to your advantage. Consider what headlines worked the best and which links (and locations) garnered the most clicks and modify your next dispatch accordingly. You might be surprised to learn that your fun fact of the week got more attention that your 50% off coupon.
7. Finally, proofread and edit.
The preview option is there for a reason. Send test emails to your employees and friends to get as much feedback as possible. Integrate it. Avoid grammatical and typographical errors. This email is representative of your business, so make sure it is perfect.
Email marketing can be a great tool for your business, but only if you do it right. If your clients have a reason to look forward to your email content every week, your newsletter is a lot more likely to get the impressions you want, and stay out of the trash box!
Stock images by Photodune and stock.exchng
About the Author!
Anita Brady is the President of 123Print.com. The website offers promotional and office organization supplies like business cards, note cards, memo pads, personalized mugs and other items that combine high quality and customization with an affordable price.