The Key to Creating Email Newsletters that People Actually Read
Well, first of all, thanks for reading our Blender Online Magazine! This is our tenth issue and throughout these months, we’ve learned a lot about what works and what doesn’t work when it comes to email marketing. Email is fast and versatile when it comes to delivering information to targeted audience. It’s a cost effective method that allows your company you reach specific individuals and track how successful the email was at engaging your audience. So how do you ensure that your emails are open and people are reading the corporate materials that you send? Here’s a list of tips we came up with to help you ace your email communications.
- Focus and fine tune. Just like any other project, when it is unfocused and it doesn’t have a clear objective, it just becomes a mess. What is the purpose of the email subscription? What do you hope to achieve? In order for the email to succeed and generate results, you need to give it a purpose. For our online magazine, we aim to keep our clients in touch with the latest news and exclusive insights that would enhance their investor relations strategies. This helps us stay focused and keep content relevant to our clients.
- Keep your content balanced. Second step is coming up with a content strategy. Make sure the content is informative and educational to the receiver. As much as they love you and your company, if they are not learning anything from the email, it’s likely that they’ll just delete without even glancing at it. Let it be face sheets, news, upcoming conference calls or webcasts, make sure it’s all relevant to them. It’s easy to fall into the trap of self-promotional content but it also kills the open rates of your emails!
- Get a subscribe button and landing page! How else are investors and analysts going to sign up if you don’t have a form or landing page for them? Once you’ve figured out the content and got email campaigns running, you’d most likely want to expand your reach. Rather than relying on referrals, a landing page with sign up subscriptions would help a lot. Give them a teaser of what the newsletter is like, and entice them to subscribe!
- Subject lines matter. Chances are, newsletters always have valuable content but we never read them because the headlines are not engaging enough. Here are five things to avoid when it comes optimizing your email marketing, check out a blog post we wrote earlier: 5 Subject Line Mistakes to Avoid.
- Keep design simplistic. Make content concise, key points ‘scannable’, and design minimal. When things are precise, it’s easy to follow. The design layout of the newsletter will make the content an easier read, and receiver would be more inclined to open and read it again.
- Make the un-subscription process easy. You know how annoying it is when you’re trying to unsubscribe for something and it takes forever. Don’t make your current and prospective investors hate you for an email campaign you send out. Tying them down with email communications that they hate would just make them hate the company. It’s sad to see them go, but think of it as keeping your email list healthy!