- Posted by Nigel Edelshain
- On April 6, 2016
- Email marketing
Email marketing is the power tool in a local business’s digital marketing toolbox.
In their research MarketingSherpa estimates email ROI as 119% but even higher for smaller businesses (with less than 100,000 email addresses), in this case ROI is 139%.
When it comes to email marketing, an e-newsletter is a tried-and-true way to keep in touch with your prospects and clients until they are ready to buy.
But how can you create an e-newsletter that people will actually read? Here are a few quick tips to get you started:
Set expectations on your subscribe page. On your subscribe page communicate the type of content that will be in the e-newsletter as well as how often a reader should expect to hear from you. If subscribers know what to expect they won’t be annoyed when you pop up in their inbox.
Educate, don’t promote. Your subscribers don’t want to hear about how wonderful your products and services are all the time. Unless you actually have a big piece of news to share about your company focus on offering consumers informative information. A good rule of thumb: 90% education, 10% promotion.
Write normal subject lines. Research shows that when reading an email we first look at who is sending us an email then we look at the subject line. Assuming your subscribers know who you are, the next element to get right is your email subject line. Don’t try to get too cute here. The subject lines that get the highest open rates are the ones that people use in “normal” emails not something from “Mad Men.”
When it comes to design, less is more. Don’t try to cram too much into one e-newsletter. The result can be cluttered and hard to read. Keep your copy concise and have plenty of white space in your design.
Test, test, test. Test your e-newsletter before you send it to make sure it looks good on a variety of email clients (including smartphones).
Once you’re up-and-running test as many elements of your e-newsletter as possible to see what is resonating with your readers. Which articles are getting the most clicks (you need to use article teasers with “read more” links so you can measure clicks)? Is your open rate changing much? Keep testing and tuning—your ROI depends upon it.