Email marketing… It is still one of the most effective ways to reach large numbers of people in seconds. Even despite inbox overload!
To work, your email newsletter must tick all the boxes: be relevant, interesting and catchy enough to hold readers’ attention.
When you want to capitalise on your regular email newsletters, why not apply these five key techniques?
Be relevant
By splitting your database into different lists, you can tailor content to a specific audience.
Think about what interests them. What concerns do they have? Can you write a section which specifically helps them?
Another way to appeal to your audience is by referring to seasonal matters, or industry news. See why it makes a difference to split your database?
Keep it short
Without a doubt, one of the biggest turnoffs is an overly long email which feels like you are wading through treacle!
Aim for 300-500 words; split into three sections perhaps. Depending on your newsletter layout, it’s always best to divide your email up into chunks.
Wave goodbye to waffle
One of the worst email crimes is waffle – a blur of words crammed into long sentences and paragraphs without saying very much.
Best bet is to cut out words you don’t need by getting to the point fast. Waffle often strikes when you are not sure what to say next.
So decide what you want your newsletter to achieve before writing a word.
Have a conversation
Instead of starting with ‘we’ – countless emails do – appeal to readers on the spot by writing directly to them.
Forget formal, corporate language. The only way to engage with readers is through a friendly tone. Where you talk to recipients – not at them.
Read your copy draft before sending. Does it sound friendly? Are there plenty of ‘you’ sentences?
Offer something for free
You are the ‘expert’ in your field. What information can you share which your audience will appreciate?
If you run a blog, you could link to a recent article. You might give advice on handling something, or you might even have a free download.
Don’t resent giving something away for free. See it as an opportunity to build your credibility.
Final thought:
A final word of advice: make sure your newsletter doesn’t sell, sell, sell all the time. Maintain balance.
There’s no reason why you can’t entertain and inform recipients, as well as gently persuade them to use your services.
After all, improving your bottom line doesn’t have to be stressful. Get your email campaign right, you can reap the benefits in no time…
I would see the be relevant point more on how to make customers make feel relevant… then your service / brands will have gained the relevancy automatically and with a lot of permission by the customers hence the service / brands could aim to a solid customer relationship and finally to loyalty: so happy ending for customers well served and in long terms and for the industry a extremely appreciable ROI hence GOOD profits, instead of the more common BAD profits
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