Most novice marketers perceive email marketing to be straightforward and fruitless. This is because they are unaware of the right way to approach them. Around 83% of B2B companies send newsletters as a marketing strategy to their existing and potential customers
Email marketing can be tricky, especially when it comes to sending out newsletters. You need to ensure that your fall newsletter ideas are captivating and relevant enough to catch the recipient’s attention. Regardless of the purpose of your newsletter, if it isn’t engaging, it won’t perform so well as a marketing campaign.
Maintain the balance of information, news, and product information. If you overload the newsletter with either one, the recipient will lose interest. Hence, it is vital to know the right strategies to create a newsletter that drives customer engagement.
Here are a few ways that can guide you to making better newsletters.
Powerful Design And Content
While designing your newsletter, make sure you don’t just load it with blocks of text and clumsy animations. Your design should be concise and clear with balanced information. If you try to cover multiple topics in one newsletter, chances are they will be ignored altogether.
So, it’s safer to select balanced information that can be neatly and adequately accommodated in the newsletter without cluttering it.
The best way to approach that is to maintain a well-designed, intelligent, and consistent design for your newsletter that represents your business’s branding.
Impactful Subject Lines
The subject line has a huge role to play in the success of your email marketing campaign. About 35% of recipients are compelled to open the email based on the subject line, and 69% choose to report it as spam judging from the subject line.
That means your subject line should be convincing enough to compel people to open the email. It should be relevant to the email and interests of the recipient. The purpose of the newsletter should be clearly and concisely depicted through the subject line and introduction.
A few things you can do to create an interesting subjecting line are to use active words, not make it sound cheesy or unreal, add the recipient’s name, keep it simple, and avoid using spam terms.
Offer Incentives
Customers always fancy discounts and special offers. Including them in your newsletter can direct more customers to land on your website and increase engagement. Moreover, mentioning the offer in the subject line can increase the chances of the recipients opening your email and taking action.
A well-researched and personalized discount or offer can even convince the recipients to buy your product instantly. To effectively execute that strategy, you will need to segment the audience and target them according to their interests.
If you send them a newsletter offering a personalized discount on a product they left in the cart or something that seems to have their interest. This will drastically increase the sales of your business.
Make It Less “Salesy”
The main aim of your newsletters should be to retain your customers. So, even if you offer incentives in your newsletter, you need to ensure it doesn’t get too salesy. It shouldn’t look like you’re aiming to secure a deal.
It should be interesting enough for the reader to open it. You don’t need to fill it with cheesy lines; otherwise, instead of gaining more followers, you start losing them.
Hence, along with incentives, don’t forget to add informative content to balance it out. For example, you can provide your customers with tips, news updates, research, special offers, etc. Include details that can deliver wholesome value to the recipients.
Keep An Eye On Competitors
One way to learn and improve your customer engagement is to research your competitors. It’s a vital factor to know what your customers expect from you. What are your competitors doing these days to drive engagement? What does their newsletter include in it?
You can subscribe to their newsletters for their updates. However, do it from a home computer and a personal i.d., as most email services block the IP of their competitors. When you receive their newsletters, determine if there is something that your newsletters are missing. You can use that data to create better newsletters.
Besides your competitors, you can also look at how other people from different industries create their newsletters. Their business model might be different from yours. For instance, they could be retail-focused, but it might help you use those ideas to tweak their strategies for your business.
Wrapping Up
Driving customer engagement effectively and increasing the conversion rates is no less than an art, especially if you use newsletters as your email marketing tool. However, if done right, it can bring your brand massive attention and help you succeed.
There are many things that your marketing team might be wrong or neglecting to cause the failure of an email campaign. You need to understand your subscribers’ interests and priorities to create an engaging newsletter. A data-based strategy can be the best guide in showing your customers what they want to see to increase customer engagement.
