19 Jan Actionable Newsletter Key Piece of E-Mail Marketing
What goes into your e-mail marketing strategy? Beyond that, what goes into those e-mails in a literal sense? You’re likely including information and images, perhaps ads about promotions that you’re running or e-mail-exclusive offers. You might be sending out a newsletter, too, to your subscribers. However, unless you’re sending them what’s called an actionable newsletter, you’re probably missing out on opportunities for conversions.
Do They Actually Want Your E-Mails?
When we’ve written about e-mail marketing before, we’ve noted that you might want to include “double opt-in” so that your e-mail lists are only going to the people who actually want to receive them. Statistics show that this can double the amount of opens that you get per e-mail, which makes sense, considering that you would have a more highly-concentrated audience of people who are interested in what you have to say. “You can’t expect recipients of your newsletter to follow your instructions if they never opted in to receive it in the first place.”
Something else to consider is to offer options for subscribers so that they can determine how often they want to receive your messages. This is another way that you can ensure you’re creating an actionable newsletter that will be in the hands who have a genuine interest.
So, after taking care of those two things, you have to make sure that you know what your purpose is in sending out these e-mails in the first place. Try and narrow it down to one thing per e-mail so that you can keep it all tight and focused rather than overloaded and distracting. A few ideas for these kinds of goals are:
- “getting downloads
- selling something
- driving traffic to a landing page
- promoting an event
- subscribers sharing content with friends or family”
As long as you know what you’re aiming for and make that more than clear in your message, then you’re off to a good start.
Make the CTA Clear for an Actionable Newsletter
One of the biggest mistakes that people make when trying to create successful e-mail campaigns is not putting any thought into the subject line. Without this clue into what they’re about to open or read, many people will simply ignore or delete the e-mail before you get any chance at all to convince them of its value. As a result, it’s absolutely crucial that you try and put together a subject that will grab their attention, inform them as to its contents, and encourage them to open it and read on.
Like we discussed last week, personalization is a huge part of online success, and this is also true of producing actionable newsletters. Even something as simple as a code that inputs the reader’s name is enough to keep them hooked, at least a little more than they would have been otherwise. Similarly, divide your audience into different lists based on who they are, what their job is, and what their interests are. As mentioned above, you can include more options when they opt in so that they can choose what types of e-mails they receive (i.e., on what kinds of subjects).
Of course, the best way to get people to do what you want them to do is to come out and say what that thing is. This is where a clear call to action comes into play, one that is easy to find and understand within your e-mails. Use bigger text, a button, a banner, or whatever you’d like, but MAKE SURE that CTA is absolutely obvious and doesn’t get devalued by a handful of other actionable items.
Finally, present like a pro. If your newsletters don’t seem professional, then people may start to associate your company with a lack of professionalism. Though some more ‘relaxed’ companies may not have an issue with this, and may in fact use a casual feel as part of their brand identify, most businesses want to appear like experts. Let this come through in your e-mails to reinforce the message!
If you need some help to develop an actionable newsletter for your e-mail marketing strategy, then get in touch with Eyler Creative. We will work with you to develop and execute a marketing strategy tailored specifically to your business’s needs.
We are a digital creative agency in Baltimore, Maryland with an excellent team of marketing managers, creative designers, developers and programmers all working together with one common mission – to deliver the absolute best client experience and solutions to reach your goals. We’d love to work with you on your next project.