Per Livewire, 54% of the globe uses email – by the end of 2017, there will be 3.7 billion people who log on to get news, communicate with loved ones, and do business. This is important for companies to realize: if you’re not using email, you’re living in the dark ages.
Of course, email isn’t only useful in replying to questions or addressing concerns; it’s also a vital part of marketing. This is especially true with regards to newsletters – with several design platforms available free of charge – like MailChimp, for example, there is no reason not to up your newsletter game.
But how do you do this? How do you design a newsletter that stands out in your inbox instead of one destined for the spam folder? Take the following into consideration:
Grow your email list organically
Behind every great newsletter are the people you send it to – they’re the bread and butter of your campaign. Home grown lists provide you with the highest conversion rates – people signed up for your newsletter so they’re interested in what you have to say. Some of the ways to assure this organic growth is through website contact forms, sale contacts, LinkedIn connections, and trade shows.
Have a “Forward to a Friend” feature
A “Forward to a Friend” feature helps you grow your list (as mentioned above), as well as ups your odds of finding new customers – the email was forwarded for a reason (i.e., the forwarding party knew the recipient would show interest). Naturally, this only works if your email is filled with awesome content. More on that below…
Don’t settle for filler content
When it comes to content, many businesses make the mistake of assuming quantity is more important than quality. Repeat after us: IT’S NOT. Sure, you want to have content – lots of content! – but if it’s uninteresting, poorly written, or about as topical as the moon landing, you’ll do your company no favors. Sometimes bad content is worse than no content at all.
Ditch spam subjects
Even a spam filter understands that there’s no such thing as a free lunch. If you send an email with a subject that’s a bit too salesy or too good to be true – with words such as “Free” or “Act Now” or “You’ve Been Selected!” – your newsletter will likely end up in the junk pile. Treat your subject like you do your content: avoid the gimmicks and give people something they can use.
Include a call to action
Sure, you want your newsletter to speak to people, but you also want it to compel them to do something – buy, visit your site, inquire about your services. Without a call to action, people aren’t directed where to go – if they have to research how to access your product or service, they probably won’t.
A newsletter is a must for any small business (though larger ones can benefit, too). But not any old newsletter will do – the above tips will help you design a campaign that speaks to people. It gets to customers in more ways than one.