You invest time into building your email newsletter week after week. You send it out on time, every time, with content that’s pretty interesting.
So why aren’t you seeing the results you want?
Many companies tend to think about email marketing as a “just send it and it will work” type of tactic. But that couldn’t be further from the truth.
According to research firm The Radicati Group, this year alone, about 124.5 billion business emails are sent and received each day, and about 111.1 billion consumer emails are sent and received each day.
That’s a lot of clutter to break through.
Due to that many emails being sent and received daily, it’s not only important to be creative with your emails, but it’s also key that each email has a purpose.
With this information in mind, here are seven ways you can improve your email newsletter.
Segment your audiences
People are swimming in emails these days. Inboxes are full of content ranging from sales pitches and discount offers to webinar promotions and podcast links.
Because of this, it’s more important than ever to not only segment your target audience but to also cater your email newsletter content to different groups. Before you begin compiling content for your email newsletter, identify who you exactly want to reach.
Segmentation can help you organize your email list by zip code, birthday, email opens, etc. Emma clients can create an unlimited amount of subscriber groups, which makes it easy to build new segments.
Once you have your segments, you can plan your email newsletter content around the audience you wish to reach and make content feel tailor-made.
Provide value with every email
As we mentioned above, knowing exactly who you’re trying to reach is the first step to creating an impactful email newsletter. Once this audience has been identified, you can begin gathering content to share.
61% of consumers feel better about companies that send relevant content. And with diminishing attention spans, it’s important to provide your subscribers not only with information that’s relevant to them but information that is packed with value and purpose.
So why not give the people what they want and what they need?
Each section of your email newsletter should serve a purpose that links back to your campaign goals. When creating content, ask yourself and your team, “Will our readers find this useful?”
That question can help you weed out content that might not serve your subscribers. This is also a great way for you to identify what content needs a refresh or what needs to be tossed.
You may have spent hours, maybe days, crafting the perfect copy for your next email newsletter. You’re proud of it and you know it will work.
However, if it’s presented in large blocks that make it hard to read, expect your email newsletter to be swiftly deleted. To make things easy for your subscribers, break up your copy into easy-to-read paragraphs, lines, or bullet points. Data shows online readers scan content in an ‘F’ shaped pattern.
A good rule of thumb is: If you think it’s hard to read, your subscribers will definitely think so, too
Personalize your email newsletters whenever possible
Did you know that personalized emails result in 6x higher transaction rates? It’s amazing what correctly executed personalization can do for your campaign and brand image.
For example, Orange Theory Fitness appeals to brides who are trying to get fit before they say “I do.”
This email campaign is not only eye-catching and on-brand, but it echoes the company’s awareness of its audience.
Your email newsletters should resonate with whom you’re trying to reach--whether that’s brides, new dads, or online shoppers. Keep them front and center in your mind as you develop newsletter content.
Implement great design and outstanding copy
It’s easy to get caught up in either the design or the copy of an email newsletter. But the truth is: Both are just as important as the other when it comes to crafting a successful campaign.
If the design of the email is too complicated, that can lead to a difficulty in understanding your message. On the flip side, if your copy doesn't make sense or it isn’t clear to the subscriber, it can also be detrimental to the success of the email.
Create an engaging campaign by making sure that the copy and design complement each other and make sense for your underlying message.
This email from Charity: Water is an excellent example of design and copy in harmony:
The email is simple, yet it packs a powerful punch with the use of clean design, bold imagery, and concise copy.
Use a template that matches your goal
Select a template that not only looks good, but that also makes sense for your message.
If you’re sending a welcome email to a new group of subscribers, choosing a template that is more text-friendly might be a good route to take. If you’re getting ready to launch a new product and want to tease your subscribers, opt for a simple design with just the right amount of space for a few lines of copy.
Emma clients have access to a variety of email templates for every type of email campaign. Not only are these email templates totally customizable, but they are also optimized for mobile viewing.
Go the extra mile with automation
They say first impressions are everything, right? Like personalization, automation is a way to stand out from the rest.
In fact, did you know welcome emails increase long-term engagement by 33%? Automation works if done correctly and purposefully.
This email from PCG Basketball is an excellent example of a company introducing themselves to new subscribers while providing value:
The email is colorful, the message is clear, and—the cherry on top—there’s a discount code for a first purchase.
Creating a successful email newsletter doesn’t have to be complicated. Want to make a great first impression? Leverage personalization in your next email. Launching a new product? Make your newsletter easy to read and interesting to look at. The beauty of email marketing is that you can continue to test and make your campaigns stronger each time.
About the Author
Miles Price is a Product Marketing Manager at Campaign Monitor.More Content by Miles Price