A recent study by the Nielsen Norman Group on Email Newsletter Usability summarizes some good news about email marketing and reminds us about the appearance of our newsletters: “E-newsletters that are informative, convenient, and timely are often preferred over other media. However, . . . only 11% of newsletters were read thoroughly, so layout and content scannability are paramount.”
So, what better time than after the hectic holiday marketing season and as the new year gets underway to look at your newsletter with a fresh set of eyes? Is your header attractive and bold? Is your font size appropriate? Are the links accurate and up to date? Even a few simple updates can make a significant impact on readability and effectiveness:
Remember to keep your links current and to include links to your latest blog, social media channels, new website content and newsletter archive.
Refresh your images with a new headshot and recent work or product offerings.
Change your font or font size to one that is identical to or complementary of your other marketing platforms.
Showcase any media coverage of your business and highlight your attendance at upcoming events and speaking engagements.
Simplify your layout and readability. As Ryan Pinkham, Content Manager at Constant Contact suggests, “ . . . a table of contents can do wonders for just making people aware of what the email is about.”
Finally, consider a “Help Us Improve this Newsletter” link directing readers to weigh in on what improvements they might like to see in your email marketing. This is an valuable tool to engage your customers and to receive meaningful feedback from those who matter most to your business – your readers – and will provide you with immediate and valuable input on what your contacts want.
What are your tried and true tips for sprucing up your email marketing? I would love to read them in the comment section below!
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