Email newsletters aren't dead, but there are some that may just bore you to death. Today, we may be more accepting about receiving email communication from a brand or service provider on a more frequent basis, say even weekly or daily. But the way we digest the content we receive is different.
Thanks to a convenient mobile lifestyle, we search and view content almost exclusively on our smart phones and tablets – reading and processing nuggets of info on the go. Email newsletters can survive this faster, friendlier mobile world but they need to be more strategic and savvy to succeed.
Every email does not need to be a sales pitch, and newsletters will have you working harder to understand your customers' needs. The payoff is a closer, more trusted relationship. Follow these tips to make your email newsletter stand out and get read, not killed, in your customer’s inbox.
1. Link to a blog and include a teaser
Emails featuring your blog posts are great for building buzz on your blog and increasing readership. inBLOOM sends weekly emails to our contacts highlighting our latest posts. We give a brief overview of the post (about one to two of the best lines), include the main image hyperlinked to the post, and provide a call to action such as “read it here.” In Constant Contact, we keep track of our open and click-through rates and also take note of which blog topics attract the most interest. Continuing to write about a topic that falls flat is a waste of your valuable time.
2. Include images
The images you include in your email newsletters should be high resolution and relate to the content. Use photos taken at events or on-site. They should showcase your latest and greatest news and happenings. Avoid stock photos when possible – people want to see you!
3. Speak casually
Striking the right tone is essential if you want to reach and connect with your audience. By speaking casually, you come off as personable, friendly and trustworthy. Casual is just a bit more formal than conversational. When using this tone, you may want to fall back on sanctioned grammar and punctuation rules and rely more on word choice to keep the communication light.
4. Get real
Give some insight to your team and process –show people you’re "real." You may want to include recent announcements or interesting facts about employees/volunteers in your email newsletters.
inBLOOM recently sent out a creative Mother’s Day email, showing our realness. We included a greeting and then our photos with quotes about why we love being moms. It was a fun way to show people a more personal side of who we are.
Another great way to get more personable is to include your photo as a signature at the bottom of your emails. This is particularly ideal if you are your brand – for example if you’re a psychiatrist, book author, personal trainer or veterinarian.
5. Keep it clean, modern and optimized for mobile
Don't overwhelm the eyes with the design or too much copy. Your email should be visually appealing, with a clean and modern look. It should also be optimized for mobile. Mobile email will account for 15 to 70% of email opens, depending on your target audience, product and email type.
You may want to keep a consistent look and feel to all your email newsletters so that people easily recognize the email is from you business. The best way to do this is to customize a template in your email marketing software and keep using that same template. We’re fans of Constant Contact for small businesses and nonprofits.
Be creative when choosing the right font, color scheme, images, header, and footer. The ideal size for a header image is 600 pixels wide and no more than 200 pixels tall. We recommend your header include your logo with your company tagline and services. It’s a good idea to hyperlink your website with your header.
6. Give people the option for more
Don’t stuff your email with too much information – less is more! People aren’t going to spend too much time with your email open. Instead, give people the option to read more about a certain topic. Link to content on your website that gives this information. Also use your email as an opportunity to link to recent third-party blogs and articles in the media that mention your company. It’s great PR and elevates your reputation.
7. Use an enticing subject line
Use a subject line that entices people to open your email, but one that won’t cause it to end up in spam. Similar to a blog post or news article, the headline needs to be good or else it’s less likely to be read.
So, how do you write an enticing subject line that will get the recipient to open your email? The length of your subject line matters – keep it short, simple and descriptive. We recommend no more than 5-8 words or 40 characters. Many email providers will cut off subject lines with greater than 60 characters.
8. Release insider info
Who doesn't want to be the first to know something? Give your audience insider news about an event, promotion, expansion/renovation or new product/service. It’s as simple as that. If your readership feels valued, you’ll see better results.
Co-Owner, Marketing Rival. I enjoy nurturing the exciting relationships that grow a business or nonprofit. At Marketing Rival, we create, package, and share marketing and public relations campaigns that attract and engage audiences.
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