By John Turner, founder of SeedProd, the most popular coming-soon page solution for WordPress used by over 800,000 websites.
Email marketing is a great way to touch base with your audience, provide product education and keep existing customers engaged with your brand. If used correctly, this strategy can help you build trust and increase sales, which will help you grow your brand for years to come.
It’s no surprise that email campaigns continue to flourish, despite new marketing channels like social media making waves in countless industries. Globally, it’s estimated that more than 4 billion people use email, and that number is expected to rise over the next few years.
One of the best ways to continually provide value to your readers is with email newsletters. Newsletters contain helpful information about your company, as well as content designed to appeal to your audiences’ goals and pain points.
I believe business owners across all industries can benefit from email newsletters. So today, I’m going to share several tips you can use to improve your newsletters and see more success with your email marketing strategy in 2022.
Include plenty of value-packed content.
The mistake I see many business leaders and marketers make is they use their newsletters to push product promotions and little else to their audience. As a result, subscribers who are not ready to make a purchase may leave before they fully grasp what you’re trying to say.
As a general rule, I suggest using a 60/40 split when creating newsletter content. This means that 60% of each newsletter should focus on adding free, value-packed content to your readers. Typically, this includes links to blog posts, exclusive lead magnets and even free online courses. The other 40% is for promoting new products, offering discounts on existing products and offering things like paid online courses or events.
People who subscribed to your list want more than a discount on their next purchase. They want to get to know and trust your brand. Top-notch content allows you to put your knowledge and expertise on display, which is bound to win over subscribers who have yet to buy something from your site.
Look for micro-personalization opportunities.
Personalization can make or break your marketing campaign. Don’t believe me? Consider this: 91% of shoppers are more likely to shop with a brand if they deliver personalized content and offers.
In many cases, you can add personalization to your marketing strategy by creating broad segments that define the various traits of your target audience. For example, a sporting goods store would create segments for people based on the type of sports they enjoy. But you can go beyond personalizing newsletters based on broad segments. Now, it’s possible to add micro-personalization to your newsletters. Let me show you what I mean.
My team and I often customize newsletters for our subscribers based on factors like their birthday or how long they’ve been subscribed to our company’s email list. Imagine your readers’ surprise when they see a discount they can use during their birthday month just for subscribing to your list. These micro-moments help you build rapport with your subscribers, which means they are more likely to read future newsletters and take advantage of special offers.
Another hurdle many business leaders face when developing email newsletters is they don’t focus on accessibility. If subscribers cannot read your emails from their device of choice, they are less likely to engage with the content inside your message.
A majority of smartphone users check their email from their devices, so mobile optimization is a must. The good news is that there are plenty of quick and easy ways to make your emails more mobile-friendly.
For starters, I suggest using a single-column format. Multiple columns can make your newsletter appear too busy and complicated. As a result, many people will choose to back out instead of trying to decipher your newsletter.
You’ll also want to make sure that buttons and links are easy to click and use on mobile devices. Imagine trying to take advantage of a promotion, but you can’t tap the button because of how it’s placed in the email. Odds are, you would feel frustrated and may think twice before navigating to the online store that sent you the message.
I recommend testing your email campaigns on multiple real devices. Emulations can give you some insights, but testing in a real environment is the best way to check the accessibility of your emails.
Gather feedback from your audience.
The last tip I have for you today can help you gradually improve your email newsletter. Customer feedback is how many companies evolve over time, and email campaigns are not an exception to this rule.
When you’re crafting your next newsletter, consider adding a feedback form so readers can share their thoughts with your team. You can learn so much from your visitors, but you have to ask first.
You’ll want to focus on questions that are relevant to the format, style and content of your newsletters. If you’re willing to ask the right questions, you can find countless opportunities to grow and evolve your campaigns.
One of my favorite questions is, “What would you like to see in future newsletters?” The answer to this question helps me learn more about my target audience while giving me some ideas I can use in the future. After gathering enough feedback, you’ll have the information you need to shape your newsletters to match your readers’ needs, pain points and goals.
Over to you.
Email newsletters are one of the most consistent and powerful ways to engage with your audience and grow your brand. The advice offered here will help you get more value from your campaigns, which can lead to increased trust, new engagement opportunities and more sales. Use the tips I’ve provided with your own internal industry knowledge to create irresistible email newsletters that make your subscribers eager for your next message.