Newsflash: Email Newsletters are Back with a Bang!
Few years ago, there were several posts proclaiming the death of email newsletters. Yet, now email newsletters are back in fashion. The truth is, they were never out of fashion. Why do you think this is the case?
Email is a 40-year-old technology that is not going away for very good reasons — it’s the cockroach of the Internet.
– Mr. Hirschhorn, the chief executive of the digital curator ReDef
Think about it, the number of people hooked to technology is on the rise. According to Exact Target, 91% of consumers check their email daily. A well-designed, relevant email newsletter is an amazing technique to achieving astronomical ROI figures. This is why email newsletters are all the rage now.
What Makes a Newsletter So Appealing?
An email newsletter is an email from a business that communicates announcements about products, services, industry, or general company information. It includes a mix of content, like event reminders, surveys, educational information about your product, service, or industry, and promotions and other offers.
A newsletter has all the essential ingredients to attract more customers. It is simple, precise, a one-stop source for all essential information. However, therein lies the catch. Although an email newsletter is simply ingenious, it requires great thought and foresight. Here are the essential aspects of a newsletter that you should be focusing on:
Plan: You should decide why you wish to send newsletters and what message you wish to convey through them. Another thing you must decide is what you wish to achieve through the newsletter. Once you know your goals, you can start planning the newsletter.
Design and Layout: An essential aspect of a great newsletter is the design and layout. The design has to be visually appealing, something that draws the attention of your readers. The layout needs to be simple. The information should be arranged in such a way that it is easy to read and contains all the relevant keywords. Always ensure that there isn’t too much text.
Subject Line: Most readers quickly scroll through their emails, unless something catches their eye. This is why your email subject line needs to be catchy and resonate with the needs of your audience. Actionrocket, an email agency, hits bulls eye with its catchy subject lines. The trick that they use is to come up with subject lines based on the trending topics (in the illustration below, they have capitalized on the popularity of the #TheDress incident). Another example is Copyblogger, that focuses on making the subject line relevant to the needs of its audience (think along the lines of, what keeps your audience up all night?).
Content: According to Verticalresponse, you only have 51 seconds (the average amount of time someone spends on an email newsletter) to grab a reader’s attention. If a reader doesn’t know immediately what’s in store for them, he/she won’t be bothered to scroll past the top fold.
Compatibility:This is the age of smartphones. And when it comes to email marketing, smartphones are major game changers.
“30% of consumers now read their email exclusively on mobile devices.”
– Yesmail “Email Compass: The Mobile Effect” (2013)
“If an email does not display correctly, 71.2% will delete it immediately.”
– BlueHornet “Consumer Views of Email Marketing” (2014)
Which is why you have to ensure that your email looks good not only on PCs, but also on mobile phones.
Monitoring: Last but also the most important aspect is monitoring your performance. See how your newsletter is faring with your audience. If it isn’t working, find out the problem areas and work on resolving those. If it is doing great, congrats! Keep finding ways to make it better. Keep learning and keep innovating to keep your audience engaged and interested.
Email Newsletter Best Practices
What are your experiences with email newsletters? Have any tips to tell us? Go ahead and share them in the comments section below! Sharing is caring. 😉