The average open rate of an email newsletter is appalling, with many more ending up straight in the spam folder and not even being noticed at all by the recipients. However, when conducted with care, email marketing presents the potential of the highest return on investment of any form of marketing.
On the other hand, done incorrectly, it can have the exact opposite effect. Instead harming your business and damaging your brand’s image it’s good practice to building an opt-in mailing list whereby you only send out email newsletters to those who have given you their explicit permission. But no matter how great your mailing list is, you’ll want to make sure that your newsletters are ones that recipients actually want to open:
1 – Engaging Subject Line
The subject line will be the very first thing that people see before they even open the email, so this is your chance to make the initial impression, and you only have a few words to do it. Since you don’t have much space to be creative, it is best to focus on a precise point, indicating the highlight of that particular newsletter. Whether it’s a mention of an irresistible offer or a major new product launch, your subject line is where it should first be visible, and when recipients open the email, the title in the newsletter should be consistent with the content of the subject line.
2 – Relevant
Perhaps the most common characteristic of spam email is its lack of relevancy, and you don’t have to look very far to see newsletters from shady online stores selling fake Rolex watches or generic pharmaceuticals. Any decent email newsletter must be personalised for its recipient, and it is also wise to address it to the recipient’s name. Newsletters should be based on things like past purchases and anything else that you know about your target audience, such as geographical location, gender, income and other factors that are relevant in your particular niche.
3 – Mobile-Friendly
Most people now open their emails on their smartphones or tablet computers, so delivering a mobile-friendly email with a responsive design is an absolute must. While images are very important, you’ll also want to make sure that the text is on excellent form, with the most important content at the top of the email, since many mobile email clients do not display images by default.
A mobile-optimised email will provide a much more user-friendly experience for recipients, but it is even more important that it leads to a mobile-friendly website.
4 – Helpful
Email newsletters tend to be largely or solely promotional in nature to the extent that many people, being surrounding by advertising everywhere they look, just don’t want to bother with them no matter how great an offer you might have to show off. While promotion is important, it is also important to be genuinely helpful to your audience. After all, when they open a newsletter, they’re going to be asking themselves ‘what’s in it for me?’ If you’re showcasing a particular product or service, be sure to highlight the actual benefits rather than provide a long-winded list of specifications.
5 – Actionable
Despite the above being said, any email newsletter should be actionable lest it defeats its goal entirely.
A clear call to action should always be provided, and it should be placed near to the top of the page so that readers do not have to scroll down to see it. A good call to action provides a no-obligation statement to boost consumer confidence, a clear indicator of what to do next and an encouragement to respond promptly by instilling a sense of urgency.
Be sure to test your email newsletter before sending it out by sending it to yourself and viewing it in different email clients and on different devices. Make certain to iron out any grammar or spelling mistakes as well as any factual errors that might land you in trouble later on. On a final note, remember to provide a clear unsubscribe link at the bottom of the newsletter, not least because this is now a legal requirement in many countries.
Ancient Chinese Proverb
“The best time to plant a tree was 20 years ago… The second best time is today”
But right now all you need is a list (plant that tree) and to send your newsletter to them using the tips above. And you can devote as much time to building your list as you like but if you want to do it faster and take away a lot of the hassles and cost we can help you. We have a membership service that creates great content for members in the form of white label reports …
We do the research, we get these reports written exclusively for you by some of the most talented writers online and we then add things like ready made squeeze pages, cover graphics and even follow up emails to fill your autoresponders with when people opt-in to your lists. 90% Of The Workload Is Done For You. Every month our members get two new ‘lead magnet’ kits and it takes away the cost of doing it all yourself (each kit would cost around $750+ to outsource) so it saves time & eliminates prohibitive costs.
You can take these reports, brand them as your own and give them away to build your lists or even combine multiple reports and turn them into paid products, fill out membership sites or even use the content to create videos to pull more traffic from YouTube and social media (some of our members do this already and get tens of thousands of views per month).
Watch the video about the membership and how this can help you – Click Here
Simon owns UK based publishing company Hodgkinson Publishing Ltd and is the co-founder of PromoteLabs Inc. and Powerhouse Technology LLC.