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7 Tips for Getting more from Your Customer E-Newsletter

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7 Tips for Getting more from Your Customer E-Newsletter

By Caron_Beesley, Contributor
Published: July 14, 2011 Updated: May 3, 2013

 

Despite the exponential growth of social media as a tool for staying in touch with your customers, permission-based marketing tools such as e-newsletters are still a critical part of any business owner’s marketing toolkit and a vital way for getting new content in front of your audience.

According to the latest data from the Direct Marketing Association*, opt-in email marketing  lists managed in-house secure an average open rate of nearly 20%; a 6.64% click-through rate; a conversion rate of almost 2%; and an unsubscribe rate of 0.77%.  And, of course the bigger your list, the better your results.

So take the time to invest in your e-newsletter and make it the best it can be. These seven tips can help you get more value from your e-newsletter, as well as more subscribers.

1. Invest in a Professionally Designed Template

Many commercially available email marketing software tools offer hundreds of templates, but it’s really worth making the small investment in a custom design. Not only will it make your newsletter stand out from the crowd, but you’ll also ensure it is consistent with your brand and projects a professional image.

2. Keep your Content Simple and Compelling

Email newsletters only have a finite amount of time to engage the reader – so keep your content simple and compelling.

Your readers don’t want to hear all your news and updates in one blast – spread the word over time and focus on one or two updates per newsletter. For example, you could include a breakdown of your customer’s current top five favorite products coupled with a time-bound special offer. Or even run with one item – like a customer survey, which requires time and engagement from the reader. 

Don’t forget to make sure that each newsletter aligns with your marketing goals.  Develop a calendar and pick and choose what content to include. For example, if you’ve got a sale coming up or a special customer event, don’t forget to mention it here. And remember to include a call to action that gives your readers a chance to respond.

3. Get More from your Subject Line

Your subject line is your last chance to create a first impression – use it wisely. Instead of using standard wording, like “April Newsletter”, focus on using teasers that relate to your e-mail content, for example “Our Customer Favorites are Back”, or “5 Tips for a Greener Lawn this Summer”.

4. Be Human

In an age of social media, audiences are growing more and more accustomed to being engaged directly in a “social” voice. This doesn’t mean you have to be overly chatty – but stay away from too much “marketing speak”. Talk about “us” and “you”, and avoid going on and on about your company mission, value proposition, and so on. If someone has subscribed to your newsletter, they have either already purchased from you or know enough about your business to be interested in updates.

5. Give Your e-Newsletter a Home on Your Website

Few companies do this, but a great way to generate more sign-ups for your e-newsletter is to dedicate a page on your website to your current and archived newsletters.  This gives customers a sneak peek at what they can expect if they subscribe, and what they’re missing if they don’t.

It’s also a great way of keeping your website content fresh and updated -- search engines love new content. And remember to keep the URL simple so that you can use it in your marketing.

As you promote and manage your e-newsletter program don’t forget to observe CAN-SPAM laws.

6. Promote Your e-Newsletter

In addition to a landing page for your newsletter on your website, take the following steps to drive more subscriptions:

  • Add a subscription button or banner on your website homepage that links to your current and archived e-newsletter web hub and sign-up page.
  • Add social-share and other sharing options on your newsletter template such as “Forward to a Friend”
  • Include a subscription link on your social media – Facebook page, blog, etc.
  • Don’t forget your print collateral – if you don’t have a nice clean URL for your sign-up page, point your readers to your home page instead (where hopefully you have a sign-up button)!

 

7. Track your Progress

Don’t ignore the metrics when it comes to managing your email program. Track your open-rates, click through rates, and so on. Are there days of the week or times of day that are generating higher response rates? Are particular subject lines resonating? Adjust your schedule and content as needed based on what you are seeing.

Additional Resources

*Note: Hyperlink directs reader to non-government website.

About the Author:

Caron Beesley

Contributor

Caron Beesley is a small business owner, a writer, and marketing communications consultant. Caron works with the SBA.gov team to promote essential government resources that help entrepreneurs and small business owners start-up, grow and succeed. Follow Caron on Twitter: @caronbeesley

Comments:

I believe that one of the most important tips is to cross-pollinate your efforts. Make sure to not only send your newsletter via email, but also house it on your website, talk about it through social media, and promote it in all of your efforts. This will ensure that your message is getting heard. However, those efforts will still fall short if you don’t have an eye-catching template that is easy to read. Also, make sure that you have a message that is interesting and engaging. Honestly, it’s important to do all of those things to ensure the success of your newsletter.
I open emails if I recognize the sender and if the subject line is intriguing. I read the entire email if it is short and to the point (unless the content is compelling). I will be referring back to this article when I begin offering an e-newsletter for one of my sites.
The title of the newsletter is one of the main reasons why I open and read an e-newsletter.
It is more work but a/b testing different layouts has helped us refine our layout and what kind of news our prospects/clients are looking for.
An interesting discussion is price comment. I think that you need to write more on this topic, it might not be a taboo subject however usually individuals are not enough to talk on such topics. To the next. Cheers dehumidifier reviews best dehumidifier
Sound advice! I'd also recommend making each story inside your e-newsletter link fully version in your Site.best dehumidifier
A newsletter should be something you send out maybe once a week or month. Sending a newsletter every other day probably would lack good content that I could read on my galaxy tablet email. So best is just build-up content and publish it to your subscribers once a month. Most subscribers will come to your site daily anyway, no sense in spamming their inbox.
I firmly believe in the permission marketing, so every activity based on that way of "doing activities" I think is a good way to build credibility and confidence. "...Sending out newsletters to your subscribers (those who signed up for your newsletters) will help greatly in establishing a good working relationship with your customers or prospective customers. It has to be short, sweet, consistent and written for a general audience..." I think that newsletters are important parts of a well structured internet marketing strategy, so do you want to succeed? Invest in your e-newsletter and follow the NicoJ tips!
Excellent tips, works every time. I believe e-letters boosted the revenue of one of my site by 25%. which I find to be really good. 500 рублей
I suggest customer E-letters to almost every single one of my clients, I find it very useful technique to get the word out.

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