Constructing a Successful Email Marketing Newsletter Campaign

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Constructing a Successful Email Marketing Newsletter Campaign

Email newsletters are a cost-effective tool to add to your online marketing strategy. If you have created a newsletter campaign for your business, or would like to start, there are several steps you will need to take to ensure your newsletter is effective. The goal of a newsletter is to connect with your readers, and ultimately increase sales, which can be done if you take the time to construct a proper newsletter. Follow this guide to optimize your newsletter marketing campaign.
 
Opening Line
First impressions are everything, and the better your introductory headline is, the higher the chance that your reader will open your email. Avoid using generic headlines such as “August 2017 Newsletter” or “Your Weekly Newsletter”. Instead, be creative, ask a question, start with “How to”, use a testimonial, or use a commanding headline such as “Get 20 More Leads Each Month!”
 
Be Informational
Newsletters should be relevant and informational, and much less of a sales pitch. Make relationship building with your customers the primary goal. People want to read compelling content in their newsletters rather than just looking at ads or sales. If you do want to highlight an upcoming sale in a quick & friendly manner: “Did you know we’re having our customer appreciation sale next weekend? Save up to 40%!” For more sales driven content, send a separate promo-specific email.
 
Examples of good content to include are:
• Work-related news or company actions & events
• Personal interests or hobbies
• Important dates or upcoming events
• Reports
• Blog posts
• Tips, tactics, how-to’s, and tutorials
• Industry news/third party news
• Holidays
• Interesting facts
• Reviews
• Photos
• Contests & Winners
• Resources
• Company updates, improvements, new products, awards, volunteer projects, etc.
• Infographics
• Webinars or videos
• Testimonials
• Recipes
• Fan photos

 
Lead Readers to the Next Step
Readers have a short attention span so you will want to structure your content to be scannable with content blocks, blurbs, snapshots, or bullet points. Remember to include a call to action with each element. The point is to have just enough information to keep readers wanting to know more, and a way for them to access additional information by sending them to your site, blog, or social media channels.
 
Consistency
If you are creating a great newsletter then readers will look forward to seeing it in their inbox. When you pick a frequency to send it out, whether it be weekly, monthly, or seasonally, stick to it. You don’t want your readers to think your company is flaky. When readers opt-in to the newsletters, make sure to let them know how often they can expect it.
 
Be Responsive
Many newsletters are sent out using a do-not-reply email address, which tells customers that any responses will not be seen or answered. By allowing customers to reply to the newsletter, you open up the floor for valuable insight, feedback, and questions.
 
Opt Out
Although you may want to keep as many of your readers subscribed as possible, it is recommended to have an easy way for them to opt out of your newsletter. Making it difficult for them to unsubscribe will increase the chances that they mark your emails as spam, causing your delivery, open, and click through rates to fall.

Carlos Coreas
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