Is Your E-Newsletter Like an Annoying Buzzing Fly?
Despite what anyone might say, email marketing is still an essential part of your content marketing strategy. According to Jodi Harris of The Content Marketing Institute, “74% of marketers who use email, consider it to be the most effective distribution channel for their content.” Those numbers reflect companies that have learned to roll with the punches and adapt their email campaigns for the current marketing climate.
Marketing is in a constant state of flux. Consumers are easily distracted, so you need to be ready to put something new in front of them before they can lose interest. Email marketing keeps the target audiences engaged and directs them towards new content, promotions, and personalized ads. The key is to keep that e-newsletter or email blast from going straight into the spam folder.
Making Your Email Campaigns More Effective
Most of us ‘file’ our junk mail in the trashcan and email is really no different. These are just some of the things you can do to make your email campaigns work for you:
Allow People to Opt-In – Actually, it’s the Law!
With all of the phishing and scams showing up in inboxes, it’s important to build a relationship with consumers before sending out your e-newsletter. Cold messaging or blanket emails are a sure-fire way to repel potential clients, and now, they are against the law*. Send out a personalized invitation or set up a link to your newsletter subscription on your website. Always give people a choice about what types of emails they want to receive, so that you don’t waste their time and yours.
Send Valuable Messages
Make sure that every email offers content that will provide the recipient with real value. Flooding someone’s inbox will result in fewer people opening the emails altogether. These guidelines can help:
- Only send emails when you truly have something important to share.
- Don’t write a novel! Keeping it simple is essential to holding a reader’s attention.
- Produce quality content. If you’re not a great writer, outsource your copy.
- Avoid hard sells.
- Give subscribers the opportunity to choose their email content.
- Keep the layout eye-catching and professional—not spammy!
Segment and Categorize Email Recipients
Segmenting a list means to customize the content being sent based on the reader’s persona and preferences. This can be done by simply asking the subscriber what they want to receive. Add a short poll to your subscription sign-up webpage that allows them to specify the type of content that they’ll be interested in. If they are receiving personalized information, then they are more likely to read it and share it.
Be Different
We have all scrolled past emails that contain a company name and words like “sale” or “weekly bargains.” When an email hits an inbox, that initial subject needs to be interesting enough for the recipient to click on. Consider your goal, target audience, and what they want from you before filling any of this in. Then, write content that doesn’t disappoint!
Use Analytics
Always measure your email marketing campaign results using analytics and website response. This gives you valuable insight into how receptive your audience is to the content that you are sending out. Change things up frequently to stay ahead of the trends.
For more information on how to make your e-newsletter more of an asset and less of a nuisance, contact the email marketing experts at WSI Digital Path.
*Canada’s anti-spam legislation (CASL) came into effect July 1, 2014. It is in place to protect Canadians while ensuring that businesses can continue to compete in the global marketplace. If you use electronic channels to promote or market your organization, products or services, Canada’s anti-spam law may affect you.
Tali is a results-driven digital marketer with a track record of growing her clients’ businesses and driving revenue.
As the business owner at WSI Digital Path, Vaughan, she takes great pride in delivering powerful but cost-effective solutions for her clients.
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