You've got mail! Well, that's no great newsflash. I get tens of new emails from lists I've subscribed to every day. I've always got mail. But hearing I've got mail from my favourite newsletters is a different story. It gives me a warm and fuzzy feeling that even Meg Ryan would envy.
So, how do you get your subscribers excited to open your newsletter and hear more from you?
Always offer a warm welcome
First impressions count. Even if the subscriber is initially only after a promo code (we've all done it), it's important not to waste the opportunity to put content in their inbox that speaks to their senses. Keep them hooked. Highlight all the treats that they have in store by being part of your club, tell them how often you'll be in touch and it never hurts to hand out a welcome offer if you can.
Try and set the tone for why they've made the right choice to subscribe to your list. Building trustworthiness starts here, so be realistic with your offering to ensure you can deliver on your brand promise.
Make subscribers feel part of an exclusive club
It really helps to give your subscribers first dibs. Whether that's early access to sale, first look at new products, announcements, competitions, try and breed exclusivity. Reward your subscribers for giving you access to their inbox.
In 2023, Hubspot found that 59% of people surveyed say that their purchasing decision is influenced by marketing emails. Yet, it's important to try and find a happy balance of promotional and information messages. Trying to build brand loyalty means focusing on building trustworthiness in your company so pushing sales shouldn't be the centre of each email.
Give meaningful updates
Providing helpful content which shares experiences, reflects expertise and builds trustworthiness is the foundation of effective marketing activity.
If you've pledged to send a bi weekly newsletter, its best practice to make sure you have something to say. Meaningful updates work much more effectively than simply promoting products and services that are already talked about on your website and socials. Newsletters should always offer brand new information.
Mix it up
Your email content needs to be varied and ask different actions from your reader. Just because you send out a e-newsletter like clockwork every month, doesn't mean your content has to follow a formula. Delight and surprise subscribers whenever you can.
Retention is key. Unsubscribing must always be offered as an option but you need to keep it the furthest thing from their mind. It always works best when you just focus on one topic or theme at a time which ultimately tells your brand story; so that your reader feels familiar and comfortable with you.
Share company updates, new products, team members, reviews, competitions or industry news. Use the opportunity to build excitement for your brand as it develops while also showing that you have listened to your followers.
Personalise your messages
Emails aren't always perceived as thoughtful or personal as traditional letters. But using analytics tools can bring you closer to your subscribers by offering insights into their viewing and buying habits. This invaluable data helps to segment your subscriber list and present tailored content which speaks to them, 91% of consumers are more likely to buy from brands that personalise their outreach.
Rewarding subscribers on their subscription anniversary or on their own birthday will also make them feel important and valued.
Form a genuine connection
Using your subscribers as a focus group or sounding board is a great way to ensure your market positioning and audience targeting is on track. Make them feel like part of your evolvement.
Ask for input. Whether that's with surveys or help with testing out a new service, your subscribers can become your biggest fans by being placed on a lovely high pedestal. Always ensure that any feedback that you've asked for is communicated back to them too.
Make it snappy
46% of emails are opened on mobile. So ensuring your emails are optimised for mobile should be considered from the outset. Mobile readers are likely to be viewing during a quick break in their daily life so getting them hooked is essential. That starts with the subject line.
Compel them with an intriguing opening line (without succumbing to click bait) and once they've opened the message, make sure you get to the point. Clear, happy headlines with multimedia content perform well. Each email should have a clear call to action, which is easy for your reader to complete or come back to at their leisure.
Building an e-newsletter fan base
Existing customers should be at the forefront of your marketing strategy. They know your brand, and if they're signed up to your newsletter, chances are they're keen to hear from you.
72% of consumers only engage with marketing that is geared toward their interests so ensuring you know your audience makes all the difference in your email marketing. A carefully thought-out email newsletter strategy will help you say everything you need to say to get your subscribers happy to hear from you.
I can help you to build a strategy or deliver your e-newsletters. Discover more about how here.
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