Whether you have created a strong and detailed action plan or you just send out as many emails as you can, email marketing campaigns will inevitably communicate messages about the brand you promote, and the subject lines should be designed to generate leads and immediate sales from customers. Without applying the right newsletter tips, you may not communicate your brand values.

 

a drawing of an envelope and the word newsletter written under it

Method #1: Work with Other Channels

People will often make a purchase after they interact with two complementary channels. Emails and newsletters could nudge a subscriber to contact the sales representative or inspire them to visit a store to see the product. If you are considering a newsletter, look at others in your industry, see what you think they are doing well – or poorly. Judge which you are inclined to read and which you aren’t. Decide what you hope to accomplish with this project: increased leads, better brand image…what? You should also consider whether the content will be primarily educational or will it be organ for shameless self promotion (which is perfectly acceptable if you can make it readable).

You will need to decide what the content will be based on your intended results.  For instance, will each newsletter cover a variety of topics or focus on one in-depth? Never loose sight of how you respond to sales pitches and use your newsletter to address topics of interest other than your products. You may look at the topics through many lenses: news and current events, legislative initiatives, lifestyle themes…almost anything. Just be sure that all of your marketing messages are sending a constant message supporting your brand.

Method #2: Brand Yourself with the Subject Lines

Creating catchy and concise subject lines represent one of the most important newsletter tips you should consider. A subscriber who doesn’t open the email should be getting a branding message through the subject line. For example, you might use the subject line, “Sky Financial: Car Insurance for Less”. The potential customer, having just bought car insurance, may not open it but may recall the subject line months later when actually in the market.

So your goal becomes to create a powerful subject line which causes the greatest number of people to open the email while leaving a positive marketing message with those who don’t.

Method #3: How to Measure Email Impact of the Brand and Strengthen Your Marketing

Applying the right newsletter tips can ignite a powerful response and drive a positive impact across every channel. To identify how much of an impact your email campaign has, check for the spikes in sales through each channel after you have sent a message. Luckily, online sales are one of the easiest ways to market yourself. You check the email address of the one you purchased from against the sent list.

Even when a subscriber doesn’t purchase through email, the sales made within one to two days of receiving an email should also be measured. The feedback can also be used strengthen your core marketing message and provide an excellently designed email. Some of the potential software choices you can use to measure your email marketing through software includes:

  • Salesforce
  • MailChimp.
  • Constant Contact.
  • Infusionsoft.
  • GetResponse.

a simple short newsletter subscription form

Method #4: Target the Right Audience

Targeting the right customers is as key in creating an effective email campaign as any other marketing. the fact that emails are essentially free in no ways excuses you for scattershot marketing. Know who you want to reach for which product. That means substantial research ahead of any campaign. The upside of excellent research is you reach people who are ready to buy. The down side of poor or no research is you attempt to sell burial insurance to the college set, thereby ensuring they will look elsewhere for all their insurance needs

If you are accurate in targeting the customer you will also have a message designed to effectively engage that audience. You will also make more informed choices about how, when and where to reach them. Your outcomes will likely be far better.

Method #5: Map out Your Customer’s Journey

When you map all the important points along your customers’ journey, you can elaborate on the nuances and how to respond so that you continue to drive your customer closer to making the decision to buy your product. In most cases, the lists on your email aren’t pre-sorted on where they exist in the sales cycle. Doing so will be of great value in sending the appropriate message to each segment. The individual who expressed interest six months ago but never followed up is in an entirely different category that the person who is asking detailed questions about a product now. You will want to tailor the messages fore each to move them to next level.

Method #6: Experiment, Test, and Retest

As you begin the process of creating and testing a newsletter, learn from each issue and tailor future emails to reflect what has worked for you and what hasn’t. It may take many issues and a lot of time to arrive at the best structure and content for your business.

Almost 70 percent of customers say they’d rather communicate with companies via email than mail, text and phone. However, you also have to look at frequency because you don’t want to bombard your customers, or you will do more harm than good.

Putting It All Together

Hopefully, our recommended newsletter tips will encourage you to  start implementing, testing, experimenting. They will lead to a more powerful overall marketing strategy.

To have an impact with emails, you have to be willing to experiment and try new things. Also, don’t be afraid to have fun with it because that will put a creative spark in your work that drives customers. Email marketing is not necessarily easy, but it can open doors for your company as you continue to market to customers on an ongoing basis.

Before you begin, be sure to understand your campaign objectives so that your email message will have a real impact over the long term.

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