Did you know that email marketing has the potential to bring a return of $38 for every $1 you spend? That’s a pretty impressive ROI, especially considering how simple and inexpensive email marketing is. Of course, as with anything else, there are certain things you can and should do to improve your open and click through rates. That said, here are 6 quick tips to turn your email newsletters into powerful lead-generating tools.
Determine Your Goals – You can’t start designing a killer newsletter until you know exactly what you want that newsletter to accomplish. Whether it’s driving more traffic to your blog, getting subscribers to connect with you on social media, enticing prospects to take advantage of a special and make that purchase or something else, have your objectives clearly defined first.
Write a Captivating Subject Line – Think of the subject line of your emails as the wrapping on a present. If it’s just sloppily thrown together, would you really want to open and see what’s inside? What about when that wrapping is bright, beautiful and enticing? Write subject lines that will catch your reader’ attention and make them want to find out more. Oh, and don’t forget to personalize, as doing so can increase open rate by 26%.
Keep it Neat and Organized – If you want your email campaign to be effective, don’t make it difficult for your readers to find their way around your messages. Use easy-to-read fonts and keep the content laid out in a neat and orderly fashion. This is why using a template for email newsletters can be helpful.
Offer Value – Your subscribers aren’t going to open your emails if there’s nothing inside that they find of value. This could be any number of things, including helpful tips, links to relevant blog posts or coupons for money off their next purchase. Balance your content carefully, making sure it always contains elements that will draw your audience in and give them a reason to look inside.
Optimize for Mobile – More than half (53%) of all emails sent are opened using a mobile device. That means if your email campaigns aren’t optimized for mobile, you’re not effectively reaching the majority of your audience. Most email newsletter platforms automatically optimize by device, but double check to make sure yours does before moving forward.
Don’t Overdo It – There’s a certain science to both how much you put into your emails and how often you send them. If you overload your messages with too much content, it can start to appear too busy, which can be off-putting. If you want to include more content, such as a recent blog post, try sharing only a snippet and including a “read more” button. And stick with no more than twice a month for optimum open rate.
Email marketing remains one of the most effective tools for reaching, engaging with and converting prospective customers, but it will only work as well as your campaigns are designed. By applying the tips above, you’ll be able to develop and send quality emails that will help you reach your marketing goals.