An email newsletter is a great way to build customer loyalty and increase the value of your brand. But only if your subscribers actually sign up and read it.
If your email marketing newsletter is going to be successful, it needs to inspire people to open, read, and act on your email over and over again.
To improve the chances of a highly successful newsletter campaign, follow these four tips.
1. Focus the purpose or goal for the campaign.
You must have a clear and specific target in mind to keep your campaign tight, focused, and in control. Consider the following examples:
- Improve the open rate from 15% to 25% in the next campaign
- Generate 50 new orders for a specific product in twenty-four hours
- Achieve a repeat customer rate of 10% in the next month
- Drive 500 readers to a specific page on your site in a week
To develop your campaign goals, it may help to use the SMART formula. These goals are specific, measurable, actionable, relevant, and time-bound.
2. Craft compelling subject lines.
Power Words can increase your open rate by as much as 14 percent. Using the right subject line piques interest, tantalizes, and excites. Here are the top eight subject line formulas to get your emails opened.
3. Write amazing content.
4. Build your efforts around your CTA.
Does your goal rely on a click-through to your site? Make your CTA clear and easy. It helps to start with your CTA and build your email newsletter from there. This results in a clear and prominent CTA, like this:
Source: Really Good Emails
How to measure the success of your newsletter campaign
Align metrics with your goal to measure success. This means you may need to consider sales figures, click-through rates, open rates, or conversion rates. However, you should also pay attention to things like unsubscribes and bounce rates.
For instance, you may achieve your goal of improving your open rate, but if the unsubscribe rate also increases, this can signal a need for further A/B testing to determine the best approach for your list.
To help track the many metrics you might need, tools like Campaign Monitor’s marketing platform provide metric tracking and analytics, including the degree to which they change with each new campaign.
Does it really matter?
Why spend hours crafting a flawless email newsletter, only to ignore its results? Despite the naysayers who proclaim that email is dead, there’s one statistic that turns even the most skeptical heads:
73 percent of internet users report that email marketing is their preferred marketing method.
Email marketing outstrips marketing on all other platforms, with 94 percent of all users possessing an email, but only two-thirds of internet users engaging with social media. Therefore, it’s one of the few fundamental features of the internet that will always be around. As such, successful newsletter campaigns are one of the most basic ways to grow your business.
If you’re still skeptical, consider some of the other statistics we’ve uncovered.
A successful email newsletter campaign is your strongest asset in modern marketing. Not only is email very widely used by people online, but the rapid decline of Facebook shows us that other platforms are far less stable. Imagine if 25 percent of your subscribers suddenly vanished. With social media, this is a reality.
Conversely, email marketing remains a tried-and-true method to reach your market. We’ve rounded up our best tips for successful newsletter campaigns so you can take advantage of this tactic with confidence.
Need more pointers to get started? We put together a complete guide to getting started with email marketing.