As a business owner, you need to be able to connect with potential and past customers. Email marketing is capable of building or maintaining these relationships . Starting a newsletter is one of the most popular and effective options to do so. You should use a newsletter as a gateway; encouraging readers to perform a particular action. Often, that action is to lead the reader somewhere else, such as your website or blog. Certain elements should be included in the copy to increase newsletter click rates. Get more details on what type of content development your email campaigns might need.
Successful email marketing campaigns guide the audience to take an action – whether it be making a purchase or viewing an embedded video. Your email is in competition with every other business targeting your viewers’ inbox. Create an engaging call-to-action copy by moving away from the typical “Read More” and “Learn More” every other campaign uses. Effective CTA will include some benefit for the viewer to act on. Here are some examples of CTA to get rid of what to replace them with:
- Read More
- Learn More
- Sign Up
- Join Now
- View Now
- Get the Details
- Learn How
- Join For Free
- Show Me More
- Start Now
- See it in Action (for videos)
Generate leads with concise copy that garners the interest of your reader. You can’t get a higher click-through rate if the email isn’t even opened. Tease the recipient with a leading subject line. This might include asking a question or raising a concern such as, “Remove This Website Content Hurting Your SEO.” Don’t forget to include preheader text with your subject line. This feature can help increase open rates by providing the reader with a preview of what’s inside. Needless to say, it should be clear, concise and enticing.
Part of what keeps your audience interested in performing the desired action is the amount of information withheld. Keep the newsletter concise. Don’t give too much away to the point your reader knows everything you want them just by reading the email.
Personalize Your Message
Mass-email marketing can very quickly send your message to archives or worse: spam. Many email marketing platforms have tools to help segment subscriber lists for a personal touch.
Some will give you the opportunity to create unique campaigns based on:
- Purchasing behavior, such as buying frequency
- Length of subscription
- Demographics, such as age and gender
- Usage, such as those who consistently interact with your content
If you have a newsletter, you should also have a sign-up form. We recommend including a place for a first and last name. It might seem obvious, but it is not uncommon to see businesses ask for an email only. Getting names can help personalize the content of your email. This will let you directly input the reader’s name into the subject line and body. It’s a great way to stand out from the mass-email marketers, spark the readers’ interest and help increase newsletter clicks.
Do Your Research
Each campaign and every reader is unique. The best way to generate leads is knowing not only what your audience wants, but also when they want to hear from you. Sometimes it’s as simple as asking via survey. Without this basic information, you could be sending the exact opposite of what your audience cares about.
Qualitative and quantitative analysis can help improve the way you interact with your audience. You can gain immense knowledge that will play into developing tailored content for all segments. At Unstoppable Marketing Solutions, we are passionate about building these relationships. Using these two types of research, we’ll present you with reliable results. Whether you need to create a new marketing strategy or revisit one that isn’t working, get started with us to reconnect with your customers.