This will sound familiar to many marketers. You’re sitting in a meeting, trying to figure out the best way to engage your leads and customers, and suddenly someone proclaims that creating an email newsletter will be a one-stop-shop solution for your marketing efforts!
Yes! Email is still alive and well. Newsletters are a great way to maintain and engage with your audience since they are personal, targeted, and most importantly, consistent. They keep people informed about what’s going on in your business, and create regular opportunities to enable readers to become customers or advocates.
But there are a number of factors to consider before a newsletter ever reaches a reader. Let’s break it down.
Remember, your email newsletter is only as effective as your content is compelling. When determining what types of content to use and how to present it, it’s important to keep a number of questions in mind:
Time your newsletter deployment for when your subscribers are most likely to open and read your email.
Here are a few tips on how to set up your newsletter content and features:
All the hard work in preparing your email newsletter is done, and it’s been sent off to your list of subscribers.
So what’s next? Analyzing the results of your email newsletter and measuring your Key Performance Indicators (KPIs). This is an important step to optimizing your newsletters in the future.
But where do you start? Here are a few tried-and-true email metrics to look at.
This number indicates the percentage of people who open your email newsletter and read it, as opposed to deleting the message or leaving it in the depths of their inbox’s unread pile.
Tracking the number of clicks you get on newsletters over time is a good way to judge if your newsletter is useful to subscribers. Also, since newsletters have different elements people can click on, you should look at which links get the most clicks.
You want people to do something after they open your newsletter and click on links. Do they go beyond the homepage of your website? Sign up for an event you promoted? Or maybe just click on a CTA in a blog post?
Regardless, these actions should be tracked to determine what works, what doesn’t, and what people are most interested in as a result of reading your newsletter.
Over time, you want more and more new subscribers who opt in to your newsletter and look forward to reading it in their inboxes. More people in your contact list means more people will open your emails, consume newsletter content, and convert based on the content.
If the objective is to use email newsletters to grow your business and gain more leads and exposure, you should be able to tie in all the efforts to your end goal. Some of the things to identify are visitors, leads and customers that your newsletter content generates, and how much revenue you’ve gained as a result.
You have a lot of information that you want to share with potential and existing customers on a regular basis. But if your company is already busy doing what it does best, Sparx can help create awesome email newsletters for you.
We are the experts at honing and amplifying marketing messages, and we can help spark interest in your content by building a compelling email newsletter for your company, and monitoring its results.
If you have any additional questions, or need assistance with anything marketing-related, feel free to get in touch with the qualified marketing experts at Sparx Publishing Group. We’d love to hear from you! You can reach us here.