Monthly Archives: April 2017

Last time, we covered the first stages of the email marketing process and how it would be maintained. This weeks’ blog will give you pointers as to how to keep it all in check, as you go on month by month.

Editing. Every draft needs a proofread, no matter your role in the writing of the newsletter. Once the email is sent out, there’s no fixing it anymore. Anything with poor grammar or style doesn’t look good on the company either.

 

Testing. Before you send out your very first newsletter, make sure there is a phase where the email is tried and opened on different devices, so that clients opening the letter on a tablet, smartphone, or desktop will all get a version that is readable and well-presented. A person who can’t open a newsletter on their phone will eventually start ignoring and end up unsubscribing. There’s nothing wrong in making sure the system becomes flawless.

Mobile devices. As mentioned in the last paragraph, it would be no surprise if the majority of these emails are opened on mobile devices, whether the person is in or out of the house. The present is mobile and that’s where all the attention is. Make sure it is working best there, by using a template that’s responsive on mobile.

Spam! It’s the one thing that annoys everyone, so make sure you follow some rules before it potentially gets ugly on your subscriber list. Don’t send the email to people who didn’t sign up to it in the first place, and always make sure the newsletter has a clear unsubscribe button.

Shareability. When subscribers voluntarily share your newsletter with their networks, it’s a sign of a job well done! You want to make sure the content is so compelling that it is routinely shared and new subscribers join in because their friends referred them to it. Social media links to LinkedIn and Facebook would be a good idea too.

Metrics. Stats don’t lie, so a monthly checkup on the newsletter performances should give you an idea of the direction you should be taking it next, but that can be a very good thing too! But if the important numbers are low, redefine your strategy.

Personalization. Many companies send newsletters that sound very automated. Make sure you personalize it as much as you can, with an informal, friendly tone of voice.

Something to say. Content strategy is important here. Don’t send a newsletter if there’s nothing valuable to share with your subscribers, because you’re wasting their time, and yours.

Just like the previous two weeks, the next two blogs will cover yet again another aspect of digital marketing (that also happens to be a part of our services) – email marketing. It is also another good tool to reach customers, although usually less popular than social media. This two-part blog will hopefully point you in the right direction if your business is already engaging, or plans to, in e-mail marketing.

1. Subscriptions

You want to gain as many subscribers as you can, so make it easy for people to do so. Asking for few basic pieces of information that will take someone only a couple of minutes to get signed up. It would also be useful to advertise said newsletter on your social media accounts, perhaps once a month?

2. Subscriber expectations

In the signup process, give as much detail as possible on the content that this newsletter sends out, so that the receiver isn’t surprised and then opts out of signing up, because they don’t like the ideas.

 

 

3. Welcome email

A new subscriber always wants to feel important. A warm welcome and a show of enthusiasm for the adventure that is to follow could make them pleased they signed up in the first place. A welcome email can also be a thank you email.

4. Newsletter design

Don’t forget that the newsletter is part of the brand’s ‘product’. Make sure the design and template are aligned with the brand’s look, so that it’s not completely different. Readers will notice and appreciate the effort.

 

5. Easy on the eye

Remember, your subscribers are likely very busy people, so getting their attention for a short time even a couple of times a month can be tricky. Try not to make the content too long, and make sure it’s presented adequately while including images and maybe GIFs. It’s an experience they want to enjoy, and look forward to opening your next email.

6. Desirable content

Depending on the software you use to create and send your newsletter, make sure you give subscribers a choice on the content that you offer – as it is possible to segment it; the software may offer features like groups and segmentation to help make the content relevant to the subscribers. This segmentation allows to target certain subscribers on your list without assigning them to a particular group, especially if it’s a store sale in a specific area code.

 

 

7. Publishing calendar

Starting and maintaining a newsletter is a commitment, so make sure you publish content a couple of times a month to stay relevant to subscribers, so that they don’t forget about and neglect it in the future if you can’t maintain the regular publishing.