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How can I increase the impact of my email marketing newsletters?
How can I impact my clients better with my newsletters? Should I add certain graphics? Should I categorize them in a certain way? Should I add and subtract details depending on the client? How can I do this without spending all day on it?
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3 Answers
Improving the performance of your email newsletter is 33% format, 33% content, and 33% pre and post-launch phone contact.
I've seen this over the course of crafting, launching, and tracking over 650 email campaigns since 2003. Also, don't put all your eggs in one e-news. Use a variety of email formats, and segment those to different user demographics. I have a saying, "choice breeds leads". Make sure your email is rich with compelling links to different landing pages on your website, blogs, etc.
Here is a quick tip - make sure that at least some of your links are viewable in the preview pane of Outlook. Don't get caught up in a heavily-branded, thick, image-laden banner. Stick that at the bottom, not the top of your email. Keep it simple - and link through to more sophisticated landing pages.
Brook:
Overall the best way to improve the impact for your clients is to ensure you are delivering relevant content to them. Many newsletters are full of fluff, but buyers and customers are wanting content that they can use and can educate them. There is a good chance that you already have a good amount of content internally that you can use and repurpose.
If you are at a loss of what content to use, begin to develop some content maps that map specific content to each customer persona as you will want to engage with them on a 1-1 basis.
As for relevant content if you are stumped, ask you customers they will be sure to tell you.
Carlos Hidalgo
The Annuitas Group
Brook - Carlos & Kathy are spot on with delivering relevant content that your users are interested in.
Many of our clients produce a few variations of their newsletter and use segmentation to target the appropriate user. In your case, for starters you could separate folks that are new to non-profit funding (prospects) and current clients. Some email platforms allow you to produce dynamic content. Therefore you only have to produce one newsletter and the targeted articles appear.
Other strategies to create more engaging newsletter letters is to:
- provide anchor links to your articles below
- make your articles in the email just quick summaries with links
- ask a survey question and share the results in the next newsletter (questions could be serious or fun and results could be used for segmentation later)
- trivia
Good luck
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