“Too long, didn’t read.”
Is that what you want to happen to your newsletters? The bad news: most newsletters don’t get read. It’s not hard to see why,?as spam makes up a huge percentage of all email.
The good news? There’s a lot you can do to drive up engagement. By using these techniques, you can put together a marketing newsletter that your readers will want to read – putting you ahead of your competition.
Make It Easy to Subscribe and Unsubscribe
The first point is obvious. You want your newsletter to be easy to subscribe to.
For starters, you’ll want the subscribe button for your newsletter to have a prominent place on your page. Make sure it’s clear what your reader is subscribing to. Spell out some of the benefits – get them excited!
You could even make use of a pop-up on your site to remind your readers to subscribe to your newsletter before they leave your site. This is a great way to catch readers who might be on the fence about signing up.
Conversely, you also want to make it easy for readers to leave your newsletter. Some brands make the mistake of thinking that a newsletter that’s difficult to leave will keep readers subscribed.
Although that’s?technically true, this kind of tactic will create bad feeling with your readers and drive them away from your brand. They might even block your content so you lose all contact with them.
Keeping an open door for readers to leave your subscriber list allows them to engage with the brand on their own terms and drives good will.
A single click at the bottom of your newsletter should be all you need for your readers to unsubscribe.
Create a Balance of Content
Although marketing is the primary purpose of your newsletter,?selling to your readers will quickly make them bored.
Nobody likes to feel they’re being marketed to. Balance your newsletter content with informative, useful content outside of your marketing.
Choosing the right subjects to cover can help tie your marketing and informative content together. One should lead naturally into the other so that your reader barely even notices the seams.
Smart brands use information to engage their readers in a dialogue, or at least the illusion of one. By doing this, the brand builds trust with a customer. If your readers trust your advice, they’re more likely to buy into what you’re selling.
Try to limit your sales messages to genuine opportunities: an exciting new product or a massive sale, for instance.
To put it simply, advertising has diminishing returns for a fixed audience, but informative content stays fresh.
Be?the Creative Marketing Newsletter
We’re all being bombarded with emails these days. If you’re not careful, your email will look like yet more clutter.
Creativity stands out.
Get creative with your subject line to hook your readers in from the beginning. If the subject line doesn’t catch them, you’ve wasted your time!
Creativity in a subject line can take many forms. Knowing your audience will tell you the best way to craft it.
How about a thought-provoking question? Or an interesting fact? Or you could try mentioning a common problem your readers will likely have.
If it suits your brand, don’t be afraid to make it quirky and fun. We’re bombarded with cookie-cutter information constantly, so anything you can do to stand out increases the likelihood that your marketing newsletter will be read.
Make it Attention-Grabbing?
You can’t relax once readers are past your subject line. The content that meets your readers when they open your marketing newsletter is just as important.
The eye of your readers will sweep the content before they start reading it. That means strong, eye-catching images and a clear layout are a necessity. Make sure your headlines stand out and make a grab for their attention.
If your email is a delicious buffet, then guests need to be reeled in by the sight and smell before they can appreciate the flavors.
Make sure that any images you use are engaging. Be sure you’re using a helpful layout.
Create a very clear call to action. What do you want a reader to do with this information? Don’t bury your call to action in the middle of your newsletter.
Don’t Run Too Long
You’ve heard the phrase “short and sweet”? It’s good advice for most kinds of marketing.
Readers are being advertised to constantly. You’re not the only ad they’ll see in a day. That goes double for your internet readership.
Don’t waste anyone’s time. Be selective about what you put into your newsletter. Waffle won’t get you anywhere.
Design your newsletter to include digestible?advice with real value.
You also want to leave your readers wanting more. That means they’re more likely to engage with your brand in other ways, such as looking for more information on your blog or finding you on social media.
In a noisy world, it’s consistency which wins out.
Think of the publications you follow yourself. Do they communicate frequently? Do they have regular publishing schedules? We bet they do.
Your marketing is a sand sculpture you’re building constantly. If you miss your schedule or leave too long between communications, your sculpture will degrade and be washed away.
Consistency also means your readers can look forward to receiving your content. A reader waiting for your next newsletter is one who’s already engaged with you.
Time It Right
Think about your audience. Are they a 9-to-5 working audience? Or a night shift audience, perhaps? Are they parents? Retired?
All of these things can inform when you should send out your newsletter.
If your audience is more likely to read your letter on the weekends, or on an evening, then you can choose the right time and day to catch the maximum amount of readers at once.
While you can’t achieve a 100% open rate on your marketing newsletter, you can get ahead of your competition and drive reader engagement by bearing these and other simple tricks in mind.
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