Tips for Creating a Stellar Email Marketing Newsletter

By November 20, 2015 Email Marketing

Email marketing can be an effective way for businesses to reach prospective clients and maintain relationships with current customers. Unfortunately, many companies craft beautifully written email newsletters only to have them disappear in the ‘unread, deleted’ folder.

To assist you and your emails from getting stuck in this dreaded black hole, here are a few tips for creating email marketing pieces that not only get opened, but also get read and lead to engagement.

Email Marketing Tip One: It’s Not All About You

When crafting copy, it is easy to get caught up in the ‘what we do’ and ‘what I am good at’ train of thought. Here is how to veer away from this habit and start creating email marketing pieces that actually speak to the people reading them.

  • Who Cares?

    Ask yourself this question: Why is this email meaningful to the recipients? The information you are sharing should provide definitive value. Upon reading the email, recipients should have some new knowledge that they actually care about.

  • Simple Math.

    Count the number of times that you use the word ‘we’ versus ‘you.’ While it is inevitable that ‘we’ will be used, the majority of language should be written in the second person (you, your needs, etc…). If the balance is off, rewrite the piece to speak directly to the reader.

  • You Are Not That Awesome

    . No matter how spectacular your business, product, service, and/or brand are, people care about how you can help them. An email marketing newsletter should never be obviously self-serving or sales-y.

Email Marketing Tip Two: Timing is Everything

As with many things in life, timing plays a big role in email marketing. Often, businesses get caught up in the ‘more is better’ mentality. At Realitas Group, we believe strongly in quality over quantity.

  • Create a Schedule.

    Whether you decide on a weekly or monthly email newsletter, stick with it. Your email recipients will come to count on regular emails from you, and expected emails are more likely to be read.

  • Make it Relevant.

    Do not waste time writing generic words. Stay in tune with what is going on in the world around you. A great way to get on track is to create an editorial calendar. Align seasons and holidays with your content and, of course, focus on how it benefits your reader.

  • Have a Theme or Angle.

    There are a lot of great companies that have nailed this concept. Are you a local real estate agent? Think about sending out a “Things to do this weekend in {your city}” at the end of the week. Again, this idea ties directly into setting a schedule and thinking about timely and topical things.

Email Marketing Tip Three: Don’t Lose Them With the Subject Line

The worst thing in the world is creating value-loaded, engaging email content with a horrible subject line. Why? Because no matter how great the guts of the email are, the reader is never going to open it! To ensure your efforts are not going to waste, invest some serious time into developing a solid subject line.

  • Ask for a Hand.

    Husband, daughter, friend, or coworker. All of these people can serve as easily accessible (and free) resources. So, use them! Send out an email and ask if they would they open it based on the subject line alone (without knowing its contents). If it takes more than a millisecond for them to answer yes, go back to the drawing board with your subject line.

  • Curb Your Excitement.

     It is definitely tempting to include punctuation or flowery adjectives in your subject line, but show a little restraint. There is nothing that sets off SPAM triggers like the use of sales-y language in a subject line. Again, ask yourself: If I received this, would I think this subject line sounds SPAMMY?

  • Numbers Don’t Lie.

    We are big fans of A/B testing. If you have two great subject lines, split your recipient list in half. Send half the email with subject line A and the other half the same email with subject line B. After you send your email, wait a few days and then look at the open rates, click throughs and bounces. Which subject line performed better? From here, figure out how you can mimic that subject line’s structure/wording in upcoming newsletters.

We hope these three, quick tips will assist you in creating some awesome email marketing campaigns for your business. If you have any questions, we are here to help!

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