Why Email Newsletters Are Effective Marketing Tools
Email Marketing Strategy Tips
Email marketing is still, one of the most effective marketing tools, today. How did you get sucked into it? Well, it usually starts small- You shop at your favorite store and they ask you, during checkout, if you would like to join their newsletter. Next thing you know, you have signed up for over 20 newsletters –all of them from stores or blog that you truly enjoy. Do you actually end up reading them regularly? Possibly not, but you do take a glance, correct?
So, when people ask me what the most effective marketing tool is today, I usually say an email newsletter and customer focused blog. In 2010, I was knee deep, developing one of my client’s email marketing campaigns. The newsletter was already a big bread winner, but with the growing competition of newsletter and email campaigns from others, we had to continuously grow and stay ahead of the game. I tested a variety of different content types, introduced new designs and layouts and learned over time how to narrow the email down to what the consumer wants to see.
With that said, here are some of the tips that worked for them, and should work for your campaigns as well:
1. Stay on focus: Focus on a general theme for each email and stick to it. For example, if you are marketing for a clothing company, your theme could be “Casual Friday”- pick a complete outfit and feature the different parts of the outfit (i.e. shoes, purse, jewelry, skirt, top). All messaging should promote that single overall focus: Casual Friday.
2. Keep it short: Not only are promotional emails competing with other companies, but also with your daily work load! The reality is that everyone, including yourself, is getting loads of promotional emails every day. So, the less you have to read, the more likely you are to remember the emails message. Get straight to the point. Keep the content light.
3. Be entertaining: Dude, you have to keep it interesting. Think outside of your box and grab your reader’s attention. Be a little audacious, a little provocative. Readers respond to that and it will help you stand out from all the other boring emails in their inbox. At the same time, make sure that your new tone, is aligned with your brands overall message and voice.
4. Use other channels to broadcast your message: This point, is aligned with my overall recommendation for an integrated marketing strategy. Leverage social media channels to share your emails. Even if someone is not subscribed to your emails yet, reading your interesting messages can convince them to join or take advantage of whatever promotion you are sharing. Facebook accepts full posts and Twitter can link to your site’s archive. Nowadays, your audience is never in one place. You have to reach out across channels to broaden your audience. Tap into your audience, across all channels.
Although the email marketing channel has gotten more competitive, it is still a thriving and effective marketing strategy for companies. People appreciate being informed and reading about interesting content. You just have to step up the creativity and target your audience’s needs more effectively. Just remember, just like everything online, it is an ever growing and changing tool. You have to keep up!