Everyone loves a good deal, but nobody wants a weekly email solely talking about the promotions your business is offering. Break up your business news with interesting, readable content. What else is your audience interested in besides being a customer of yours? Instead of just including emails filled with what’s going on in the world of your business, include articles that you’ve written or featured on your blog. Make sure they’re interesting, and of some use to your readers. It’s what’ll keep your audience loyal and coming back for more emails time after time.
Titles are maybe the trickiest part of email marketing. No one’s going to click on your email if you don’t have a good title. It has to be interesting, yet clear. Unique, but not too out there. My best advice is to let your readers know exactly what they’re about to click on, but in the most compelling way possible. Easy, right? When in doubt, have a brainstorming session with one of your team members. Sometimes it helps to bounce ideas off of another person when coming up with something creative like a title.
Change things up every now and then! It’ll keep things fresh for you and your readers. Try sending your email out on different days and times. What gets you the most opens? Go in a completely different direction with your titles- maybe you always feature a deal in the title, try an exciting statistic instead. Switch up the layout of your email every now and then as well. Don’t get stuck sending the same old email week after week.
It’s better to keep your emails on the shorter side. Give your readers a bite-sized email filled with information they won’t want to miss and keep them coming back for more. Mail on the Mark suggests limiting the length of your content because “people often use their phone to check email when they just have a brief moment. They expect to get through your email content quickly, so make your e-newsletter as short as possible, while still being useful.”
It’s better to send out one really, really good email once a month than it is to send out thrown together, subpar emails once a week. If you don’t feel like you have the time to commit to a weekly or bi-weekly email, either hire someone to take on the task themselves, or stick to a monthly email. You’ll get more unsubscribes if your readers can tell that you didn’t spend very much time on your email. If you don’t spend the time to create good emails, why should they spend the time reading them?
Keep your emails feeling personal. You don’t need to go in and personally address each email to each of your readers, but you should speak as though you’re speaking to an individual. Use the word ‘you’ when addressing your readers. It’s a powerful word that hits home, and it keeps the language personal.
You’d be amazed how many email marketers don’t include clear calls to action. It’s the most important part of email marketing, and yet, not many people have mastered creating a clear, easy call to action. Include buttons that read, “Click here to __________.” Really spell it out. Let your readers know what you want them to do, and then include links and buttons advertising that action. It’s that easy.
You’re probably filling your emails with frequent deals and promotions, but do a little more for your loyal readers. If someone’s letting you take up space in their inbox every week, you should thank them! Offer up freebies every now and then. You don’t even need to give freebies to everyone (that can get expensive), but offer them up to the first 15 people who email you back. On top of that, thank your readers by consistently providing them with quality content.