Sending regular newsletters builds your relationships with your audience, establishes your authority as a subject matter expert, and boosts sales. Email marketing is not new, but it is just as effective as ever. For at least a decade, I’ve been saying that email marketing has a $40 Return on Investment for every dollar spent, and it still does! Improving your email marketing is going to pay for itself. Here are a few tips to ensure you do email marketing right in 2021.
Craft an Effective Welcome Message
According to Benchmark, a welcome email can generate 320% more revenue per email. Create a well thought out automated email message to welcome new subscribers. Let them know what they can expect from you and provide them with a reward. The reward doesn’t have to be a coupon. I ask my subscribers for their physical address in exchange for a chance to win one of my books. This builds my list’s value by having more contact info and ensures the new reader will engage with the welcome email. Engaging with my email increases the odds that my messages land in the inbox and not another folder, whose name we won’t mention.
Segment Your List
The best marketing and communication speaks to your audience. No doubt your email list is made up of a variety of people. Sure, you can include something for each of them in each newsletter (I include a marketing tip, communication tip, something for business owners, and a work/life balance tip.) I also use tags to let me know if my subscriber is a book lover, business owner, or another speaker. That way, I can periodically send messages that feel like they’re just for them. Personalize the email further by adding their name.
Create Engaging Content
Many of the emails I create for myself and my clients consist of teaser copy and visuals. Attention spans are short; make your messages short and appealing. Keep the text light. Those looking for a specific piece of content will click to your website to learn more.
I use a checklist when planning my monthly newsletter to include as many elements as possible. In addition to those mentioned above (marketing tip, communication tip, something for business owners, and a work/life balance tip), I remind myself to include a call to action, resources, upcoming classes, and a video where appropriate.
I don’t love making videos of myself, but “54% of people want to see more video content from marketers.”
Make it Pretty
Your email should like you. Incorporate your brand identity utilizing colors and fonts that match the rest of your communication.
Don’t Forget the Call to Action
A strong call to action may be “click here,” “read more,” or “buy now.” Never assume your reader will know what you want them to do. Make it easy! Take them directly to the page on your site where they can take action. Don’t just send them to your homepage and hope they’ll find what they’re looking for.
Check Your Analytics
What doesn’t get measured doesn’t improve. Which items get the most clicks? Is it videos, how-to articles, or social media? Do more of what works.
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