Newsletter can be an effective tool for your digital marketing strategy. It is easy to do and doesn’t cost much. This kind of e-mail marketing has resulted in proven return, such as gaining awareness, creating a tighter brand loyalty, and making conversion.
In reality, running regular newsletter is not always as good as it sounds. You need to pay attention for several aspects of your e-mail. Customers don’t want too much disruption, and many e-mails that come to their inbox usually end up unopened or directly sent to junk. Of course you don’t want your newsletter has the same fate. So what should be taken with extra care to minimize such possibility?
This is probably the most crucial thing in your e-mail strategy. Every element of subject, from length and copywriting you use in the subject line is significant for the open rates. It acts as the first door that can pique the audience’s interest or instead, delete it right away.
There are several rules in crafting your subject. First, the length of it. Using 60 to 70 characters is a safe zone for your subject line. It is not too long nor too short, and just enough to catch audience’s attention. However, you still can tweak the length to suit your objective.
If you want to gain more awareness, you can use shorter subject. This is effective to increase the open rates because the focus is to rise curiosity among the audience regardless of the message. But if you want to have more clicks, go with longer subject that convey your message clearly.
When do you usually open your e-mail? Usually in the working hours, right? Thus, it must make sense if you think that the time between 9 AM to 5 PM is effective. Your audience are in front of their computers and there is no reason for them to miss your e-mail. Apparently, the real condition might state otherwise.
During working hours, people are usually busy with their tasks and don’t really pay attention to e-mails unrelated to work. It is outside those hours audience has time to observe what’s in their inbox. To tap into this time, try sending your newsletter within this spare period.
As an internet user, you might notice that the chance to open an e-mail is higher when it comes from someone you know or at least, sounds like it has something relevant for you. This also applies with newsletters.
When you use a generic message that don’t feel like something related to them, audience won’t feel “called” to open your e-mail. Try not to look like you are merely there to blast information. Be personal and give an impression that you want to have a two-way interaction with your customers.
Appearance matters and interesting look can raise the effectiveness of your newsletter. If you pack everything in your newsletter without a structured layout, audience will simply send it out. A nice and neat look can drive people’s interest to find out what’s in the e-mail. Don’t forget to add good pictures to make your newsletter more compelling.
Those are some things that you need to pay full attention to. However, the most important thing is always test your newsletter strategy. Every brand is different and it might differ a little in term of what’s the best for them.