Email marketing is an essential part of dialogue marketing since every well-crafted marketing mail is shot to targeted recipients, leading to their guaranteed interaction with your brand. Newsletters have always retained their charm in attracting high quality readership, both by way of snail-mail and email. E-newsletters with astounding content and unique layouts are great for SEO and for promoting brand awareness. The following tips are simple, yet effective in getting better customer retention figures.
#1 Who You Write For, Matters
Personalize newsletter content based on reader demographics. Personalization is much more than including the first name of recipients in the email subject line. Based on online activity, purchase history and other demographics, relevant themes to write on can be chosen. Focus on interest and the specific needs of the customer by segmenting and analyzing the database. Statistics reveal that newsletter subscribers tend to spend 80% more time on websites when compared to those who have not subscribed.
#2 Identify And Set The Right Benchmarks To Measure Newsletter Success
The recipient list count alone is not the universal benchmark for customer retention through newsletters. The open rates, click through rates, the open rates on mobiles, shares and forwards on social media and incremental subscribership or the list growth rate per quarter are some positive KPIs to sharpen your newsletter analytics. As control mechanisms, it is important to monitor delivery rates, unsubscribe rates and bounce rates. The unique open rate accounts for bounced mails and gets the realistic picture. Since people may open a newsletter from a different device and take resultant action like site visit or review-writing from a different device, it makes sense to observe overall site traffic after the campaign has been sent.
#3 Position Newsletter Sign-Up Form Strategically
New visitors who visit your website for the first-time with zero engagement experience with your brand may not jump at the prospect of signing up for that killer newsletter. Any sign-up form will be ignored, or even worse, will only cause an obstruction in the browsing process. Allow them to consume a decent level of web content and brand knowledge, before the sign-up form flashes on their screens. It is not wrong to provide incentives for signing-up. Kate Spade the eCommerce store is generous in offering a 15% off on next purchase along with free shipping for joining its mailing list. Sometimes even social proof of number of subscribers can incentivize people to subscribe.
#4 Anyone Can Write, But Only Professionals Can Write To Inspire Action
As the entrepreneur or the CMO, you are at the helm of action in your business and can cite every detail accurately for newsletter content. But it requires a different set of Pathwwway Ltd. skills to optimize your newsletter for the audiences. Only professional writers can blend visuals and content effectively, use the right typography and layout and also maintain the balance between educational and promotional content. They master the knack of using relevant themes for different personas of readers while subtly attracting attention towards the brand. Increasing organic shares by embedding social media links and coining alternative text for images used in newsletters (so that when turn off auto-download of images, they get to see the alternative text) are some of the many useful techniques used.
#5 Focus On Type Of Content, Not On Fluff And Jargons
Any attempt to position yourself as smarter than your customers by using jargon-clad text will prove counterproductive. Use simple language, crisp and to-the-point articulation of subject matter. Type of content must include both informative ones like current affairs, market trends and game changing innovations and an optimum amount of promotional content like new product launches, offers and discount campaigns. Content should be trustworthy, fresh, genuine and noise breaking. The newsletter content is to be optimized for both mobile and desktop reading. Catchy content must be used in the subject line, blurbs and articles before the attention spans of readers fade.
#6 Have A What’s New Section And Educate People On Your Growth Dynamics
When people believe that your organization is young and growing, they like to be part of the journey. Provide fresh content every time and determine an optimum frequency for newsletter distribution like monthly or quarterly. The What’s New section can focus on changes like organizational restructuring, product additions, new loyalty bonuses, events, press conferences and contributions to the social sector. Providing infographics on how loyal customers have contributed to the growth, will create more affinity with your brand.
#7 Use The Double Opt-in Process And Secure Expressed Consent
It must never be forgotten that the number of newsletters sent is not as important as the opening and the click through rates. Unless you secure expressed consent of recipients, your carefully-worded newsletter would have little retentive value and may even end-up as spam. The double opt-in is a more secure way of not merely getting the visitors email id, but additionally having them click on a unique link sent to their mails to confirm subscription. Such attempts will result in lower bounce rates and increase effective readership.
#8 Build Compelling And Informative Subject Lines
A winning e-newsletter practice is to devise enticing subject lines that give a snapshot of the newsletter content. It is advisable to try A/B testing with different variants of subject lines. Ensure that important and popular keywords are included. Close-ended questions, well-known superlative adjectives and usage of the right punctuation marks are important. Keep the subject lines creative, brief and incorporate a sense of urgency.
Newsletters are valuable opportunities to prove to your customers that sales calls, brochures, look books and marketing messages are not only the communication that your business sends them. They are a chance to prove that you care for customers and empower them on crucial happenings in the sector. Incorporate trustworthy information in every newsletter and be sure to send out the hard copy as well. these simple tips will not only promote customer retention in the long run, but will also lead to brand leadership.