Enews "from line"
The "from line" should contain the key person’s name, name of the newsletter or
company name. Determine what will resonate best with your customers and stick with it.
Enews "subject line"
Keep the subject line short. Capture the reader's attention. Draw them in by telling them what they'll get from reading your enewsletter and make it relevant to them.
“Company name latest news” is not
an enticing subject line.
Enews spam check
You will have more success avoiding spam filters if you avoid the typical spam behaviour such as:
-
excessive punctuation !!!
-
ALL CAPITAL LETTERS
- spelling mistakes
Spam trigger words include:
free,
weight loss,
amazing,
cancel at any time,
click here,
congratulations,
dear friend,
e-mail marketing,
for only,
great offer,
guarantee,
increase sales,
order now,
promise you,
risk free,
special promotion,
spam,
to be removed,
unsubscribe,
winner.
Enews frequency
People will get into the habit of
reading your enewsletter on a particular day of the week or month. Pick a day and time that works best... and stick to it.
Enews content - personalise it
Personalise your enewsletter by addressing the reader by name.
The most successful newsletters are written by a person (at your
company)...not the company. That person should establish a voice to connect with your audience. Link to their BIO on your website and add a photo on the enewsletter so readers can identify with the writer.
Enews content - keep it short
Always write a short blurb in the email newsletter with a link such as "read the rest of this article here" and link it to the article on your website. This brings traffic to your website and allows you to monitor which links are being followed in your enewsletter.
Enews content - target your audience
Split your mailing list into enewsletter campaigns. 1 enewsletter for suppliers, 1 enewsletter for staff, 1 enewsletter for clients etc.
Use one main article for all audiences, then write a few smaller articles for the specific groups. Yes it means you write 3 enewsletters not one but it also means your audience is more likely to read it.
Enews content - dont be pushy
The rule to follow is 20% advertising to 80% education.
Write how-to articles, industry reports or top tips. This gives readers value from your newsletters and ensures they think of you as the expert. Sales will come as a result.
Enews content - audio and video
Link to audio or video files on your website to brings another level of humanization to the relationship between
author and reader.
Dont just link to a YouYube video - embed it into your website and make it work to sell your products / services.
Enews layout
Keep the layout clean, simple and consistent.
Start with your call to action or value proposition.
Don't waste the top section of the email with huge headers or big meaningless pictures. This section of your email might be all that readers see in the preview pane before scrolling.
Most people won’t read an entire newsletter, but they will scan headings and have
specific features that they look forward each time.
Enews - images
Many email clients block images by default. This means that unless
readers specifically turn images on, all they'll see is empty boxes
where your pictures should be. It is very annoying to turn on an image if its just for show and has no purpose.
So your enewsletter should have styled text not just images to grab attention.
Because your graphics may never be seen, don't put anything that
readers really need to see in a graphic. Your primary call
to action should be text-based.
Enews testing
Test every enewsletter to check for errors and other issues before sending to the entire distribution list.
Need help with setting up your enewsletter?
Contact j6 design to setup your enewsletter / mailing list campaign.
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