future of email
Email newsletters are the single biggest factor in driving
people to your website aside from the search engines. Jacob
Nielsen reported recently that when users were asked
why they were visiting particular websites, the most common
response was, "I was reminded to do so because I received
an email newsletter from the site."
Research from from McKinsey & Company shows that when it "ccomes to attracting new customers – email works almost 40 times better than Facebook and Twitter combined”. And people are three times more likely to make a purchase when they click on links in emails, compared to social media.
Four key areas to consider
need to be more targeted and segmented to increase the effectiveness
of the newsletter. Make sure your newsletter programme allows
you to segment by interest and geographically, personalize
and engage your audience
2 Get through
the clutter. We all get volumes of emails everyday. There
are lots of hints and even seminars around on how to manage
your emails and decrease what you receive but the most important
aspect of your newsletter is the subject line. Focus on
the candy not the wrapping or your emails will not only
not be opened but potentially deleted or blocked. Naturally,
make sure it focuses on what your target is interested in! And personalise your emails.
3 Jazz up
the info you want to share with links to photos and video
where people can leave comments, survey your readers, and
find other ways to integrate some action into your emails.
Really focus on your target and how they are going to use
the info, not so much on what you want to tell them
4 Make sure
your newsletter programme can deliver. We love Campaign
Monitor - it's right up to date with all the latest apps
and whizzy things (eg RSS to email), enables you to manage
your database with ease, segment your audience in a number
of ways, top notch delivery (relationships with ISPs, authentication),
and is pretty cost effective when it comes to distributing
your emails - certainly much more so that many of the others
out there. Best of all you can have as much or as little
to do with sending the newsletters as you want, totally
in-house, collaboration or get your designer to do it all.
out all Campaign Monitor's features here.
5 Do the work on segmenting your clients by location, gender and interests. Even keep records of what they purchase and segment based on their buying trends.
6 Help make your customers feel in control - ensure your email programme allows them to edit their own details and preferences including the frequency with whch they wish to receive them.
The five big trends for email newsletters generally
for 2013 onwards are
if your newsletter was designed last year it's time to redesign
it, freshen it properly and mix it up a bit. You need to
decide on what components to include, gather together a
selection of newsletters you really like and have a professional
designer redesign it, load it into your newsletter programme
then test it. Be prepared to invest - it's important to
get this right and for today.
If you have icons linking to Twitter, Facebook, Pinterest
and other social media profiles that's great but you also
need to make sure they're easy to find, encourage interaction
between the newsletter and social media pages eg have a
pic which enlarges leading to your Pinterest PIN, ask a
question where replies are directed to your Facebook page
All newsletters must now be tablet and smartphone compatible,
These are becoming a great way to add value for your audience.
Think about what your target might want in a video and add
them to your blog or Facebook. Never try and embed the video
in the newsletter and make it short and interesting - an
More and more people are looking for savings. If
you currently run coupons, specials and giveaways on your
website or social media pages but not in your e-marketing,
you need to start this year. If you don’t currently
run coupons, specials or giveaways and it's right
for your business.... start!