A compelling email newsletter (e-newsletter) can give you a serious leg up on the competition. You can use e-newsletters to communicate with customers, deliver important information, increase conversions, and drive traffic to your website.But before any of that happens, you need to make sure your email newsletter connects with your audience. Read on to learn more about boosting engagement withe-newsletters.
1. Focus Your Audience
Many of the most popular email marketing services allow you to segment your audience. You can focus on different demographics like age,location, and interests, or even group your audience by what stage in the buyers’ journey they are. This is important because you may find that each group responds differently to the content you provide. For example, if your email newsletter goes out to an audience with a wide age range, you may want to include slightly different content for a younger or older segment of your audience. This targeted content can help you better connect with your readers and give them a more personalized experience.
2. Design Is Key
Opening an email that is unattractive can make users click away without even reading your message. Focus on clear branding, high-quality graphics, and an easy to read font. Look at emails that you’ve received in thepast that have stuck out to you. You’ll probably notice that they aren’t too busy – they have clean lines, bold headlines, not too much text, and are easy to scroll through. Eye-catching email newsletters will keep readers hooked and will help youportray a professional and modern image.
3. Keep It Short And Sweet
Remember that a lot of people open emails on their phones while they’re on the go. Instead of having to scroll through a wall of text, users want to get the message quickly. Catchy headlines can help to get your ideasacross, and when it comes to content, stick to only a paragraph or two. If you have a lot of news to share, it’s a great idea to include a few sentences and then link the reader back to your website using text like “click here toread more.” Not only does this mean that you don’t have to limit your message, but it also drives traffic back to your website. Once there, users are more likely to click around and learn more about you.
4. Test What Works
When crafting an email newsletter, focusing on best practices is a great place to start. However, this shouldn’t be where you end. Split testing different options can be a great way to see what elements engage your audience the most.To split test (also known as a/b test), send two very similar emails out to two portions of your email list. The variation in the two emails is what you are testing. For example, try giving each of the two emails has a different subject line to see which ones get opened more. These kinds of tests can give you more insight into what your audience responds to.
5. Check The Metrics
Once your email newsletter is sent, it’s important to check the metrics to see if your email accomplished its goals. How many people opened it? Which links got clicked the most? Knowing this information can help you craft better emails in the future. Here, you can also see if your emails bounced, meaning they weren’t delivered. This could be an indication of inactive or mistyped email addresses.
It’s key to make sure your subscribers’ email addresses are accurate to keep your bounce rate down. BriteVerify’s email list verification services can help you check the information in your subscriber database so you know that your email is being delivered to the right place! Use the BriteVerify API to ensure email addresses are being entered correctly wherever you collect subscriber requests, such as on web lead forms or at the point of sale.