While you have probably been chasing the latest trends in search engine optimization, social media usage and Google Adwords, some people are still using a much older, more predictable, and cost-effective tool for staying in touch with customers and prospective customers. Chosen Payments is one of those companies that sends out a newsletter on the 10th day of each month.
Email is instant. It is targeted as to who actually receives it within a company. The only true cost is your time. A good newsletter with links driving readers back to your website, or even better, a specific landing page on your website can generate consistent returns over time.
Some people might think emailed newsletters have lost some value because they are seeing declining “open” rates and may even have an uptick in unsubscribes every month.
If you are experiencing this it might be caused by deployment issues rather than content issues. Specifically, many people take an outdated approach to email marketing and may falsely believe that it is no longer working for them.
We at Drive Profit can help you avoid these mistakes. Here are five things you should start doing to bring your email newsletters up-to-date…
#1 Use Mobile-Friendly Email Templates
More than half of all emails are opened on mobile devices rather than laptop or desktop computers. So, if you want to get a response from your subscriber list, it’s important you use a template that is going to load and display quickly on a smaller screen.
#2 Segment Your Lists by Audience and/or Location
Unless you are sure your subscribers are encapsulated in a very narrow range of your market, it might make sense to divide your list up by customer type, location, interest, or some other classification. That way, you can target groups of your audience with offers that are most relevant to their needs.
#3 Try Optimizing Your Sending Time
The time and date you send your email newsletter matters more than you might think. Trial and error can show you the best time to reach out to your subscribers, but generally speaking late morning on a weekday is going to yield the highest response rates. Many email packages now feature automated send time optimization you can use, so give that a try if it’s available.
#4 Cross-Promote Your Email Newsletter on Social Media
Many of the customers and prospects on your list probably log into Facebook, Twitter, and/or LinkedIn on a daily basis. By promoting your newsletter on these forms, you can find new subscribers and get buyers to engage with your messages more often. Constant Contact now integrates with your social media platforms such as Facebook, LinkedIn and others. This gives non-subscribers a chance to read and subscribe to your newsletter.
#5 Use Web Analytics to Find the Right Formula for Success
As with anything in the world of Internet marketing, the key to boosting your bottom line is looking at the results generated from each campaign. Study the percentage of people who opened your newsletter and those who clicked through to specific pages of your website or to external links.
Used correctly, your email newsletter can be a never-ending source of new leads and sales. But, if you simply use the same templates without ever updating your approach, then you can’t be surprised when things don’t work out.