With more and more small businesses fighting to keep their place on the high street, it is more important than ever to master the art of effective email newsletters. So, what are the do’s and don’ts of email marketing?
1. Have fitting design. Just like business cards, signs and websites, your newsletter needs to have a clear, recognisable and consistent layout that is fitting with your brand. Customers will feel a sense familiarity
2. Make it easy. Make it as clear as possible how customers can signup to receive updates . Make good use of your online platforms, post instructions and links to sign up. Another way to make the signup process easy for clients is the forms simple, too much to fill out can put people off.
3. Be clear. When customers are looking
to subscribe, give them plenty of detail about the sort of information they will receive and how often. If customers are fully informed they will be able to decide whether to signup or not.
4. Test. Every different device works in its own way and can affect the way your letter is displayed. Before you have your design finalised, send a test to friends or colleagues to make sure that your newsletter is device compatible and that it looks good on a wide variety of screens. Doing tests will also show you whether your updates are likely to make their way into spam-bins.
5. Stick to your dates. Being reliable is a major part of publishing an email newsletter, clients enjoy the comfort of knowing when they can expect their latest updates. It is also important for you as a business owner to keep a publishing diary
6. Be welcoming. Once someone signs up for your email newsletter, don’t make them wait for your next newsletter, have a welcome package ready to send to new clients. This welcome email could have a special one off discount, gift or exclusive content, this is an easy way to create a relationship between you and every customer.
7. Keep it simple. Make your newsletters concise and easy to read, something that your customers can read quickly. Keep in mind that customers will be checking their emails when they see your updates so it’s fair to say that their attention might be split several different ways. If you find that you have a lot of news that warrants being in your letter, make sure you break the information up, big chunks of writing can be off putting.
8. Edit. Editing should not and cannot be over looked, it is one of the most import parts of your newsletter. Your emails should be professional throughout, and editing, spell check and proof reading is a big part of the professional look. So make sure you leave plenty of time to edit, don’t leave anything until the last minute.
9. Go mobile. It is important to consider the amount of clients who may only check their emails on their smart phones. If your packages are not compatible with all mobile devices, you could find your mailing list dwindling down very quickly.
10. Beware of spamming. It is all too easy to send spam without knowing it. Make sure to read up on the CAN SPAM act to avoid any problems. A simple rule to stick by is to only send promotional marketing to people who have specifically agreed to be on your mailing list, not someone whose email you have through another means ( a giveaway, event invitation, placing an order.)
11. Share. Word of mouth is one of the best ways to gain a following and a stronger online presence. With this in mind you should consider including a public link to the web version. This will let people access your content beyond their emails.
12. Watch your stats. Most newsletter services now give feedback and statistics that can be very useful to you as a business owner. It gives you a chance to respond to what is successful and what is not. It’s a great tool that you have at your fingertips so make sure you make good use of this.
13. Make friends. The tone of voice you use in your newsletter is very important. Don’t take yourself too seriously, the best letters are friendly, charming and inviting. If people enjoy reading your newsletter, you’ll find that your mailing list builds up quickly.
14. What are you really saying? All of your updates should be giving new information. You can use your website as a catalogue of information, but your newsletter should only talk about the newest and most exciting events and changes to do with your business. Before you set out to create a newsletter, ask yourself, what are you saying?
15. Is it relevant? email newsletters give people the chance to join groups based on their interests, this in turn will allow you to send people content based on those interests. Customers on you mailing list will be more willing to read every news letter if they know that the information sent to them is relevant.