Make The Best Use of Your Newsletter

Updated
Feel like you’re hearing crickets after you send an email newsletter? All the time and effort that goes into speaking to your subscribers and yet, they aren’t engaging with the email, even if that means just opening it. I get, we’ve all been there. That’s why I tell every brand that I work with these exact same principles when it comes to their newsletter to increase engagement and better yet, increase conversions.


Value First


As with ALL things in your business, it’s not about you; it’s about your customers. So your newsletter shouldn’t be talking about you, you, you, and should instead be putting your customer first. What do they want to know about? What questions do they have that you can help answer? What can you give them without asking for anything in return?

Your weekly, bi-weekly, or monthly newsletter that goes out to your whole list should simply be a way to put your name in front of them. Even if that’s just getting your name in their inbox without them opening their email. Of course, we want them to open it, which is why you’ll need to start providing value for them and not just asking for the sale.


Keep It Short with One Call to Action



The wellness industry is known for sending out emails with 20 upcoming events, the latest sale, 3 new classes, 10 new products in the shop, and that huge training that you’ll need to put down $1,000+ on. Just reading that sentence bored you, so can you imagine reading an entire email about that? 

When you send an email you don’t want to scroll endlessly to get to the bottom (because NO ONE will get to the bottom). Instead, keep it short and only have 1 (you read that right, one!) call to action in the email. And if you’re focused on a value-driven newsletter (your weekly/bi-weekly/monthly newsletter) you might not even have a call to action at all. Just some insights, a story, or a customer spotlight that raves about your brand.


The Subject Line is the Most Important part


While it might feel like the most important part should be the content in your newsletter, it’s not. Your customers aren’t going to see that amazing content unless they open the email, and they do that with an enticing headline.

Here are a few ways to come up with a good subject line.
  • Start with a question
  • Use liquid text to insert their name into the subject line
  • Use a single emoji (Not in every newsletter but sprinkle them in)
  • Write down headlines you see coming into your inbox that make you open an email

The subject line is the hook of your email. It needs to be enticing. It needs to stop them in the tract. Start playing around with different lines that will get your customers to open the email so they can find value and build trust with you.


Limited Photos


Every audience is different, so using photos in your emails should be A/B tested (same with everything else you do in your marketing!) From what I’ve seen, emails perform best with limited photos or no photos at all. A new trend of text-only emails makes it feel less salesy and more like you’re talking directly to your audience. This of course only works if your email is short and to the point. For an email that HAS to be longer, images can be a great way to break up text and provide some breathing room. 


Creating Successful Newsletters


Value, focus, a good hook, and a/b testing of your content are all ways to enhance your newsletters so that your audience stays subscribed and begins to engage. As a general rule, when you look at your analytics you’re hoping to see a 25-30% open rate, 2% click rate, and 1% conversion rate (all of which can be tracked with Customer.io, Union integrated email marketing platform). 

Based on your current analytics, if you’re numbers are less than this, try implementing a few of these ideas for the next 3-months and see what kind of changes happen. Growth in marketing is always a little bit slow, so consistency is key. But this could be the missing piece your marketing was needing. 

Katie Leigh is a Marketing Strategist for small businesses. She helps Orgs simplify their marketing, connect with their audience, and create work-life balance. Download her free guide to work-life balance here.