Email marketing or how to create a successful newsletter
We all wish to become better within the field that we activate in. Regardless of what this field is, you will need marketing, you will need to make your voice heard by your clients (or your possible future clients). And today we’re going to talk about email marketing, a topic that intimidates many but plentifully rewards those who take the bull by its horns. Or better said, the email marketing platform.
Why email marketing?
Constant communication with clients and readers (that have the potential of becoming clients) is essential, especially when it’s made on a regular basis. Basically, through email marketing you offer an extra service in addition to the simple proposal of selling products. When it comes to relevance, email marketing campaigns are just as important as a well maintained site: they both have the purpose of bringing value to the people and add value to your website.
How can an email marketing campaign directly help me?
A basic rule in SEO is that everything gets down to the authority that your website has. If you are an authority within your field, if people use your website as a point of reference when it comes to information and products, then you can be sure you’re doing it right. And Google will also be aware that you’re doing something right and will propel you higher and higher within the search pages. And an email campaign that is done accurately can make people talk about your site: a great email will convince the user to talk about it or to even forward it to someone he knows. And this is how the word spreads within the electronic environment about your site and you get as high as possible within the search engines.
Where do I begin an email marketing campaign?
First of all, you’re going to want to automatize this process. It’s fine to manage your campaigns on your own when you have about 3 readers but once you passed this psychological threshold, you are going to need a newsletter and email marketing platform. The internet is full of these sorts of platforms, however, we recommend MailChimp since it’s a serious, recognized application and it’s user friendly as well.
Once we established the platform we want to use, here are some essential points you need to follow, generally accepted things in the digital world:
1. Segmentation of the campaign
People will subscribe to your newsletter due to various reasons. That’s why it’s best to offer different subscribing options and send them different kind of emails. This is relevant especially for the shops that have a wide range of products. In case we have an online shop where we sell bathtubs and planters, it’s quite possible that some people are interested in the bathtubs whereas others are looking for planters only. This way you managed to segment the list of clients and you can send them personalized emails according to what interests them, not to what you want to send them. Newsletter campaigns are about the client, not about you.
2. Choosing the title
This is your chance to catch the attention of the readers. A wisely chosen title determines most of the times the success of the email marketing campaign. That’s why the title has to be short, straightforward and to catch the eye. You don’t have to use sterile language and words such as “Buy!” and “Click now!” have no place within the title. The spam and trash sections of the email platforms are full of such titles. We have no idea what the content was about, since nobody bothered to open them.
3. A/B testing.
You and the term of A/B testing are going to be besties, in case you want to do this on your own. Or you can always turn to someone who has significant experience in the field. We deal with these sort of things every day, we create everything regarding email marketing, from conceiving the campaign to A/B testing and the implementation and measurement of the results.
What does A/B testing imply? A/B testing implies sending various versions of a newsletter title to a small amount of users, before the actual campaign. To give a practical example: assuming we want to send a newsletter with the title of “Why Digital life Solutions?” we can come up with an A/B testing where we suggest three possible title versions such as “Digital Life Solutions – the right solution for you”, “Digital Life Solutions – why us?” and “Why Digital Life Solutions”. All these email will be sent to 15% of our subscribers (each version receiving 5%), they will be sent 4 hours before the actual campaign. Once these test emails are sent, we analyze which title version had the highest opening rate and that version will be sent to the rest of 85%.
4. More tests
The only method to find the best newsletter for your business, the best time frame and all the other details related to marketing is through testing.
As about the actual way of writing a successful email we’ve already covered in a different article, 5 easy steps in order to have a more efficient email.
And in case you want to turn to professionals who can create your campaign a-z, with a full analysis of your website, we are waiting for you to contact us via email. It doesn’t have to exactly follow the above rules since we read them all 🙂