Sydney Morning Herald – Get your newsletter read: 10 hot tips
By: Sydney Morning Herald
The average reader spends just 51 seconds on your email newsletter, some experts say. And most readers fail to read past the first three items on your list, says marketing agency blog, Public Relations Sydney.
Given the bombardment of email these days, just getting readers to open a newsletter is tough. Still, most agree that email remains a cost-effective marketing tool that will keep playing a key role in the digital marketing mix.
Two business experts explain how to produce an email marketing letter that exploits the medium’s direct marketing clout.
Ten secrets of effective email newsletters
1. It’s all about the subject line, says marketing strategist Fran Iseli-Hall. “Your newsletter subject line makes a huge difference in the opening rate and it can make or break a campaign,” she adds.
So, “split-test” subject lines – measure which your target market prefers. Most customer relationship management systems (CRMs) enable split-tests and reveal opening rates and bounce rates, Iseli-Hall says, and points to MailChimp, Sendpepper, AWeber, and Constant Contact. Whichever you use, remember to put the recipient’s first name in the subject line to boost the opening rate, she says.
2. Keep the newsletter short and sweet, Iseli-Hall says. Her reason: long newsletters often get filed for “later reading”, destined for oblivion.
Be brief and your audience will get used to your message and open it because it takes minutes to read.
3. Never lead with your branding. “This one is huge,” Iseli-Hall says. Even design agencies get this wrong, she adds.
If you put your branding at the top or all over your newsletter, it will look “super-salesy”: a no-no.
“Most people don’t care about your brand – they care about what’s in it for them,” Iseli-Hall says. Branding should go at the bottom with your contact details.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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