Newsletters are a solid way to build your brand and let people know what you have to offer. They’re also an effective lead generation tool that allows you to further your reach and increase user engagement. You can directly email your subscribers asking them questions and initiating insightful conversation that makes them feel cared about. It’s also a good way to figure out what your target market wants and how you can help them on their buyer’s journey.
Research by Content Marketing Institute found that 74 percent of content marketers say that out of all types of content, newsletters are the most successful at helping organizations achieve specific goals and objectives. Not only do they allow you to reach out to subscribers directly through their inbox, but you have the opportunity to build relationships with consumers and get to know them better.
There are several email marketing metrics you want to track with your newsletter:
- Open rate
- Click-through rate
- Engagement level
- Bounce rate
- List growth
- Conversion rate
- Unsubscribe rate
Here are three ways you can use newsletters in your email marketing strategy to create powerful conversions.
1. Use an eye-catching subject line
In order to get the open rate you want, you need to carefully craft the perfect subject lines. Most people have a huge influx of promotional emails coming into their inbox daily, so it’s essential that your brand stands out from all the noise.
To ensure that your emails have a better chance of getting opened, segment your subscribers into groups based on different criteria: demographics, interests, location, purchasing behaviors, and more. MailChimp found that segmented campaigns get 55 percent higher click rates than non-segmented campaigns. You can use the information you have about your audience to divide them into different categories and send them targeted campaigns that have a higher chance of converting.
It’s important to use personalization in your emails when interacting with your subscribers. In a report by Salesforce, 84 percent of customers say being treated like a person rather than just a number is very important to winning their business. Consider using their first names in your subject line every once in a while to catch their attention and show them you notice them.
Digital agency eConsultancy conducted a study with emojis and found that emails with emojis in the subject line received a 60 percent open rate. There’s a lot of potential in thinking outside the box and giving your audience a different digital communication experience they’ll enjoy.
2. Add visual content
Visual content adds spark to text when it needs something to spruce it up which is why you need to design your newsletter to attract users. The 2018 Social Media Marketing Industry Report by Social Media Examiner found that 32 percent of marketers consider images the most important type of content for their business. Humans love skimmable content, and adding visuals allows them to break up text easier and digest it with ease.
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