As a health and wellness publisher, you rely heavily on subscribers engaging with your email campaigns. If your email doesn’t catch their attention right away, it probably won’t have much impact. For your emails to land in your subscribers’ inbox and get results, your email needs to be formatted correctly and well-designed. If you’ve been using the same template for your newsletter for months, or even years, it’s time to totally redesign your newsletter, or simply modify a few things, to give your subscribers something fresh to keep them engaged.
We’ve put together a guide that illustrates what to DO and what NOT to do when crafting your email newsletters. We highlight common mistakes that health and wellness publishers make when constructing an email campaign. With tips from this visual guide, you can optimize your health and wellness newsletters for visual appeal, subscriber engagement and inbox delivery. From color, length and layout to subject lines and calls-to-action, we’ll help you avoid common pitfalls, drive opens and conversions, and increase the productivity of your email marketing programs.
Download Email Newsletter Design Dos and Don’ts for Publishers.
As a marketer, you understand the importance of generating a steady stream of prospects so your sales funnel doesn’t dry up. Finding resources to generate high quality leads is a never-ending challenge, so it’s important to keep those newly acquired prospects interested and engaged with your product or service, so they don’t leak out of the funnel. Every sales funnel leaks at some point or another. For example, it’s easy for trade show leads to leak out of the sales funnel simply because there are too many leads to follow up in a timely manner. Plugging leaks in your sales funnel can prevent you from losing leads to your competitors and significantly impact your bottom line.
I have sent multiple emails to different email providers (Yahoo!, Hotmail (Live), Gmail, AOL, etc.) with no success. They’re not making it into my inbox, or my recipients’ inboxes.
Email delivery can fail at any number of places along its journey from the sender to the intended recipients…even if the recipient is you! As the possible issues are limitless, in this post, I’ve covered some of the most common reasons that emails may not be delivered to an inbox.
Messages can evade inboxes and end up in junk email, bulk email, spam, or trash folders due to automatic spam filtering or filters that you’ve configured, your administrator has configured, or an email client has chosen by default. Also, those who engage (open, click, forward, read, re-read, or have your ‘From’ address in their address book or contacts list) will see the message in their inbox, where other members of your list, at the same domain (IP address or web address), who do not actively engage or have your ‘From’ address in their address book or contact list, see it in a secondary folder.
When designing email newsletters and marketing campaigns, it is important that you consider the limitations presented by email readers. Many users, either by personal preference or email client defaults, are blocking images from being downloaded in the HTML-formatted messages they receive. Thus, it is a good practice for email designers to prepare for both image “off” and “on” scenarios.
Here are some of the basics you need to know about using images in email:
“Audit” – not everybody loves to hear that word, but it can also be your best friend.
If you send regular email campaigns, it’s a good idea to check out the soundness of your strategy every once in awhile. A complete audit of your email sending tactics and practices will help identify problems with your lists, your content, your segmentation, your schedule, and your campaigns.
It’s also a good idea to run an email marketing audit if you notice your response rates dropping, such as opens and clicks, or if you see a rise in unsubscribes and bounces. The audit can reveal where the problems might be.
If you’ve sent any email campaigns in the past few months, you’ve already noticed that your traditional metrics no longer seem to matter. Opens and clicks are down, while unsubscribes seem to rise. It’s time to admit it: Open rates and clicks are becoming old hat. Engagement is a powerful metric but it means nothing if you can’t reach your audience. Deliverability is the metric you need to optimize.
Open and click rates are very different for every industry, and even vary by company and brand. The rise in social media even has an impact on open rates. For all the same reasons your company is not exactly like its competitors, your open rates won’t be either. What you really need to focus on are the trends in your own reports, and how they may reflect a more disturbing shift in your deliverability.
So the U.S. Postal Service has now proposed to raise the cost to send a first class letter from 44 cents to 46 cents. Do you think that’s a good idea?
It costs a fraction of a cent to send an email message to anyone in the world, regardless their location and length of your message (including attachments). It usually arrives in mere seconds. It usually doesn’t matter if it is raining, snowing, or hot outside either. Compared to email, a postal letter is probably about 10,000 times more expensive to send. Simply put, a postal letter has become a luxury item.
That’s unfortunate, because I enjoy getting postal mail. As long as the ratio of bills to quality mail is reasonable, postal mail can be a great way to communicate. For cards and letters, catalogs and magazines, and other types of packages, there is nothing quite like getting an unexpected piece of postal mail.
Subject lines -do you start every email campaign with a subject line that encapsulates the message in one easy-to-read headline? Do you make it short, easy to understand, and most importantly, shareable? Or do you wait until the last second before you send your campaign and throw a subject in as an afterthought?
Either way (and you know which way you should be doing it), here are some tips that will help you reach the inbox and will help you get your emails read.