It’s easy to let your email marketing newsletter get stale. You find a formula that works and send a variation of the same thing day after day, week after week, month after month. But then you start to notice open rates falling, unsubscribe rates rising and higher than normal volume of spam complaints.
If you experience any one of those issues, it’s time to take a look at what you’re doing and make a plan for how to get back on track. One of the best ways to stay fresh is to improve the look of your email marketing newsletter. Here are five easy ways to do just that!
1. Test a new format. Many companies with email newsletters are still sending them in a plain text format because they believe that’s what their subscribers are used to and that they won’t want anything new. This may have been true five years ago, but with the proliferation of HTML emails from companies of all sizes, people are much more used to seeing this format in their inbox. About two years ago, a former client of mine tested a new HTML template versus the plain text format it had been using and discovered that 95% of readers liked the HTML better. And those other 5% were still able to receive plain text because most email service providers allow you to set up both formats when you schedule mailings.
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Marketers know there is no magic formula for an ideal email marketing campaign. The secret to an effective email campaign, whether it’s to get more web traffic, grow sales, or increase donations, is through testing and optimizing emails. If used correctly, email marketing offers a great opportunity for brands to increase subscriber satisfaction and retention, and drive results.
An effective email campaign is targeted and tested. Targeted, to ensure the message is relevant for the recipient. Tested, to ensure the message is as effective as it can be within the constraints of the campaign. With so many different variables you can test, here are the top 10 tips for split testing email campaigns:
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By now you probably know about the New York Times’ little email error on Wednesday, December 27. But if you don’t, here’s the nutshell: The Times sent a ‘Cancellation’ email to 8.6 million people, presumably every single one of their online email subscribers. The email was meant only for those who actually subscribe to the paper’s home delivery service.
First the Times claimed it was spam, then blamed their email service provider Epsilon, and finally fessed up; The Times did it themselves.
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Use the five buyer decision stages to optimize your message.
We B2B marketing professionals think about our target audience practically every minute (It’s kind of an obsession). We know their revenue, number of employees, titles they hold, their budgets, their hobbies, and most importantly, their decision roles. This is static lead info, and we try to know as much as we can.
But what about dynamic info, that changes over time? For instance, when are people ready to buy?
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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.
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