E-Newsletters: Return to sender
Creating your own e-newsletter
By Elise Anthony
Editorial Director, D Custom
You purge scores of emails without reading them. So, as a marketer, do you think your target audience is going to treat your e-newsletter any differently?
Wait a second. No—you don’t even have a second. Consumers are getting deluged with emails, making split-second decisions as they stand in line for a grande latte, light whip. What’s a ROI-driven marketer to do? If you want to catch their attention, and hold it, stay true to these tips for e-newsletters that do more than just get the job done, they ensure, as we like to say, a return to sender. (And isn’t that the point?)
Stick to the Subject (Line)
“Save Money Now!” translates to “send straight to the spam filter!” That tiny little line is your fishing hook, and the words are your bait. Get to the point, say it smartly, and keep it professional.
Don’t Overstay Your Welcome
OK, you’ve been invited to the inbox. Now don’t become guilty of showing up too frequently. Offer readers the option of telling you how often they want you around, but netiquette experts say that somewhere between monthly and once a week is fine; any more than that and you might make the unsubscribe circuit, even if they like your content.
Make It Matter
Is your content interesting? Relevant? Captivating? Whether it’s insurance or lipstick, readers are instinctively drawn to well-written content. But they also look for the unexpected, the practical (yes, they really do want to find out how to save money), and especially, the factual. This isn’t open to experimentation; you’ll need to invest in professionals who know how to marry the brand and their own techniques to engage your readers for the ultimate couplehood—ROI and readership.
Call Them to Action, but Don’t Push Them to the Edge
Remember, you’re competing for market share and mind share. Savvy readers will be turned off if they feel exploited. Your e-newsletter must be of value and there must be a compelling reason why they want to read it again. If your content pushes sales too hard, your audience will back off, even if they find some of the information helpful or interesting. Case in point: Auto dealership e-newsletters. They’ve already bought the car. They aren’t planning to buy another one for years. But strategic communications about how to take care of that new car can drive the customer back into the dealership for service, establish a sense of trust, build community rapport, and lo and behold, bring them back for a repeat sale in a few years.
Now that you have a few do’s and don’ts down, it’s time to explore the possibilities. Think strategically, and prepare to grow. As your e-newsletter gains traction and your analytics give you further insight, it won’t be too long before you’re exploring segmentation.
Elise Anthony, editorial director of D Custom, likes to measure up the e-newsletters that find their way in her inbox. Send yours to elise.anthony@dcustom.com. Twitter at twitter.com/DCustomMedia.