To help, here are six must-do practices to make sure your email newsletter gets opened by more and more of the customers and prospects on your business' database :
As one of the very first elements your recipients see, the newsletter subject line must grab their attention and cut through the clutter of a jam-packed inbox. The best way to do that is to:
The 'from' or 'sender' name that displays your email should be your second focus. With increased busyness of life these days, many people simply skim their email accounts looking for recognised names of people and businesses. So be sure the 'from' name of your newsletters is meaningful to your readers.
The time that you send your newsletters has a big impact on open rates. Generally business emails have a greater response rate if sent Tuesdays, Wednesdays and Thursdays in the late morning or early afternoon. And emails direct to customers using personal email addresses often get better results when sent early evening. Ideally it's best to test what works well for your business.
Deciding how frequently to send email newsletters to your database is tricky if you send too often your readers will get tired of hearing from you, send too infrequently and they'll forget who you are. Frequency is also impacted by how often your database consumes you product. Test various frequencies to find your business' sweet spot.
When your newsletter readers know you are sending high quality content that is interesting, informative, and valuable to them, your open rates improve. And doing this consistently further improves your open rates. So be sure to meet your customers' needs in the newsletter, not just your business needs.
Grouping your email recipients by their interests, industry, product needs or other categories helps open rates. Find out as much as you can when prospects and customers sign up to your newsletter, analyse their click through and buying behaviour, or send a survey to understand their needs. Then send your emails to address the specific needs of your segmented groups.
If you found this article useful, here are other blogs we think you'd like to read too: 5 Ways To Convert Website Visitors Into Customers and The Six Elements of a Winning Online Marketing Strategy.
|Tags: Online Marketing Newsletter Marketing Email Marketing|