For many, newsletters are one of those good-to-know-they’re-there-but-don’t-really-care-to-read-them-now type of email content that automatically call for a tap and “mark as read” action.
But then again, there are those that make us pause for a moment by successfully doing what all ads and promotional materials are initially supposed to do: invite our attention.
Email marketing does work, when done properly. But how?
Here are some of the best practices that companies with effective email marketing strategies all share.
They make it personal
An email inbox is a personal thing. If it’s not then we’ve got a problem.
Thus it’s only natural for good newsletters to be personal as well. Referring to your clients by their name as opposed to “Dear Sir”, “Dear Madam”, or worse, “Dear Sir/Madam” shows a gap in your relationship with your client.
It’s like you don’t know them, and yet, you’re in their personal space.
No effective newsletter is without good copy.
If the writing on your newsletter is witty, short, fun, and clear, among many other things, then chances are high that it’ll catch a busy reader’s attention.
It tells exactly what a newsletter is about and why it merits the time of the recipient. But of course…
It’s not only words
The Bee Gees may have gone away with it, and with much success. But if you really want to take your client’s heart away with what you offer, then add images to your newsletter, and not just plain text.
Including relevant images fashioned with functional and tasteful design can help greatly in delivering your intended message to your customers.
Design with the platforms in mind
Speaking of functional design, it’s best to keep in mind that the newsletter you’re making will look as good on one device as on the next.
Shortly put, its design must adapt to most, if not all, devices. Best to opt for a responsive design.
This way, your newsletter won’t face any aesthetic challenges be it read on a laptop or tablet. Actually, more and more people now look at their emails on a mobile device, so be sure to keep that in mind before you design your newsletters.
They have consistent branding
Uber is one good example of this.
Their branding is noticeably consistent across their website, social media posts, and of course, their app.
With the clever use of geometric patterns (which is practical they do use maps) and bright colors, they successfully tell the story of their brand across different platforms.
Branding is important, because it’s what people identify your company with and as. Without proper branding execution, there is also a harder chance for people, especially a company’s intended audience, to remember them by.
They close with a call-to-action
A call-to-action or CTA is the end result that is at the core of the very reason why you made a piece of online marketing material.
Whether it’s for your clients to get a promo, drop by your store, or visit your website, be sure to include a CTA and make it easy for your readers to find it and use it.