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Newsletters are still great ways to engage your list subscribers, bring them back to your blog, cross-promote social networks, and so much more. But, if you’re not getting good results from your newsletters, these are some tweaks you should consider.
When you send a newsletter (or any email to your list), don’t use a "no reply" email address or a generic name. You want them to know this is from you and something they want to open. You’ll get more opens and more engagement when you use your name in the email than if you use a generic name or even your business name.
Do a test to determine whether your audience responds better to HTML newsletters or text-based. It would be a shame to spend a lot of time creating a wonderful template for your newsletter only to find that most of your audience prefers text-based emails. You can also give your audience the choice when signing up depending on your email autoresponder platform.
Your newsletter should have a headline that is somewhat the same each time so that they know it’s your newsletter. Name your newsletter something appropriate and use that in your headline with personalization and the date if you have enough room.
When people read online content (whether email, phone, or PC), they don’t read it from left to right like they do paper. They often scan the message and look at the main points and headings. If you make chunky content with appropriate sub-headlines that grab attention and point to calls to action, you’ll get more response.
If you have a large list, it’s important to segment it and then send each segment their own specialized newsletter. Often it can be the same newsletter but with different items highlighted and placed up front, and a different CTA depending on their place in the list.
If you do choose to send an HTML newsletter, use compelling visuals that get attention and make your audience members want to click through. Also, offer them the ability to click through and read the newsletter online on your site and not just via email.
When you do mention any products, services, or information that require a response from your audience, it’s imperative to focus on benefits over features. If you do mention a feature, always follow up with the benefits of that feature.
It’s important to always include a CTA in your email newsletter by announcing products, services, and events that they can buy or participate in, and why they should.
Using a newsletter format to engage your list members and help nurture your list is still a wonderful way to bring people back to your site, to tell them about the news that’s happening, and to educate and inform them. But you need to do it with conversions in mind. If you want better results, tweak your newsletter to include these ideas.
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