You’ve just spent all that time putting together your latest email newsletter. But don’t hit send just yet! Here are five things you should check before sending out your newsletter to make sure you’ve checked all the boxes.
1. My email newsletter reads well
To optimize your newsletter content for easy reading, paragraphs should be short, 3-4 sentences long. Huge blocks of text will lose readers but subheadings can break up different sections and make it even easier to skim through quickly. Keep the most important information above the scroll line, in case someone does not scroll. Using too many different fonts and sizes can be visually confusing, so be consistent with the style. And definitely don’t forget to check for spelling and grammar mistakes. Send your test email to the biggest grammar geek you have on your team to alert you to any slip-ups, and always be sure to spell-check.
2. My content is compelling and relevant
Your subscribers opted to receive newsletters from you because they are interested in your content. The content in your newsletter should apply to everyone you send it to. If the content is more specific, consider segmenting your subscription list to target different audiences. The content in your newsletter should also include clear calls to action. You want to keep readers engaged and interested, but the newsletter does have a purpose beyond that.
3. My email newsletter is user-friendly
No one wants to read an email only to find broken or forgotten links. Not only is this not user-friendly, but it also defeats the purpose of you sending an email newsletter in the first place. It’s really important to make sure your links are working. So actually click on them, all of them, and check for yourself. Double-check to make sure everything that’s supposed to be linked is indeed linked. This includes anchor text, CTAs, social media follow/sharing icons, and images.
Don’t forget to also Include all your sharing buttons linked to social media and email to make the content easy for readers to share. It’s also a good idea to have alternate text for all your images, in case the images don’t load for some subscribers. In the same line of thinking, the email should make sense without those images. Be sure to test all of the common browsers, email providers and devices, including mobile phones and tablets to ensure everything displays the way you imagined and that it loads quickly.
4. My subject line works
Subject lines are often the sole decision-making factor behind whether or not someone opens your email. You want it to be punchy and compelling, with a call to action that subscribers will follow. You can experiment with different types of subject lines until you find what works for your subscribers. If you’re using any dynamic tags such as [FIRSTNAME] or emojis in your subject line, check to make sure they’re functioning properly and pulling in the correct information. To avoid landing in peoples’ spam folders, be sure to avoid buzzwords, exclamation points and misleading information.
5. Do a function test
And finally, be sure to do a function test. Make sure you send yourself multiple test emails so you can check them in different browsers and with email providers, both on a computer and mobile device. When testing the functionality of your email, make sure you keep an eye out for the footer of your email too. You need to have an easy way for your subscribers to unsubscribe from your email by law.
Now that your email newsletter is ready to go, double-check your list of subscribers to make sure you’re sending it to the correct one and hit send.
Email marketing is still one of the most effective forms of marketing, and for good reason. It’s one of the most affordable ways to keep your audience engaged after they’ve opted-in and subscribed to your newsletter. So, how do you make sure your email marketing keeps your clients engaged? With high quality and relatable content! Content is the key to successful email marketing.
Start by building your database
Before you can send engaging emails, you need to have a database of emails to send them too. Start by offering interesting and educational content you know your clients can learn from. The value of your content is what’s going to encourage those subscriptions and opt-ins to grow. It’s also going to help cement your reputation as an expert business clients can trust.
Now it’s time to segment your database
You’ve probably got a database of emails from various sources so it’s important to segment your audience. Doing this will allow you to send the right message to the right person. In return, you’ll continue to engage your audience and provide valuable information that they actually need and want. And it helps reduce unsubscribes!
So, what content should be going into your emails?
When sending emails to your existing and potential clients, it’s important to remember that content is about informing, not selling so you should be educating and informing your audience. To do this, you should be answering their questions before they have the chance to ask them. They’ll let you know they value your content by giving you their business and staying subscribed to your email list.
Inspire your audience with content
Use the content you share in your emails to get your audience thinking out how your product or service could help them. Make it personalised, local and timely to make your emails more engaging, relevant to the recipient, and valuable. Once you’ve got that down, you can continue making your emails more engaging by personalising the subject line, following up on their abandoned cart or basing the email on their previous site activity or purchased products. Make your audience feel like you know them.
Where do you get this inspiring content from?
Put yourself in your audience’s shoes – you need to think like them. Then you can write content that answers the questions they’re likely to ask and the issues they’re likely to encounter day-to-day.
If you know what content you need but simply don’t have the time or resources to put that content together in-house, you can always purchase pre-written articles. Partica is an online marketplace for content, already written so you can edit and rework the content to suit your needs.