While a lot of business owners are busy chasing the latest trends in search engine optimization, social media, and pay-per click advertising, there are a handful of marketers out there using a much older, more predictable, and cost-effective tool for getting sales: email newsletters.
Email is instant, costs very little, and generates consistent returns over time. And yet, you rarely hear business people talking about its many strengths and advantages anymore. In fact, we regularly listen to clients who think email has lost some of its value because they are seeing declining open rates and more unsubscribes every month.
We would answer that the problem isn’t usually with email itself, but the way it is being deployed. Specifically, many business owners are taking an outdated approach to email marketing, and are thinking that it no longer works as a result.
To help you avoid the same kinds of mistakes, today we want to share five things you should start doing immediately (if you aren’t already) to bring your email newsletters up-to-date…
#1 Use Mobile-Friendly Email Templates
More than half of all emails are opened on mobile devices rather than laptop or desktop computers. So, if you want to get a response from your subscriber list, it’s important you use a template that is going to load and display quickly on a smaller screen.
#2 Segment Your Lists by Audience and/or Location
Unless you are sure your subscribers are encapsulated in a very narrow range of your market, it might make sense to divide your list up by customer type, location, interest, or some other classification. That way, you can target groups of your audience with offers that are most relevant to their needs.
#3 Try Optimizing Your Sending Time
When you send your email newsletter matters more than you might think. Trial and error can show you the best time to reach out to your subscribers, but generally speaking late morning on a weekday is going to yield the highest response rates. Many email packages now feature automated send time optimization you can use, so give that a try if it’s available.
#4 Cross-Promote Your Email Newsletter on Social Media
Many of the customers and prospects on your list probably log into Facebook, Twitter, and/or LinkedIn on a daily basis. By promoting your newsletter on these forms, you can find new subscribers and get buyers to engage with your messages more often.
#5 Use Web Analytics to Find the Right Formula for Success
As with anything in the world of Internet marketing, the key to boosting your bottom line is looking at the results that are generated from each activity or campaign. Study email open rates, click through percentages, and conversion sources to see which lists and messages have the most value to your business.
Used correctly, your email newsletter can be an almost never-ending source of new leads and sales. But, if you simply use the same templates you always have without ever updating your approach, then you can’t be surprised when things don’t work out.