Newsletter marketing is one of the best ways to keep your customers engaged and your profits rolling in. However, that only works if your newsletter is being opened, read, and made your audience convert. While every email newsletter is different, there are a few ways you can improve your own newsletter to help increase the number of click-throughs you receive.
1. Optimize your subject line
The subject line is the first chance you have of getting subscribers to read your newsletter. As such, invest a lot of time and effort in making sure you craft a subject line that draws readers into your newsletter. Most people have a huge influx of promotional emails coming into their inbox daily, so it’s essential that your brand stands out from all the noise.
2. Personalize your newsletter based on the segmentation
To ensure that your emails have a better chance of getting opened, segment your subscribers into groups based on different criteria: demographics, interests, location, purchasing behaviors, and more. MailChimp found that segmented campaigns get 55% higher click rates than non-segmented campaigns. You can use the information you have about your audience to divide them into different categories and send them targeted campaigns that have a higher chance of converting.
Personalization is a great way to make your subscribers feel valued. By personalizing your newsletters to feel like they’re tailored specifically for your subscriber, you endear yourself to them. The result is that you’ll become a highlight of their inbox.
3. Break your newsletter into sections
You need to understand first that when people read their email, they don’t read it from left to right, but rather skim the email. So, rather than having one huge block of text, which can appear very overwhelming, you should break down paragraphs into smaller, more easily consumable content. These lesser sections are much more welcoming and visually appealing for the scanning reader.
To help you generate a newsletter, usually, an advanced email marketing automation software already provides you the responsive email templates with a great layout and sections. All you need to do is choose the right template for you, customize it, and then personalize it the way you want it to be.
4. Add compelling visual
Neuroscientists at Massachusetts Institute of Technology (MIT) found that the human brain is able to process entire images that the eye sees for as little as 13 milliseconds known as rapid speed processing. So even if your readers are skimming, their brains are still catching on to what you’re saying and processing what they’ve seen. If you can’t catch their attention through text, you can definitely do it through visual mediums.
When creating your next email newsletter, make sure to include high-quality images of the products or services you offer. This will help get your key messages across, even if people only skim the email and don’t read all the text.
Also, you need to remember to optimize your images for mobile viewing. If you don’t optimize your images for mobile view, they can also become readjusted and appear so small that viewers cannot make out the image.
5. Give your audience a great piece of content
The reason your subscribers joined your mailing list is that they’re looking for something that can add value. To keep your readers coming back for more, you need to keep providing value in your newsletter. Do this by giving tips, best practices, and advice concerning the problem you’re solving through your product or service.
6. Always add a strong Call To Action (CTA) after each content
Make sure your ‘Call to Action’ is big and easy to find on mobile devices. If you want better conversion rates, you need viewers to see your Call to Action (CTA) easily and clearly. Generic CTAs, such as “Sign up” and “Start trial” usually will not give you the best conversion rates. A few minutes spent improving the copy will give you an easy conversion rate win. Start with a CTA that starts with the word “Yes.” It’s highly effective psychologically because it paints the offer in a positive light. And, you should put CTA in every section after your content.
Example: “Yes, I want my discount!”
For color-wise, people usually choose green and red. There is debate about which color performs better, but the idea to make a strong and good CTA button is how it changes the visual hierarchy of the page and how it makes the call-to-action stand out. If you are using the green CTA button, maybe try to switch with red or orange next time, and see if there are changes and otherwise.
7. Consider your font size
The best fonts for newsletter body copy are easy to read in paragraph form. They’re often serif fonts, which typically enhance readability; though some sans serif fonts, often used in headlines, subheads, and cutlines and can serve as effective body copy fonts. Choose a font that is clearly legible at 14 points or smaller size: Actual font size depends on the specific font but the main copy for most newsletters is set at between 10 and 14 points.
8. ALT Tag for Image
In addition to making your newsletter mobile-friendly, you need to consider the many email clients who often block images as a safety measure to protect their users from viruses, malware, and spam. This can affect how viewers see your e-newsletter and can have a significant impact on the conversion rate. Add ALT tags to your images to help you get around this limitation. ALT tags apply alternate text describing the image in place of the hidden images. Make sure your tags are brief and compelling to get your reader’s attention and hopefully their business.
9. The perfect time to send your newsletter
You need to pay attention to the time of day you are sending the email to your subscribers. In general, there are certain times of day that people are available and more likely to open and read the email. Make time to test for your mailing list’s ideal time, addressing different delivery times with different contents. Discover what works best for your specific audience if you wish to see your conversion rates increase. Adjusting to the schedule of your audience means you might need to get organized in your own schedule. Plan ahead and prepare a weekly and monthly editorial schedule in order to avoid improvising and sending at the last minute and at the wrong time of the day.
Usually, advanced email marketing and automation software has the right feature to do A/B testing and will only send the email newsletter to your audience at the right timing based on their own habit. How wonderful it is!
10. Choose the right sender name.
The sender name, along with the email subject is one of the things that marketers need to leverage to get people to open their email newsletter. Which email that you most likely to open, email from Uber Company or Jean-Pierre from Uber company? So, make sure to use a ‘real’ person or persona to your email marketing and newsletter sender to create human to human connection more real.
If you’ve tried email marketing in the past with little or no results, it is definitely worth revisiting with a different strategy. Try out some of the tips above, and let us know how they work for you! If you have any other ideas for unique email marketing strategies, we would love to hear them. Feel free to let us know in the comments below!