AKA email marketing newsletters, or as we like to call them; eNews.
To the right (or below if you’re on mobile) is one of our past eNewsletters. Note how we keep it clean, helpful, professional and short with one primary Call-to-Action (CTA), plus social share options. Also note how it’s really easy for anyone to find the ‘UNSUBSCRIBE’ option – probably one of the most important components.
Every now and again we get asked if email marketing is really worth the investment… the answer is almost always YES…. there’s simply no better way to have 100% of a readers attention, however, it’s all in the detail.
It’s important to understand that if you have 1,000 people in your email list, not all of them are going to open EVERY email ALL THE TIME. What you hope is that different people might be opening your email at different times – it’s going to be the subject line that speaks to each individual and determines whether or not they’re going to open it. And then it’s up to your compelling content to make them click through.
The average open rate across all industries is 21.7% with an average click through rate of 2.66%. The highest average open rate is in the hobbies industry at 30.71%, that industry can also boast the highest click through rate of 5.24%. You’re probably thinking WOW! those percentages are pretty low – don’t get caught up in the numbers!
People tend to want to stuff email campaigns full of copy which is an unrealistic and bad strategy. The reality is that people are busy and get a lot of email. It’s your job to create pieces that respect their time and get to the point. They must speak to your target audience and be relevant to what they expect to receive from you.
Professionally created newsletters get better response, higher click through rates and present a brand consistently!
Email List Building Tip…
Include a sign up link from your website, a subscribe form on social media and sign up sheets at live events. Every chance you get, ask people to subscribe to your newsletter and then impress them with professional communication pieces that educate, entertain and compel them to click through to your website.
Email newsletters must be sent to a PERMISSION-BASED email list. Canada & the U.S. have Anti-Spam Legislations in place, which we recommend you read. There’s simply no if’s, and’s or but’s… best practice and good business means asking people if they would like to receive your email, and offering an unsubscribe option on every single newsletter.
Email marketing is one of the most successful forms of communication
in today’s digital landscape and doing it correctly is crucial… or you’re just wasting your time.