Email marketing isn’t a new tool, but it’s gaining in popularity every year. Statista predicts that as many as 4.5 billion users will be reading emails by 2024, a number that predates social media lockdowns. The user has already left an email, all that’s left to do is ask if they want you to use their contact to send cool emails. You can see an example of this subscription at Hell spin or other similar websites.
Here’s how to create and set up a stable channel for communication between the brand and its audience.
Why Newsletters?
- Email is hard to block and it’s one of the most resilient channels so far. Even if your sending service stops working one day, you can always move your base and switch to another.
- Push apps, social media ads, and banners on websites can take you by surprise, but email today is a more private space. Here you and the user have agreed to stay one-on-one. In an information hygiene environment, that’s what you need.
- The user is more likely to give you a private email if you’re a niche perfume store, and a work email if you’re a strategy session organizer. Both are pretty private and long-term. And the working one gets checked a couple of times a day on average – good attendance to get you noticed for sure.
- By mail, you’re sending a letter to everyone, but with the ability to speak humanly and confidentially. And if your audience has different interests and needs, offer them different newsletter content.
How to Get Your Clients’ Emails
You can try these options:
- A subscription form on the site. A neat push can briefly tell you how many plushies await the user if he subscribes.
- Dedicated landing page. It’s a separate page that can be promoted on social media or through media. It’s cool if the landing page doesn’t just talk about the benefits of signing up but also offers a lead magnet.
The main thing is not to cheat: and tell about what kind of subscription you offer, and don’t forget to set up the sending of the gift automatically.
How to Conduct a Newsletter?
- Take time to conceptualize and answer the question: what could be interesting, useful and important for the brand’s audience right now?
- Content plan. Based on the strategy, creating a content plan is no longer as difficult as starting from scratch. The main thing is to stick to it. Content worked out in advance will help not disappoint your audience neither with long silence, nor with a hastily prepared low-quality letter.
- Once you’ve decided on a newsletter, don’t duplicate content here from your blog or other sites. Exclusive content should be made a privilege for those who have entrusted you with an email address. It’s also a good tone when your email subscribers are the very first to know about something.
- Address and name. Don’t skimp on registering a corporate domain, use a single address, and introduce yourself on the first line. Mailings from unknown mailboxes cause annoyance and an impulse to click “This is spam.
- Subject and preheader. This is the first thing the user sees in the fluff, and you have three seconds to hook him. Clickbait should not be used – it is better to reflect in the subject line the essence and usefulness of the letter.
- The layout. Navigation in your email should be easy to follow: headlines, buttons, gifs and pictures are friends of perception. Don’t forget that you may be read from a mobile device: small paragraphs, checkpoints, minimalism, “air” between elements and neat frames for the most important things are synonymous with care.
- Gifts to download. This is a nice bonus and extra motivation to stay with you further or, for example, to fill out a feedback form.
- Targeted action. Every email should have a purpose and an appropriate call to action. Be subtle: “Learn more about the offer on the site” often works better than “Buy now.” Don’t use more than one call-to-action and one link, unless it’s a digest of several offers.
- The options here depend on the target. If you are writing on behalf of a brand, leave some general contacts, if it’s important for you to mention the author or editor – accompany the signature with a photo or even a personal contact for contact, if it seems inappropriate to sign a letter – limit yourself to a warm greeting.
- Easy unsubscription. Users need to see that they can unsubscribe at any time. Leave the unsubscribe button in a prominent place and customize the response for those who click it. Don’t be dramatic, but don’t pretend you don’t care either.