Basics of Email Marketing
Email marketing is a great tool to bind your audience to your website. It’s relatively easy to set up an email newsletter and send it to your audience. In this post, I’ll
explain the basics of email marketing. Why is email marketing an important element of your growth and marketing strategy? Moreover, I’ll also give practical tips on
how to set up an awesome newsletter.
The benefits of email marketing
People who sign up for a newsletter expect and want to receive your information. So this part of your audience is very committed. That’s the reason email marketing
pays off. The people you’re sending your newsletters to actually want to read your stuff! As the costs of email marketing are very low, email marketing has a relatively
Email is a great way to increase your customers’ retention. What this means is that it will increase the amount of customers that purchase repeatedly, instead of just
once. So this would help turn your clients into return customers. By emailing your customers on a regular basis, your brand will stay top of mind and they’ll return more
quickly to buy something again. Of course, your emails would have to be interesting, enticing and engaging for this to really work.
A newsletter is relatively easy to set up through a service like MailChimp or TinyLetter. It’s also easy to target specific subgroups within your entire audience with a
newsletter. It’s a great way to inform your readers that you have written new blogs and that they should come and visit your blog.
Pitfalls of email marketing
Creating content for a newsletter can be a lot of work. Work on top of writing those posts for your blog. And if you want to send out a newsletter on a regular basis,
you’ll have to fill it with content that’s useful to your audience. That can be a challenge.
People won’t open your email or will unsubscribe from your newsletter if they don’t like your content. It’s important not to annoy people with content they don’t want,
or have already seen.
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How to set up a newsletter?
1 Start with something important
Most people won’t read your entire newsletter. That’s why it’s crucial to start with the thing you really want people to know about. You could also choose something
that people would like to read, something that will draw their attention and make them read the rest of your newsletter.
2 Make sure to choose a good subject line
Whether people actually open your newsletter depends on the subject of your newsletter. MailChimp makes it really easy to test open rates of newsletters with
different subject lines and it really pays off to think about and test which subject lines work for your audience.
3 Clarity and focus
Make sure the layout of your newsletter is good and looks appealing, and that people are able to read your newsletter on mobile devices. Make sure you have clear
calls-to-action, things you want people to do after they’ve read (part of) your newsletter. Give them enough opportunities to click through to your website (and buy
your stuff or read your posts).
4 Tone of voice
The people who have signed up to receive your newsletter like your products, your blog or your company. So your tone of voice should be friendly and enthusiastic,
not too aggressive or salesy. Your newsletter should make your audience even more fond of you and your products. You’re telling them something other people won’t
hear. Make them feel special.
5 Make it visual
If a newsletter is just a wall of text it could become a bit boring. Illustrations and pictures can make the newsletter look much more attractive and pleasant to read.