Have you spent hours honing and polishing your marketing email copy only to find that your audience isn’t clicking on your links–or, worse, not even opening the message? If so, maybe it’s time to rethink your mailing strategy. To maximize the effectiveness of your next newsletter campaign, consider these tips:
1. Re-evaluate your emailing frequency.
You may have lots of exciting news to share with your audience, but emailing too frequently can be overkill and reduce the likelihood that your next message will be opened. Rather than sending an email every few days, limit your newsletters to 1-3 times a month. Or find your own email sweet spot by using a control group to test what frequency is most effective for you. Try emailing a sample of your audience at your normal rate while varying the frequency of mailing with other groups. Monitor the change in open rates and adjust your mailing frequency based on the results. You may be pleasantly surprised with the outcome!
2. Be strategic with your subject line.
You want to create anticipation before your audience even clicks on your message, but too many buzzwords may get your newsletter caught in their spam filters. Be clever and use a line that will resonate with your target audience and intrigue them to open the message; just be sure to avoid overused words such as “free”, “win”, “cash,” and “offer”, or at least use them sparingly. For example, using a subject line like “Weekly Scoop from Rodeo Rewards” sets the expectation for the email content without using words that would trigger spam filters. “Want two tickets to Paris?” compels your audience to open the message and learn more about your promotion while ensuring higher deliverability rates.
3. Personalize your message.
Write your next newsletter as if you’re addressing one person rather than hundreds or even thousands of audience members. Let your brand’s personality shine through, and your audience will be responsive. Consider using the voice of one of your popular on-air personalities. A message coming from someone your audience admires will be more effective.
4. Keep it brief.
In today’s Snapchat-obsessed society, it seems the attention span of the average adult grows shorter by the minute. Therefore, the most effective email is short yet enticing. Include calls to action that drive traffic to your website for those that wish to learn more about a certain event or promotion. Just as with blogs, break up the monotony of a slightly lengthier email with eye-catching graphics for optimal results.
5. Be timely in sending your message.
Announcing a limited time offer? Sharing breaking news? Don’t sit on the email copy for long. Pushing the message out while it’s still relevant will be dramatically more effective in boosting your campaigns. For less time sensitive content, consider using your email service’s Send Time Optimization (STO) feature if the option is available. Utilizing STO will increase your message’s potential open rate. The feature looks at your list and determines the best time to send an email to each subscriber based on their previous open-rate activity.
These small changes can be the difference between a successful email campaign and one that doesn’t quite hit the mark. Incorporate any or all of these tips to start boosting your open and click-through activity in your next email mailing.
| Looking for more easy promotion ideas for an upcoming event or holiday? Want tips for promoting your content on social media or improving your content strategy? Contact the Syndicated Content Team and tell us what you’d like to read about in future engagement blog posts! |
