When used strategically, and respectfully, email newsletters, and email marketing as a whole is still a hugely effective way to get in front of and engage with your prospective customers.
The thing is, marketers are still blasting their email list with mass marketing emails. Your audience does NOT want to be mass-marketed to; they want personal experiences that actually add some kind of benefit to them.
In 2017, the number of global email users amounted to 3.7 billion and is expected to grow to 4.3 billion in 2022, according to Statista.
That’s half of the world’s population! This is proof that email marketing is still a highly valuable tool for marketers no matter your size or industry.
However, just because you have a HUGE audience to market to with email marketing, doesn’t mean they’re going to click and open your email. There were 269 billion emails sent in 2017 alone and is expected to increase to over 333 billion daily emails in 2022. So, what makes your email stand out from the crowd and merit an open and interaction?
This is why you need to respect your email list and provide some kind of value, with engaging content and insightful research or news.
The power of the email newsletter
An email newsletter is a perfect way to get in front of your customer with powerful and engaging content that they actually want to see. So how do you do this?
Create a niche newsletter pack with relevant and specific information
You don’t want everyone; you want people who are interested in what you’ve got to say and what you’ve got to sell. To do this, you need to create content that is specific to them and answers their questions.
This might mean you have to create different newsletters depending on your buyer personas and segmented email lists. You might think, ‘I don’t have time to do that,’ but this is time well spent.
Just like you would with any other part of your content strategy, create unique content for your personas and impress them with highly specific relevant information that mass-marketed to their needs.
The content must be good
There’s no question here; you need to produce high-quality content to impress your audience. This is what they will judge your overall content on and could affect their overall decision when they’re considering the next steps.
This is also what will ultimately push them through the buyer’s funnel and allow you to nurture them through to conversion.
Remember to produce quality over quantity. Be methodical and careful when pushing content out via an email newsletter. You always have to consider what the prospect is going to do when they finish reading – are they going to search for more on your website because they’re impressed? To smash this requirement, you need to have a deep understanding of your buyer personas and what they care about.
Don’t forget about the aesthetic
So, you’ve sent the email, and your open rate is high – great! But what if they don’t actually click on any of the content or CTAs in the newsletter?
The email newsletter must be aesthetically pleasing and encourage the user to click and interact with the information in front of them.
Ensure it’s easy to use, mobile-friendly and just nice to look at. Don’t scrimp on the design side of things.
What is the goal of an email newsletter?
Remember that the end goal is to send them to a landing page or push them to your website. An email newsletter is not a handy tool for getting in front of your customers. They should be used to communicate with your audience and encourage them to interact with what you’ve got to say.
Also, it’s important to remember that you should not bombard your audience with offers, free trials and discounts via email newsletter. You’re offering them free, valuable content that will effectively push them through your funnel much more organically than coming across ‘pushy’ with too many offers.
Final thoughts
Be a person and talk to your audience like they are humans. Like I said before, people do not like to mass-marketed to, so quit the robotic lingo and speak to your audience like you would as if they were already your clients.
Also, always remember to measure and monitor continuously. Keep track of your statistics like open rate, click-through rate etc. Keep developing and improving what’s working well and cut out what’s not. It’s as simple as that.
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