As any veteran Internet marketer or business web designer can tell you, there are a lot of things that go into building a successful e-mail newsletter campaign. The smallest factors, like the wording of your subject line, can make an important difference when it comes to the response rate and return on investment you see. Add in the fact that there are dozens of variables to work with, and you can see why it’s important to keep learning and testing new ideas.
If you’re just starting out, however, or haven’t had the kind of success you expected with e-mail marketing in the past, then it’s important to get back to the basics. When we are working with new clients, we explain the process of building a killer e-mail newsletter in four easy-to-understand steps:
- First, you have to start with the right list. It’s no use sending marketing messages to recipients who don’t have any interest in them, so it’s important you start out with the right, highly targeted list. A list full of good potential buyers will respond to a decent offer, but a random collection of e-mail addresses isn’t going to be profitable, regardless of how good your message is.
- Next, you need a strong design. A good e-mail marketing design is one that’s eye-catching and easy to scan, but doesn’t take a long time to load or understand in your customers inbox. Finding that balance between something that’s interesting and something that looks “quick” isn’t always easy, but it’s important to your response rates.
- Third, the right kind of marketing messages are a necessity. Combining irresistible headlines coupled with an article or idea that fits nicely with your customer’s interests is the key, not just writing about what you want to sell them at the moment. Think about things from your buyers’ point of view, and you’ll almost always end up with the right themes and topics.
- Finally, you want to finish with a strong call to action. At the end of your e-mail newsletter, give your customer something to do – a special landing page to click to, a coupon code to enter, or some other step you want them to take. Not only will this helps you better track your response rates, but it will compel more customers to advance toward a sale.
Want help designing a profitable e-mail marketing campaign? Let the team at Effusion help you get started.