How to leverage one of your strongest communications channels
Did you know the majority of consumers indicate email as their preferred communications channel, outperforming social media ads, push notifications, and text messages? Your e-newsletter is critically important, and may have room for growth. From inbox to impact, get the most out of your email marketing with these six tips for success.
- Begin with the end in mind
Determine the impact you want your e-newsletter to have, and on whom. Next, decide which metrics will be used to evaluate success. Is it a growth in subscribers? A particular click rate? A conversion to sign-ups or sales? Work backward from your end goal to develop your campaign’s content and cadence.
- Lead with the most important message
Your readers are busy. Use the subject line to tell them what to expect within your e-newsletter, then give it to them at the top. Don’t leave your audience to hunt and scroll for the content you promised in the subject line.
- Include a clear call to action
Including a clear call to action provides readers with value. What is the main action you want your readers to take after reading the email? Readers should feel connected to the content and motivated to respond because it reflects their interests. In some cases, that may mean segmenting your email list (into, for example, “volunteers,” “young professionals group,” and “general supporters” lists) and only sending select correspondence to the respective groups as appropriate.
- Make it easy to read
According to Forbes, 41% of email opens come from mobile. Make your newsletter easy to read on a small screen by using brief subject lines, a single-column layout, shorter blocks of text with compelling visuals, and easy-to-find, clickable links.
- Keep branding and brand voice consistent
Not every recipient will open every e-newsletter. Using your branding and brand voice consistently across each issue sets audiences’ expectations and builds their familiarity with your organization.
- Give yourself time to execute well
Your e-newsletter should be integrated into your larger communications strategy. Establish a process and timeline for creating, reviewing, revising, approving and scheduling. Be thoughtful about how your e-newsletter supports and crosses over with content on your other marketing platforms.
Not sure where to start? Elmore can help you get the most from your e-newsletter. Our strategists can audit your current email strategy, create ongoing content, and even offer customized coaching to help you develop a framework for long-term success. Contact us to get started.
