When someone opens one of your emails, do they know exactly how they should engage with your organization? More importantly, do they know why?
You know the old saying “people buy from people they like”? This is true in email marketing too. So, if you have people on your email list, but they never take action such as responding, donating, or making a purchase…it’s time to rethink your newsletter strategy.
Here are three things to consider.
Email lists are a great way to connect with people.
If someone is on your list then it’s because they are interested in what you do. The ball is now in your court. You need to take the next step in the relationship. How can you use your email strategy to help them get to know and trust you? An onboarding automation is a great place to start. What is an onboarding automation? It’s a series of automatic emails dripped one at a time to each new subscriber after they have signed up, and BEFORE you move them to your regular email newsletter list. This warms the new subscriber up to your brand and gives you the opportunity to connect with them directly about your mission and key resources rather than just dropping them into your next newsletter.
Is your content worthy of their time?
57% of email subscribers spend 10-60 minutes browsing marketing emails during the week. (ChoozOn.) Keep your content short and to the point, and make sure you’ve done your best to make it interesting. People don’t want to read a long essay about your organization, product, news, etc. Leave that for the blog and link there. What they want from your newsletter is to have a taste of what you are telling them, and to know how your organization applies to them. Content planning is key.
If it doesn’t catch their eye. They won’t read it.
So many organizations focus on writing a good story, but then send it out with no formatting or images. 🙁 Notice this blog content has bold text and is broken into bite-sized pieces? The layout is just as important as the writing 0f the content if you want to capture and keep people’s attention.
There is so much involved with a good newsletter strategy, such as tying it into your marketing plan, and knowing how to properly call people to action. If you need help with your newsletter, contact us. With over 15 years experience in Digital Communications, we can save you time and help you with planning, design, and execution.