YES, NEWSLETTERS STILL WORK AS A POWERFUL MARKETING TOOL – THAT IS, IF YOU DO IT RIGHT

Nothing can be more annoying than when an unwanted newsletter pops up into your inbox at the most inconvenient time, especially if your emails are already flooded, you are facing that dreaded work deadline or it is something that you are just not interested in. We suggest that you don’t give the same experience to your customers.

Are you worried that newsletters are out, old school and dead or not sure if email campaigns still serve as a powerful marketing tool? The answer is yes, email campaigns remain a very important marketing asset! It is, however, important that you use email marketing correctly as an extremely valuable business tool that benefits and supports building and maintaining your relationships with your customers. Bulk emails can be used to inform customers about promotions, and therefore attract and lead them to your website and blog.

We have six golden tips that will that will make a remarkable difference to the outcome of your email newsletter marketing campaigns:

The first and most crucial tip is target your newsletter campaigns to the right recipients!

Most failed email marketing campaigns did not work as the sender treated every email recipient the same. Do not make the same mistake. Gather as much data as you can, ranging from geographic location to customer buying habits. Rather send your newsletter out to a smaller, ideal group than everyone on your database that you will just end up alienating.

The second most important rule create a compelling subject line.

Most failed email marketing campaigns did not work as the sender treated every email recipient the same. Do not make the same mistake. Gather as much data as you can, ranging from geographic location to customer buying habits. Rather send your newsletter out to a smaller, ideal group than everyone on your database that you will just end up alienating.

These days there are no excuses not to personalise your email newsletters..

by calling your customers by name. Also send these emails from the same address every time. The more personal you can get, the easier it is to build trust. You will be surprised at how your chances increases this way (for your emails to be opened and read).

We are all constantly bombarded with sensory overloads so keep your layout clean and simple.

Avoid flashy graphics, huge fonts and other in-you-face items. Your newsletter should look professional and easy to navigate. If not, it will immediately end up in the trash file.

Although you might be very tempted to use a couple of paragraphs to describe the product or service you really love and offer, remain strong and do not overload on copy.

Do not forget the short time frame your customers have to go through all their emails. Use small paragraphs and economy of language. You can always include a click through to the rest of the information via a landing page on your own site for those who really want to read more.

What is the purpose of sending out a newsletter touting products if you do not ask your customers to do something beyond look? Therefore, include a call to action.

This can include asking customers to click on a link, asking them to fill out a quick survey or asking them to make an easy purchase.

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Hermanus is an experienced email media and marketing strategist with a strong sales background. Passionate about helping clients and partners acquire, convert, and retain customers. As a proponent of authentic and honest messaging he believes that done is better than perfect.

Lover of wit, irony, golf, family and Africa.

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