5 Tips for eNewsletter Campaigns
If you go to the effort of preparing an eNewsletter, you want to make sure that the person receiving it at least opens your email and preferably reads it too!
Here are some tips to help get the results you are chasing:
- Be consistent – decide how often you intend to send a campaign and stick to it – whether it is fortnightly, monthly or quarterly. An eNewsletter campaign is part of your overall marketing strategy and should be treated seriously. It should not be something that you do when you find you have a few spare hours to kill. You should plan ahead and set aside time each month to prepare your newsletter. Remember this is a reflection of your company and the quality of your work
- Don’t spam – there is a fine line between communicating enough with your clients so they remember who you are and what you do compared to pestering them with constant emails. Unless you are a daily publication, more than once a week is probably too much
- No hard sales – the last thing someone wants to read is a constant barrage of emails pushing your services. Offer interesting content and provide tips that can assist your readers. You want your readers to realise that you are an expert in your field and that you really are the best person to provide the solutions they are seeking
- Great subject line – to ensure that your eNewsletter is opened, spend some time coming up with an intriguing subject line. Something that screams “tell me more…” to the reader. A subject line that reads “May Newsletter” does not sound that inspiring. Give them an insight into what they might find if they take the time to read your newsletter.
- Timing – research has shown that the best times to send your eNewsletter are around 10am or 3pm Tuesday, Wednesday or Thursday. Monday’s are often too hectic as people catch up from the weekend and Friday’s people are busy planning for the weekend.
The best way to know how effective your eNewsletter campaigns are is to use a third party mailing service. These provide comprehensive reporting systems so you can see exactly what is and isn’t working in your campaigns.
Don’t be afraid to try different tactics and stick with those that get results!
