The email newsletter isn’t dead, but it is our T-Rex
While email isn’t dead, one thing is clear: the email newsletter is a dinosaur. Emails that mimic print newsletters of yesteryear are bulky, lumbering and sometimes monstrous in size. But like the T-Rex’s stunted arms, the reach is tiny. Email newsletters try to accomplish too much, and in the end, they do very little to drive results.
Here are a few things newsletters can do to evolve:
1. Keep it simple
If you’re anything like me, then you’re probably not actually reading your emails. You’re scanning first to see if there is anything interesting that grabs your attention.
Appeal to email scanners by using images to support your message, streamlining your design into a single column format for easy viewing on mobile phones and including plenty of white space and large headings to break up the content.
You’ll be much more likely to grab your audience’s attention and watch your opens and clicks rise.
2. Design for mobile
A few stats to throw at you:
I’ll state the obvious: designing for mobile is really, really important. The good news is that if you’re doing all the things we talked about to simplify your emails, then you’re already ahead of the game.
Starting with a template that’s already mobile-optimized and including large call-to-action buttons for easy thumb tapping also go a long way to making sure your emails look great on the small screen.
Short on time or need some help getting your mobile design started? Check out our Mobile Advantage service package.
3. Have one goal
Newsletters that try to be everything to everyone end up making subscribers work too hard to find the nugget that’s relevant to them. And in today’s world of shrinking attention spans, subscribers will move onto something else.
This stat proves the point: Relevant emails generate 18x more revenue than broadcast emails.
Create emails with a single goal in mind, and then segment your list so that you’re sending to those subscribers who find that content most relevant and useful. It’s a surefire way to improve your email results.
4. Automate for all occasions
Setting up an automated welcome series should be the next thing you check off your marketing to-do list. Only 58% of companies greet new subscribers with an automated welcome email, even though they’re really easy to set up and have been shown to increase long-term brand engagement by 33%.
And welcome emails are just the beginning. Autoresponders are also perfect for saying thank you to a customer who makes a purchase, wishing subscribers a happy birthday (or half birthday!), celebrating the anniversary of when they joined your list and more! Include a special offer or discount to reward your loyal customers, and watch the results roll in.
Have some other ideas on how to bring the newsletter from the Jurassic to the modern age (other than a flux capacitor, of course)? Let’s hear ‘em in the comments!