If you read Part 1 in this series, then you know how important it is to start an email newsletter. But how do you achieve the best results and make sure your newsletter is actually seen?
Keep These E-Mail Marketing Principles In Mind:
- Be consistent and regularly send your newsletter.
- Respect your customer’s privacy. Avoid selling or sharing your list if your customers did not give you permission to do so.
- Respect your customer’s inbox. Do not send daily emails unless you have something really important to say.
- Link to specific content on your website. If I talk about an online class I’m teaching, I’ll include a link to the class in the newsletter. If there is a sale, I’ll link to a blog post about the sale or send readers directly to my Etsy shop.
- Keep it short and sweet. Don’t make your newsletter long like a book.
- Include colorful graphics with calls to action.
- Gauge your customers’ reaction to your newsletters and pay attention to the stats reported by your email newsletter service. If you start seeing a lot of spam reports or your open rate drops, you might be sending too often. If customers are not clicking links in your newsletter, you might need to change how you lay everything out. If no one is opening your newsletter, maybe you need better content.
In the example above, I had not send a newsletter in two months. That inconsistency resulted in 11 opt-outs and 2 spam reports. If you let too much time pass between newsletters, people will forget they signed up in the first place.
- Consider exclusive content for your newsletter subscribers only. Some ideas include discount codes, sneak peeks at new product, techniques or tutorials, and giveaways. This will encourage readers to open your newsletters. Here’s a snapshot of a newsletter in which I promoted a 24-hour Etsy sale exclusively for newsletter subscribers:
For more technical tips and tricks, follow the blog or subscribe to the newsletter for the email service you’re using. They want you to be successful, so you’ll find a lot of free education and help online. Start connecting with your customers via email today!
By: Jennifer Priest from Hydrangea Hippo
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