8 Email Marketing Lessons to Make Your Newsletters Interesting

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 A lot of people question the effectiveness of email marketing. Most online marketers and website owners have at some point said, “Email is dead!” Some still believe that.

But they’re wrong.

Email marketing is alive and well. You just have to know what to send your subscribers (and many don’t). Do you know if you’re sending subscribers the right emails and newsletters?

The answer is probably in your engagement rates. Low or poor email engagement means it’s time to reevaluate your techniques. Below I’m going to share several email marketing lessons to help you create emails your subscribers actually want to read.

Whether you’re a small business or large enterprise, whether you’re sending occasional newsletter updates or large drip campaigns, these lessons will help you gain great exposure, create loyal readers, and even earn new customers or clients.

How does that sound?

Email Marketing Lessons Subscribers Will Thank You For

1. PR is an ongoing process.

Business PR is a big task, especially for online businesses. They have some challenges that brick and mortar businesses don’t.

People won’t just see you around town, for instance, so you have to keep up with your public relations in a different way. Email is a good option to keep up with subscribers, customers, and clients.

But you have to be consistent. Update your subscribers with news, events, staff changes, offers and more to keep your business top of mind.

B2C Email Performance Benchmarks by Return Path and Marketing Charts

2. Subscribers like exciting and new things (like new products and opportunities).

Email marketing is a big part of product promotion and branding. If you’ve started offering a new product or service, then you must be looking forward to opportunities to promote that product or service.

Your subscribers are looking forward to it, too. New is interesting.

It’s exciting! And the more you can share about your new product or service, the more people will like it. This works for most new things - like changing offices or offering specials - and can help make your products, services, and brand more popular.

Linking to lead pages in your emails can also encourage subscribers to act on your new offers.

3. Keep subscribers in the loop just like you would friends.

You probably offer seasonal discounts or special offers to clients or customers. These are things your subscribers care about.

Improving Brand Emails by Adobe and Marketing Charts

For example, if you want to offer New Year’s gifts or special discounts on your products, you can quickly share those details with subscribers and at least grab their attention for a moment. Loyal subscribers love to get these kinds of emails from brands they trust.

4. You can stay on budget, whatever your budget is.

Email marketing is a cost-effective technique. It takes minor investment, and - when done well - offers great returns.

For new companies or small-medium business owners it is a perfect online marketing technique that fits within small budgets. It can also scale nicely.

You don’t have to hire any service providers to create these emails, either. If you can write engaging emails that your subscribers care about (like what this post is helping you to do), then you do not need assistance from others.

There are several free email service providers that you can also upgrade as you need, like Mailchimp, Constant Contact, and Active Campaign.

5. All good things take time.

An effective email campaign must work alongside other online marketing methods. Many people, especially small business owners, often avoid email marketing, because they have questions about its effectiveness.

They consider it a waste of time because it doesn’t always bring quick results without a lot of help from other channels. Usually this is due to their incompetence for creating useful emails.

How to Setup a Great Email Campaign by Vertical Response

PC: Vertical Response

Emails should be precise. The message should be interesting and applicable to subscribers. It should help them in some way. It should also be another touch points that works in conjunction with blog posts, ads, and other initiatives.

If your emails don’t do this, you’re going to get poor results and become frustrated. Points 6, 7, and 8 will help you avoid common mistakes people make when crafting their emails.

6. Spam gets a bad rap for a reason.

Most of the time, marketers and business owners focus on pushing their message out instead of providing content their subscribers are actually interested in. So their emails look like spam or junk, and either get filtered or ignored.

Common symptoms of spam emails are:

  • Confusing subject line: It’s either too long or complicated to be understood
  • No real information: It’s filled with promotional jargon and buzzwords
  • Poor content: It’s full of grammar mistakes or too long or missing a value proposition

Instead, use subject lines that clearly state what’s in the email (something punchy that prompts subscribers to read more normally works great). Whether it’s a promotion or a blog post, be straightforward.

If there’s too much information to fit cleanly in your email, send subscribers to a page on your website for more details.

7. The average person is already overwhelmed by emails.

The average person gets 88 emails a day, so sending too many emails in like asking people to unsubscribe. At the same time, though, if you don’t enough emails, people will forget about you.

How Many Emails People Get Every Day

Number of emails people get every day, per Radicati

You need to be strategic if you’re going to keep your emails interesting and your subscribers engaged.

For example, you might send weekly newsletters to everyone with new blog posts and announcements. Then you might send discounts or special offers around Christmas. And you might send a series of emails to new subscribers.

You’ll need to toy with your email frequency before finding what works best for your company. Generally, you don’t want to send more than a couple a week, or fewer than one a month.

8. Segregating your lists makes everything easier.

Companies doing email marketing well segregate their subscribers based on preferences.

If you’re a staffing agency, for instance, some people will be interested in some types of jobs while other people will be interested in other types. You’ll do better by only sending emails to people with the jobs they care about.

Sending the right emails to the right people is important because it will create better results and help your business build better relationships with subscribers.

What’s next?

All that’s left is for you to start using the lessons shared in this article! With a little practice, you will find they are simple and also effective for sending emails your subscribers find interesting.

Related: 18 Digital Marketing Tips Most People Don't Know About