The humble e-newsletter might seem a tad outdated in a world where we're increasingly focused on SEO and remarketing campaigns, but it still has a place in your marketing tool kit.
For one, it’s a small investment. And, unlike many platforms where you have no control over your reach, email is free.
You’re also engaging with a captive audience that already knows your brand.
WakeCreative marketer Dennis Michael says e-newsletters are important because you have your audience’s attention. After all, they’re choosing to open and read your mail at a time that’s convenient for them.
“There is no other form of marketing that will be as effective,” Michael says.
However, if you’re anything like me, your email is probably inundated each day.
So how can you avoid people pressing the “delete” button on your email, or worse, the “unsubscribe” button?
Here, I’ve covered five common e-newsletter fails - and ways to fix them to ensure you’re making the most of your captive audience and reaching as many of them as possible!
Fail #1: Outdated Branding
It sounds simple, but if you’re a business on a budget - or just plain busy - it won’t take long for your branding to look outdated.
The solution: Refine your branding and communications at least every two years to ensure your designs look contemporary. If you’re not a graphics whiz and a natural marketer, outsource this work to ensure your look and feel is modern, and your branding is well suited to your target audience.
Fail #2: Getting the Frequency Wrong
I’m the first to admit I’m guilty of this myself at times, but being disciplined about the frequency of your communications is key. Respect your readers and don’t overdo it by sending too many emails, or too few!
The solution: Adopt a quality over quantity approach to emails - and their content. Schedule in your emails and stick to this schedule where possible.
Fail #3: No Additional Value
Value-adds in your emails are essential. Your email subscribers represent your core customers - and they should be honoured accordingly. Long, wordy emails, and emails that focus too heavily on you rather than the customer, are a major fail.
The solution: Include exclusive promotions and special offers in your emails to improve customer retention. Above all, ensure campaigns are customer-focused.
Fail #4: Not monitoring your email hits
If you’re not monitoring your hits and cultivating your database, you can’t adjust your campaigns based on their performance.
The solution: Ensure you’re checking campaign analytics. Even most free tools offer these insights. Question what campaigns work better than others, and the reasons behind that. This could have to do with the timing of your email blast, or the content itself, so experiment with both and develop a strategy. Don’t forget to also grow your list by giving customers every opportunity to opt in.
Fail #5: No call to action
Failing to include a strong call to action, whether it’s as simple as ‘Shop Now’ or ‘Find out more’, is the worst mistake you can make. You need to make it as easy as possible for consumers to buy your products or engage your services.
The solution: Ensure you’re clear on your call to action before you start. If your email is slightly longer, include multiple calls to action throughout. Make these short and clear; bright buttons often work best.