Five tips for sending ecommerce email newsletters
As businesses invest more and more money into Facebook advertising and Google AdWords, you could be forgiven for wondering: “is ecommerce email marketing still worth the effort?” The answer is yes, definitely! People are glued to their inboxes, so the humble email newsletter is still one of the best ways to build brand awareness. That said, with so many emails being sent every day, the competition can be fierce. How can you save your newsletters from the delete button? Here are five tips for sending ecommerce email newsletters that actually get opened.
1. Mix up your marketing Are your newsletters a little predictable and repetitive? While regular, consistent communication can be a good thing, it’s important to mix up your marketing efforts every now and then. Experiment with different subject lines, newsletter templates, images and content angles. Keep your readers guessing – if they know exactly what to expect every week, they might start to get bored. Email Design Review has some great ideas to get you started.
2. Add value People tend to switch off when they receive super-salesy newsletters. Aim to add value instead. For example, write an engaging blog post that addresses some frequently asked questions, or share a practical ‘how to’ video. The best newsletters are both entertaining and informative, and they provide readers with the chance to learn something new. Your sales pitch should always come second to adding value.
Struggling for ideas? Ask your customers what they’d like to see more of on social media, and write your first few newsletters based on their responses. Your target audience is your best source of marketing inspiration.
3. Be relevant Try to make your newsletters relevant to what’s happening in the world (if it aligns with your brand). You probably do this already without thinking – a common example is sending out a ‘Guide to Buying Gifts for Mum’ in the lead up to Mother’s Day. However, everyone will be talking about popular days such as Mother’s Day or Father’s Day. If you want to stand out from the crowd, keep a close eye on trends in your industry and in society at large, and do your best to report on them ahead of your competitors. This isn’t always easy, but when you get it right, it can be incredibly effective.
4. Ensure your newsletters are mobile-friendly More and more people check their emails on their phone, so it’s important to make sure your newsletter looks just as great on a mobile device as it does on the desktop. Most major email marketing platforms, such as Mailchimp, will automatically convert your template for you, but it pays to double check. If you’re newsletter isn’t mobile-friendly, you could miss out on customer clicks and engagement.
5. Make decisions based on data Every newsletter you send will generate a lot of interesting data, including click-through rates and open rates. This data can help you make future decisions about when to send your newsletters – it pays to keep a close eye on the numbers. The more emails you send, the more data you’ll have to guide you. With some regular adjustment and continued testing, you should be on your way to email marketing success in no time.