The digital marketing landscape is in a state of flux. New trends and techniques are always popping up. Email marketing is one of the constants in the digital marketing world. Email marketing has a special place with influencer and social media marketing. Email is one of the most valuable marketing channels in the world. It is a vital part of every aspect of running a business online. Regardless of your niche or expertise, email is going to be a vital part of your business. It is thus very important for brands to invest in email marketing. In particular, newsletters are the backbone of email marketing.
Here are some things you can do to better optimize your newsletters.
Trim subscribers from your list
Your subscribers won’t digest your content forever. Over time, some names on your list are going to stop interacting with your newsletters. This is something that you simply can’t avoid. Instead of working to try and keep your subscribers you should instead endeavour to keep your list fresh. Focus on quality over quantity.
The best way to optimize your email marketing campaign is by getting rid of old subscribers who have stopped engaging your emails. Don’t wait for them to unsubscribe. Trimming your email list helps you focus on the subscribers who are still interested in your brand, while at the same time reducing the risk of spam complaints.
Use heatmaps to analyse reading patterns
Not everyone reads their emails the same way. Analysing reading patterns is an essential part of email marketing. This is because it’s very easy for your subscribers to lose interest or get distracted while reading your emails. Heatmaps can help you understand how your subscribers digest your newsletters. Heatmaps give you an idea on how to better place your Calls to Action, links to social media and other important buttons.
Heatmap technology can help you aggregate information on your subscriber’s reading patterns. You don’t have to stop using heatmaps on your newsletters alone. Heatmaps can also help you better design your website.
Use bold, italics, and underline for emphasis
Use bold, italics, and underline to bring your readers’ attention to important parts of your email. When your subscribers are skimming your email, these simple formatting options can help capture their attention. Use these simple formatting options on CTAs and other important links. Make sure that your subscribers don’t miss anything that you deem important, even if they’re just giving five seconds of their time for your email.
Improve your signup page
Everybody does email marketing these days. Just asking for people to sign up for your newsletter won’t cut it anymore. “Sign up for our newsletter” is a boring way of trying to get people to subscribe. You’ll need to do something to stand out from the competition. Offer “ethical bribes” or lead magnets to get people to scribe. Lead magnets are something you give away for free in exchange for a name, email, or other form of information. If you can, try to ask people to subscribe to your email without ever using the words “free” or “sign up.” Be creative and give your would-be subscribers an idea on what they can gain from subscribing to your email.
A/B Test Headlines
A/B Testing allows you to better understand how to approach your subscribers. Headlines represent the initial step of interacting with your subscribers. Don’t just send the same headline to everyone on your list. Instead, send multiple versions of the same headline to different customers. Then find out which of those headlines returned the most clicks. Testing like this lets you figure out how to better compose your headlines and how you can better deliver your message.
Newsletters are the most vital part of an email marketing campaign. Getting leads is one thing, but making sure that those leads inevitably translate to conversions is something else entirely. Work hard on making your newsletters properly designed and optimized to get the most out of your email marketing campaign.