After writing about how to build high quality mailing lists, it’s time to talk about sending good newsletters and how to reach your subscriber. I don’t like newsletters as marketing tool to ecommerce sites but if you do the right thing, they can really perform well and make both sides happy – store owners and customers.
Before sending a newsletter, keep in mind that customers receive several promotions and offers, spams or not, every day. If you do same thing others do, your email will get same result of the others: junk folder. To be different, you must work hard and build a reputation along the time. My tips are:
- refine the frequency of your sendings – your subscribers will tell you if it’s better sending emails every week, every 15 days or monthly. Remember that you should not send more mails than your customers are willing to receive or you will face a situation where your customer simply doesn’t open them.
- use a high quality template – the visual of you mail counts a lot and varies from public to public. Check how your public opens your emails – they prefer traditional desktops or laptops, tablets or smartphones – and adapt the theme for them.
- don’t use lots of images – usually, images are not shown by mail clients by default and the reader must perform an action to see them. So, use as less images as you can and make sure they are light to download and not essential to the message.
- focus on relevant content – you should deliver content that your customer wants to know. Reader must be attracted to the content, starting from the subject and passing by the actions you want them to perform. If a reader shows interest on your content, they will click and visit your store. More than this, they will share your newsletter with friends and wait for the next one.
- forget flash, video, music and so on – mails must be simple with minimum cosmetic content. You must use only HTML and CSS (in code CSS, not imported one) and provide a text version, allowing customers that face difficulties when reading your content. A browser version is also mandatory. Note that mailing tools already provide these features.
- optimize your sendings – all mailing tools present reports, showing you how they performed. Take some time to understand them and to analyse the behavior of your readers. Use this information along Google Analytics to see what content brings more conversions and keep improving them.