Six Quick Lessons in Email Marketing

If you ask any marketing agency in Brisbane, E-Newsletters are often an inexpensive, quick and potentially successful way to reach your existing and new customers. For a small retail-led company or a giant finance corporation, e-newsletters are something of an art form, but there are some key basics that marketing experts and everyone else should adhere to. 1. Content Any newsletter must have engaging content, but don’t shy away from including messages that move away from your core business. User-submitted content should be a priority too. Giving your readers the chance to pass on a message to your database is a valuable tool, and one that should be offered to those loyal enough to want to digest your newsletter. And finally for content, give some thought to the tone of voice the newsletter is conveyed in. This isn’t advertising; this is a much more personable medium and the conversation should much more one-to-one. 2. Frequency Some companies are religious about sending out their newsletter at the same time and on the same day. But this isn’t necessarily best practice. There are strong arguments to suggest varying the time and day of delivery to catch your reader at a time they may be more susceptible to engaging with your content. Look at what you’re writing, your target market and see when they’re most likely to want to read it. 3. Subject Line The subject line of the newsletter is vital to get right. Like a headline in a newspaper, people are hooked in to opening your newsletter by the subject line. Don’t fear experimenting: if you have a big enough database to send to, try different subject lines to see which works the best for you. 4. The Header Many people still use preview panes in their email, so when they receive an e-news, they may already be able to see the top 20% as a preview. It’s important that your core captivating message sits in that area to encourage them to open it. Fill it with an unclear image and they’ll hit the delete button right away. 5. Tools If your Brisbane marketing agency doesn’t have their own program, or your website CMS doesn’t, use a decent e-newsletter program like iContact or MailChimp. These web services offer great free trials and are inexpensive to use, giving you bulk emails without charging per email sent. They also teach you how to avoid being picked-up as ‘spam’ email. 6. Manage Your Stats Most of the above programs will deliver excellent stats about your email – how many people opened it, who opened it, what links they clicked on and so on. These will help in teaching you want your consumers are interested in. Also monitor the ‘unsubscribes’. A small rate around 1%-2% for each newsletter should be expected, but beyond that and you’re definitely doing something wrong. If you need help, look for any marketing experts in Brisbane and they should be able to help you.