When it comes to content marketing, it's difficult to find a channel that's more reliable than an email newsletter. Unlike social media platforms and search engine algorithms, email addresses change much less frequently and are also a direct line of communication to your most engaged customers.
Yet, while most entrepreneurs know the value a successful email newsletter would bring them, most newsletters out there in the marketplace are ineffective, poorly written or just plain boring.
If you're looking to spice up your email marketing and make sure your customers keep opening up and taking action in all your emails, then begin by applying these six tips.
1. Have Consistent and Captivating Design
Having stellar design for an email newsletter is absolutely crucial. Not only will it help make your emails easier on the eyes and more engaging, but it will also act to subconsciously brand your newsletter in the mind of the consumer.
To start, decide on the font, color palette and format your emails will implement. Then, use a free tool like Canva to easily create professional looking emails from scratch. Most email marketing providers, like Mailchimp and Constant Contact, also allow you to save your templates, so continuing to create branded emails is a frictionless process.
2. Have a Consistent Theme
By having a consistent theme in your email newsletter, you'll be letting potential subscribers know exactly what they're getting themselves into. On top of providing specific value to subscribers, this will also help build trust between them and your company.
An example of an effective theme for a newsletter is Tim Ferriss' Five Bullet Friday, which is now one of the most-read newsletters on the planet. Within it, Ferriss sends out five of the most interesting things he has discovered during that particular week, which could be anything from his favorite new albums to helpful articles to smartphone apps.
When it comes to your own newsletter, take the time to think about what your goals are for your business. Then see how you can creatively apply these goals into an original, entertaining and informative newsletter concept.
3. Promote It Via Social Media Marketing and Advertising
It's pretty astounding how many companies I see not running social media advertisements to promote their email newsletter. With the targeting capabilities that are available on nearly any social media platform being as sophisticated as they are, not taking advantage of these ads is a missed opportunity for entrepreneurs who are hungry for more subscribers. On social media, showcasing your email newsletter through both organic posts and through paid advertising could result in a massive bump for your list.
4. Publish Articles on Industry Publications
If you want engaged subscribers, then you have to go searching for individuals who are interested in what your company has to offer. One effective way to do this is by guest posting on publications and blogs which are popular in your industry, and by publishing on Medium.
By establishing yourself as a thought leader in your niche and giving away valuable information to your readers, you'll be able to gain subscribers fast -- just be sure to include a link to your newsletter as the call-to-action in all your guest posts.
5. Give Your Audience an Incentive to Sign Up
One of the simplest ways to get people to sign up for your newsletter is to give them a reason to (shocker, I know). By providing email subscribers with an incentive, such as a free ebook, 50 percent off their next purchase, entry into a giveaway or something similar, your list will rapidly grow. Next time you promote your newsletter, think of a creative incentive that's relevant to your brand and mission and do that.
6. Provide Proof That Your Newsletter Doesn't Suck
There are far too many email newsletters out there that just plain stink. As a result, most consumers are skeptical when it comes to subscribing to yet another email list. In their eyes, your emails will be yet another one they want to send stratight to their trash folder. The way to combat this is simple: begin thinking of your email newsletter as a product. Whenever you sell a product or service, what do you usually include to sway customers and provide proof your business is worth the money? Testimonials.
Apply this same principle to your newsletter. Ask your subscribers for the reason they enjoy your emails, then use this as leverage and validation to prove to others your emails aren't terrible.
Let's be honest, most email newsletters are forgettable. Yet, by applying these tips laid out in this article, you will be in a great place to create a massive email list that's both engaged and loyal to your brand. Best of luck.