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4 Tips for Improving Your Email Newsletter in 2022
Email newsletters are an important component of any small business marketing plan, but many business owners (particularly those who feel budget and/or time constraints force them to prioritise one branch of marketing over another) forgo email and funnel their time and efforts into other options like social media.
While social media certainly has a place in any marketing plan, the truth is email newsletters still matter. In fact, according to a 2020 poll, four out of five marketers say they’d give up social media before letting go of their email newsletter.
In short, there’s no better way to connect with your audience, provide them with valuable information, and build brand trust than with an email newsletter…if you do it right. That’s why we’ve gathered our top 4 tips that will help you up your newsletter game in 2022.
1. Make sure your newsletter is valuable.
Gone are the days when email newsletters were the equivalent of digital sales ads. Your audience receives an average of 121 emails every day and they aren’t going to waste time opening yours if they get no value from it.
Start by making sure your newsletter is customer-centric rather than sales focused. How is the information found in your email going to fill a need for your audience? For example, if yours is an organic skincare line, you might include helpful tips on how to properly layer acids, serums, and moisturisers and in what order.
2. Segment your audience.
Segmenting allows you to provide personalised content for your audience based on demographic information. According to a 2018 poll, 91% of customers are more likely to shop with brands offering a personalised and curated experience.
There are many different ways to segment. Let’s go back to the organic skincare example. Segmenting your audience according to age will allow you to offer clients specialised information on how to best care for their skin (ask any skincare user in your life and they’ll tell you—what works in your twenties is not what works in your forties or fifties).
Consider sending a survey out to your audience. Not only will you collect precious demographic data, but you can also glean important information about customer interests and preferences, allowing you to further customise the newsletter experience for your audience.
3. Don’t limit your newsletter to words.
While the name “newsletter” indicates reading will take place, don’t be afraid to spice up your email by incorporating well-branded graphics, images, and videos.
The goal is to make your newsletter feel more experiential, and graphics allow you to present information in a clear and engaging way. And research indicates our brains favor images over words. According to a recent study, the human brain process images 60,000 times faster than written text. So, it’s important to include charts, graphs, and photographs to increase the likelihood that your newsletter will grab the reader’s attention.
And don’t forget about video content. Recent research indicates that including videos in your emails can boost your click rate by as much as 300%. They’re a great way to deliver relevant content to your audience while building brand trust. You can include a heartfelt message of thanks from your CEO. If you have a baking supply store, you might include a video of an employee making a prize-winning cake while sharing the recipe. A plant nursery might create a clip demonstrating to viewers how to create the perfect container garden for their front porch or patio.
Video allows your audience to absorb the content of your newsletter in a visual way.
4. Make sure your newsletter is mobile friendly.
Businesses can no longer assume viewers will be reading newsletters on a laptop—many are using their phones or tablets to sift through email, so it is imperative that your newsletter looks just as good in a mobile format as it does from the computer.
Consider changing the layout of the mobile version of your newsletter to a single column. This keeps viewers from having to pinch and/or drag the text back and forth to read. You may also need to increase the font size and contrast in the mobile version to ensure everything is easily read.
Lastly, before you hit that publish button, please take the time to pull up your newsletter on a laptop, phone, and tablet to ensure each version is clear and easily digestible.
When done correctly, email newsletters are a cost-effective way to connect with your audience, provide them with valuable information, and keep them updated about your brand. If you are ready to give your email newsletter a bit of refreshment but aren’t sure where to start, contact us at Digital Canteen. We would love to create engaging, interactive newsletter content that will up your open rates and connect with your audience in an authentic and meaningful way.
Thanks for reading,
Digital Canteen Team