While social media spreads your blog's exposure and lets other people share your content, you shouldn't ignore the power of of social media's predecessor — the email.
Email newsletters are valuable for a few reasons: 1) A consistent newsletter builds familiarity for your brand and blog. 2) It introduces content readers may have missed from seeing on the site. 3) It engages the reader on a more personal level, since it arrives to their email address.
Furthermore, thought, care, and strategy should go into your newsletter, since if there is poor content in your email, it's likely you will get low click-through figures (which may eventually lead to unsubscription).
So, how do you keep your newsletter consistent to your blog, yet different enough so that it's clickable?
Check out our tips here:
1. The title is the single-most important part when formulating the newsletter. It's what your readers will see in their inbox when they decide whether or not they will open it. Take a tip from Obama's email campaign and write headlines with a call to action, such as “Sell All Your Ad Space With This Tip.” Other ways to entice readers is by introducing lists, such as “10 Ways To Tank Your Traffic,” or with exclusive information “See What The Sartorialist Says About Street Style,” or even with a question, like “What's The Most Important Number To Your Blog?,” etc. These are just a few suggestions, but always think, “would I click on this?”
2. Once the email is opened, the next goal is to get your readers to click through to your website. Here, photos are essential. Large, eye-catching photos tend to lure your audience to click through to read the full post. It also helps if the photos are relevant to the topic of the posts you are writing about — this, in particular, is helpful for mobile users who don't want to scroll through small typeface to get to the article.
3. Titles accompanying the photos are also essential in drawing in hits. If you're a reader skimming a newsletter and looking for articles you may to click on, you want the headlines to tell you what you're going to get. Like the title of newsletter, it should arouse curiosity.
4. Offer exclusive deals and announcements through your email campaign. Perhaps it's a giveaway, in which you could say in your title: “Exclusive Giveaway – Four Tickets To IFBCon,” or “Win 4 Tickets To IFBCon Here.” It's likely your subscribers will be excited to have a “prize” dropped in their inbox and will want to click through. Readers often sign up for newsletters simply for the “exclusive” information, so keep that in mind. However, on the flip side, it can be bombarding if every newsletter “salesy” — find a ratio that works for you.
5. The point of the newsletter is to excite your readers so they will feel strongly enough to click through to your website. However, that doesn't mean it's necessary to add exclamation points at the end of every sentence or add “fluff” words to entice readers — in fact, it's quite the opposite. More often newsletters are actually more effective if kept to a minimal jargon. The point isn't to have the reader consume the whole blog through the newsletter, it's to have them hooked enough to click through. Your goal is to be informative, yet clickable.
What are some things you've noticed with your email newsletter campaign? Is there anything that works particularly well for you?
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