By Jaci Schreckengost
Newsletters are a great way to reach your customers and give them information they need to know.
Maybe your business has been sending out eblasts, but getting little to no engagement on them. Or, maybe, you’re wondering why you should send out email marketing in the first place.
Either way, there are a few important things we think you should know about making one that customers will want to engage with.
Know your audience
It’s important to make sure you know who is going to be interacting with your newsletter. For example, if your customers are interested in skincare, providing them with links and information about skiing probably won’t drive the best engagement.
While it’s great to add in information you think they’d like, you need to know where to draw the line. It’s important to include things your customers care about.
Low engagement could be due to outdated or irrelevant information that your customers feel like doesn’t apply to them.
Read also: Why Do I Need a Website?
It’s important to create visible opportunities for your customers to engage with your email marketing. This, of course, will look different in every eblast.
You can include links to relevant information, press mentions of your brand, blog posts from your brand’s blog, and more. If you have a sale going on, include a bit about it.
Make sure your call-to-action, or CTA, is clear. It’s important to ask yourself what you want your audience to get from the newsletter. Do you want them to shop? Read articles? Learn new information that just came out about your products? Watch a video? Like your Instagram page?
It’s okay if you answered yes to more than one of these, or have others that aren’t listed. These are just examples. The important part is to make sure each CTA is clear and easy for your readers to access.
Engage by Giving Back
Giving back to the community is a great way to get your customers to engage. If your brand itself needs help and is closed or limited due to COVID, you could give your customers the option to purchase gift cards. This allows them to support your business now and purchase the things they want later.
The newsletter could also have links to nonprofit organizations that are helping better the world around us. These could be directly linked to their website, or you could advertise that your business is donating a portion of profits to nonprofits.
Read also: Connecting with Customers During COVID
Be willing to revise
Sometimes, even with changes, you may not see the engagement you want. If this happens, it’s important to take a look, again, at your audience and your content and try something new.
Your audience changes all the time, along with the world around us. Make sure you’re keeping up with new trends, new information, and trying new things in your newsletter.
Email marketing is a great way to get information out to your clients — but it’s important that the information is relevant, helpful, and interesting.
You can find out about all of 270M’s digital marketing services here.