If you’re willing to ask the right questions, you can find countless opportunities to grow and evolve your campaigns. You’ll want to focus on questions that are relevant to the format, style and content of your newsletters. You can learn so much from your visitors, but you have to ask first. When you’re crafting your next newsletter, consider adding a feedback form so readers can share their thoughts with your team. ![]() Customer feedback is how many companies evolve over time, and email campaigns are not an exception to this rule. The last tip I have for you today can help you gradually improve your email newsletter. Emulations can give you some insights, but testing in a real environment is the best way to check the accessibility of your emails. I recommend testing your email campaigns on multiple real devices. Odds are, you would feel frustrated and may think twice before navigating to the online store that sent you the message. Imagine trying to take advantage of a promotion, but you can’t tap the button because of how it’s placed in the email. You’ll also want to make sure that buttons and links are easy to click and use on mobile devices. As a result, many people will choose to back out instead of trying to decipher your newsletter. Multiple columns can make your newsletter appear too busy and complicated. The good news is that there are plenty of quick and easy ways to make your emails more mobile-friendly.įor starters, I suggest using a single-column format. If subscribers cannot read your emails from their device of choice, they are less likely to engage with the content inside your message.Ī majority of smartphone users check their email from their devices, so mobile optimization is a must. Imagine your readers’ surprise when they see a discount they can use during their birthday month just for subscribing to your list. These micro-moments help you build rapport with your subscribers, which means they are more likely to read future newsletters and take advantage of special offers.Īnother hurdle many business leaders face when developing email newsletters is they don’t focus on accessibility. My team and I often customize newsletters for our subscribers based on factors like their birthday or how long they’ve been subscribed to our company’s email list. Now, it’s possible to add micro-personalization to your newsletters. For example, a sporting goods store would create segments for people based on the type of sports they enjoy. But you can go beyond personalizing newsletters based on broad segments. ![]() In many cases, you can add personalization to your marketing strategy by creating broad segments that define the various traits of your target audience. Don’t believe me? Consider this: 91% of shoppers are more likely to shop with a brand if they deliver personalized content and offers. Personalization can make or break your marketing campaign. Look for micro-personalization opportunities. ![]() Top-notch content allows you to put your knowledge and expertise on display, which is bound to win over subscribers who have yet to buy something from your site. They want to get to know and trust your brand. People who subscribed to your list want more than a discount on their next purchase. Typically, this includes links to blog posts, exclusive lead magnets and even free online courses. The other 40% is for promoting new products, offering discounts on existing products and offering things like paid online courses or events. This means that 60% of each newsletter should focus on adding free, value-packed content to your readers. As a general rule, I suggest using a 60/40 split when creating newsletter content.
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