Last modified July 18, 2021
Email marketing is one of the best ways to build customer loyalty and grow your profits. However, this only works if your newsletter is opened, read and your audience converts. Although every email marketing campaign is different, there are several ways you can improve your newsletter to increase the number of clicks you receive.
1. Optimize the subject of your emailing
The subject is the first chance you have to have your subscribers read your email. This is why you need to put a lot of time and effort into creating a topic that attracts readers to your newsletter. Most people receive a large number of promotional emails in their inbox every day, so it’s essential that your brand stands out from everyone else.
To give your emails a better chance of being opened, segment your subscribers into groups based on different criteria: demographics, interests, location, purchasing behaviors, etc. MailChimp found that segmented campaigns get 55% higher click-through rates than non-segmented campaigns. You can use the information you have about your audience to divide them into different categories and send them targeted campaigns that have a better chance of converting.
Personalization is a great way to make your followers feel valued. By personalizing your newsletters so that they are designed specifically for your subscribers, you endear yourself to them. You will become one of the highlights of their inbox.
You first need to understand that when people read their emails, they don’t do it from left to right, but rather they skim through it. So rather than having a huge block of text, which can seem very heavy, you should break paragraphs into smaller, more easily consumable content. These smaller sections are much more welcoming and visually appealing to the reader scanning them.
To help you generate a newsletter, usually, advanced email marketing automation software already provides you with the responsive email templates with interesting layout and sections. Simply choose the template that suits you, customize it, and then customize it however you want.
4. Add a Compelling Visual
Neuroscientists at the Massachusetts Institute of Technology (MIT) have discovered that the human brain is capable of processing entire images that the eye sees in just 13 milliseconds, known as rapid processing. So even if your readers are skimming, their brains are still taking in what you’re saying and processing what they’ve seen. If you can’t grab their attention through text, you certainly can through visual means.
When creating your next email, be sure to include high-quality images of the products or services you offer. This will help you get your key messages across, even if people are just skimming emails and not reading all of the text.
Also, don’t forget to optimize your images for mobile use. If you don’t optimize your images for mobile viewing, they can also readjust and appear so small that viewers can’t make them out.
5. Offer your audience quality content
The reason your subscribers joined your email list is because they are looking for something that can add value. To keep your readers coming to you, you must continue to provide them with added value in your newsletter. To do this, provide tips, best practices, and reviews regarding the problem you are solving with your product or service.
6. Always add a call to action (CTA) after each piece of content
Make sure your “call to action” is big and easy to find on mobile devices. If you want to achieve better conversion rates, you need to make it easy and clear for viewers to see your call to action (CTA). Generic CTAs, such as “Sign Up” and “Start Trial” generally won’t give you the best conversion rates. A few minutes spent improving the copy will easily earn you a conversion rate. Start with a CTA that begins with the word “Yes.” This is very effective psychologically because it presents the offer in a positive light. Additionally, you should put the CTA in each section after your content.
Example: “Yes, I want my discount! »
When it comes to color, people usually choose green and red. There is some debate over which color performs best, but the idea of making a good CTA button is how it changes the visual hierarchy of the page and how it makes the call to action stand out. If you are using the green CTA button, try switching to red or orange next time, and see if there are any changes or not.
7. Consider your font size
The best fonts for newsletter body are easy to read in paragraph form. These are often serif fonts, which generally improve readability; However, certain sans serif fonts, often used in headings, subheadings, and cutlines, can serve as effective fonts for body text. Choose a font that is clearly readable in 14 points or less: The actual font size depends on the specific font, but for most newsletters, the main copy size is set between 10 and 14 points.
8. Add ALT tags for images
In addition to making your newsletter mobile, you need to consider the many email clients that often block images as a security measure to protect their users from viruses, malware, and spam. This can affect how people view your newsletter and have a significant impact on the conversion rate. Add ALT tags to your images to help you get around this limitation. ALT tags apply alternative text describing the image in place of hidden images. Keep your tags brief and compelling to grab your readers’ attention and, hopefully, their activity.
You need to be careful about the time of day you send the email to your subscribers. Generally, there are times of day when people are available and more likely to open and read the email. Take the time to test the ideal timing for your email list, taking into account different delivery times and different content. Find out what works best for your specific audience if you want to see your conversion rates increase. If you adapt to your audience’s schedule, you may need to organize around your own schedule. Plan ahead and prepare a weekly and monthly editorial calendar to avoid improvising and sending last minute and at the wrong time of day.
Generally, advanced email marketing and automation software has the right function to perform A/B testing and will only send the email newsletter to your audience at the right time based on their own habits. How wonderful!
10. Choose the correct sender name.
The sender’s name, along with the subject of the email, is one of the elements that marketers should leverage to get people to open their email newsletter. Which email are you more likely to open, from Uber or from Jean-Pierre from Uber? So be sure to use a “real” person or persona for your email marketing and newsletter sender, to create a more real human-to-human connection.
If you’ve tried email marketing in the past with little or no results, it’s definitely worth coming back with a different strategy. Try some of the tips above and let us know how they work for you! If you have any other ideas for unique email marketing strategies, we’d love to hear them. Please let us know in the comments below!
Passionate about the web and entrepreneurship, I founded Digitiz in 2016. My goal is to pass on my experience to you and to be able to save you time in choosing your tools.
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