Publishing email newsletters is still a very popular practice. And why shouldn’t it be? Email remains the best way to communicate personally with large audiences and simultaneously yields the best ROI in online marketing.
But email recipients of today don’t have the time that they did years ago to read lengthy emails laden with content. Inboxes today are full, not only with spam, but with competing offers. As modern readers struggle with the volumes of information available to them (and demands for their attention), senders should design campaigns that get to the point in an effort to make life easier for their audience.
Here are three tips for email newsletter publishers in 2008:
- Narrow the focus – Use email to communicate a specific offer, article or event. Overwhelming your readers with too much information causes them to make more decisions than they want to. Recent studies show that focusing email campaigns on one offer outperform campaigns with multiple offers.
- Get specific – Rather than creating a one-for-all campaign, consider publishing multiple email offers to give subscribers the opportunity to request specific information from you. Some customers might be interested in product feature updates. Others might be interested in related industry articles or research. The more specific your offers are, the more relevant they will be to those who subscribe to them.
- Bridge new media – Think of email as a bridge that allows recipients to interact with you campaign. Link recipients to a blog or forum discussion related to your campaign, a video that demonstrates new product features or a poll that allows them to participate in the feedback loop. Write less, link more and engage your email recipients with relevant, interactive content.
Do you have any tips to add?
