Email is Still Relevant
In our previous post, we discussed email – more specifically, we discussed how both our personal perceptions (and misconceptions) about the continued popularity and relevance of email, and even our own personal annoyance with overflowing inboxes full of marketing and other impersonal emails, can adversely affect our willingness to embrace the use of email newsletters and marketing.
Email is defined by set of technical specifications and Internet standards – it isn’t owned by a government, corporation or even a non-profit group. While various marketing companies and email service providers may tout the benefits of their own proprietary products and services, no one is actively advertising or marketing email itself in the same manner that social media networks promote their own communication and messaging products and services. However, billions of people still use email on a daily basis, and through advancements in smartphone technologies and interfaces, many of your customers receive email notifications on their phone in the same manner as their favorite instant messaging service and social media service Most remarkably of all, a vast majority of Internet users still prefer to use email to receive digital marketing communications and to interact with companies and organizations!
Email is still relevant, and utilizing email to send digital newsletters to both your existing customers and your target market is still a viable and effective way to engage with these audiences, maintain customer relationships and actively market your products and services.
The Golden Rule of Email Newsletters
Before you begin planning and developing your first email newsletter, it’s important to know the “golden rule,” which is also known as the 90/10 Rule. This rule, which could also be called a formula for developing a well-balanced and effective email newsletter, states that ninety percent of your newsletter content should be strictly educational and informative while ten percent should be promotional. By its very nature, a newsletter should be mostly composed of content that doesn’t directly advertise or market to your customers – after all, none of us visit a news website or tune in to a television news program to be bombarded with advertisements. At the same time, you aren’t putting in the time, resources and effort to produce an email newsletter strictly as an altruistic public service – your goal is to funnel your readers back to your website and convert them into new or returning customers. Marketing experts have conclusively determined that maintaining a 90/10 balance is essential to keeping your readers both informed by and engaged with your content and providing the means to directly connect with your brand and purchase a product or service.
Trust Your Own Instincts, Experience And Expertise
Now that you know that ninety percent of the content in your newsletter isn’t going to be a marketing or advertising pitch, you may be feeling intimidated by the thought of creating that much content on a regular basis. Luckily, you have an expert handy that knows exactly what followers of your business and industry both want and should know on a monthly or quarterly basis: you! Even if you aren’t a great writer, you know your industry and what your customers and target market want to know. If you sell clothing or accessories, your customers want to stay abreast of the latest fashions and innovations in the world of fashion; likewise, if you sell industrial equipment, your customers want accurate and unique technical insights and knowledge about the equipment and the industries you serve. Trust your own instincts as an expert, a write and an editor, and you’ll produce a newsletter that your customers and target market want to read.
Test, Tweak And Fine-Tune Each Component
Now that you have an understanding of the “big picture” of producing an email newsletter, it’s important to note that turning a mediocre response from your audience into one that is enthusiastic and engaged often lies in the smaller details – for instance, is your subject line engaging? Do you have a readable and aesthetically-pleasing design scheme and theme? Do your emails include enough images, including photographs and illustrations? There are many online resources that can help you determine whether or not your newsletter is as effective as possible, and professional marketing experts can provide guidance and direct support to you and your business as well.