To make an effective email newsletter, you must correctly perform basic actions: choose a reliable email service, adapt content for reading from mobile screens, write catchy texts, collect a sufficient number of addresses of potential and existing customers, and segment the audience. But sometimes this is not enough: your competitors make similar newsletters, so you cannot surprise your subscribers with something new and interesting. In this article, you will find 20 tips that will help you figure out what to write in the newsletter to customers, and understand how to make sales letters bright and commercially successful.
- Tip number 2: show that you care about customers
- Tip # 3: Ask for feedback
- Council number 4: use social evidence
- Tip # 5: Personalize Your Newsletter
- Tip # 6: Always Think About Conversion
- Council number 7: offer customers downloadable content
- Council number 8: tell users what to do next
- Tip # 9: Intrigue Users
- Tip # 10: Use the same subject for all letters.
- Tip number 11: use referral links and codes
- Tip number 12: use the buttons
- Tip # 13: Offer the audience a lot of useful information.
- Tip # 14: Remind users what you are doing and who you are.
- Tip # 15: Use Your Partner's Brand Recognition
- Tip # 16: Give people happiness
- Tip # 17: Increase relevance with the help of current memes, trends, events
- Tip # 18: Thank the audience
- Tip # 19: Make Ads
- Tip # 20: Gamify the Newsletter
- An elephant can be eaten bit by bit…
Tip number 1: Create an exclusive club
Let subscribers feel chosen. Offer them to subscribe to an exclusive newsletter for the best customers. The best you can assign loyal customers, consumers with a certain amount of check, the owners of a particular product.
Offer membership in an exclusive club to subscribers in personal letters. At the same time, make sure that they are not similar to the so-called "Nigerian letters." Ask the client to confirm participation in the club.
Include in the newsletter for members of the exclusive club the best deals, discount coupons, pre-order offers, etc. With the help of word of mouth this will make club membership desirable for all your customers. They will strive to fulfill the conditions required to receive an invitation.
Pay attention to the example of the club mailing online store "Citrus". Marketers offer club members a small cash bonus that can be spent on any product from the store's range.
Tip number 2: show that you care about customers
Your subscribers receive dozens of emails per day. They hardly pay attention to every offer to download something for free, take advantage of a 3% discount on the purchase of a turbojet lawn mower with the function of air travel over medium distances, and also ignore questions about wanting to earn millions without effort and initial investment. Advertising noise does its job - people develop deafness to marketing messages.
Another thing, if you are able to show in a letter of concern for the client. How to do it? Here are some ideas:
- Report that the special offer is terminated in 24 hours. The client may have forgotten that he wanted to buy a lawnmower at a discount.
- Explain why it is important to use your product.
- Offer subscribers valuable information. For example, imagine how many men will thank you if you offer them gift ideas for your loved ones on March 8.
Pay attention to the title of the letter. He should inform subscribers that you have written something valuable.
Tip # 3: Ask for feedback
The secret to the effectiveness of this advice is personalization. You must personally contact the client and ask him to explain his choice, leave a review, or help you conduct research.
Store e-books "Liters" asks to leave a review about each book purchased. Moreover, the authors of the first reviews of new works receive bonus money to the account.
Service ReadRate offers to pass a thematic test.
And Optimizely marketer Jesse Becker offers to ask her anything.
Council number 4: use social evidence
These include reviews, research results, cases, awards, ratings. Pay attention to the following letter:
Liters is announcing a book that ranks first in the ratings of the best works of 2014 from well-known publications and the Amazon online store. The Russian-speaking audience did not have time to read this book. There are no reviews on the Liters and ReadRate books sites, there is one super-positive feedback on LiveLib, no one knows anything on Facebook.
Social proofs work: the audience bites at the Amazon rating and the word "superbest-seller", although there are very few real Russian-speaking users about the book. Surely the book sells well.
Tip # 5: Personalize Your Newsletter
Above said, personalizing letters helps to get feedback. The possibilities of personalization are not limited to this: it increases the overall effectiveness of the mailing. E-mail is created for communication between people. Remember this when creating commercial letters. Use the following guidelines:
- Write on behalf of a real person, not a brand.
- Take care of the relevance of messages for a particular person.
- Refer personally to the user.
In the next letter, the authors of the mailing list personalize the letter: address by name and offer information that is most likely interesting for the subscriber.
In the next letter, the authors of the mailing went even further: the message was sent on behalf of a real employee.
Another example of personalization is the opportunity to receive personal recommendations from the LiveLib service.
Tip # 6: Always Think About Conversion
Effective letters provide high clickability of links in messages and conversion of subscribers into consumers. Look at the design of the letters of the project Death to the Stock Photo. The conversion button here is above the message itself.
The Pagemodo mailing list is another example of conversion concern. The design of the letter attracts the attention of the subscriber to the buttons. And there is almost no text: what's the word when the discount is 60%.
What happens if the customer is not interested in the offer? The authors of the following list provide the user with an alternative.
Council number 7: offer customers downloadable content
What for? This increases audience engagement. Above is an example of the letter Death to the Stock Photo, in which the subscriber is offered to first download a package of free photos, and then proceed to reading the letter. There are other good examples of mailing with downloadable content.
Readers will certainly pay attention to the financial forecast, beautifully designed in the form of white paper.
Do your customers want discounts? Let them download.
Council number 8: tell users what to do next
Do this with a call to action. They significantly increase the CTR and mailing conversion.
You can use more aggressive CTA.
Use the urgency factor, the words "free" and "no registration."
Tip # 9: Intrigue Users
On the one hand, your subscribers should understand the message by reading the topic. On the other hand, you should intrigue them and make them perform the necessary actions out of curiosity. See how the subscriber is encouraged to open the letter "Driving" magazine.
Howard Zoss intrigues fellow marketers with an unprecedented increase in the popularity of online video.
Tip # 10: Use the same subject for all letters.
This recommendation is suitable for you under two conditions. First, your audience must trust you unconditionally. This is possible if you have been working in the market for a long time and have an impeccable reputation. Secondly, the content of the letters should be similar to each other. For example, you can send a letter to your clients every week with the theme “5 best products of the week” or “Most popular materials of the past week”
This tactic has a simple meaning: subscribers get used to receiving emails from you with a specific topic, they are easily recognized and found in the Inbox.
Tip number 11: use referral links and codes
Referral links work as their use leaves all sides to the benefit: referral, referrer and business. The first gets favorable terms of service, the second tries for the sake of bonuses, and the third stimulates sales.
The authors of the mailing list offer the subscriber to share a unique link with friends. Every time a friend earns or spends money on the stock exchange, the subscriber receives bonuses.
Tip number 12: use the buttons
This is an obvious tip: use buttons if you want users to go to your website, place orders, register, etc. Learn how to make buttons effective.
The authors of this newsletter understand that users rarely buy equipment directly from the mail. Therefore, they made the "Buy" buttons small and neutral green, and the "More goods" button big and aggressively red.
Tip # 13: Offer the audience a lot of useful information.
Regularly surprise your audience with large letters with useful information. Do it once a fortnight or once a month. So you teach users to wait for your messages and pay attention to them. Remember, you do not need to make every letter huge. For example, you can send standard messages to users twice a week, and once a month create a large digest of publications on the site or an analytical report.
Large letters are difficult to demonstrate with an illustration, so check out the examples on the links:
- Daily Digest.
- Weekly digest.
- Great letter with useful information.
Tip # 14: Remind users what you are doing and who you are.
If you are working on Google or Sberbank, skip this item. And if you have a small or medium-sized enterprise, be sure to follow the recommendation. Remind users how you can help them.
The books store "Liters" includes a reminder in each letter:
Exchange "Advego" in one of the letters made a detailed advertising cheat sheet:
Tip # 15: Use Your Partner's Brand Recognition
Imagine that you have just opened an online store where you can buy electronic gadgets. Naturally, the audience does not know the name of your project. But she knows the brands that produce gadgets: Samsung, Apple, LG and so on. Use this in the mailing list. Here is an example of the implementation of this tactic:
Here is an example of a more subtle use of brand awareness:
Tip # 16: Give people happiness
No, you do not need to be a god or a billionaire. To make subscribers happy, it's usually enough to give them some kind of modest gift. The main thing is that users do not perceive it as a marketing ploy.
These are the gifts people do not need:
And this is better:
Tip # 17: Increase relevance with the help of current memes, trends, events
You probably noticed that almost all commercial mailings a few weeks ago told about some kind of white-yellow dress. Oh, sorry, black and blue. This is a good example of newsjacking - using current informational trends to promote your own brand.
Here are examples of using this tactic in the mailing list:
A "Privatbank" successfully used an important event - the World Cup.
Liters timed the sale of books at a discount to the premiere of the film adaptation of one of the works.
Tip # 18: Thank the audience
Say "thank you" at every convenient opportunity. Thank users for their purchases, for reading letters, for leaving a review, etc. This has a positive effect on your subscribers and forms loyalty.
For example, Svyaznoy thanks even for adding products to the basket:
A store FotoMag is not limited to gratitude in words:
Tip # 19: Make Ads
Users do not like to read advertising letters. You can solve this problem by making commercial messages look like neutral ads. For example, report that a new product has appeared on sale, prices have been reduced, and delivery conditions have been updated.
The bookstore known to you regularly sends neutral letters of new books on sale:
The household chemical goods shop informs that the products that the customer had once been interested in went on sale again.
A postal service notifies customers about changes in parcel delivery conditions.
Tip # 20: Gamify the Newsletter
Gamification unobtrusively stimulates sales. Therefore, use it in the mailing list. For example, offer users bonus stars that qualify for a discount, as Starbucks did:
And TripAdvisor distributes badges to users who actively leave feedback.
An elephant can be eaten bit by bit…
... and the quality of the mailing is better to improve, following a few tips a week. After a few months, you will notice a result - an increase in the rate of open letters, CTR and conversion. In the meantime, choose two tips that you can implement already this week.
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