E-Mail Marketing Tips

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E-Mail Marketing Tips

Newsletter Content Ideas: Asking the User's Questions

Questions from users are great ideas for newsletter content. They are specific, they are (apparently) interesting, they are relevant, and the resulting article will certainly be useful. But what if you're fresh out of user questions?

Then you need to ask the right questions yourself. Usually, they take the form of

·	"How can I do this and that?" or

·	"Should I do this or that?" or

·	"Which product can you recommend?".

Put on the user's shoes and ask these question to come up with relevant content ideas for your newsletter.

Newsletter Content Ideas: Press Summary

Newsletter subscribers are always looking for something valuable (and they are merciless: fail to be useful for them and they'll unsubscribe immediately or, worse, accuse you of spamming).

Fortunately, it can be surprisingly easy to deliver value even if you're short of a breathtaking story just now:

·	Collect, link and probably annotate relevant content.

This is a useful service for newsletter subscribers if they can trust you to show them exactly where the latest must-read for their industry, profession, hobby or interest is -- and they can trust you, can't they. Incidentally, the very press summary is a display of your expertise and knowledge in the field.

Newsletter Content Ideas: The Calendar and Holidays

Are you still staring at an empty screen after fifteen attempts to start filling your email newsletter with content? Take a look at the calendar.

Holidays or historic dates can not only inspire you with content ideas, they are often something your readers can relate to.

Of course, this need not (and should not) stop at Christmas, Easter, Valentine's Day and maybe the Oscar. Just about every day is a holiday somewhere or has been the reason for festive activities.

Many of the stories behind these holidays are very interesting in their own right, and you can possibly connect them to the core theme of your newsletter easily.

Prefill Forms on Landing Pages

If you want to make somebody buy something in an email marketing campaign, the process must be as easy as possible.

This is why you should not only set up landing pages for individual products (matching the design of the message) and link to them directly from the email message. You should also:

·	Use any information you have about the customer to make the purchase a simple experience for them.

·	Prefill forms with name, shipping address, and other information you already know.

Prioritize Newsletter Content for More Clicks

The interests and habits of your newsletter subscribers are different. You can't write a special newsletter for every recipient, though, and developing extra content for particular interest groups is still expensive.

Fortunately, there's a neat trick that lets you personalize the newsletter for individual recipients with minimal effort. "Prioritization" is the magic word that turns one and the same newsletter into an optimized experience tailored at the single reader.

To prioritize newsletter content for more clicks:

·	Aggregate click-through data for each user.

·	As soon as certain patterns are visible, move the content categories that garner the most interest to the top.

Newsletter prioritization makes it easier and faster for recipients to find the content they are most interested in. If certain categories attract no clicks ever from a particular reader, you may drop them from their newsletter completely.

Put Newsletter Sign-up Boxes on Every Page

One way to build your list is via your Web site, and this way is as easy and cheap as it gets. To make sure it is also as efficient as possible, you should make it easy for visitors to sign up.

Not everybody enters your site on its main page. And not everybody knows from your home page alone that they want to sign up for your newsletter.

That's why you should

·	put a newsletter sign-up box on every single page of your site.

Reply to Requests Within 1 Day

Responding to individual customer requests is an instrument of email marketing, and a crucial one, too.

If somebody sends you an email it means they have investigated and have an interest in your products or services. If you do not reply promptly, you will not only miss the opportunity but you will probably lose a customer for life.

Even worse, they'll be telling others.

To avoid this and to ensure you're not missing any opportunities,

·	make it a top priority to reply to all incoming mail within 24 hours.

Rule of Thumb How Often to Send Your Newsletter

How often is too often? How often is not often enough? Your subscribers know best how frequently they want to hear from you They'll let you know by means of unsubscribing.

To prevent that, consider asking them for a perfect frequency, test heavily, and maybe ask those who unsubscribe for their reason.

To get started, consider this rule of thumb, though:

·	Everything less often than at least every other month is not often enough. People will forget about you, and the surprise of a newsletter from you showing up after a year will probably result in a surprise unsubscription.

·	Everything more often than once a week is too often unless your subscribers specifically agreed more frequent mailings. People will get tired and annoyed by your emails, and unsubscribe even if they like your content.

Send Newsletters at Least Once a Month

Email is an ephemeral medium. While it can be appropriate for a scientific journal to be published twice a year, for an email newsletter, this will usually be disastrous.

Not only do you risk that your subscribers forget about you (and turn to the competition), if your newsletter is sent very infrequently — less often than at least once per month — it also stands a big chance of being perceived at spam.

The result may be lots of puzzled faces, unsubscriptions and complaints to your ISP calling you a spammer — all that in spite of your subscribers (actually) demanding and liking your content.

That's why you should

·	send newsletters at least once a month to prevent

·	bulk unsubscriptions and

·	being perceived as a spammer.

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