Making Your Email Newsletter Program Work
Many SMB marketers consider email newsletters an essential part of their marketing mix. However, some marketers have been disappointed by their email newsletter program results. What do the successful email marketers know? That following a few key guidelines can make all the difference.
If your email newsletter program is not meeting objectives, use these strategies to improve its performance.
Choose the right goals
Email newsletters are best for cultivating prospects and cementing relationships with customers. So don't plan to acquire a slew of new customers because of your newsletter program. Instead, expect your newsletter to do things like improve customer brand perception, make it easier for your salespeople to set up appointments, and generate sales from current customers.
Set realistic expectations
According to a 2007 study by MailerMailer, the average open rate (which is about
16%) has been declining for the past few years. A key reason is the increased
use of image-blocking, for example, in Outlook 2007 and in Internet-enabled
smartphones. Over the same time period, average click rates have remained steady
at about 3%.
Integrate
The most successful marketers completely integrate their newsletters with other marketing initiatives. They use a range of tactics to drive newsletter subscriptions, and use the newsletter in turn to promote new products, promotions, company news, webcasts, white papers, and all kinds of other activities.
Use relevant content
Make sure the content in your newsletter includes business-building advice that
is relevant to your brand. For example, an email newsletter from a technology
company could include advice on online marketing, while a bank might include
advice on improving cash flow. This content should be unique to differentiate
your newsletter.
Segment your list
Entrepreneurs have no problem with ads in your email newsletter. The important
detail here is to version your newsletter so your customers all receive appropriate
offers – e.g., not for products they already have.
Outsource
While this is shameless promotion, it also happens to be true. A vendor with email newsletter expertise and an understanding of the small business market can maximize your newsletter program ROI by providing advice on the many issues, from drop timing to subject line length, that make the difference between a successful and a sub-par newsletter.
BBI can make your email newsletter stand out in the in-box. Learn more.
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