Social platforms such as Facebook may attract ‘Likes’, but that’s where interaction often ends. Email, on the other hand, tends to create longer-lasting relationships between brands and clients. According to McKinsey & Company, email is almost 40 times more effective than social media at attracting customers.
Convinced yet? If you want to create your own e-newsletter, here are five tips for making it the best it can be.
1.Check your subscriber list
Only add people you know to your e-newsletter subscriber list. You should ask permission first, a line such as ‘You are receiving this because you are a customer of [your business name]’. If you don’t obtain their consent, you may end up breaching the Spam Act.
Legally, you must have a functional unsubscribe facility, such as a link or clearly displayed email address. This also helps spam filters mark your email as legitimate.
2.Write strong subject lines
A study conducted by e-newsletter platform MailChimp compared the subject lines of emails with the highest and lowest open rates. Anything that sounded like clickbait or a promotion went in the virtual bin.
Surprisingly, the most straightforward, even boring, subject lines worked best. Simply put, subject lines should describe what’s in the email, but in a way that’s likely to draw people in.
For example, an email about legislative changes to lending could have the subject line: ‘Changes to lending criteria – what you know’.
3.Create content worth reading
Your e-newsletter not only competes with other emails, but every other activity your client could be doing. Make sure people receive value-for-attention.
Brands that sell products can rely on sales and discounts to keep readers interested; for the financial services sector it’s about providing education, financial tips and information about things your readers can act on, such as events. Sharing topical information demonstrates you’re at the forefront of the industry.
Content should be short and navigable. At a glance, readers should know how long they’ll need to spend on the email. Many will scan first to see if anything catches their eye. Bullet points and subheadings therefore work well.
If you have plenty to say, provide the essence in the e-newsletter and include a link back to a longer blog post on your website.
4.Clean up your design
With 53% of email now opened on mobile devices, a responsive e-newsletter will provide mobile users with uncluttered information that’s easy to scroll through. If you have more than one section in your e-newsletter – for example a feature story, a case study and company news – use the design to separate these cleanly.
5.Provide a call to action
Why do you have an e-newsletter? If it’s to retain existing customers, prompt them to check in with their broker to ensure their finances are on track. If it’s to grow your client base, ask your existing customers to share the e-newsletter within their networks.
Encourage any actions directly. Always provide contact details and sharing buttons (via email and social media) to support interaction. Any action you encourage should ideally generate leads for your business.
E-newsletters can be a powerful way to market your business to existing and potential customers. Sharing your expertise in this format is another opportunity to make people feel comfortable about using you as a broker.
For more information about creating an effective e-newsletter, contact your PLAN Australia BDM.