- April 15, 2015
Tips to creating an affordable, effective email newsletter
Email newsletters can be an incredibly effective means of reaching customers with promotions and customer service opportunities. Done correctly, email marketing will build customer loyalty and sales. Done incorrectly, email marketing can repel customers and damage your brand.
With a relatively small amount of information, you can create a great email newsletter! Here are a few tips to get started:
- Find a low-cost or free email marketing service. Services like MailChimp offer free email templates and delivery for up to 2,000 subscribers and up to 12,000 emails. For most small businesses, that is more than enough to get started.
Other email services: MyEmma, Constant Contact, See a List of More Services
- Keep it simple. Share some sort of value with your customers. Make them want to read your email, and then click your links to learn more. Don’t overload your email with too much information. No one has time to read that. Aim for one or perhaps two quick “nibbles” to get them interested, then offer ways to learn more.
- Build your brand’s value. Every email from you should be professional and make your business look good. Stay away from gimmicky subject lines and images stolen from Google searches.
- Have an eye for design. Use white space effectively. Use graphics sparingly and make buttons easy to identify. The most important information should go at the top for folks who don’t intend to scroll down the window.
- Include a “call to action.” Give customers the ability to learn more, whether that be a link to your website or a phone number to call. This will not only help you increase potential sales, but will allow you to better track and test the effectiveness of your emails.
- Don’t forget a text version. Some email recipients don’t want all the graphics and image attachments. Don’t forget to set up a text-only version of your email for those subscribers.
- Be respectful of your subscribers. If someone unsubscribes from your email newsletters, don’t attempt to add them back. Also, try to limit the emails you send to prevent people from wanting to unsubscribe.
- Track your performance. Almost all email newsletter services include built-in tracking that measures how many subscribers opened your emails and how many clicked links in your emails. This can be valuable feedback as you prepare your future email newsletters.
Now that you’re ready to get started with email marketing, what types of information should you include in your emails? Consider helpful content like upcoming sales or special events. If you have an online portfolio, consider sharing a recent project you’ve completed. Email newsletters can also include referral discounts or links to helpful information online.
Most importantly, be sure to always keep your email recipients in mind. You want to stand out from the noise of a busy inbox, so always be mindful of how your emails can best serve your customers.