You’ve (Still) Got Mail: Creating an Effective Newsletter

As of January 2019, there are 4.4 billion internet users and 3.5 billion social media users – and nearly all of them have active email accounts. In the U.S. alone, more than 90% of people over the age of 15 send emails. In fact, more than half of us check our email before doing anything else – like getting out of bed! These statistics leave no room for doubt about the effectiveness of this tool, and with an inbox placement rate of about 85%, meaning the rate of emails that are delivered to the inbox rather than the spam or junk folder, it is imperative to have an email marketing strategy in place.

Email marketing might not generate as much buzz as Kylie Jenner’s Instagram post or Brexit, but it does produce the same measure of publicity; it’s old-school cool through a new-aged lens. Follow the below steps to ensure an effective newsletter and you’ll be on your way to emailing like a marketing expert.

  1. Keep It Brief
    The average person only spends 51 seconds reading a newsletter (source: Campaign Monitor) – shocking, right? Not really. Attention spans are short, so ensure your content is scannable with call-outs, blurbs, call-to-action buttons, etc. Keep in mind your newsletter goal – to inform and educate in order to build and maintain relationships with your stakeholders.
  2. Brand Authenticity & Customer-Centric Content
    Look at your content from your subscriber’s point of view; if it’s not relevant to them, you’ll end up in the trash or worse – marked as spam. If you’re not sure what that means for your brand, ask your subscribers if your email content appeals to them or what they would like to see more of, albeit new services, products, tutorials, etc.
  3. Share-ability
    Even better than a high open rate is having people on your mailing list forward or share your newsletter with their friends and colleagues. Include social sharing icons to increase your chances of getting your content shared. In addition, shy away from using a “do not reply” email address – having your newsletter come from a president, CEO or someone they can relate to will encourage an audience response while also letting them know that you’re listening.
  4. The Merits in the Metrics
    94% of marketers are building data management capabilities to collect, store, manage, and analyze customer profile data. We are able to receive real-time data with the click of the mouse – it’s one thing to have data, it’s another to know how to use it to optimize your ROI.
  5. Seeing Is Believing: Video Content
    Thanks to broadband Internet access, video content is emerging as one of key marketing trends in 2019 and is projected to become as standard as voice on mobile. What does this have to do with email marketing? Everything. Email platforms are making it easier than ever to target and deliver video content directly to the people who want to see it most – subscribers. 54% of consumers want to see more video content, and audiences say they are more likely to retain marketing messages delivered via video.

What’s your opinion on the necessities for email marketing success? Leave your thoughts in the comments section below.

Quick Stats:

  • We send 6 trillion emails every year. And the numbers keep going up, with 126.7 trillion expected to be sent by 2022.
  • For the “Big 3” of social media (Facebook, Instagram, and Twitter), the engagement rate isn’t even 0.6%. Compare that to email’s average open rate of 22.86% and even its click-through rate of 3.71%.
  • Email marketing has a 4400% ROI. That means that every dollar you spend on email marketing has the potential to bring you a $44 return.

*Data from Option Monster