Email Newsletters: Keeping Your Audience Engaged

18 January 2016   Erin McManus | Partner Content
Driving business through Email Newsletters

If you’re looking for a low-cost way to drive more sales and keep your audience engaged, there’s no better strategy than email newsletters. Here at CSM, email newsletters have been one of our very top performers month after month and for good reason.

Email (and email newsletters) are Here to Stay

Stop and think for a minute. Think about which of your social networks you’ve checked today. Now, think about how many times you’ve checked your email.

According to an article written in 2014 for Huffington Post, email conversion rates are 40 times those of Facebook and Twitter. It also shows 58% of adults check their email first thing in the morning and then go on to check their phone as much as 150 times a day. Granted, inbox overload is something we all must contend with, yet, email is an important part of our world –and you can bet it’s not going away anytime soon. With that, it’s to your advantage to make email marketing a core part of your content marketing efforts –because as long as someone has opted in to receive your emails, you can connect with them as often you desire.

Your Greatest Currency

If you’re have a web presence online, you hopefully understand that your email list is your greatest currency, without which, you have little way of staying in touch with your audience. Effective, branded email newsletters then, are one of the most effective strategies for engaging with your audience for a variety of reasons. Namely, they allow you to engage with those who have expressed an interest in what you have to offer. Because of this, email newsletters can be one of the most effective strategies to drive direct sales and build a relationship between your company and your customer.

With that, you might think email marketing is not the flashiest of content marketing strategies, but, according to McKinslyey, they are one of the best performing –if you do them right.

Keep It Simple

Good Design should be simple with brand recognition throughout. Include clear calls- to-action, links to Social Media, and short section titles. You should also utilize options to customize your newsletters with the customer’s name, for instance, for a more personalized approach.

Beyond this, determine your intention with your newsletter. Whether you want update your readers on events, sales, or present a customer spotlight, you’ll want to:

• Define your goals

• define your audience

• determine how often you will publish

• create engaging digestible content based on your audience

• use analytics to track impact

• respect your audiences’ time

• keep it simple

• monitor your results

• continuously develop your contact list

Another advantage to email marketing is that it allows the opportunity for your audience to take immediate action; click on a link and customers can instantly start shopping, read the latest news, or connect with support. Email newsletters are also a great way to promote awareness about social issues or send out important information. With this approach, we’ve been able to expand on our ideas, encourage social change and ultimately build trust within our target group.

All of these tools and more are available through email marketing. In fact, email newsletters work very similar to websites, with bright colors, bolded fonts and enticing places to click. By using this type of email newsletter marketing, companies can directly link their target group to their website to not only achieve greater engagement, but drive more sales.

Take a look at our latest Custom Sticker Maker Email Newsletter here.