Your average customer could spend as much as 10X on their first purchase over the customer life time, but it means keeping them engaged and coming back for a little mooch round your store from time to time. Email marketing is one of the best ways to stay in touch. In this blog we explore some tips from the pros that will help you easily come up with quality content that works and maximise your brand engagement without putting off your subscribers.
Pic Brooke Cagle c/o Unsplash
To boost profits, here are some easy tips you need to know when you use newsletters in your strategy.
Simple, fast stories
There are loads of great stories you have access to with your Teemill store, and sometimes it’s easy to forget that events like a new product, an offer, new collection, best-selling product, a related news story or a new blog post are all news to the customer who has not seen them yet. All the above qualify as reasons to let people know.
Once you have decided on a story, keep the words simple. Online, the attention span is shorter than in print and customers will mostly be viewing marketing content on a mobile phone, so you need to make your case quickly. What we find works really well is beautiful imagery and short compelling copy.
Featuring one of your products in a newsletter is super easy and quick. Just grab the image and copy and paste the text and you have a great story for your newsletter. The word “New” is powerful.
If you’re posting loads of great content to social media, don’t let it go to waste: Recycle it into your weekly newsletters. Often people create great social media content daily, to keep the feed fresh and make sure that people see it. One great way to make sure people see it is to put it in an email and mail it to them too.
Establish a narrative
By publishing different content every week you’ll create a story your customers can follow. Customers like it when there’s a journey to follow and buy into, and many customers will be reading along and following your journey without interacting with it. For every like or comment, there may be dozens of customers following. Keep them engaged with a narrative so that you can build a story. It will lead to a sale.
Map out a timeline with one story each week. It can be a new product, featuring an old product, a video or even a story in current affairs that relates to your brand. Timelines help you build narratives.
Set the timeline to a week resolution, you can easily see what stories you’ll be talking about and when. It’s also a bank for any new ideas you may develop or a way to plan ahead. You could map out some important dates like Christmas or internationally recognised special days, then align your content and newsletter marketing with those.
Testing testing 1, 2, 3
It is worth having a checklist of items to tick before pressing send to prevent any mass-mailing disasters.
- Test send to different devices.
- Check spelling and grammar.
- Make sure links work.
- Make sure landing pages look awesome.
When to send?
We see brands getting best results by sending at times when their customer is likely to be browsing online. The evenings in the week, or the mornings at the weekend.
Once you’ve found the best time, stick to it. With consistently high-quality content your customers will schedule the time to read your content. This is when you unlock the valuable potential of newsletter marketing.
Keep your powder dry, if you’ve got 4 awesome stories ready to go in a newsletter, stretch them out and think about dropping them at a weekly resolution. You don’t want to run out of material.
Once you’ve started building a constant tempo of weekly newsletters, you can use metrics to improve and refine their performance.
Open rate is a measure of how many recipients viewed your email. Attention-grabbing subject lines will interest people to read what’s inside. Newspapers publish their biggest story on the front page to grab readers attention and look what else is inside. You want to do the same.
Customers react best to subject lines including offers, newness, something funny, a play on words or pun. Buzzfeed does this well.
Steer away from words like ‘offer’, ‘discount’ and ‘money’, they’re generally flagged by a mail provider spam filters and will end up in the trash.
Click Through Rate (CTR)
CTR is the percentage of customers who clicked a link in your newsletter. There are loads of ways to improve your CTR, essentially it comes down to the quality of the content.
Emotions and feelings will create actions and sales, incredible photography is one of the best ways to do this.
By cracking the file size of your photography down, you will improve the deliverability of your content. There are loads of tools out there to do this, like Kraken.io.
Unsub is the % of people who’ve removed themselves from your list after a campaign.
You want to keep your unsub rate to less than 1.5%, otherwise, you may cause some irreversible damage to your mailing list, losing all of your hard work.
Unsub can be affected by off-brand content, poor quality content, poor page load time or spamming your list.
At Christmas when you’re increasing post frequency to say, 1 newsletter per day, you’ll need to keep an eye on the unsub rate, if it goes above 1.5% pump the breaks a little.
There we go, some quick tips you can use for getting started with newsletter marketing.