Email marketing has been popular since the days of dial-up, but much like how the Internet has changed, so has how we market to customers. The key to steady conversion is a newsletter template that engages your subscribers and leads them back to your products. If you’ve noticed your email marketing isn’t working like in the past, then you probably need to update your newsletter template for today’s savvy customer.
Building a Newsletter Template
There are a handful of great email softwares on the market including Mailchimp, Constant Contact, and AWeber. Each of these options has their own unique pros and cons – user experience, features, price, etc. There’s also a handful of great newsletter template designs you can download or pay for from sources like Themeforest and Litmus.
Whether you are just getting started with your newsletter or you are looking to get better results from the one you have, you’ll need to know some important factors that ensure more opens and clicks. Here are the important newsletter template best practices to ensure email marketing success.
Narrow Your Focus
Many businesses try to cram every aspect of their business into their newsletter. You’ll have sales information next to an article about an industry trend, along with product information. The newsletter feels cramped and disjointed. If you want a newsletter that converts, then narrow your focus. You don’t need to sell an entire store in a single newsletter. Put the focus on a single sale and why your customers need to take advantage of it. You can have an article about an industry trend and connect it products or services.
Don’t Focus on Sales
The last thing customers want is for their inboxes to be inundated with product offers. They want to be entertained and educated. When your newsletter is filled with nothing but products and prices, they get turned off. They’ll either ignore most of the email or not open it all. You need to give them a reason to open your email. If you focus your newsletter on quality content, then the sales will follow naturally. Provide articles that educate them on your business or products, but don’t make it a sales pitch.
If It’s Not Responsive, It’s Not Opened
When most people check their personal email, it’s not on a desktop at home. It’s on their phone in the subway train on the way to work or in the doctor’s office waiting room. When they hear the notification sound or see the icon on their phone screen, their first instinct is to check what it is. If your email newsletter looks great on a desktop, but not on a smartphone, you’re wasting your money. A responsive newsletter template makes sure your newsletter looks good on a smartphone, tablet and desktop. A newsletter can’t convert if customers are confused at what they’re seeing. It’s important that any graphics are resized appropriately and calls to action, headers and footers look good too.
Design for the Skimmer
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Source:: Business 2 Community