A good newsletter delivers the expected content and builds a relationship with your audience.
Despite the continuous popularity of newsletters, always remember about the valuable information we provide to recipients. Most people cannot imagine functioning without email, which is great news for us as companies using this channel for promotion and sales.
If you think back to the last conference you attended, you'll agree that every participant of that meeting had at least one email address, and each of these addresses is your potential opportunity to reach a customer.
So, what can we do to avoid spoiling the relationship and to use the potential of the newsletter?
VALUABLE CONTENT
If our potential customers still see the benefits of subscribing to the newsletter, let's provide them primarily with valuable content that meets their expectations and interests .
TARGETING
Everyone knows about it, but fewer and fewer companies use professional targeting. The key to customer satisfaction is the proper integration of online and offline activities.
PROMOTIONS AND DISCOUNTS
We are most eager to subscribe to informational and industry newsletters that provide us with a specific dose of knowledge and information. Next are newsletters from loyalty programs and shopping services because we receive attractive discounts, vouchers, and promotions. Everyone likes to shop at attractive prices.
SHIPPING TIME
By conducting regular communication with a newsletter, using optimization tools, and analyses, we can determine the best day and time for our recipient base.
If we lack such information, studies indicate morning hours, around 9:00 AM, with a frequency of 1-2 messages weekly.
An essential element we must remember is the unsubscribe button from the newsletter. It is one of the most glaring errors in constructing messages, and besides, it is the most irritating for our recipient. Then remember to ensure that each message displays correctly on mobile devices and computers. Use A/B tests, spam tests, and display tests in different email messages.
Marketing automation is gaining its supporters due to its enormous potential and capabilities. It is worth considering such solutions so that our communication, promotions, and advertising achieve high conversion rates.
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