You don't have to be a big-shot marketing expert with a huge budget to successfully market your small business. In fact, businesses everywhere use email marketing as a powerful tool to build customer relationships and attract and retain new clients. No matter your business, email marketing can work for you. According to the Direct Marketing Association "Email marketing has an ROI of 4,300%"
If you’re not already leveraging the benefits of an email newsletter, it’s time to jump on the bandwagon. Successful businesses work to ensure their newsletter designs are visually appealing and engaging to keep customers from immediately clicking the delete button. The great news is that regardless of your marketing budget size you can send a great email newsletter with a little time and thoughtful planning. Platforms like MailChimp, Constant Contact & CakeMail put you in the drivers seat.
Create a well-designed email newsletter with these helpful guidelines for new email marketers:
1. Define your goals
Before you even think about your design, you’ll need to decide on a purpose for your newsletter. Are you trying to drive traffic to your website, talk about new products, educate and inform your readers, or all of the above? Your goals will be the force behind the design and distribution of your content. Know the goal!
2. Don’t neglect the subject line
Just because someone signs up for your email list doesn’t mean he or she is actually going to open every email. This is where the subject line comes into play. The key is to give your readers a reason or incentive to click on the email right away. Get creative with a new, out-of-the-box subject line for each email you send.
3. Start with a header
A header should include the title of your newspaper, your company name and logo. There’s no need to find someone with graphic design experience, because you can easily create your own header using online DIY tools like Share As Image and Pixlr. Let your logo inspire the color scheme, using your company’s colors for borders and fonts to create a cohesive layout.
4. Stick with traditional fonts
A newsletter is not the time to start experimenting with fancy fonts. Pick one basic font, like Arial or Times New Roman, and use it consistently throughout the entire email. Remember that people are mostly likely to open your email on a mobile device so simple is always better.
5. Keep it organized
Don’t intimidate your readers with one giant chunk of content. Instead, break it down into short sections with subheadings so it looks and reads more like a newspaper. If possible, use a template through an email service provider. This allows you to simply select a template, upload your photos and start writing.
6. Harmonize with social media
Take your email marketing efforts even further by linking with your social media accounts. Include links to each social account where current and potential customers can click to follow you on the channel of their choice.
7. Balance your content
Your email subscribers want to know: What’s in it for them? They didn’t join your mailing list just to read about your products or your latest promotional offer. As a rule of thumb, your newsletter should be 90 percent educational and only 10 percent promotional. Stay away from self-promotion and focus instead on creating a relationship with your customers by providing them with educational and relevant content.
Get ready to launch your email newsletter and watch it thrive. Grab the attention of your audience with a clean design and digestible content. With these tips, you’ll increase readability and customer engagement in no time at all.
Not sure how to get started with email marketing for your business? Give us a call at Banyan Creative.
"As a rule of thumb, your newsletter should be 90 percent educational and only 10 percent promotional."
Sam Casey is the Chief Creative Officer and Managing Partner at Banyan Creative.