You already know that email is a very effective tool for communicating with your customers. Like to convince them to buy. Potentially, according to Hubspot, each email can earn you € 38 for each € invested. In terms of ROI (return on investment), you will rarely find better. As long as yours are effective. Forget the simple promotional emails and go to the newsletter that pays …
Turn the page (of the calendar)
One of the most important things, whether on social media or in emailing, is consistency. You can’t decide to send three emails a day, then forget about your subscribers for the next three weeks.
Your goal is to create an appointment, awaited by your
readers (don’t kid yourself, most of them will forget
that you will send them an email precisely every 1ers Thursdays of the month … they will remember just by opening it).
So your first step is to set a date on your
calendar. And stick to it. One newsletter per month is a
easy to reach goal, which gives you both time to
find out what you’re going to talk about, format it… and don’t
not overload your recipients!
Find your voice
Why do people subscribe to your newsletter?
Just to receive your promotional offers, to know your
new products or service offers… or also to have
the feeling of being part of a privileged club, better
to know you ?
If you get closer to the second answer, you’re already
on the right track: that of the converting mail. Otherwise, it is not
not too late to review all your communication.
Remember, people receive dozens of emails every day. Don’t just say that you are launching a new product: tell about its origins, your hopes for it, what motivated you to create it. Don’t just tell them about summer sales: make them dream by talking about the vacation you want to take.
For a more effective result, you will need to be a minimum
sincere: you are not going to force yourself to embody a
character who doesn’t look like you. However, you will put
human at the heart of your newsletter. And a human who
looks like: with humor if it’s part of
positioning of your brand, with a more serious mind if you
want to stay that way. But always with a personality that is the
yours, not that of others.
Don’t overdo it
If your email contains dozens of offers and links, you
will lose the attention of your readers. Arriving at the end
(if they go this far), they will have forgotten what you were talking about
beginning. Overloaded, they will not push the experience any further,
and won’t click on your links.
Too much choice kills choice.
You will simplify your life (and theirs) by focusing each
newsletter on one or two messages maximum. On the one hand, you
waste less time thinking about the topics you want
address. On the other hand, your email will be more readable.
Similarly, no need to write a long message like a saga in fifteen
seasons. People have no time, neither they nor you. Sometimes a few
lines will be much more useful than a novel. And you will have more
chance that they are traversed until the end or, at least, until
your call to action, the one you’re writing for.
Besides, an email does not necessarily have to have many visuals to be effective. Your logo, an image or a GIF… this is enough to start. The layout of the mail, although important, is less important than the content.
Follow the thread
If your content is to be impactful, it will be useless if it
is not read. The subject of your email, its header, must be
just as thoughtful as the dozens of lines that will follow.
Think of your newsletters as a story that would be told: a trailer, an intro, a plot that unfolds, then an end that remains in memory. Admit that it is still more pleasant to receive messages of this type rather than “big mattress fair this weekend”.
This does not prevent you from putting forward a promotion or a
event in your newsletter. You’re just going to design
other ways to present them.
Take your calendar now, and think about
events that punctuate the coming months. You will find
twelve potential topics to address in order to create a link with
subscribers to your newsletter. You just have to think about it
the way you fill out the first one
(or have it written by someone else). A message, a
story, a call to action. It’s short, efficient … and you
will have everything to gain.