Use segmentation to target your customersWhile most email newsletters will go to your entire list. Your organization may have a different structure. If your company serves multiple different verticals. It may be wise to craft different types of content for each of those industries.Or maybe you have newsletter subscribers in different regions. In which case it might make sense to have specific content for each.Rip curl. Australia’s leading surf brand. Uses dynamic content to drive conversions.Don’t let newsletters shut you into a typical “here are our company updates” box. One of the biggest mistakes companies fall into with their newsletters is making it all about them. Your email subscribers don’t want to hear about you. They want you to deliver them valuable content. And the more personal you can get with them. The better.
Your marketing team should
Your marketing team should already be a/b testing. If they’re not. They ne to start doing it now. As much as we might want to say we know our audience and the types of emails they prefer. We’re never going to know as well as our audience asia email list themselves. And a/b tests give your audience a chance to tell you what they prefer.Marketers who a/b test generally see far better engagement metrics like open rates and click-through rates than those who don’t. So you ne to make a/b testing a priority.As a result. You’ll know what works and what doesn’t with your audience. Which you can use to inform your email marketing strategy moving forward.
Watch your email frequency and timing
Sending emails too often can result in unsubscribes from your email list. But sending emails too infrequently can result in your subscribers overlooking them.The annoying thing is. Figuring this information out is usually Aolists completely unique to each company. There’s no magic solution to this puzzle. You can look at other companies in your industry to see how often they’re sending as a start. But ultimately. If you test it and make tweaks. Your data will tell you what frequency your audience responds to.Craft a compelling call-to-actionTypically. When a company sends a newsletter. They have something they want to link their readers to. Maybe it’s a piece of content on your website that you teas in the newsletter. Or maybe it’s a new product if you’re an ecommerce company. Either way. Crafting a clear. Compelling call-to-action will help make sure readers get where you want to send them.
