Is an email newsletter right for your business? This type of content marketing is perfect for nurturing prospective customers and positioning your company as an expert in its field. But it requires more time and resources than other approaches. Here’s how to make sure that extra effort pays off:
• Understand your objectives. The primary purpose of e-newsletters is not to sell, but to inform. And the information you provide should supports your ultimate aims. When SYPartners, a business consulting firm based New York City, launched Unstuck, a mobile app that serves as a “digital coach,” they produced an e-newsletter alongside the app. It allowed them to get into detail about how the app could solve a range of different problems and “help encourage repeat usage,” says Nancy Hawley, vice president and general manager of SYPartners’ Unstuck division.
• Keep it focused. One common shortcoming of email newsletters is that they try to be all things to all people. Your newsletter should have a clear focus that informs the specific content in each mailing.
• Listen to the customer. In this age of social media, people expect two-way communication. Encourage and respond to feedback, and tailor your subject matter to match your customer’s interest. Ask readers which topics they are most interested in, and pursue those.
• Keep it brief. When it comes to specific content, keep it short, scannable, and easily digestible. Use bullet points and headlines to direct readers to content that interests them, and follow each brief article with a link to a fuller discussion online. This will help drive traffic to your site and let you know what content your readers find most engaging.
• Track results. Two things can tell you how well your emails are performing. Open rate is the percentage of messages that were actually opened by those who received them. While there’s no “best” rate, industry averages hover in the 25 percent range, according to a study conducted by ESP MailChimp.1 Many companies use open rate to gauge how well their subject lines lead subscribers to read further. Click rate (or click-through rate) is the percentage of readers who clicked on a link within the email itself. Generally in the 2-3 percent range, these indicate how interested subscribers were in specific content or calls to action.
By engaging your audience with a focused and informative e-newsletter, you can turn prospects into customers and customers into evangelists. And Business Optimum 60 and 100 internet packages, with up to 15 personalized email addresses, can help make any e-newsletter campaign look more professional.
To put Optimum to work for your business, call or chat today.
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