It is no secret that today a large proportion of online users communicate with companies via emails. The reverse is also true – many companies send regular email updates to their clients, better known as email newsletters. Therefore, it is paramount that you and your marketing team know how to build email lists and write catchy email newsletters. Newsletters that are comprehensive, informative and attractively designed.
Email newsletter are effective in building strong relationships with potential customers and help them become permanent and loyal clients. For your email marketing campaign to be effective email newsletters should be written intriguingly, with an unconventional approach, and slightly catchy whenever possible. Preferably with naming – this is how personal attention to the customer is demonstrated.
But how to build email lists and write captivating email newsletters so that you attract the attention of your desired audience? How to encourage them not only to open and read the email, but also to visit your website or online shop and to make a purchase? What are the rules of email list building? What are the elements of the captivating email newsletter and how to implement them into your digital marketing campaign? Let’s find out!
Tips on building email lists
1. Generate high quality leads on your website
The first and most important step for building effective email lists is to generate high quality leads on your website via email newsletter subscription forms. The easiest and most appropriate way is to place a form inviting your website visitors to subscribe to the email newsletter. These can be either on social networks or on your website (or both). The form should be visually appealing and functionally simplified.
2. For building effective email lists, attract your target customers
Photos, articles, event announcements, gifs, funny drawings – these are the things that an email newsletter should cover. By uploading traffic-generating content, you increase the chances of your company being found by search engines and your service/product being presented first to customers. Categorize customers into separate lists so as to target specific email newsletters.
3. Create an attractive and high-quality content in exchange for an email
It could be: e-books, infographics, podcasts or recorded video webinars. They are sources of specific knowledge and show the expertise of the brand. Exchanging them for customer data is a good way to collect email leads and build email lists.
4. For growing your email lists, use special offers by email
Special offers are a strong incentive for potential customers to subscribe to a company’s email newsletter. A large number of customers do not want to receive emails for fear of spam or viruses. Special or promotional offers are the motive that can make them overcome those worries.
5. Facebook contests, quizzes, games
A must-have element of any digital marketing strategy. Easy to create and style, they provoke your customers to be active participants on your Facebook page while having fun. In this way, a large database of high-quality leads can be created. This type of communication requires customers to provide their email.
6. For building effective email lists, use call to action buttons
It can be tuned to different goals and can be used very effectively to collect leads. Place these on social media and on your website.
7. Via RSVP forms embedded in email newsletters
Allow data to be collected about potential customers who have attended a promotional event organized by your company through feedback. Click-through rate determines the relative success or failure of an email campaign, based on the recipient engagement it achieves.
8. Email lists and Conversion rate
Basically, a conversion is what happens when an online user does something you wanted them to do. If an e-book download is available in an email newsletter, anyone who downloads the book has been converted into a lead. Conversion is directly related to the call to action button (CTA) and is the goal of email marketing. This is the most important metric for determining the success of an online marketing campaign.
9. Bounce rate
Determines the percentage of emails sent but not delivered to the target audience’s inbox. In general, 2 types of bounce rate are analyzed – hard and soft. With soft the user has problems with his e-mail. In case of hard – there might be problems like invalid email address, closed email etc. These should be deleted immediately from the email lists.
10. Email lists volume and growth
It is always necessary to monitor the dynamics of the email lists and analyze the increases or decreases in the number of contacts in the email lists.
11. Email forwarding, sharing
Existing users should be encouraged to forward the email newsletter to their friends and business partners. In this way, email lists will expand exponentially.
12. Specific indicators
They answer questions like “How many customers are attracted through email campaigns?” and “How do certain customers affect revenue?”.
How to write catchy newsletters?
1. Title
The title of the email newsletter should attract attention and be as catchy as possible.
Use a headline that conveys the benefits of connecting with your business and indicates a personal touch and/or call to action.
2. A body of information
To keep potential customers interested, email newsletter content must be of high quality and useful to your audience.
3. Images
Our mind processes information from a picture 60,000 times faster than from text. All of this happens within 13 milliseconds. Use quality images to stimulate the interest of the target audience.
4. Integration with social networks
Best practice is to embed a link to social networks. Thus, the reader will be able to share the content of the email newsletter on their favorite social network. For example, Twitter, Instagram, Facebook, and Pinterest.
To convert your visitors into customers, you must “educate” them about your services and products by giving them the opportunity to virtually use your product or service, through the prism of a training video, webinar, case study or e-book.
5. Examples of interesting email newsletter topics
- Promote a post on the site
- A review of a product or service
- Opinions and reviews about the product or service from customers who have used it
- Sharing helpful tips or advice
- Discount offers
- Information on special or private offers
- New products and services
- News and current information from the industry
- Promotion of games and contests in social networks
- Examination and analysis of examples from practice (case studies)
How to build email lists and write catchy newsletters – final notes
In the present conditions of fierce business competition, skillfully and talentedly written email newsletters can become your faithful assistants, ambassadors and mediators between your business and the ideal customers.
Email newsletters present a powerful tool to achieve high sales growth and expansion of your business. Don’t underestimate the power of email lists and email newsletters!
In the meantime, if you prefer to use an outside professional help for your email marketing strategy, feel free to contact us and learn more about our online marketing services. Find more information at Sylably.com or on our flagship Facebook page. Additonally, get a quote via this form.
Read also: How to use email marketing for my business?
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