Set Your Newsletter Apart
Thursday, January 5, 2012
I’ve heard a lot of talk lately about the United States Postal Service shutting down different branches/locations and eliminating deliveries on Saturday. I can’t say that I’m entirely surprised to hear this. Since its arrival on the scene, email has continually been taking a bite out of the market that used to be handled exclusively by the USPS. For this reason, it’s more important than ever to be utilizing an email marketing campaign.
I’ve talked before about an email marketing newsletter being part of your website marketing Hat Trick. There are countless uses for an email marketing campaign. For example, email marketing campaigns work well for introducing new products or services, announcing a special sale or promotion, or simply to display your knowledge and expertise about your industry.
There are a couple of things that you can do to help make sure you get the most out of your campaign. First, make sure you have a strong subject line. Many would argue that the subject line is the most important part of a newsletter. A subject line such as “Company XYZ Monthly Newsletter” really has nothing to captivate the subscriber into opening the email. It is beyond easy for a user to simply delete a newsletter if they are not captivated by the subject line (I have several newsletters I get every day that are deleted right away because there is nothing in the subject line to spark my interest). While writing this blog, I received an email newsletter that I will definitely open – it’s from Domino’s Pizza and the subject line reads, "Carry out a $5 oven baked lunch". The subject line hit on many of the key areas that will interest users, especially if the email was sent out shortly before lunch hour like it was.
The second thing you should be sure to do is to use a custom designed template for your campaign. Your template should be designed based on your website because you should keep all of your online marketing consistent. Even with a great subject line, I'm tempted to delete an email if it doesn't catch my eye. A well designed email template will do just that. It will get you away from the standard black text and white background email we’ve seen for years. A custom designed template will allow you to easily add in your own copy and pictures while providing a design that will keep users engaged.