It seems like email has been around from the beginning of time, or at least the beginning of the internet. And as the most basic form of communication a lot of people are using email as a communication tool. Enter Newsletters
The Newsletter
Newsletter is a form of communication between you and your clients, customers or prospects. It’s an easy to use and inexpensive tool to promote your organization and business and a very understandable format for the receiving end.
Newsletters have the highest ROI (Return On Investment) among all other marketing tools. for every $1 you invest you will get $44 back [source].
There are more email users than Facebook and Twitter users combined. So are you there? do you have an email marketing strategy?
Listen to this short presentation about how to create your next newsletter:
Looking to ramp up your email campaign for 2022? Get in touch
Transcription of video below:
This is a direct transcription of the text in the above video.
All right. So let’s start even if, if you could help me with the slides I’ll, I’ll put my timer for 11 minutes and we can start. So for the past month, I’ve been talking about emails, marketing newsletters, and giving you some tips and best ways to promote your business through this tool. I’ll deep dive in this presentation.
Getting started
Hopefully you’ll learn some new things and maybe some of the things you already know. So next slide. Okay. So the two most important features that you might take away from this talk. There are three times more email accounts and Facebook and Twitter combined. That’s a lot of emails and email marketing is, has the highest return on investment any other marketing channel available.
A few facts about email marketing
So it, you know, it’s worth to invest in it. Next slide please. So a few facts, like I said email is very popular. These are numbers from, from last year 2019, there are 3.7 billion email users in around the world. Right? Next slide regarding that R I so one number we’ll take a look at it. $44 for each dollar.
You invest in email marketing, you will get back 44. So thinking about investing a hundred dollars a month or a thousand dollars a month, it really brings in a lot of money to your business. Next slide. Reading habits. So an email let’s talk about the 58%. How many of you read emails? First thing in the morning, I’ll ask even more.
How many of you read email while you’re in bed before you wake up? So a lot of people use email, so it’s a very important way to communicate next.
Automation
Automation who doesn’t want their business to run on automatic while they’re sleeping. So automation allows us to send emails automatically to our customer base to our user base. Well, we’re not even at our desk. And automation really is what drives people to react to your emails. Next we’ll talk. We’ll talk all about these points in the presentation. The next one is personalization. So I’ll ask you when we send the emails to these meetings, how many of you noticed their name in the subject line?
We found that having a personalization in your email really boosts up the, the way people interact. So six time higher transaction rates. When you put trends personalization inside of your newsletter. And we’ll talk about that even more. Next slide please. So what else I’ll talk about in these short 10 minutes is how does get started with email marketing the process the way that will help you ensure that your first campaign is a success.
And if you are already using email marketing what more you can do with it? Next slide, please.
Step 1: Goals
So, number one, the first step, as in mostly anything you do in life, you have to establish your goals. So with email marketing, you want the the email to be aligned with your company’s goals and key performance indicators.
So some examples why you would want to use email marketing. First off you want to drive traffic to your website, let people know about what you do, the services that you provide, you want to promote or sell a product reach out to your donor base for charity and for nonprofit, let them know what you’re offering increase ticket sales.
If you have events, maybe online zoom seminars, you can send emails about that and keeping your member base engaged. So if you are a member based organization, you want to keep in touch with your members. Always on the next slide, please.
Step 2: Your email list
The next step. Well, you want send emails, but you have to have an email list.
So how can we start building your email list? So a few options there. First off you import your current list. So if you have a list of customers, of prospects, of people have been in touch with you, you have them in a let’s say an Excel sheet or a Google spreadsheet. You import them into the emailing system.
Another way is to start building a list from scratch or continue building your list. How would you do that? An example you offer a valuable incentive and a simple way to subscribe that that becomes a large email list. So what can be available incentive? For example, you provide someone with a a worthy value, a PDF or a tips, or maybe if you have a store or a shop, you offer them first order discounts, meaning you subscribed to my list.
The first order you get 10% or 20% off, or even you get fee or express shipping. Where can we put the, these subscribe forms? Well, we can put it on a website in a pop-up on landing pages, maybe at the end of every post that a user reads on your webpage. And if you can go to the next side, we’ll take a look.
For example, how a subscription from looks like. So on the top of your site, you could have this green bar. It doesn’t matter. It can be any color, but all the user needs to do put in his email, click send me new posts and that’s it. He subscribed to your newsletter and now you can start sending emails.
Step 3: selecting the type of campaign
Select the type of campaign. We have various ways or various campaigns for our goals. And it depends on the goals we selected on step one. So it can be your regular distributed email campaign with content maybe promoting are talking about an article you wrote on your website.
Any event happening around the world, something that you want to pervade to your customers and give them a good value, a second option, a marketing offer. Maybe you give them a special discount for, for a product. Do you have, or a service announcement is another option. Maybe you have a new product and you feature something you want to promote.
And like I said earlier, an event invitation, so you have a webinar, you have a seminar, you have something going on. Maybe in a few months, you have something in person you want to send to people a notification of that event. So that’s another type of campaign. And if you move on to the next slide, we’ll see, for example how does a newsletter for inviting people to a launch of a new car would look like?
So you, you would have a very specific invite. This would land in your user’s inbox and they can either, you know, RSVP respond and attend your event.
Step 4: Building your campaign
So after we decided about our goal we have the audience and we, we know which type of campaign we want to send it. Start, let’s start building the campaign.
So a few points that will help you there. So, first of all, structure for easing reading a span for an average adult is eight seconds. Meaning if you don’t purvey the message in eight seconds or less they, they probably won’t be interested, so we want to make it easy. We want to make use of images to grab the attention, a good images to grab the attention, the visual to boosting engagement.
So having a great image on top of your newsletter really helps. I mentioned earlier personalize your email campaign. So if you add the, the first name or the person on the, his role. Which, you know, when you collect their data to the email, it, you know, when you see your name, it catches, it catches your attention ensure your campaigns are on brand and build trust.
So this is very important. So your campaign or your emails are not like floating around in space. They’re a part of your brand. They’re proud of your website. They’re proud of you look and feel. They’re proud of your. Letterheads. So we want to make that a concise with your newsletters. And once we design them, we take that into account.
And what we’ll show you in the next slide, how it looks like make it easy to convert. Yeah. So th this is, this is for example. Yeah, you can, you can go there out. I’ll keep talking. So this is keeping your site on, right? And so on the left on the, the big image is your website, for example, and on the right, you can see your newsletter.
So. The user wants, he jumps between your site and use letter has the same experience. And another point we’re talking about is to send more than promotional content. You just don’t just want to, you know, push and make people buy stuff. You want to give them great value. So how, how do we do that? A lot of people ask me, okay, we’ll get the system running, but what do we send?
What do we send?
You have the content, If you have a website. You send promotional materials to your customer base. So what can it be? It can be a company information, career opportunities. It can be about specific product and services infographics.
Well, you see the list. There’s a very long list and I I’ll even share a list of 50 content ideas you can do for your next emailing a newsletter. If you can go, go ahead to the next slide. Yeah. So as we know, if we don’t measure it, we cannot improve it.
Newsletter analytics
So with email, it’s very easy to measure with our systems.
We know exactly how many people opened our email, how many bounces, meaning how many emails did not reach their destination? What was the open rate? How many people clicked and which links they like, and we can all we can. Track that and know how to improve our next campaign, which items in our email worked and which did not work.
And then we can always look to improve our next campaign. If you can move on to the next slide, we’ll see a little snapshot of how the statistics screen look like. We can see the unique opens the people who didn’t open and by the way, a good open rate. Is between 15 and 30%. So if you’re thinking, Oh, I got only 50%.
No, that’s, that’s a great number. If you can go onto the next side and we’ll wrap up. So as I said, emailing is a powerful driver of sales and revenue, and it’s a great tool to boost your business and get more visitors, get more money into your business. If you follow these five steps and I’ll send you the link to this presentation, I’m sure that it will be easier for you to send emails to your customers.
