Catch my attention by telling me, what I need to know. And do it in an inspiring, honest and credible way. Leave out the noise. Then I promise, I’ll give you my time and read your story. The whole thing.
Every time we prepare a story for our newsletter in Globase, and the subject matter may not exactly be ‘headline material’, we try to use all the tricks in the book to help make the story more interesting. We are always on the hunt for the much wanted “click”, of course, meaning that our email gets opened and read by the recipient. And even though our click rates may never reach the level of Obama’s tweets, we still take comfort in the fact, that the email newsletter remains one of the marketing resources most succesful in generating traffic to our website and building and maintaining customer loyalty.
The content of Globase’s newsletter, for instance, is always taken through 4 main categories: Triggers to generate ideas for well-suited subject matters; deliberations in order to target the content of our story properly; the 5 standard check points – and then the practical/technical stuff. In the following, we’ll take a closer look at these categories.
- Is something happening in the world right now related to our company and/or our product, that is also influencing our customers?
- Is it possible for us – using our knowledge of our customer’s position on the customer journey as a starting point1, to describe the benefits of our product?
- Do any of our existing customers have inspiring stories we could share, on how they use or experience our product?
- Do we have any tips or tricks related to our product that we could share with our customers?
- Are there any news from the management or the organization that could be of interest to our customers?
Having the subject matter defined, we begin by asking ourselves:
- How do we target the specific subject matter to our customers?
- How do we make it interesting?
- What kind of customer needs are we meeting, when they read the story – does it make them better, wiser, more beautiful or just simply entertained?
- What needs do our customers want us to meet?
The 5 standard check points
- Remember to give your headline some careful consideration. Which headline gives the most clicks to open?
- Remember the key practices in regards to writing digital copy: A clear headline, a quick recap to begin with, sub-headlines and bullet points, short sentences.
- Would it make sense to use any digital tools to support the story? Could we add some variation, ease understanding or make it more interesting to read a story using visual info graphics, video, a survey or tutorial, a competition – or something else?
- Is the story easy to understand? Did we use too many technical terms, that are difficult to understand for “outsiders”? It’s always key to focus on clear communication.
- How do we best personalize the email (in order to get the most clicks to open)?
Always remember – it has to be easy
- The email width should not exceed 650 pixel – to avoid horizontal scrolling.
- Remember that your hook/ your personal message should be in the top of the email in order to benefit mobile displays.
- A good rule of thumb to go by is to stick to a maximum of one call-to-action per email, e.g. “Download now” or “Yes, please, I want to…” – and to remember to make a text-only version of the email, in case the recipient doesn’t download the images of the email.
Many studies2 show that email marketing has a high ROI (return on investment). According to DMA National Client E-mail Report 2015, email marketing has a ROI that is more than 70 to 1 for 1 out of 5 companies. A study from MarketingSherpa also shows that email is the preferred form of communication for 72% of the respondents. But – we’re still many out there fighting for our customers precious 1.440 minutes per day.
The way we feel about it in Globase is – we only open an email, if it seems worth the click. That is the road to our share of minutes.
Good luck getting your story out there!
You can get some more advice on how to improve your opening rates here:
How to make recipients open your newsletter.
Read about trigger marketing and how to target your emails even more – here:
Trigger Marketing – Every marketing manager’s dream