Remember the excitement of receiving an email? Well, those days are long gone. Nowadays, it can feel like we’re drowning in a never-ending flood of emails. So, the question is: do you let unread emails pile up, or do you take immediate action? Whichever side you’re on, there’s one thing we can all agree on: spam is the worst. Unfortunately, it seems to be all we get these days.
Junk mail is just that – trash. It’s content that no one wants or asked for. And as a brand and marketer, the last thing you want is for your email newsletters to end up in the spam folder. But here’s the catch: unopened emails are just as bad because no one is consuming your valuable content.
So, how do we prevent your emails from heading straight to the unread pile? It’s simple – your newsletter needs to be packed with engaging and useful content. Content that your readers genuinely want to dive into. Let’s make sure all your hard work gets the attention it truly deserves!
Get Ready to Have Some Fun: Creating Engaging Newsletters for Your Audience
Let’s face it, the word “email” often brings to mind a negative connotation. No one wants to think about their inbox while trying to relax on a Sunday night. Email has become a place of work, stress, and an overflow of unwanted messages. As marketers flood inboxes with newsletters trying to sell something, it’s no wonder people are quick to hit that “delete” button.
But here’s a secret: people actually find satisfaction in clearing their inbox. They get a rush of dopamine from the act of deleting emails. So how can you compete with that? By making your newsletter a pleasurable and rewarding read, giving your audience that same rush of happiness.
The key to crafting a successful newsletter is to ask yourself what your target audience will gain from reading it. Will they get that satisfying feeling of taking action? If not, it might be best to hold off on hitting send.
Now, here’s the challenge. What if you’re a new brand or an established one with stagnant newsletter content? How do you better engage your audience? Here are three tips to help you out:
1. It’s Not Just about You
In this digital age of marketing, the real magic happens when there’s actual human interaction. We’ve seen a transformation in the relationship between marketers and consumers. Instant feedback is now expected, and if people don’t like what you send, they will let you know.
Receiving negative feedback can be disheartening, but it’s actually a goldmine of valuable information. Take it as an opportunity to improve your brand experience for your core audience. They’re usually just asking for a better response from you.
Remember, email was meant to be a two-way street. As a brand, try to revive that model. The best way to find out what your audience wants is to simply ask them. It’s surprising how many well-known brands haven’t surveyed their audience in any way. Don’t be one of them.
You can start the conversation through your newsletter by posing a specific question and encouraging direct replies. Just make sure you’re not using a “no reply” email address, as it creates a bad user experience. Instead, personalize your approach and use a personal email address as the sender. Trust us, it makes a difference.
And don’t stop there. Integrate surveys or polls into your newsletter to gather actionable insights. This not only satisfies your audience’s need for creative conversation but also builds a community of loyal supporters who feel like they’re part of your journey.
While A/B testing is valuable, nothing beats hearing directly from your audience. Once you know what they want, give it to them, and watch as your open and click-through rates skyrocket.
Say Goodbye to Boring Emails: Spice Up Your Content with Pictures and Videos!
Gone are the days of plain, text-based emails. Now you can send attachments of all kinds – from photos to videos and more. Make the most of these new possibilities and give your readers a break from the usual letters and numbers. Captivate their attention with visuals that they’ve never seen before. After all, people are visual creatures, so make your content a feast for their eyes!
By incorporating different mediums into your newsletters, you’ll stand out from the crowd and captivate your readers. Say goodbye to generic emails that resemble bills. It’s time to switch things up and create engaging content that drives your audience to actually read and interact with your brand.
Make Your Newsletter About Them: Let Your Audience Shine!
Want to truly engage your audience? Include them in your newsletters! User-generated content (UGC) is gaining popularity, and it’s a fantastic way to involve your readers. Ask for quotes or images from your audience in one newsletter, and then showcase that UGC in subsequent newsletters. By making your emails not just for your audience, but about them, you’ll deepen the connection and keep them interested.
Incorporating audience features in your newsletters not only generates direct responses, but it also gives your readers a reason to stick around and keep reading. They’ll be eager to see themselves featured in your content, creating a sense of exclusivity and loyalty.
The Take Away
These three tips are just the beginning of boosting engagement rates from your newsletter audience. And here’s one more tip: consider giving your newsletter a catchy and clever name. If it’s still called “Newsletter,” then it’s time for a change. Today’s consumers are savvy and appreciate creative content. Make them stop and read, instead of deleting or unsubscribing, by delivering something playful or clever. When you click send, you should feel a rush of excitement, just like your audience does when they receive your content.
