Email newsletter best practices for local businesses

Email marketing, Eugene

Email marketing is one of those digital marketing basics that sometimes gets forgotten about while chasing the latest fad. People that actively want to hear about your industry and what you are offering, are some of your most valuable customers, and sending an email newsletter gives you the opportunity to reach out to them at a very affordable cost.  Eugene area businesses should utilize this tool.

Here are a few best practices for putting together your email newsletter.  If you need help getting started or just want some advice feel free to contact us anytime.

Create a great subject line

You can go to a lot of work crafting a great email or newsletter, but without the right subject line you have a really low chance of your email ever being opened. The best email marketing subject lines are a mixture of art and science, as you need to be specific enough to explain what the newsletter is about while also being creative enough to give the message personality.

Experiment with different subject lines to see which ones work best with your specific audience.  You can also use A/B testing to see which of your subject lines has the best open rate.

Focus on one primary call-to-action

What’s the action you want readers to do when they read your newsletter? Sign up for an event? Share your content with their social networks? Click back to one of your blog posts? That’s your primary call-to-action. Make sure this gets top billing.

That doesn’t mean you don’t want secondary calls-to-action, just make sure they don’t compete with your primary and fit your overall goals for the newsletter. The point here is to put some thought into what you want your reader to do and put the primary attention on one item.

Share educational content

Your newsletter shouldn’t be one long continuous sales pitch. It’s okay to talk about your products and services some of the time, but the majority of your content should focus on adding value by providing educational content.

What’s educational content? Think about the information your readers would be most interested in based on questions you typically get. Include helpful how to’s, tips, resources, and industry trends.

Make your content easy to read

You want your newsletter to be as simple and easy to read as possible. Instead of trying to include lengthy articles in the email, break things up into smaller chunks and link readers back to your site to read more.

Be visual

The right photos and images can make your content stand out. They not only pull readers in but they also reinforce your messaging.

If you are looking for images to use buffersocial put together this list of free image sources. Just be sure you understand the copyright of any image you are going to use. You can also purchase photos on sites like istockphoto and thinkstock.

Test and analyze

Once you start sending out newsletters, you have a chance to learn from what you are doing. Don’t be afraid to play around with your subject lines, formatting, and calls-to-action to see what works best for your specific audience.

Contact us

If you are new to email marketing and want help getting set up, or need help with strategy or design give us a call.