When a simple adjustment can deliver 10 times the results, that’s a pretty good deal, right? How would you like to make 3 simple adjustments to email newsletters for 10 times growth? Well, you came to the right place.
Email marketing is still one of the most cost-effective methods of marketing and promotion, but effectiveness depends entirely on how well the message is written, designed and delivered.
Most of the time, quality control is an overlooked task.
Radio station email newsletters are somewhat of an ordeal. I subscribe to over 200 of them, and every day look forward to finding a new idea or tactic that can be borrowed.
But the vast majority of the time, the newsletters are disappointing. They’re full of text written from the station’s point of view. There are plenty of offers to go to a client event or get a free dessert when buying a meal, but little extra value for fans. And sometimes there is a list of community events.
Yawn. Not very interesting or exciting, especially when compared with all the other newsletters and offers that show up day after day.
But there is hope. It’s not that hard to improve email newsletters.
First, understand that this is a discipline. It’s going to take some work.
Second, a great newsletter requires someone on the team to take ownership of it. The newsletter has to be a priority to at least one stakeholder.
Once those things are in place, getting great results isn’t that difficult.
One more thing: The headline says 3 Simple Ways to Make Your Email Newsletters 10 Times better. Yep. It’s simple. But simple isn’t always easy. Simple usually requires a shift in understanding and definitely demands adjustments.
3 Ways to Make Email Newsletters 10 Times Better
Here’s what you need to do to engage your audience more!
Shorten Your Writing
This advice sounds familiar, doesn’t it? Just as programmers work with air personalities to tighten a radio break, reducing clutter in emails is sound advice.
Most newsletters have way too much text. Start fixing this by shortening each sentence. Check it out yourself. Most sentences are full of extra words.
Here’s an example:
WXXX has your tickets to the upcoming concert featuring Michael W. Smith and Amy Grant on (date) at (time). These legendary performers will be at ( venue) and we’d love to put you in the front row with a family four pack of tickets. To win, just listen to (show) at (times) on (days). When you hear a Michael song followed by an Amy song, be the 95th caller and you’ll instantly qualify for this unforgettable concert event. You can win four times a day, between 6 and 9am, from 11-2pm and afternoons from 3-6pm. The more you listen, the better your chances to win. Then, be sure to tune in to the morning show on May 14th for the grand prize drawing. And we’ll set you up with a family four pack you’ll never forget.
This makes your head spin, right? Who’s going to read all of that? Nobody. It needs to be shortened. What’s important here?
See Michael W. Smith and Amy Grant from the front row…with your family. Listen tomorrow morning at 7:45 to win.
Much better, right? It’s clear, easy to understand and says everything you need to say. And it has a chance to be read. Plus, it sounds so much more possible to win! Just listen tomorrow at 7:45. Easy! This has a much greater chance of being successful, and it leaves more room in the newsletter for a larger graphic.
Email newsletter readers are just like you. They read those emails on scan. When there’s too much text, they scan right past the message.
2) Make Every Line Count
Once the length of each sentence is tighter, get rid of sentences you don’t need.
Try to get each email down to 5-7 lines. Total. Seriously? Yes, really.
That’s more possible by using photos, graphics and video to punctuate the newsletter. Photos and video punch up the message and draw the eye to content. The right graphic fills in detail gaps. Just be sure to avoid filling the image with a bunch of text. A little is okay, but if the text just transfers to the graphic, the problem is still there.
This is all about editing. Go through each line and scrutinize the copy for clarity and understanding. Then go through it again to check it for excitement. Does it feel like fun? Is it something you’d respond to?
The goal for each newsletter should be to entice the reader to take action. It’s not to persuade. That’s why details get in the way. Just get them to the next step and let a landing page explain it from there.
3) Focus on the Goal
Are newsletters still too long? You’re probably trying to do too many things in one message or there are too many messages.
Of course, if the newsletter has just 5-7 total lines, that means there will be fewer items in the newsletter. There isn’t room for more. That’s not the goal of editing, but it’s a delicious bonus. This will force decisions to include only the most important content.
Long newsletters or cluttered emails with several topics are mostly ignored. Even if the information is interesting, the reader probably saves for later viewing. And if the reader comes back later, the moment is gone. It’s too late to turn them into participants.
Emails will be more successful when there’s a defined purpose or goal for the email. Focus on one goal and stay focused when creating the message. Then measure success by tracking response rates to that single, clear message.
If it’s hard to figure out a goal for the newsletter, prioritize. What’s important to your brand? And how can the brand messaging move forward? Go with that as the focal point.
Once the email is finished, save it. Don’t hit send. Come back in a couple of hours. Read it again with the goal clearly in mind. Now delete everything that doesn’t support that goal. It’s amazing how many edits you’l find.
See? Not so hard, is it?
Put these three tips into practice for the next email newsletter scheduled. Then, gather results from that newsletter. Finally, review the last 2-3 newsletters and compare them to this new approach. This should be an exciting discovery. It works!
You’ll see email newsletter results improve immediately.