MAILERS & NEWSLETTERS
Create Emails That Convert: Koda's Guide to Writing Mailers and Newsletters
Picture this: you open your inbox and find two emails awaiting your attention. The first is a rather uninspiring mailer with a generic subject line – “Company Newsletter April.” The other is a personalized newsletter greeting you by your first name and teasing an intriguing topic – “John, Discover 5 Ways to Boost Your Productivity Today!” Which one would you open?
Most likely, the latter. In the crowded realm of digital marketing, crafting compelling mailers, and newsletters is often the deciding factor between your content being read or discarded. Mastering the art of writing impactful mailers and newsletters is crucial for businesses. They are powerful tools to build relationships, maintain customer loyalty, and drive conversions. Let’s delve into the essentials of crafting compelling mailers and newsletters that your audience can’t resist.
Understanding your audience
Understanding your audience shapes everything from the tone of your writing to the content you include. Are they industry professionals needing in-depth information, or are they casual readers looking for top-level insights?
For instance, a newsletter for tech enthusiasts might contain detailed product reviews and industry news, whereas a mailer for a clothing brand might include personalized style recommendations and special offers.
KODA Tip: This understanding is more than just knowing your audience’s demographics; it’s about grasping their needs, interests, and how they have interacted with your brand. Harness the power of audience analytics tools such as Google Analytics, Adobe Analytics, and SEMrush to segment your audience based on various factors like their behavior or past interactions with your brand.
Crafting compelling subject lines
The subject line is your first impression. It determines whether your email gets opened or ends up in the trash. According to a study by Campaign Monitor, emails incorporating personalized subject lines have a 26% higher probability of being opened. Consider using intriguing questions, urgency-creating phrases, or personalized elements like the recipient’s name or city.
Example: Instead of a bland “Product Update,” try something more engaging like “Discover Exciting New Features Tailored for You!”
KODA Tip: The subject line of your mailer or newsletter is like the cover of a book – it’s the first thing your audience sees, and it can determine whether they’ll open your email or not. A compelling subject line uses actionable language and evokes a sense of urgency or curiosity.
Writing engaging content
The heart of your email is the content. Make sure it’s valuable, unique, and engaging. Structure your content with a clear introduction, body, and conclusion. Use bullet points, headers, and short paragraphs to make it scannable. We suggest using a story-telling approach to create a connection with readers. For example, if you’re a fitness brand, share success stories of real people who’ve transformed their lives through your products.
KODA Tip: In your mailer or newsletter, every line must earn its place. Start with a captivating introduction that hooks your reader instantly. Clearly articulate the value of your content. Translate complex information into digestible chunks. Use bullet points for easy reading, and remember the golden rule: less is often more.
Design and layout
Aesthetics matter. A visually appealing mailer or newsletter can boost your engagement rates significantly. Embrace a clean, organized layout that mirrors your brand aesthetics. Use visuals like images or infographics to break up text and underscore key points. The design and layout of your email play a big role in user experience. Keep it clean and simple, use high-quality images, and ensure it’s mobile-friendly. Break up your text with images and use visually appealing colors. For example, if you’re a food blog, include mouth-watering images of recipes you’re featuring.
KODA Tip: Email marketing tools often provide customizable templates, making it easier for you to create stunning designs.
Personalization and customization
According to Active Trail, 56% of total revenue generated can be accredited to personalized emails, while a lack of personalization can lead to a loss in potential sales by 52%. Personalization extends beyond merely adding the recipient’s name. It involves tailoring your content to match the recipient’s interests, needs, or past interactions with your brand. For instance, a customer who recently viewed a specific product on your website might appreciate a personalized mailer offering a special discount for that product. Use data you’ve collected about your audience to segment them into groups based on their preferences, behavior, or location. Then, customize your content to suit each distinct group.
Crafting compelling CTA (call-to-action)
Call to Action (CTA) serves as the directive that encourages your readers to take a specific action, which could be anything from making a purchase, signing up for a webinar, downloading an eBook, or visiting your website. The CTA is your ultimate conversion driver, bridging the gap between passive reading and active engagement.
Calls to action best practices
- Clarity and Conciseness: Ensure your CTA is clear and concise. The desired action should be unmistakable to the reader.
(Use specific, actionable language such as “Download Now” or “Subscribe Today.)
- Create Urgency: A compelling CTA often creates a sense of urgency or offers a clear benefit.
(Phrases like “Limited Time Offer” or “Get Your Discount Now” can prompt immediate action.)
- Stand Out Visually: Make your CTA visually prominent. Use contrasting colors or buttons, and consider their placement for optimal visibility.
- Personalize: Personalized CTAs can improve conversions. Tailor your CTA based on your reader’s preferences or past behavior for a more targeted approach.
- Test and Optimize: Perform A/B tests with different CTA designs, placements, and phrases. Use these insights to continuously optimize your CTAs for better engagement and conversion rates.
Measuring success and optimizing your strategy
The final, yet incredibly crucial, aspect of a successful email campaign is the ability to measure its effectiveness and adapt based on the insights gained. It’s not enough to merely send out well-crafted emails; you must also assess how they perform and how they can be improved.
- Utilize A/B testing to experiment with different email elements such as subject lines, content structure, and design, discovering what engages your audience more effectively. Monitor the effectiveness of different strategies.
For example, a question in the subject line may yield a higher open rate than a statement. Determine which content engages your audience more, such as personal stories versus data-driven pieces.
- Track key metrics including open rates, click-through rates, and conversions to understand your audience’s behavior and gauge the success of your emails. Understand your audience’s behavior through these metrics: Are they opening your emails? Engaging with the content? Taking desired actions? Use the insights gained from these metrics to refine your email strategy, such as optimizing send times or content types for better engagement. Determine which content type drives more conversions and adapt your strategy accordingly.
Constantly stay in tune with your metrics and allow them to guide you toward more effective communication. Remember, continuous improvement in email marketing is achieved through consistent data analysis and adaptive strategies.
As we wrap up this journey into the world of mailers and newsletters, let’s distill our learnings into a few key takeaways:
- Understanding your audience is the cornerstone of successful communication.
- The power of an intriguing subject line and engaging content can never be underestimated.
- Personalize and segment your emails for enhanced relevance
- Always include a compelling CTA.
- Prioritize design and layout to ensure an optimal user experience
- Never forget the power of data in driving continuous improvement.
As you harness these strategies, remember that email marketing is not a one-size-fits-all game. It’s a dynamic dance between you and your audience, constantly evolving and adapting. So, stay flexible, stay curious, and most importantly, stay connected with your audience. Happy emailing!