Let's start with a quick test. Go to your email inbox. How many unread messages do you have? I just checked the dreaded red bubble on my iPhone email inbox: I have 278 unread messages across my personal and professional accounts.
How about you? How can your e-newsletter possibly hope to gain attention in the average American's over-crowded inbox? It's time for an e-newsletter overhaul! Pull up your most recent one, and read on for an optimization plan that will help your email marketing campaign deliver strong results.
Newsletter Optimization Plan
Tip #1: Plan your content
Your e-newsletter content should consist of about 90 percent educational and informational content and 10 percent promotional content.
Not sure what to include? The best way to plan your e-newsletter content is to listen to your customers. Start capturing all of the questions you find that you are answering on a regular basis to create a running list of informational topics to cover in upcoming e-newsletters.
Next, take the time to craft these ideas into an executable schedule of monthly e-newsletters for the next 6 to 12 months.
Tip #2: Utilize a third-party email service provider
While the vast majority of businesses have migrated their mass email efforts to an email service provider, it's still worth noting that attaching a PDF to an email and copying all of your customers' email addresses into the BCC field is not acceptable. Not only does this outdated practice break SPAM regulations, but it also presents your business in a poor and unprofessional light.
In addition to SPAM compliance, which we will dive into a little deeper below, an email service provider can offer you many other benefits including easy-to-use templates, built-in mobile optimization, list management and access to performance metrics. Ask your service provider for their advice on which tool will work best for your needs.
Tip #3: Make it mobile-friendly
Simplicity rules for the mobile user. When building or selecting an e-newsletter template, be sure it renders well across today's most popular mobile platforms. Complex, multi-column layouts don't render well on mobile, so select a simpler, single-column layout to appeal to mobile users.
Don't bury your most interesting content and links. Most users won't scroll down looking for compelling content if you don't hook them at first glance. Speaking of links, consider making them a bit larger so they are more finger-click-friendly.
Tip #4: Lead with a strong header
There is a recipe for success when it comes to email headers; don't miss any of these key header components:
- Strong store branding
- Clickable URL directing traffic to your homepage
- Your phone number
- Social sharing and send-to-a-friend links
- Image Alt Text, which displays when images are turned off—a default setting in many email programs.
Tip #5: Keep your content simple and focus on key calls-to-action
People are busy. Long scrolling emails with lots of text just won't get read.
Use strong headlines and minimal teaser text to entice readers to click through to read more on your dealership website and blog. I recommend building or selecting a pre-designed template that includes three to five main content areas.
The ultimate goal of your e-newsletter should be to get people to take action, whether in the form of a click to read a full how-to article or to access a printable copy of an in-store promotion. Make your email so simple that readers know exactly what you want them to do.
Tip #6: Optimize your newsletter images for email
Visuals help to grab a reader's attention, so it's no wonder a common mistake that rookie email designers make is to simply design the email as a large, single graphic. This practice will almost certainly earn your email a one-way ticket to most people's SPAM folders.
Your email should strike a balance of approximately 80 percent text to 20 percent images. And because those images will likely not display by default in most people's inboxes, be sure to label your images with relevant Alt Text describing to the reader what is pictured if they have the images turned off.
You will also have the opportunity to link your images so that, like your text, they are clickable, too. A best practice is to direct the reader to the same piece of content being promoted in the related text areas.
Tip #7: Make it easy for readers to unsubscribe
Comply with SPAM laws by adding an easy-to-find "unsubscribe" link in the footer of your email. Here is where working with a third-party email service provider makes it easy, as they will handle the setup process for you. Their services also include a setup to help to prevent you from sending future emails to those who have already unsubscribed. If you send regular promotional emails in addition to your email newsletter, setup a subscription center that allows users to select the types of messages they would prefer to receive from you, and how often they would prefer to receive emails (daily, weekly, monthly, etc.).
Tip #8: Carefully consider personalization
Many email service providers give you the option to personalize your email marketing messages by merging data from your customer records into the email. Instead of a generic greeting, readers will be addressed by name, such as Hello, John or Good Morning, Sally.
Personalized content can be incredibly powerful if—and only if—your customer records are properly managed. Receiving an email addressed to
Tip #9: Improve subject lines
Remember my overflowing email inbox? How do I possibly get through hundreds of emails? The honest answer is: I don't. And that's why I saved the often-overlooked email subject line for last, as it very well may be the most important element of your e-newsletter. Like most people, I scroll through my long list of emails looking for known senders and subject lines that grab my attention—I read those first. I don't, however, go back to read the rest; I delete them en masse without a second thought.
So how do you compete? Compose email subject lines that are engaging and benefit-oriented. You want to keep them short and sweet, as many email programs cut you off at a scant 60 characters. Use action words to immediately grab attention.
Need a little more inspiration? Turn to your own email inbox and print out the email newsletters that appeal to you. Examine why you like them and pay attention to what words entice you to read them. Then apply those attributes to your company's e-newsletter.
Remember, just like any other business-marketing effort, your e-newsletter will always be a work in progress. Review your analytics often to see what's working, and don't be afraid to be bold and try new things—it might just pay off!
This article is the eighth of a 12-part series on digital sales and marketing. Each segment focuses on online solutions and provides the insight and resources necessary to be successful in this area of business.
