Is it Worth Your Time to Send Newsletters?
This week, one of our clients emailed us regarding concerns she had about sending her newsletter for the very first time.
She was mortified to see that she had a couple of spam complaints, as well a number of unsubscribes. She had been meticulous in ensuring that she only emailed clients that had requested to be on her emailing list and indicated they wanted to receive information from her.
I could sense from her email that she was really taken aback, and didn't know the best thing to do—should she continue to send emails or not?
And this is a good question, since email campaigns or newsletters can take a large amount of your valuable time away. Is it time to analyze YOUR email campaigns to see if they are working?
- Let people know you are still in business!
- Share success stories or testimonials.
- Share business information.
- Share promotions.
But you want to be sure you are doing it right. Here are just a few tips on sending emails to ensure that people open them and don't unsubscribe.
Note: Even if you do everything right, people will still unsubscribe from your newsletter. And often when people report your email as SPAM, they don't even realize what they are doing.
When it comes to emails, everyone talks about open rates and bounce rates. To understand better where your emails fit in, let's look at the average open rate for some of the largest email distribution houses. Their open rates range from as low as 6.68% to as high as 33%, with the majority landing around just under 20% (these numbers range based on industry, with the highest open rate being in the Religious Organization sector). And according to this Constant Contact article, bounce rates can go as high at 15%.
This is a great reminder that you have to personally follow up with your clients about every three months to ensure that you still have their correct information for emailing! People regularly change emails, especailly since Yahoo and AOL have changed their email capabilities.
There are a few things you can do to help your clients realize that it is YOU emailing them. If you are just starting to email people, they may not make the connection and realize that they know you.
- Avoid spam triggers in your subject line. Things not to include: discount amounts, and words like "Free" or "Percent off".
- Include the client's first name in the Subject line. (In Fiitfu you can do this by using the
((first name))button you see in your subject line.) A simple "Hi
((first name)),I thought you may find this interesting" personalizes the email. (And the shorter, the better.)
- Focus your email content on education. The general rule is that emails should be about 90% educational with only 10% focused on sales.
- Research what emails people like to subscribe to. Have you seen emails in your industry that people like? Do some research in your industry around what people want to read about and receive.
- Keep your design small and minimal. Make sure your email has a clear point that your readers see right away. Avoid long wordy paragraphs and break up sections with white space.
- Personalize the email opening. I always like to suggest that you personalize your email at the beginning so that people remember you first. If they have stated they want to be on your email list, then you can start off by saying something like the following:
((first name))! I am starting to correspond with my clients via email to share some great information on how Essential Oils can benefit your health, sleep, and more!
You are receiving this email because you indicated that you want to receive information from me, and I will be sure to make them short and informative. Thanks for checking this one out and feel free to send me back any feedback.
These are just a few tips. The most important thing to remember is that people get so many emails all day long. So what is going to make you different and stand out from the crowd? Keep it small, personal, and don't try to fit a ton of information into one email.