Newsletters are long-haul engagement. They serve as check-ins with your subscribers, as well as offering generalised engagement points. Newsletters are a way of both driving and maintaining engagement – at worst they serve as a reminder of the relationship the recipient has with a brand, but usually, they do a lot more. Provide as many engagement points/links as you can within your newsletters, and you'll be surprised at what crops up!
Two particularly important groups for our purposes are customers with a one-time purchase and customers who have purchased multiple times. A customer is sometimes not considered to be loyal or repeat customer until they have purchased two to five times, in which case the single purchase segment is more akin to a warm prospect than a loyal customer.
When you send email from a real person, your email open rate increases. Plain and simple. This is because -- based on past tests we've conducted -- recipients are typically more likely to trust a personalized sender name and email address than a generic one. People are so inundated with spam nowadays, they often hesitate to open email from unfamiliar senders -- and they're more likely to trust a personalized sender name and email address than a generic one.
If you’re not already segmenting, this is a great place to start. CPC is a strategy-based customer segmentation tool focused on profile descriptor fields. For B2C retailers, this would include age, sex and geography. For B2B companies, this will consist of the size of the company, job role and the industry sector or application they operate in. This example shows a female and male creative with the products that are included in the content changing based on the gender.
Lengthy paragraphs are off-putting, but I do appreciate that brevity is a tricky skill to master! If you struggle with short copy, write your main body copy out in the manner that feels natural, and then take a (metaphorical) knife to it afterwards. You’ll be amazed at what can be cut without losing any of the sense or feel of the piece. If you really can’t cut it down, try chopping your copy into sections, or offering a ‘Read More’ option leading to the website.
Technology has a significant impact on consumers’ expectations, and those expectations impact how subscribers engage with your email marketing. Brands need to continually demonstrate that they know their customer, which can make it a challenge to stay on top of the evolving context of marketing. An email strategy can make all the difference between building a relationship with your customers and sinking without trace.
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