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Today, sending mass emails to subscribers is easy with various tools. But will they open and read them?
You likely have emails you eagerly open and others you ignore. To land in that coveted inbox, remember: you can’t please everyone. Focus on those who do engage with your emails.
Follow these 8 steps to optimize your next newsletter. Success starts with understanding the end goal first, not just crafting the subject line. With these tips, you will increase the number of opens and clicks, and, most important, the number of sales.
Crafting a great email is pointless if it’s sent to the wrong audience — it’s not only a waste of time but can also annoy recipients.
Know your audience: what they expect, care about, and don’t want. For example, don’t promote hiking gear to someone who’s more interested in indoor gardening. Segment your database into relevant groups, such as those interested in email vs. Facebook. Tailor your message to different types of recipients, like current customers versus prospects.
What do you want your recipient to do after reading your email? Register, watch a video, place an order, or read an article? Before writing, decide on your call to action. Everything in the email should drive toward this action, with strong arguments to motivate the recipient.
A clear call to action is crucial, whether it’s to click a link, complete a form, or make a purchase. Make sure it’s compelling and well-supported by your message. Perfect your CTA with this guide.
With your audience and goal set, focus on the email content.
Decide if it will be plain text, include a company logo, or use themed graphics. Choose a format that aligns with your brand and message.
Length: There’s no one-size-fits-all. If your email is valuable and engaging, a longer format is fine. However, avoid unnecessary fluff. Keep your message clear, whether short or long.
Structure: Break long texts into short paragraphs (2-3 sentences) and use brief sentences for clarity. This helps recipients skim and absorb information quickly.
For graphic emails, ensure clarity on both desktop and mobile. Repeat the call to action throughout the email to keep it top of mind.
Even when emailing many people, make each recipient feel like the message is meant just for them. Personalize the email to create a sense of direct communication. Collect first names along with email addresses to use in your messages or subject lines. Knowing details like gender can also enhance personalization.
As you write, envision your ideal recipient. Adjust your tone to match how you’d naturally speak to them: warmly, empathetically, or professionally.
In today’s world of shorthand and jargon, clarity is crucial. Avoid overcomplicating your message or using industry-specific terms.
Your goal is to convey the essentials without overwhelming details. Think of your newsletter as a straightforward guide, not a complex manual. Write in simple, plain language that everyone can understand quickly.
While every company claims to be the best, customers care more about how your product or service benefits them.
Instead of boasting about your strengths, focus on what you can offer the recipient. Explain how your product or service solves their problems or improves their situation.
If you claim to be the fastest or cheapest, clarify what that means for them. Address potential concerns about quality or long-term value.
Shift the focus from your achievements to the tangible benefits your customer will experience. Answer their potential questions and emphasize how your solution makes their life better.
With your email content ready, your next step is to grab attention with a compelling subject line.
When your email lands in an inbox, the recipient first sees the sender and then the subject line. An engaging subject line increases the chances of your email being opened. It should spark curiosity and stand out among the many emails they receive.
Avoid misleading subject lines. If unsure, test multiple options with an A/B test to see which performs best.
The preheader is the text that appears next to or below the subject line in an inbox, providing additional context. On mobile devices, it's often shown under the subject. If you don't set a preheader, email clients like Gmail or Yahoo might fill it with default content, which isn’t always ideal.
For text emails, the preheader usually includes the first few words of your email content. For graphic emails, make it purposeful rather than using default text like "If this email isn't displaying correctly, click here."
Using a well-crafted preheader can boost open rates by up to 30%!
And that’s it, now that you know these 8 simple steps, you can start creating winning newsletter campaigns with Parlo & watch your conversion rates soar like never before. Sign up to the free trial & try out this easy-to-use, affordable email marketing tool.
Remember, email marketing improves with practice. The more you send, the better you'll understand your audience’s interests. Mistakes will happen—just send a quick apology or fix the issue. The worst email is the one that never gets sent.
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