Newsletter Marketing, may be old-school in the age of social media marketing but it is still one of the most dependable marketing tools available. It is very cost effective and most importantly, reliable. In this post we will discuss 6 newsletter marketing tips. Alternatively, if you want more information on newsletter marketing tips, check out the webinar on ‘Newsletter Marketing Best Practices’ here.

Newsletter is a communication mechanism where you are sharing information which is of interest to the subscriber and by virtue of doing so you are engaging them with your business. Here are the two key features of newsletters:

  • Regularly distributed publication
  • Content is of interest to the customers 

Newsletter marketing is not:-

  • Sending emails only about your own business, product promotions
  • Sending unsolicited offers and spam emails

Given below are graphs published by the Internet Marketing Division of Medical Management Associates. The Internet Marketing Division have been designing, managing, and marketing custom medical websites since 2000. The graph provided by them shows how newsletter marketing drastically helped the healthcare consulting firm in bringing leads to their website.

newsletter marketing tips

What is the purpose of newsletter marketing?

The purpose of newsletter marketing primarily is to engage and nurture subscribers (customers and prospects), and provide content that would address the problems or questions of the target audience.

For example, in an education business, where students are being prepared for a certain test; in this case, you would send content to them that is relevant to the students like dates of certain examinations, course structure, etc.

For marketers, newsletters carry three primary benefits:

Cost effective way to get the mind share of your subscribers.

Cost effective way to find out the interests of your subscribers.

Gain new subscribers/businesses: If what you share in the newsletter gets shared by your subscribers with their own contacts then you land new subscribers or businesses.

Who should consider doing it?

Any business or organization who is serious about engaging the customers, prospects or constituents should consider doing newsletter marketing. There are cases when the business may be small and therefore, you may not have a bandwidth or a team to run newsletters. In such situations, it is understandable. But if you have a marketing budget available, you should really consider newsletter marketing.

6 Newsletter Marketing Tips:

Here are a list of six newsletter marketing tips that will help you enagge leads better and will perhaps bring about a positive change in your website traffic

1. Build Opt-in Subscriber Database

Building opt-in subscriber database is one of the most important newsletter marketing practices. You can build your subscriber database from leads on your website, blog, social media profiles, events, personal meetings, and other lead generation sources. You must also remember to honour the ‘unsubscribe’ requests with any delays.

2. Segment customers

If you provide multiple products or services then it will make sense to segment your subscriber data into logical groups. Segmentation is handy and useful and one should try and do it if multiple types of audience that you are catering to.

If you don’t segment then it is likely that whatever content is shared will not be of relevance to some of your subscribers and it drives unsubscribes.

3. Create relevant content

The content is actually the most important part of the newsletter, and not the design. So make it relevant! Create content keeping in mind the kind of content your target audience would find interesting. Given below is a table comprising content that differs, depending on the type of audience:

Relevant content edited

4. Work on your design

The best design practices for newsletters would be similar to email campaigns. They include the following:

  • Be consistent with fonts, colour themes and layout
  • The design should ensure the email is readable (fewer italics)
  • Try to cover fewer topics (two to three)
  • Use attractive images/visuals; put Alt Text on images
  • Include social share links
  • CAN Spam compliance
  • Personalise the message body
  • Follow subject line best practices.

5. Frequency

The frequency of your newsletters depends on two factors-

Ability to put together the content – If you think it takes too much effort to do it every week then don’t send newsletters every week. Send it every fifteen days or once a month.

Interest of your subscribers in receiving your content – If you’re subscribers find it painful to read newsletters every week then avoid it. You will be able to find out this information through your weekly subscriber frequency. If the unsubscribes go up, then you would know that it isn’t working. In some case, your good customers will call you and tell you if your newsletters are too frequent.

6. Ensure Deliverability

Pick a reputed email service provider

Avoid words that tantamount to SPAM in subject and body

Some designs are prone to land in junk/spam – test our design

Always provide unsubscribe/opt-out link

Remove email addresses that are invalid or contain profane words

Maintain a Suppression List Sender Email Address

Reply-to address should be from valid domain

Email Campaign reports, like the one given below will tell you how many newsletters were delivered and how well they performed, based on ‘opens’, ‘clicks’, etc. (If you are using a tool to send newsletters, it would be easier for you to analyse your campaigns)

Analyse Campaign Performance

I’d advise you to follow our newsletter marketing tips, especially if email marketing is a serious lead generation activity for your business. For more newsletter marketing tips, check out our blog post on “Newsletter Marketing Best Practices” Webinar, here.

This article is a continuation of my previous blog post on ‘How to get started with website SEO’. You can also take a look at the webinar here. 

Question 1

How to rank higher in general Google search?

Here are a few things that you should keep in mind to rank better:

a.) Provide unique & informational content in your website and blog. Make sure, your posts are 250 words+ for Google to find them.

b). Update your blog every once a while. Google likes fresh content.  If you have not launched your blog, fill it with

c). Do not stuff your content with keywords in an attempt to better your SEO. keep it contextual. The headline and your body content should match. Trust me…it does not work. You cannot trick Google.

d). Use long phrases as keywords rather than just a word or two. Use Google Adwords tool to find out your desirable keyword.

e). Add social media buttons to your content so that people share it online.

f). Another great way to rank higher is adding your local business details on Google+. Here is an example. When someone types in ‘Jewel Stores in Bangalore’, the first searches on Google always show stores which have Google+ pages.

g). Social signals work really well in Google. Make sure you are active on social networks, especially on Google+.

h). Its vital to give your pages a strong meta title. Content which is ‘untitled’ does not rank. Whenever possible, insert the keyword phrase in the page title.

i). Avoid using Flash. It may look appealing, but in SEO, its a complete NO NO. Moreover, its worse for mobiles where they may never render.

j). Provide Alt tags to all your images.

k). Avoid posting duplicate content – same content on more pages than one. Google indexes content only once.

l). Use Google Authorship. This way, your Google+ profile will be linked to your published posts, your image will appear in Google searches next to your blog and also you will be deemed as an expert in the field.

Question 2

How do I prevent my content against theft?

a). Contact the blogger: Contact the blogger via email or phone. You will get contact information from the ‘About’ or ‘Contact Us’ page. Inform the blogger that the content he/she has ‘stolen’ is copyright safe and be sure to add the link of the post that is in question.

b). Ask them to pay: For the content that has been ‘stolen’ you can ask the blogger to pay in order to use the content.

c). File a DMCA complaint: If the blogger does not remove the content, file a DMCA complaint against the blogger. 

d). Register your copyright: Make sure you have a copyright notice on your blog. It need not be on every page, but yes, it should be visible – in the footer or the company about page.

Question 3

What are meta tags? Are they important for SEO for Website?

A meta tag is a unique HTML tag that provides information about a webpage. Unlike other HTML tags and codes, meta tags do not alter the way in which a page is displayed. They provide information about…

Who created the page?

When it is updated?

What the page is all about?

Which keywords represent its content?

Yes, meta tags are important for SEO for website. Title and description meta tags are most important for SEO. Title meta tags define the title of your document and description meta tag gives a brief description (a line or two) about the page. The meta description guides a potential site visitor to your site. Both, title and description meta tags are used by search engines to index a particular page. Make sure, you pay ample attention to your meta tags for well-written meta tags can really soar your page rank.

See this image below. It shows the snippet preview – what a site visitor will see on search engines and the meta description which defines the snippet preview.

seo for website

Keyword tags are also a form of tag, but with Google’s new algorithm, Hummingbird, Google has stopped indexing keyword tags. However, other search engines do index keyword tags.

Question 4

How do I get more visitors to my blog?

Keep these in mind…

a). Post effective content and be consistent: On your To-Do list, this should be your number one goal. Write content which is compelling, offers some value to readers and is enticing. If you have not launched your blog, make sure there is enough content in it well before launch. Post blogs consistently (2-3 per week at the minimum).

b). Search Engine Optimize your blog: Proper SEO for website is necessary if you want your content to be searchable in search engines. Make sure your meta title, description, header tags are in place.

c). Use the right keywords: Use Google Adwords to find long tail keywords that are less competitive and structure your content around them. Use top notch content…you cannot run away from Google for long.

d). Include social sharing buttons: Share your content on social sites and link them back to your blog to get more visitors.

e). Participate in forums & Q&A sites: This is one of the best ways to get traffic to your blog. Become active members in 2-3 forums which are relevant to your blog. Share your opinion, provide informational and genuine feedback and add your blog links subtly. Also, become an active reader on blogs that are similar to yours.

Question 5

Now, that I have visitors on my blog, how do I ensure that I can get their details?

Here are a few ways in which you can increase conversions:

a). Provide proper calls-to-action. Test and analyse with A/B tests which perform better.

b). What is it that you are offering? Are they distinct enough for a first time visitor?

c). Add your credits – testimonials, reviews, awards and customers.

d). Provide bigger images to make your posts more engaging.

Question 6

Do we need to update sitemap manually every time?

If your site is on WordPress and you have installed XML sitemap plugin, then it will happen automatically. This hold true for any other reputed CMS system. However, if you have a simple website, you will have to do it manually.

Question 7

Do we have added advantage for SEO if we run Google Adwords?

We do not have any such data which proves the above statement. But, by using Google Adwords, you will be able to analyse what people are searching for and then use that data to create your content.

Question 8

Suggest me a tool with which I can check if my website is penalized or not?

Normally, if your website is penalised, Google Webmaster will send you a notification. You can then correct your website as per Google’s guidelines and submit it for re-verification.

Question 9

If our targeted landing page for SEO is only image based sans any content (like Pinterest), is it possible to optimize it for SEO?

You don’t have a choice…Google is blind. You have to have content on your website. There is no alternative. Images also have Alt+text, but then again, images only compliment content, they are not content per say.

If you have further queries, please feel free to drop me a comment. :)

Our last webinar on “How to get started with Website SEO” was a great success, thanks to the active participation of our attendees. Just in case you missed the webinar, below is a compilation of a few of the most important questions that were asked.

Question 1

Can Google’s Hummingbird detect natural patterns in search data and store them?

Let me rephrase this question for our readers: “Does Google Hummingbird understand the intent of the person asking the question and then provide results?”

Google’s question answering system has always been revolutionary and top notch. To this question, I will say, YES, Google does reads minds. However, as of now, Google’s function of understanding search intent is mostly limited to voice search and not keyboard search. Voice search is much more intuitive than keyboard search. Google Hummingbird does detect natural patterns and store them.

Question 2

How can I maximize my social presence on Google+ so that my content ranks higher?

When you search for something on Google, Google+ has an important impact in the search. One, yes, it is a Google product and two, it has been structured in a way that is at par with other social network sites. For website SEO, here are few things that you need to keep in mind:

i. Use Google authorship to help your content stand out, authenticate it, add a ‘human’ touch to it and increase trust among your readers.

ii. Make sure that your Google+ account is active and your profile is up-to-date. 

iii. Share informational and relevant content on your account.

iv. Also make sure that the content you post on Google+ is relevant for search terms (keywords) that you want to rank.

v. Add attractive images to all your posts (a good sized one, not a thumbnail) and optimize it with your keyword.

vi. Make your posts ‘Public’ unless you are posting something really private for only your friend circles. If your posts are not public, they will not be searchable.

vii. Hashtag your posts on Google+. Use hashtags for the most important categories that your post concentrates on. Now, hashtags also rank in Google search. So, if you search on Google for a term with a hashtag, you will be able to see posts on Google+ using that particular hashtag. Another awesome way to rank then, ha?

Question 3

What should be there in a company blog – content about product only OR content about industry as well?

Its quite obvious, isn’t it? No will search for blog content about a product only. Website visitors read blogs which offer some value or solve their problems. Your blog content should be relevant to what your customers are looking for or offer solutions to their business problem/queries. This way your content will be easily discoverable.

Question 4

If I have a guest blogger post content on my website, how do I make Google understand that he is the author of that write -up?

The answer is simple. Google Authorship! So when you have a post by a guest blogger, Google Authorship will allow you to link the content to his/her Google+ profile and add a head shot image of the author which will appear next to the content in Google search. Here is how one of my blogs is seen in Google searches.

website seo

So no matter where my blog surfaces, it will always come with Google Authorship.

Question 5

Which is more SEO friendly – WordPress or Blogger?

Although creating blogs on Blogger is a breeze…they have a very user-friendly DIY drag-and-drop user interface and you need no HTML knowledge to set up blogs, but, in terms of website SEO, Blogger is not your best bet.

But then again, saying which is better entirely depends on your motive. If you are setting up a business blog with monetization in mind, WordPress is a definite choice. If your blog is recreational in nature but you want social sharing widgets incorporated in it, Blogger is a great option.

Question 6

What is best for SEO – Forum OR Blog?

Blogs need maintenance, regular posts but are a very effective way to drive traffic and earn revenue. On the other hand, forums take a very long time to start earning revenue, but new content fills in automatically with readers asking and answering questions, starting debates and arguments. Keeping website SEO in perspective, blogs are better. When posting a blog, you can add keywords keeping SEO standards in mind, but when people participate in forums, they necessarily do not add the right SEO keywords & phrases.

However, if you have a blog with very active readership, then creating a forum will only act as a catalyst to add to your website SEO and shoot up your rankings. For perfect website SEO, my suggestion would be a combination of both.

Question 7

How to check website performance in reference to SEO?

Start with the Google Webmasters Toolwhich will provide you with detailed reports about your pages’ visibility on Google.

Question 8

Forum Profile Creation for website SEO: How to go about it? 

Try and become a senior member by being active in 3-5 forums in your niche and contribute to them genuinely. (Any genuine forum will anyhow not allow you to use their platforms for posting backlinks).

Question 9

In an article, what is the ideal position to insert a hyperlink? How many links should be inserted?

This completely depends on how relevant the hyperlink is. Refrain from inserting too many hyperlinks unnecessarily in your content.

email click through rates

Like you see in the image above, I have inserted hyperlinks in my blogs only where they are deemed necessary and not ‘stuffed’ them.

Question 10

Ad heavy content (several ads above the fold) is seen as a ‘negative signal’ by Google. Hence, should the first fold have content only and second fold include all images and graphics?

Google’s ‘page layout algorithm’ targets any page with too many images in the first fold. Google’s primary objective is to provide quality content to readers and not serve a plethora of ads to them. Therefore a page with too many ads in the first fold triggers a negative signal to Google and it affects SEO. However, this does not mean that you don not use images at all. Just make sure that your page is well balanced.

Question 11

There are people copying content from one website and posting it on their own. The website which is indexed first is considered as the owner of the content, right?

Yes, that’s absolutely right. If you have been blogging for a while, you must be aware of the term content scrapping – websites that take your content and post them in their own blogs without your permission. Here’s how you can stop content scrappers:

a. Set up Google Authorship

b. Check if your content was cached by Google or not when you published it.

c. Contact the site that is stole your content and let them know that you want your content removed at the earliest.

d. Use Google Alerts to get immediate notifications when someone republishes your content

e. You can block them if you know the IP address from which they are operating.

f. Use CopyScape: duplicate content-detecting service

Question 12

Is writing different ways of a word, ‘Grade VI, Grade 6th, Grade Six’ in various pages considered duplicates?

My suggestion is to use all sets of keywords somewhere in the content, main title, sub-headlines and content. Figure out which one has maximum searches and use that more prominently either in meta tags or H1 and the second phrase in the content.

Question 13

Does social sentiments affect ranks? For example, will any negative comment on social media affect ranking?

Negative comments in social media does affect branding, but these are not essentially counted as social signals (Google+ authority, Facebook likes, Twitter followers etc). It only affects the rankings of certain keywords which are not desirable. An example of this would be: using the term”XYZ Scam”.

Question 14

What are the ways in which we can utilize social media to get traffic for our website?

Here are a few ways in which you can use social media to drive traffic to your website:

a. Create a Facebook page for your blog. This is a great way to not only generate traffic, but also means of expanding your content.

b. Share content on Facebook and Twitter regularly. You can even schedule your content for later posting using various tools.

c. Share your content on social bookmarking sites like DIGG, Stumbleupon, Delicious etc.

Here are a few terminologies that were asked:

Question 15

What is Link Wheel Strategy?

Like the name says, a link wheel strategy is a set of links which are interconnected with each other, work around the main site to increase its SEO. Marketers use link wheel strategy to gain visitors and get more customers. This is how it functions.

Site 1 links to Site 2 and back to Target Website

Site 2 links to Site 3 and back to Target Website

Site 15 links to Site 1 and back to Target Website

The Target website is the site which is trying to increase search engine exposure.

Question 16

How does link wheel strategy work with content re-purposing?

If your SEO strategy is based only on link wheeling, trust me, you will not go very far. I strongly recommend that you DO NOT practice link wheel strategy (not even for content re-purposing).

Question 17

What are H1, H2 tags?

When you are creating content on HTML, H1 and H2 are headings. This is how it looks. The image on top are the HTML codes and when they are embedded, they give what we see below:

website SEO

If you are using a CMS like WordPress, inserting headlines are cakewalk.

Question 18

What are purchased low quality links?

There are directories and blogs which are designed specifically to provide links. They do not add any value to anyone and are not even manually edited. Information put on such sites is not verified and owners of these sites sell the links.

Question 19

Organic SEO v/s Inorganic SEO

Organic SEO Inorganic SEO
Also called Natural SEO, this is an inexpensive form of SEO Also called Artificial SEO, this is is slightly more expensive than its counterpart
Takes longer to execute but yields long lasting results Yields quick results by pumoping your ranking and placement higher. However, effects get less effective in long run
Focuses on content, link building, meta-tag optimization and keyword enhancement Concentrates on search engine marketing – Pay per click ads, paid advertisements and affiliate marketing
Attracts 80% of search traffic Good form of website SEO if marketer is in hurry to target customers & enhance his/her brand awareness
(TIP: Having a good blog is an easy and sure shot way to amplify Organic SEO rank) This form of website SEO needs tuning all the time and ranking plummets the moment you stop it

Question 20

What are Hashtags?

A Hashtag is a word or a phrase prefixed with the symbol ‘#’ and it labels groups or topics. It is a certain form of tagging most often seen on social networking and microblogging sites. Hashtags are a means of grouping messages which can be searched for later. Hashtags are used in Facebook, Twitter and Google+ and like I have already mentioned above, Google even ranks Google+ hashtags.

An example would be: New Artists Announced for 2012 Music Festival!

There were so many question posed at us that we have divided this article into two segments. Stay tuned for the next post. If you have doubts in this article, do leave me a comment. I would love to answer your queries.

The webinar on ‘Creating and Launching Compelling Marketing Offers for Lead Generation’ was received well, thanks to the enthusiasm showed by the attendees. Those of you, who were unable to attend the webinar or missed out on certain points, here is a brief summary of some of the questions asked and tips suggested at the webinar on ‘Creating and Launching Compelling Marketing Offers for Lead Generation’. Alternatively, you can also watch the webinar here.

Webinar FAQs

Question 1

How can I get better leads and thereafter, engage them in a better way for my business?

Better engagement of leads in the context of B2B marketing depends on several factors. Whatever the case may be, there are two factors that every marketer must keep in mind in order to get better leads. This holds good for any business, whether it is a B2B (like web hosting services company) or a B2C (like a jewellery business), it involves the same procedure.

Identifying social platforms where the leads are active: In case of B2B, it’s a function of where your target audience is. For example, an education company would ideally look at Facebook to generate leads since most youngsters these days have a Facebook Account. On the other hand, a business firm should look at LinkedIn or Twitter for prospective leads. If they are not on social media then you might have to reach out to them through email.

Investing on appropriate lead generation channels for your business: After you determine that, you can invest on lead generation channels like Google ads or Facebook Ads, or Email Marketing. Whether you are doing email marketing, PPC campaigns or Google ads, the intent is to bring traffic to your website. Once you get visitors, you should always try to pursue the visitor, try and make yourself available for them.

Question 2

How to create an compelling marketing offers that resonate with my target audience?

There are a couple of things that marketers must remember in order to create an offer that resonates their target audience. Here are a few pointers that you could take note of for creating compelling marketing offers for lead generation.

Know you service: The offer has to be a function of what your company stands for. Once you dig deeper into your service, you will be able to come up with some unique elements around your offering, that you can take to your target audience and enable you to provide better marketing offers.

Know your competitors: You need to figure out at what points you will have an edge over your competitors that are trying to sell the same segments. You need to completely understand what your competitors have to offer and based on that, package your services better. The key is to segment your audience and then you can come up with relevant compelling marketing offers for lead generation.

Know what your target audience wants: Make your service or product more desirable for your customers. Find out what they want through surveys or experimentation. Once you understand that, you will be able to provide them what they want

Finally, if your marketing offers are free of cost, but does not meet your marketing or sales objectives, then it is high time that you either stop giving it free of cost, or make it more desirable and valuable to make people want to opt for it. In this case, you can give it for free but charge for something else. For example, you can give the product for free but charge for the services. That is a function of your pricing strategy. It’s a matter of experimentation – trial and error so to say. Give it a try. If it works out, good, if not, then you need to change it.

Question 3

What is the ideal time for marketing offers?

The ideal time for providing compelling marketing offers depends on the industry. The ideal time for B2C services may be be the ideal time for B2B services.

In case of B2B:

Time of the year: Marketing offers must not be presented during holidays. Any holiday season like Diwali and other festival seasons must be avoided. It is also not wise to present marketing offers at the end of the year so to say as it includes several public and religious holidays. Also avoid the beginning of the year and end of quarters.

Time of the week: Looking at it more closely, compelling marketing offers among B2B firms should be shared on specific days. Based on research done, it has been found that the recipient is more likely to see the offer on a Wednesday or a Thursday, preferably during the second half. Also, it should be a business day. Giving an offer on a Monday or Friday will not give you the desired results as Monday’s and Friday’s are the first and last working days of the week, making them both, very busy working days.

In case of B2C:

Time of the year: The practice is almost the exact opposite in case if B2C marketing. In this case, it is clearly a better idea to provide compelling marketing offers during the holiday season. For example, discounts on airline tickets would ideally be presented before the summer or winter holidays. Offers on clothing garments and accessories could be presenting during the holiday/festive seasons. So the practice really depends on the industry.

Time of the week: On a weekly basis, the ideal time for marketing offers is the weekend, simply because that the time most people are free and do not want to get back to work. It is their time to splurge and spend time with their families. Offers on weekends are more likely to be seen by customers as they have more leisure time.

Marketing Offers

Question 4

You mentioned that the perceived value for marketing offers must be higher than their perceived costs. Could you elaborate on that?

Your target audience would typically weigh your offer in terms of the value they get from it (Perceived Value) and the cost they incur in availing the offer (Perceived Cost). They would avail the offer only if the perceived cost is lower than the perceived value.

This can be better explained using an example. Let us suppose you are a Travel Company giving the following offer –

Promise of 1000/- Off on a Travel Package of 8000/- in exchange for basic details of prospective travellers, like Name, Email ID and City.

This offer has high value, because the perceived cost (minimal personal information) is much lower than perceived value.

However, if in the same offer, you ask for travellers’ credit/debit card information as well, the offer would lose its value.

Why?

Because the perceived value remained the same; however, the perceived cost increased manifold – people are skeptical about sharing their credit card details.

marketing offers

The other factor to be kept in mind is that the perceived cost may not just be monetary. The Perceived Cost can also refer to the amount of time spent on that. So in case of a form, they would rethink about spending their time and effort on filling up that form that has low perceived value.

Question 5

What is A/B Testing?

A/B Testing refers to testing different variations  of either the same marketing offer or different components of the same marketing offer. In online marketing, if you have multiple versions or elements of the same marketing offers, you can by means of third-party tools, present one offer to one set of the audience and the other offer to the other set of audience, or present it randomly.

For example, if you have two versions of the same marketing offer, you can randomly present these two variants to different audience groups. Thereafter, based on the analysis, as described in the image below, you can find out which marketing offer is working better. 

The analysis of the offer shown in the image below shows a good conversion rate –

Final - screenshot 1

In comparison to the offer above, the analysis of the offer shown in the image below shows a lower conversion rate –

Lower Conversion Rate

Thus, you can determine which marketing offers are engaging with the visitors more and henceforth, continue with that offer, in this case, the first one.

Here are a few industry specific compelling marketing offers that could be useful to you. 

Types of Offers


You have skillfully crafted your email campaigns, they have swam past spam filters and have been delivered to your recipients’ inbox…most of the emails have even been opened, but here comes the tricky part. How do you get your recipients to click on the hyperlinks and calls to action within the emails? We will tell you how you can increase your email click through rates.

How to increase your Email Click-through Rates

I. Check…is your Email Content drafted properly?

The image that you see below is an email that we have drafted for one of our campaigns.

email click through rate

Keep the content short and crisp. Remember, less is more for email campaign content. Use short sentences which are easy to read and understand.
Begin with a personal touch. Which do you think will do better? Hi/Hello or Hi Sam? The personalized one right? Personalized emails ensure that the emails are read further.
The above mentioned email does not deliver everything in one go. Email campaigns are like warm up sessions!
Stick to one topic only in your content and also make sure that your CTAs are also uniform.
Add value through your emails. Keep your target audience in mind and what is the problem that you are solving for them. This again will require a lot of A/B testing. Say, if you are an education company, send email with videos, different class formats etc and see which is doing better.

II. Make sure your emails lists are properly Segmented

Remember, all your buyers are not the same. Email segmentation is a primary part of sending email campaigns. They not only prevent you from sending irrelevant emails to users, they also help you send better targeted offers. And, when your emails are targeted properly, email click through rates soar.

Analyse and use your email database to your advantage. Send recipients emails that are relevant to them and fit their needs.

Here’s an example.

Say you are an online education company offering a variety of courses. You will have to make sure that your email messages are targeted to the right set of students, won’t you?

So say, you offer:

  1. Chemistry High School Preparation
  2. Physics High School Preparation
  3. Maths High School Preparation
  4. History High School Preparation

Some students might have taken all the four packages, while some would have opted for only one or two. So, if you are holding an online Doubt Clearing session for only History students, you would want to send this email to only the 4th group of students, i.e. who have opted for History Preparation; so you would need to create lists accordingly.

email open rates

Segmentation has proven to increase email click through rates.

III. Use Dynamic & Relevant Content

Use dynamic content in your emails…content which is displayed to users based on their previous engagement with your content. Dynamic content’s effectiveness depends completely on relevancy.

Here are 2 examples:

– Send an email about an upgrade in your product to people who are your long-time customers.

– Send an email about a free trial to someone who has just signed up for your product’s free trial.

This ensures two things… a) you deliver better tailor made email messages to recipients

                                  b) make your emails much more relevant to your recipients

Hence, leads which are targeted better will lead to an increase in email click through rates. Then again, do not send repetitive content to your email lists.

email click through rates

IV. Ensure your Calls To Action texts are clearly visible

Keep your calls to action clear. Since you will not deliver the entire plot in one email, calls to action will help recipients to click through your emails to see the entire thing.

1. Then again, do not use images as CTAs, use text. Images never render (unless you choose the ‘Display Images Below’ option). If you have to have an image CTA, do not use an image per say, use a graphical table. It will look attractive and also serve your purpose.

See this image below? The orange CTA that you see is a graphical table, not an image. 

email click through rates

2. Repeat the CTAs. Repeat your primary call to action in the first half of your email, in the second half once again and then in the P.S if you have one. Since most of us are attracted to the P.S. (post script) at the end of the page, this acts as a great opportunity to let email recipients click on a CTA and thereby increase email click through rates.

See this image below.

email click through rate

V. Include Social Sharing Buttons

Including social sharing buttons in the content helps…

a. make the content go viral

b. convince an uninterested website user to buy your product when he sees a friend making the purchase.

Email click through rates have been highest when there is a LinkedIn sharing button followed by Facebook, Twitter, Google+ and Pinterest sharing buttons.

VI. Create a sense of Urgency

This works well for all marketing campaigns. Its human nature to see whatever is exclusive or for ‘limited period only’ as high value. Use this to your advantage. Adding a sense of urgency is highly beneficial if your email list is properly segmented and you are offering them something that they may have shown interest in. Use words like…

For Limited Period Only

While Supplies Last…

Available for 500 Early Birds Only

One-day Sale

VII. Are your emails Mobile Friendly?

When creating email campaigns, make sure that your emails are optimized for mobile devices. Most people these days access their emails through mobile devices and are highly likely to click on the calls to action. Well, if you haven’t already started doing it, its about time you do.

VIII. Test and Analyse your Email Campaigns

You may have lakhs of email recipients and each group is different from the other. Test your email campaigns with A/B tests and keep analyzing the results.Change only one element in your emails…time that you send your emails, subject line, signature etc to analyze their performance.

Send efficient email campaigns with LeadSquared. Leave me a comment and share your thoughts. :)

I have already discussed about how you can ensure that your emails do not hit the SPAM box, here is an infographic to help you strategize ways in which you can increase your email open rates.

email open rates

I would love to get feedback from you. Do leave me a comment. :)