February 2, 2022
Your email newsletter is one of the best channels for developing stronger relationships with your members, but when was the last time you updated it? Like anything in marketing, email trends and tactics that were top tier last year may be outdated, uninspiring, or unengaging in 2022. While revamping your newsletter can seem like a daunting task, it's easier than you think. Multiview just went through this process with our own Association Newsletter, so we thought we'd share what we learned and give you some helpful tips as you consider – queue up Spice Girls for inspiration – spicing up your email newsletter.
Start with a punch. Humans are naturally drawn to images, as they have the potential to make you stop and take a second look. Think about it. Would you pick up a newspaper that was just text without any catchy headlines or images? Imagery can not only help reflect your voice and brand, but it allows you to add a little personal touch to the message you’re conveying.Speaking of personal touch, email personalization is considered a must-have according to the Litmus 2021 State of Email Report.
“Segmenting your data and personalizing your messages has always been the name of the game,” Global Head of Content at Dot Digital, Gavin Laugenie, said to Litmus. “We all want to feel special as if we are receiving a unique experience from the brands we choose to share our data with.”
Not sure of how to personalize your newsletter? Your data will show you. Here are a few ways data can be used for personalization:
- Personal name, company name, or other member profile data
- Member or non-member segment (retention or acquisition)
- Interactions with previous emails and your website
- Segmenting by location, gender, race, or other demographics
- Expressed interests or preferences from surveys, emails, discussions
Personalization will benefit you in the long run. In fact, 32% of B2B marketers believe that email newsletters are the best way to nurture leads. For associations, this is also true. The name of the game is simple; use your data and use it to your advantage.
Use the three E’s. First, engage by using a compelling subject line, so that your audience wants to open your newsletter as soon as it pops up in their inbox. Next, educate by delivering valuable, relevant, and reliable content that your readers will look forward to reading. Make sure to include hot topics within the industry, as well as key messages and happenings within your organization.
Lastly, entertain by excelling at the first two. If you’re incorporating a great newsletter design, engaging with a subject line and sharp image, and including the information your audience needs, then you’re on the right track. That said, make sure you’re not including too much too quickly. If you’re hearing or seeing TLDR or too long; didn’t read – an acronym used to say something would require too much time to read – that’s your first red flag. This indicates that your content is not successfully entertaining your readers or capturing their attention.
This is especially true when considering how mobile devices have created a shift in email readership with more than 70% of people read their email in a mobile app.
You can improve the readability of your newsletter by including a clear Call To Action (CTA), using high-quality images, and a minimalist design. Readers should know exactly where to find the information they need, rather than having to scroll through your entire newsletter searching for it.
Be inclusive. The main purpose of your newsletter is to add value to your members and non-members, but it can also benefit your suppliers.
Industry suppliers want to get in front of your unique audience, especially now that live events are slowly returning to normal frequencies and advertising budgets are increasing.
Everything you do will enhance the ROI for your advertisers, especially if your revamp increases your engagement analytics.
Pay attention to your analytics. This is the tell-true sign that what you’re doing is working – or not working. Are people opening the newsletter? Great! You have great brand affinity and are engaging your audience. Don’t have the best click rate, though? No problem. Consider what’s going on within the newsletter. Are you giving away all your information for free? If so, make sure to include teasers to give the reader incentive to click the CTA and escort them onto another page – preferably your website!
The most important thing, however, is your data analytics. This isn’t limited to just open and click rates, either. Make sure to keep a close eye on your subscriber and un-subscriber rate, as this will tell a completely different story than the engagement rate.
If you're ready for a new newsletter this New Year, click here to learn more about Multiview's newsletters, designs, and capabilities.
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