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Making your newsletters work

Is your message getting to the right audience? Is it demanding attention? Is it pulling in results? In the May-June issue of Bridal Buyer, Cassandra Roberts tells you how to up your communications game

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  • You can write the most engaging copy and create the most beautiful template, but unless you have a clean and relevant database, it won’t reach your intended audience. Pay attention to newsletter sign-ups and look out for incorrectly-formatted email addresses. Remove those that are returned as undeliverable otherwise providers may flag you as spam.
  • If your email communications don’t have a clear call to action, then it’s significantly harder to convert people into customers. Make sure you have multiple links that are clear and noticeable and don’t be afraid to use terms such as ‘click here’.
  • Make sure your design works across multiple devices. The majority of today’s users will view emails on their mobile or tablet, so make sure that your email design stays consistent across multiple devices.
  • Keep your copy short and sweet. Try emboldening or highlighting certain words or phrases in a different colour.
  • Don’t be afraid to personalise messaging. A common trick is to personalise you messaging by dropping in dynamic fields such as first name or company name, to make the user feel special.
  • Make it easy to opt-out. When users can’t figure out how to remove their email from your list, they could tag your email as spam which counts against your sender reputation with email providers.
  • Try to notice what makes certain emails stand apart from others, whether it be an eye-catching subject line or an engaging format. Try this out on your own communications and see if it improves your results!
  • Consistently look at your open and click rates to see which communications have been the most effective, and then try to figure out why. Are emails sent on certain days of the week performing better? Does your audience engage with specific types of content? Try A/B split testing on things like subject line, who the email is from and calls to action, to get a clearer idea of what performs best.

Cassandra is Head of Marketing of Ocean Media’s Bridal portfolio and takes charge of the company’s newsletters. Read her advice in detail in Bridal Buyer - click here for digital edition.

 

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