Email Newsletters: Making your current email work harder

Email marketing remains as one of the best ways to get key information to your customers or fans- particularly for small teams aiming to make a big impact.

In a recent consultation, a client asked my team to take a look at their newsletters. They already had an open rate of 50% - incredible, when benchmarked against HubSpot's reported industry 2023 averages. While the client had a firm grasp on what their audience wanted to read about, they were seeking some tips on elevating an already strong foundation.

Here is a snapshot of the ideas we discussed with the client that can help your small team improve and maximize its email strategy.

Optimizing Your Email Subject Lines

This client's current open rates suggested that their subject lines are working well. If it isn't broken, there's no need to fix it. However, refining your subject lines can still add value. One tool we highly recommend is the no-cost Email Subject Line Grader. This tool can help you evaluate and improve your subject lines, ensuring they capture attention and drive higher open rates. Bonus: you can also use it for article and blog titles too.

Enhancing Newsletter Readability

To keep improving your newsletters, consider these key design tips:

• Font Spacing: Ensure your font spacing is easy to read by aligning text from left to right rather than centering it. This enhances readability and keeps your audience engaged.
• Consistent Font Styles: Avoid using too many types of fonts. Consistency in font style, size, color, and weight across your Headers, Pre-Headers (intro text before the body), Body (main content), and Calls-to-Action (links or buttons) creates a more pleasant reading experience

The Power of Repurposing Content

One of the simplest yet most effective strategies to make your content work harder for you is repurposing. If your newsletters are already popular, why not transform them into blog posts? At SelectGeorgia.com, we've started turning our quarterly newsletters into engaging blog posts. This not only broadens the reach of our content but also provides a valuable resource for website visitors who may have missed the email.

For instance, check out our team's latest blog derived from our quarterly newsletter: Georgia's Q124 Growth. It showcases how you can effectively repurpose newsletter content into a compelling blog post that continues to engage your audience.

Leveraging Social Media for Wider Reach

Have you considered using your email list to target audiences on social media? LinkedIn, for example, allows you to upload your contact list and target ads directly. This strategy can be particularly effective for follow-me campaigns, encouraging your email subscribers to also follow your social channels. By doing so, you’re “whispering” valuable information between monthly emails, expanding and strengthening brand recognition, and increasing awareness of your services and products.

Final Thoughts

By implementing these tips, you can maximize the effectiveness of your email newsletters, making them a powerful tool in your marketing arsenal. Remember, your goal is to engage, inform, and inspire your audience, and with these tips, you’ll be well on your way to achieving that.

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