Email Newsletter &
Email Marketing Tips
- Three Editing Tips for Better Content
- Feature Friday: Facebook-Friendly Features
- Common Problems With Engagement
- Feature Friday: Enterprise Accounts
- Play a Different Angle: What If You Weren’t Selling Something?
- Length Matters
- Mobile – More Important Every Day
- Feature Friday: Surveys
- Feature Friday: Dashboard
- Draft Compelling Series Titles
Email Marketing Tips
1. Don’t Edit Yourself
Let me be clear: the person who writes a piece cannot be the person who edits it. This is a long standing rule in the literary world. Try searching for “famous authors who edit themselves” in Google. (Hint: you won’t find any.) No matter how objective you try to be, your brain knows what you meant and will skip over small mistakes such as writing the same word twice or accidentally using a homonym. It is also more difficult to review your own sentence structure for grammatical accuracy - even if you’re great at doing that for others. Likewise, you’ll need a third party to ensure that you’ve clearly expressed your point.
2. Choose a Style
Do you remember high school and college where you needed to write a paper in MLA or AP style? If you thought it was over, think again. Choosing a writing style and sticking with it is one of the best ways to ensure consistent quality. You don’t actually have to use a style manual; just decide on a set of rules and follow them. For example: email, e-mail, Email or E-mail? Is it an Energy Efficient washer, an energy efficient washer, or an energy-efficient washer? This kind of consistency is important for appearances, clarity, and SEO.
3. Use Words, Not Punctuation.
A choreography teacher once explained to me that the thoughts and emotions of dancers needed to be in the shape of their bodies and the way they moved. “If you put a bag on their heads, would you still know what they felt?” she asked. That image is exactly how I want you to think of your communication and the punctuation you use. Punctuation should be used to clarify meaning and organize the written word. Any emotional content you intend to convey should come from words, not from punctuation. If you took out your punctuation, would your message show through in your words?
If you’re the sort of person who likes to do things the long way or the hard way, skip this article. On the other hand, if efficiency speaks to you, let me make sure you know about these two ways MNB makes integrating newsletters into Facebook content easier.
1) Post your newsletter to Facebook automatically. You can select this option when you choose the time and date for your newsletter to be sent. You may need to log in to Facebook - allow pop-ups so that your login can occur. If you have multiple pages you can choose which page(s) your newsletter will show up on. Each email newsletter’s appearance will be timed so that it posts to your Facebook page shortly after the email is sent.
2) Choose your Facebook preview image. You’ve got the reins when it comes to the image that appears as the preview image for your newsletter. Simply click on an image in your newsletter that you wish to have appear, click the image editing button and scroll down to “Facebook Options.” Check the box next to “Make this my Facebook Preview Image” and you’re well on your way. Please note that Facebook caches images for 7 days, so to make immediate changes to a newsletter you’ve already posted to Facebook you’ll need to remove the newsletter, change the image, and repost it.
3) Add Your Subscriber Sign-up to Facebook. There is a sign-up builder feature specifically for Facebook, so there’s no excuse to not let your Facebook friends sign-up for your newsletter right there on your page!
1. Your email was never opened
Problem: Your subject line can’t compete.
Solution: Make your subject line more awesome.
Problem: People don’t recognize the sender.
Solution: Decide whether you are using a company name or a personal name and stick to it. Make sure you tell subscribers what to look for when they sign up - perhaps while suggesting they add you to their “safe senders” list.
2. You’re not even sure anybody saw your email
Problem: Your email arrived at the same time everybody else’s did.
Solution: Send at different times to determine the best schedule for sending.
Problem: Your emails are invisible.
Solution: Ok, that’s not really a problem you’re going to have. If it feels that way, perhaps it’s time to offer an incentive to drive further engagement.
3. The open rate isn’t the problem, it’s the ROI
Problem: Your call to action wasn’t clear.
Solution: Try being blatantly obvious. Condense your call to action down to a single sentence. Provide an easy path for your users to answer that call.
Problem: You’re looking at email newsletters purely as a sales tool.
Solution: While many people effectively drive sales via email marketing, you’re selling yourself short if you stop there. Integrating email marketing with social media is a great way to drive engagement. You can also curate content that drives customer interest - selling isn’t the only way to build your business.
Let’s talk about enterprise accounts. No, not accounts with the starship USS Enterprise, the other enterprise feature! Although come to think of it, if Starfleet used email marketing I’m pretty sure this is exactly the kind of account they would need. Enterprise account users are able to network their accounts to push content to multiple accounts, sharing newsletters, templates and features.
If you can’t beat a metaphor you’d better join it. So, Starfleet Headquarters needs to send out an email to all of their starships. They create the newsletter in question and push it to the accounts of the Starbase Commanders who then send - with or without additions of their own - the newsletter out to all vessels under their purview. Easy peasy. In a nutshell, this is what the enterprise tool offers: the ability to create content and share it with multiple accounts.
You don’t need to be an intergalactic organization to make use of such a tool. Enterprise accounts work well for business with multiple locations, affiliates, and any other structure in which it would be helpful for consistent branding and content to come from a single source. Newsletters can be created and pushed to the unique senders who will then have the opportunity to make additions of their own, meaning that the newsletters are the best of both worlds - consistent when it counts and unique where it counts.
Learn more about enterprise accounts including how to use this feature and some tips for usage.
The way that companies engage with the public has radically changed thanks to social media. With Pinterest and Tumblr eschewing promotions and choosing instead vibrant eye-catching or artistic content, brands have to drop their sales act and join in on the project as if they were simply another user. Even in social media arenas that do have room for promotional materials, it comes in a careful mix of content. Expanding this strategy to email marketing isn’t a far leap. Many if not most email marketers have long since incorporated content that was meant purely for informational, educational, or entertainment purposes.
So, here’s the question: what if one arm of your email marketing campaign offered purely curated content? No hint of sales in sight, no special offers, no great deals. This looks different for every company of course. From fashion to fitness to industry to technology, there are a lot of interest ranges from which a marketer could compile interesting newsletters that sought purely to amuse or educate.
The benefit? This is a case of building your brand, and working towards being a trusted expert in your field. It’s a long-term investment, but it pays off. If you are the source of information or entertainment in your field, chances are good that you’ll be the first name that comes to mind.
It’s not all or nothing; in using this type of email marketing strategy you aren’t giving up sales and promotions based newsletters. Giving subscribers options regarding the type of content they receive allows them to choose for themselves. This ensures that your efforts are appropriately distributed.
This doesn’t necessarily mean devoting time to creating an entirely new stream of content. If you already blog on a regular basis, you can simply use our RSS to Newsletter feature to streamline that into a newsletter that sends out without any further effort on your part!