Five Articles for Boosting E-mail Campaign Conversions

E-mail newsletters are some of the most common outbound sales channels today. Nearly every online purchase now asks you to provide a valid e-mail, and for good reason — businesses covet these lists. MailChimp, arguably the most popular service for running e-mail newsletters, boasts over 2.5 million users and sends over 4 billion e-mails per month.

If you run an online business, chances are you are — or are considering — running an e-mail newsletter. As you jump into this process, it’s important to keep in mind the best practices around running e-mail newsletters. The articles below are classics that we reference on a regular basis when helping customers optimize their own campaigns. To make life easier, we’ve summarized the main point of each article as the title.

#1: Personalize your messages and have a clear call to action.
Every customer is different, with their own interests, preferences, and needs. Ensure that your e-mail newsletters speak to their unique interests and preferences, and has a clear reason for reaching out to them.
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#2: Focus on the subject lines.
The first interaction every customer has with your newsletter is the subject line. Spend some time to craft your subject line so that it is clear, effective, and compelling.
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#3: Be diligent, and understand why.
Customers signed up for your newsletters because they were drawn to your brand, content, and website. Don’t forget this when writing your content – be diligent in providing new and interesting materials, while also ensuring that you speak to the original goals of the subscriber (i.e., to learn more about, and engage with, your brand).
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#4: Use a checklist.
Pretty templates and good copy aren’t the only things you will need to run a successful newsletter. Check to make sure that you meet current technical standards – and depending on where you operate, the laws of your jurisdiction. It’s best to use a checklist to ensure you do everything right.
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#5: Be human.
Finally, and most importantly, remember that every e-mail represents a human being. If you don’t like being e-mailed constantly or being misled by subject lines, chances are that your subscribers feel the same way too. The difference between a good newsletter and a great one is its humanity — speak to your readers’ wants and needs, and treat them with respect… Your e-mail newsletters will do better in the long run.
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Good luck in your e-mailing. Have other tips? Please share!

Written by Wojciech Gryc

Wojciech Gryc is the CEO of Canopy Labs. Prior to Canopy Labs, Wojciech was a consultant with McKinsey & Co. and a researcher at IBM Research. Wojciech is a Rhodes Scholar and Loran Scholar.

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