Newsletters are an important component of effective email marketing and branding, especially when you’re communicating with your dealers. In our current age of social media, many marketers have forgotten about the power of email as a marketing channel, viewing newsletters as a thing of the past and preferring to focus their efforts on social media. But despite social media’s instant communication and reach, it can also be fleeting and drowned out by new content.
A well-curated newsletter, on the other hand, allows you to create and share interesting updates and information about your business and is a valuable way to engage your dealers on a regular basis. After all, 81% of B2B marketers say that their most used form of content marketing is email newsletters.
There are many things to consider when optimizing your email marketing strategy, but there are two key indicators to monitor when measuring the effectiveness of your email strategy – open rate and click-through rate (CTR).
CTR is the ratio of users who click on a specific link vs the total users who open that email. You want to aim for a high CTR because it indicates that your audience is engaging with your content, which means that the dealer newsletters you’re sending resonate and are relevant to their needs.
Here are some tips on how to customize your email newsletters and create compelling content to gain higher click-through rates:
Understanding and targeting the right audience
Before you start creating impactful content, the first step is to define who you’re speaking to. Identifying your target audience helps you to tailor your newsletters more effectively. Think about the people who will be reading your newsletters and what they all have in common. What are they looking for? Mapping out your audience’s concerns, needs or problems allows you to communicate the solution that they potentially need.
Knowing your audience is a crucial factor in helping you produce effective content, but not everyone wants the same information. By categorizing them based on their behavior, you can develop segmented content and divide email lists into smaller groups for carefully curated campaigns. This ensures that your partners only receive information that is relevant to their interests.
Personalizing your content
The email space is congested and overrun by junk and spam mail. However, with high-level personalization, email newsletters can boost customer engagement and trust to help you stand out from the crowd.
This is what Juniper experienced with its partners. As a large company providing a broad set of network solutions, they work with a wide range of partners, with various segments specializing in their respective areas of network solutions.
Since partners are an extension of Juniper’s direct sales force, they needed to have the same access to enablement training, sales tools, and marketing resources. However, due to the high level of diversity and specialization, partners ended up inundated with emails about different products, sent by different teams – and not all of the emails were relevant.
By setting a narrower audience target and sending them tailored content, Juniper was able to see higher email readership rates.
Follow email design best practices
Creating a compelling newsletter isn’t just about the content. A great newsletter design is an effective way to get in front of your audience and boost clicks. But how can you ensure that your visuals and text work together to tell a cohesive story to your subscribers?
A good place to start is to keep your email body clean and clear, using carefully chosen typography that is pleasant to the eyes and easy to read.
In a world where more than 80% of adults in the US now access news and information on their mobile devices, it’s also imperative that your newsletters are designed to be compatible with both computers and cell phones. Keeping a small to moderate email file size also helps ensure your emails load quickly in a wide range of environments, increasing the probability of producing better click-through rates.
Optimize timing to get top impact
While there are documented best practices, it’s important to note that the best times to send emails are never set in stone.
The general rule of thumb is to schedule your newsletters to be sent at a time when your audience is most likely to engage with your content, and this can be achieved by using data to inform your decisions.
This is why it’s important to have a comprehensive view of the trends and data based on your audience demographic. After deploying a regular set of email campaigns, you can draw comparisons and work with real data based on your own leads and segments.
By laying out your data in detail, you will get actionable insights that allow you to tailor your content and determine the prime time for engagement. This will help you maximize the potential of your newsletters and tap into content that will gain more traction.
Let’s talk about News on Demand
Email newsletters can be a very powerful tool for engaging your audience and nurturing them through the marketing funnel. It’s imperative that you have the right tools to ensure your partners have the news they want, when they want it.
With Impartner News on Demand, it’s easy to deliver personalized and targeted HTML newsletters in a highly cost-effective manner, without the cost of HTML development. Discover how Impartner News on Demand can be the partner you need to boost business success.