• Laura May

5 ways to improve your e-newsletters

Email marketing is one of my favourite things to do. Why? It has such a great return on investment!

According to Hubspot, 78% of marketers have seen an increase in email engagement over the last 12 months. And given the 'new normal' it's hardly surprising. And it works - email generates $42 for every $1 spent, which is an astounding 4,200% ROI!

So, how do you make the most of this amazing reach?

Here's my top 5 tips...

1. Cut, cut, then cut again

The shorter your e-newsletter, the better. Each section should really be no more than 200 words and you only need 3-5 stories in each e-newsletter.

2. Link everything

Your header. Your footer icons. Each image. Each call to action. They all need to be hyperlinked. Don't make your readers work hard to engage with your news.

3. Be authentic

e-newsletters, like other marketing channels, are not simply there to broadcast your news to audiences. It's about engaging with readers. Don't be afraid to let your brand personality shine through - it's why readers have subscribed!

4. Take your time on the subject line

Your subject line matters - a lot. I like to ask people a question in the subject line and always keep it positive - for example, I might use 'Do you want to write amazing e-newsletters?'.

5. Don't overload the reader

What's the single most important thing to say? Try to make sure it's right at the top of your e-newsletter. And try not to overload the reader with lots of things to do - short, sweet and simple is best.

These are my top tips, but in the end you need to tailor your e-newsletters to your audience and really let your voice shine through.

If you need any more support, do get in touch!

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