4 Ways You Can Improve Your Email Newsletters
Many of the best ways to improve your email marketing newsletter may be ones you don’t necessarily think about. Here are four easy tips which can markedly enrich your campaign’s content.
Don't assume something is obvious
A newsletter on photography could focus on how to successfully capture more difficult subjects such as fireworks, or an email dealing with HDTVs could explain how to hook it up so that you actually get High Definition. Concentrating on the obvious can pay significant dividends as most of your audience does not have the time or the inclination to become seasoned experts in your particular product or service segment.
What might appear to you to be minor details which are simply comprehended by your customers as a matter of course may actually pose a major mystery to many. Clarifications in simple, basic language will be welcomed by the majority of your readers.
Sprinkle factoids to capture attention
An ostrich’s eye is larger than its brain, butterflies taste with their feet, coconut juice can be used instead of blood plasma, and the QE2 cruise liner gets 31 feet per gallon. Factoids can capture an audience’s attention but only when it is directly related to the subject matter.
It’s not advisable to promote air fresheners with the factoid that some turtles breathe out of their rear ends, but it could be advantageous for security companies to note that one out of every seven Social Security numbers are used by more than one person.
Historical factoids can also be used to great advantage but must be both completely apropos and fully relevant to the topic. A Presidents Day promotion could mention the fact that the first President of the United States of America was actually John Hanson, while heroic George Washington lost every major military engagement and got caught embezzling $6,000, However, that might alienate fundamentalist patriots.
Use simple graphics and diagrams
Today’s products are complex and overuse of technological jargon can cause your readers’ eyes to roll up in their heads. By integrating a simple, easy to follow diagram, your audience will be able to grasp the essence of your product at a glance: Compare verbally explaining the topology of a star network versus a simple diagram of the central hub with the terminals on the ends of the outwardly radiating spokes.
You don’t need to commission an expensive graphic artist to design these diagrams, as there are many clip art sites online which allow you to use countless thousands of their high quality images for free.
Allow Your Reader To Teleport Around Your Content
When the software application HyperCard was launched for the Apple Mac platform in 1987, few visionaries could have imagined that the entire world would have been (hyper-)linked in just a decade. The principles of HyperCard have formed the basis for the world wide web in that the principle of being able to click on a link and go to an entirely different point in the site has shattered the beginning, middle and end linearity which has marked the basic structure of literature since time immemorial.
By featuring ample anchor links in your email marketing campaigns, you are freeing the audience to "teleport" themselves to any point in your content they prefer to read, so that they may focus on the aspects which most interest them.
Implementing these four enhancements can make your email marketing campaign content really shine, as well as being more relevant to your customers!
