2020, an odyssey in digital space. Chapter “correspondence”. Not intended as a dusty correspondence, but as a fruitful encounter: the correspondence between content and context .The result is a great sense of overwhelm and a very low attention span.
In this scenario, it is difficult for digital marketers to engage in conversations with their target audience in a meaningful, non-invasive, and ultimately useful way for their business and their customers. Email marketing done well gives you the valuable opportunity to nurture the relationship with your customer or potential customer, and consolidate their trust.
The 5 Pillars of Email Marketing
Significant contact SEGMENTATION
: you need to take great care of your contact database, which must always be clean and updated, with organized and strategic lists. This allows you, first of all, not to end up in spam , and secondly to carry out “Contextual” Marketing actions , that is, to provide useful content, to the right user, at the most strategic moment ( we have spoken extensively about Contextual Marketing here ), and consequently have a maximized return on investment.
VALUABLE, RELEVANT CONTENT. Your readers have given you their attention and entrusted you with their data: don’t waste the opportunity to build and reinforce their invaluable trust.
An excellent DESIGN , understood both as content planning and as visual impact and graphic organization of the same.
ANALYSIS and continuous improvement , with a Growth-Driven Design perspective . The results of individual mailings, trends over time, and ROI ( Return on Investment of the campaign ) are analyzed.
Each of these pillars deserves a separate analysis. Here we will focus on Design: how is a newsletter actually made?
Structure of a professional newsletter
There are different types of newsletters, depending on the business sector, but also on the phase of the buyer’s journey to which they correspond ( Awareness, Consideration, Decision ): the awareness phase, for example, may correspond to an email full of useful and informative content, while the decision phase may correspond to a direct purchase offer…
An optimal and versatile width is 600 px (there are no limits for height other than common sense). Also, consider that not all email services display emails in the same way, so it is good practice to provide a link inside to view the email from a browser. In any case, the advice is always to first send a test and check the quality of the display and the spelling correctness.
email marketing newsletter example
(The diagram is indicative, the “shape” of the parts may vary depending on the quantity and content being transmitted).
Newwwwwsletter: the 5 Ws of email marketing
As in journalism, through its constituent elements, a well-made newsletter must be able to respond clearly to:
WHY : Why are you sending it, what is the desired outcome, what value are you conveying, where does it fit into your overall digital marketing strategy ?
WHAT : What action do you want your reader to take?
WHO : Are you sending this to the right people?
WHEN : are you sending it at the right time? (intended in a chronological sense and time of day, but also as a moment in the buyer’s journey )
Read also ” Email marketing automation: boost your campaigns ”
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The AIDA model
AIDA is not only a wonderful india mobile number resource opera by Giuseppe Verdi, but also (no offense!) a model of how marketing works, which applies perfectly and should buy leads always be kept in mind to create effective newsletters.
newsletter_AIDA-model
The path to using a newsletter is a roadblock, where failure at each step blocks the user’s path to the next.For this purpose it is very important to have well-profiled and updated contact lists.
CLICK : once opened, the user must perform the proposed action, mostly expressed with the invitation to click on some content.
TRUST :
effective email newsletter example Let’s briefly look at the characteristics that the various parts of the email must have in order for the AIDA model to work and for the user journey to be successful:
SENDER EMAIL ADDRESS
Furthermore, a personal email is less likely to end up in spam. EMAIL SUBJECTNow comes the arduous task of attracting the attention of the poor reader already inundated with mountains of messages.
Along with the subject, the preview text must encourage the user to open the email. How? Anticipating the benefit/value that awaits them inside.
BODY (text + images)
The body of the message must deliver on the promises and hold attention, with clear words, images and spaces. The user must be able to orient themselves and enjoy the essence of the content even with just a glance. To this end, it is advisable to take advantage of text formatting, give the right amount of space to paragraphs, and accompany reading with meaningful images.
Except for those with a direct offer, a good email opens with cordiality (for example, a banner or a logo that makes you recognizable, and a personalized formula such as “Hello <<name>>,”), poses a problem, analyzes it and leads you towards the proposal of a solution (which will be expressed in a CTA).
CALL TO ACTION (CTA) , or the “button” that invites you to take action.
A good CTA is simple and clearly and directly expresses the action to be taken (“read the article”, “download the e-book”, “book your appointment”…). Vague and generic CTAs are not very effective.
FOOTER
Finally, much less irrelevant than you might think… the closing of the email, which contains all the information necessary for the reader to confirm and consolidate their trust: company information, links to privacy and data processing information , the possibility of unsubscribing. As for the design of a good newsletter, we have gone into enough detail for now.
