Ah newsletters ... also known as mailing lists ... Anyone who has played even a small part, commercial or marketing roles sooner or later, will have to deal with this tool, but it really works? Still worth invest time and money? Here's some advice.
Let's start by saying that the email is definitely a contact less "sensitive" today, compared to what can
be a what's app, a social profile or an app on your smartphone today than yesterday less attention is given to the receipt of a email, which usually careful reading is classified as something postponed. The above is what's app to messages, notifications on my app, phone calls or even private message on Facebook ... And this is the real problem of the newsletter tool.
1. Hard hitting "the belly"
Let's start from what has just been said, any marketing channel must be able to respond to a need, to let it be born, or at least, to speak "belly", to hit the user's emotional side to take it to a certain approdondire promotional message (and not). But it is clear that the threshold of attention I on the other side reads a vital role: if the interest is little, the importance given to the message not high and the instrument (email) is considered "manageable calmly", inevitably ability to act impulsiveness of my targets drop significantly. Nobody comes alive when it receives an email, there's that element "surprise" (not me were other terms), which instead, for example, notifications of what's app, on average read in extremely inferior to an e-mail message times .
2. I've got to get to my micro-target
And so I can amplify the effect of my message only if, on the other hand, I have a high user sensitivity to that particular topic: no to mass promotional newsletter, yes to targeted communications. Yeah, you say, but how the hell do I targettizare my lists in detail? Let's start by saying that today Facebook allows you to extract email addresses from fans, and in any case the more accurate will be the collection of names easier it will be verticalize my campaigns. Maybe not the first subscription (ask for more than your name and email address would be at risk "that sucks I do not want" ...), but it is certainly possible to categorize most of their database in stages, or in a landing page where post-registration make 3/4 targeted questions (creatively and not boring) they go to create the famous "custom field", which will then be the ones who will exploit for targettizzare. For example if I have a travel agent, I would like to know how many trips you make a year if you are traveling with your partner or friends, your average budget and your interests (culture, entertainment, sea, mountains, etc ...).
Today we have no other choices: either we are able to perceive the user recipient of our mailing campaigns that we know a little something about him, or my email will end inexorably into the trash.
3. The winning quadruplet
Let's talk about the 4 basic rules that every newsletter should respect:
1) an object that intrigues - never say never say too much and too little ... in the first case immediately raise the risk of the player barrier, in the second to lose its focus. We must arouse curiosity, it is a different subject like "our appetizer at the pool" compared to something like "us a drink we do it this way ...", to cite one example,
2) a coherent image and evocative - that is absolutely consistent with the message. Beautiful women ever to force or breathtaking views, if you then maybe I am talking about funding or cars. Always try something creative, different, along with the email object that is capable of capturing the attention and intrigue
3) Maximum short - too obvious right? Apply the usual rules of going straight to the point, briefly but effectively, leaving no fundamental aspects and not forgetting the essential ones. If I am proposing to build a new low-cost web site, we never mind what we will do beautiful and explain why they should do it right away
4) a conversion link - common mistake is to not ask for a user action. Let us remember that this will be the only way to really test his interest, and the call to action is essential to close the circle: do not expect them to go to look at our site, but chiediamoglielo us ... "Click here to enter the promotion" with a nice button can go ...
Purists will argue the email marketing and marketing aspects to cure are many more, and they would be right ... But we just wanted to highlight those that from our point of view are essential to increase the chance of catching the attention user. That said, while following these simple rules, do you really expect from a newsletter campaign? Will depend very much also by the argument, some sectors will inevitably work better than others, but it is clear that today the conversion percentages are minimal, unless acting on extremely targeted users, providing very attractive benefits and make proposals very, very innovative ...
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