|How to create a really effective eNewsletter |
|There are many factors that make good eNewsletters but there are just two simple maxims: make it easy to use and inviting to read!|
|1. The main navigation bar |
|Just as every PC and Mac program has a main navigation bar include one to assist your readers to find their way easily round your eNewsletter. |
Studies have shown that, on average, a navigation bar, with embedded links, gets over 25% of the total clicks in any one eNewsletter. Make it stand out, easy to understand and easy to use!
|2. De-emphasise little-used |
|Research shows that search engines are used far less than the navigation bar. So, de-emphasise the search engine. Keep it in, as some users will want to use it, but don’t allow it to clutter the page.|
|3. Catch the eye |
|The main graphic device will either catch the reader’s eye or not. Good graphic design is just as important in eMail newsletters as it is in printed newsletters.|
|4. Minimise the copy |
|Line upon line of text can be real turn-off. I find that a short sound bite, with a link to a micro web site or the company’s website for the full article, is much more effective. Generous line spacing is another well-established graphic design feature – this creates both style and improves legibility. |
|5. Forward this eMail |
|Research has shown when this link is placed near the top left-hand side, it is more effective than at the very top, or at the very bottom of the eNewsletter.|
|6. Personalisation |
|We’ve all moved on from a simple “Dear Norman” type of personalisation, but if the reader has used a “Register here” facility to confirm a particular product interest, then eNewsletters can link the reader directly to a landing page on the website containing more relevant detail. |
Better still, using a sophisticated eMail distribution system, like our ePartner ASP software, the eNewsletter itself can contain personalised sections.
For example, a front page section could be called “Recommendations for you” which includes only products relevant to the reader’s stated interests.
|7. Conclusion |
|Using these tips, unsubscribe rates will fall, and click-through rates will increase. Personalisation is the real key. You will need to collect this extra data and run a sophisticated eMail distribution system to use it effectively. |
I have seen many personalised eNewsletter campaigns and have come to the conclusion that they work so much better than the generic, “one size fits all”.