Consistent branding is fundamental to any good digital marketing strategy. You need to have a brand voice that represents your company’s values and culture. Once you’ve developed that identity, you need to keep it consistent across all of your marketing efforts. That includes all of your email marketing campaigns. Consistent branding keeps your business recognizable to your audience. Plus, it builds trust, which is important for customer loyalty.
Only send email if you have something to say. This one seems obvious, but too many companies start email newsletters with no plan and nothing to say. Email is simply a way to publish content—the content itself has to come first. Before starting a newsletter, make sure it's a sustainable commitment that will help you achieve your business goals. Otherwise, you'll be wasting your subscribers' time and your own time. Ask yourself: What's the goal for this kind of communication? What do we have to say? How will we measure success? Send thoughtful newsletters, and keep the focus on your company's message.
Have clear and specific goals in mind. Remember the acronym "AIDA" as you compose the message – Attention, Interest, Desire, Action. Your subject line needs to get their “attention” so that they’ll open the email. Once they’ve opened it, spark their “interest” so they’ll want to continue reading it. Create “desire” by providing them with a motivating offer. Finally, they need to be moved to “action” – which can be clicking on a link, calling your business, buying something from your website, and so on.
Really helpful content jeff. I love your blog. I was actually thinking of doing a weightloss blog as I have struggled with losing for a long time, and now eventually have diabetics. So I will add things. I might let you look at it and perhaps you would give me your opinion. Another thing, I was promoting an offer over facebook, unfortunatly I never got sales. but this has fired me up. I must use an opt page next time. Then at least I will collect emails.
As you can see from the example above, emails following the model contain a succinct headline that highlights the key message of the campaign, as well as supporting information and visuals to help convince readers about the benefits of clicking-through. The reader is then presented with a prominent call to action button that makes it crystal clear what to do next.