"Email newsletters remain the Internet's best tool for supplementing a website." That's according to Jakob Neilsen, the master of website useability research. In his November 29 Alert Box he reports his latest findings.
I've summarized them here paraphrasing his usual adroit commentary along with the upshot that will help you write more effective email newsletters. (Note that he finds e-newsletters better than Facebook and Twitter!)
Finding: There's a ton of email in users' inboxes. The number of new or unread messages is 300% higher now than it was 4 years ago.
Upshot: Subject lines are even more important than ever. Spammy, cutesy, or clever may not work if it's hard to figure out meaning. Use plain language in the subject line that directs users to exactly what they'll find as you draw them into your newsletter.
Finding: Users pay more attention to message previews (the beginning of the e-newsletter you can see without clicking into it).
Upshot: Put your high value content at the beginning of your message. And "high value" means important to your reader, not to what you're selling today.
Finding: Email Newsletters are a better way to stay in touch with customers than updates posted on social networks like Facebook and Twitter. Why? One reason is because an email newsletter sits in the user's inbox until something's done with it...on Facebook new posts are constantly replacing old ones. Will your user actually see your Facebook post? Another reason for e-newsletters is that corporate content is mismatched with the mindset that stays in touch with friends and family. And finally, because you control the design of your email newsletter and it can hold much more information.
Upshot: Treat your e-newsletter fans better than your more fickle Facebook audience. Give them sale and discount notices before you Twitter or announce with one-liners on Facebook. Make them feel part of a privileged club.
Finding: People like to kill time reading mobile content.
Upshot: Be sure your e-newsletter is formatted for easy mobile access.
Email newsletters have been around for a while and as a long-term online marketing strategy, they still work. The thing is, make sure you engage your readers with content that's relevant, interesting, and makes their lives easier.
One of the downsides of newsletters is, of course, they take time. You're in constant need of ideas and then you have to write clear, engaging content. That's where I can help. Give me a call at 315.738.1890 or email at nick@nkbmarketing.com. I'll help you come up with subject ideas that are right for your marketplace and I can take on the creative task of writing your e-newsletter.
Whether I help you or you do it yourself, your bottom line won't regret that you're treating your customers to consistently valuable information.
Until next time,
Nick
