Keep it short and sweet with email newsletters
Published May 28, 2010
The rapid growth of smartphones and the increasing volume of digital content has changed the way people interact with traditional platforms such as email marketing, reflected in shrinking attention spans and a need to make emails mobile-friendly.
For email newsletters, this translates into a need to be "concise and compelling," reported BtoB magazine.
There are a number of ways to do so, one of which involves using a strong call to action in the subject line and making sure that the line appears in the preview pane. The email itself should also contain a hyperlinked call to action.
Hyperlinks are now an email marketer's best friend, said BtoB, as they make emails more concise and allow readers to skip to the content they find relevant. The links also improve data analytics through the use of tracking mechanisms, which can be utilized to increase the relevance of future email campaigns.
There should be a variety of kinds of hyperlinks, from other websites to social media pages, and links can also be used as a "read more" feature, the magazine reported. Just one paragraph of a story should be enough to engage the reader, and those interested can click to read more - further cutting down the length of a newsletter.
When it comes to tracking the effectiveness of these strategies, it may be worthwhile to think outside the box, MediaPost recently reported. For example, return on email volume, or ROEM, as well as average revenue per email delivered, also known as ARED, can be more telling metrics than traditional ones such as open rates.