If you’ve been diligent about your email marketing, you already know you should ask permission before you add a customer to your contact list and analyze campaign results as well as balance the content to include relevant information with less emphasis on promotions.
Still, you may find yourself with subscribers you know are reading your newsletters who don’t take the next step by responding or sharing your content.
If your goal is to inspire readers to take action after reading your newsletter, here are five ways to do it.
Create a sense of urgency. Spotlight a popular item, run a limited time special on it that’s only featured in your newsletter and/or make it available to the first 50 readers who respond.
Always include a call to action. Along with including a sharing button in your newsletter, consider including a call to action within each article. It can be a link to your email, a link to a landing page on your website to get more information or a special offer.
Invite select customers to participate in private events. Host a private event at your business and be sure to let your top customers know it is invitation-only. Consider including language such as “limited to 50 customers” to reinforce the value while also demonstrating your gratitude for their loyalty.
Create deals that are offered to existing customers when they bring a new customer along. By elevating the current deals craze to make it more of an insider experience, you’ll be able to widen your circle and engage new customers in a more meaningful way. Meanwhile, don’t forget to express your gratitude for the introduction by presenting a valuable offer or thank you for the referral.
Make learning fun. The key to getting readers to digest the entire newsletter and act on it is to include content that gives them immediate knowledge in the shortest amount of time possible. To do this, consider adding in visual elements such as pictures or infographics that give them a lot of cool information in a snapshot. Just be sure the information is a great conversation starter.
Of course, not every customer is going to respond to your newsletter. This doesn’t necessarily reflect your content or their level or interest. However, the tactics cited above can improve the likelihood of more customers taking action upon receipt of your email.
Steve Robinson is Constant Contact’s small business expert in Illinois and Wisconsin. A knowledgeable marketing expert with 30 years of experience, Steve has helped thousands of small businesses, associations, and nonprofits develop and implement effective email marketing, social media and online survey strategies. A popular speaker and educator, Steve gives small businesses and nonprofits the tools, techniques, and strategies they need to grow and expand their business and to maximize the power of relationship marketing. Steve’s experience in small business ownership, business development, sales, and fundraising help associations, small businesses and nonprofits achieve success.