How To Boost Email Readership

You already know how challenging it is to maintain your marketing efforts when you have so many other responsibilities associated with running your business. This is why entrepreneurs turn to email marketing. It’s a low-cost, high-return approach to engaging your customers and growing your business.

Yet if your email readership is stagnant or dropping, it may be time to step back and review why it may be going awry. To help with this, here are five best practices for boosting email readership and subscribers.

Great opening lines. Compelling yet realistic headlines will draw in your readers, yet they should comply with today’s email and social-media marketing standards. For example, your email subject line should be no longer than 35 characters and should reflect the great content inside as opposed to “September News.”

Within your email, headlines should not exceed 70 characters. Along with ease of reading, this assures your full headline will appear in search-engine results if your content is posted on your website.

Feature prominent guests. Conduct Q&As with industry experts to add valuable third-party insight. You can further boost readership by promoting the Q&A and asking readers to submit questions in advance that will be addressed in the upcoming issue.

Balance offers and content. Each email should include great offers and interesting content that can’t easily be found elsewhere. This way, you’ll be recognized as an expert in your field and consistently attract regular customers as opposed to one-off bargain seekers.

Also, while most people think offers are for consumer-based businesses, this doesn’t mean that B-to-B companies can’t create a great deal. For example, an accountant and a lawyer can team up to offer tax prep services and advice on incorporating your company.

Link to external sites. Your content should include links to relevant outside resources to further validate your claims and drive traffic back to your site. Again, this works very well when your email content is also featured on your website.

Be forward. Include social sharing buttons and ask readers to forward your email to their network. You can also create an offer around a subscription drive that rewards readers for referring friends and family that join your mailing list.

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.

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