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4 Ways to Get More E-Newsletter Conversions

Email marketing is a powerful tool for increasing engagement and conversions. It gives you the opportunity to reach current and potential customers wherever they are—whether standing in line at the grocery store with their smartphone out or browsing personal email during their lunch break. Plus, subscribers have already expressed an interest in receiving your marketing messages, so you have a captive audience.

You’ve got the list of subscribers, now how do you use your email newsletter to drive clicks and conversions? We have a few ideas for creating a killer newsletter that delivers for both your customer and your business.

1. Think of your audience first.

You probably have a email newsletter strategy that focuses on your business goals—drive traffic, increase conversions, etc. That’s important, of course, but you also want to think about subscriber retention. If you aren’t providing users with value, they’ll hit the unsubscribe button, and you’ll lose an opportunity to have a conversation with them.

Ask yourself the following questions to determine whether or not your newsletter is providing value to your subscribers:

2. Keep design clean and minimal.

It’s important to have an email newsletter that’s visually appealing, but too much clutter—and too many bells and whistles—will distract the user and your marketing messages won’t be heard over the noise. Here are a few design suggestions to consider:

Example: About.me utilizes plenty of whitespace, minimal images, and a streamlined footer. Plus, the email newsletter looks great on mobile.

3. Use a template (or templates).

Popular email marketing platforms like MailChimp, AWeberConstant Contact and iContact offer the option to utilize their newsletter templates in addition to creating custom templates. Not only do templates make creating individual newsletters much easier, but they also help to establish a particular look and feel for your newsletter, which is helpful from a branding perspective.

If you have limited design resources, utilizing pre-made templates is a great way to create a professional-looking newsletter without much work. Plus, most of the templates feature responsive design, which means your newsletter will look great on mobile devices as well.

4. Make calls-to-action strong.

Once someone reads through your email newsletter, what do you want them to do? Spell it out clearly. Whether the next step is signing up, buying or donating, make sure your calls to action are clear and strong. Some points to consider:

Example: WNYC’s fall fundraising email conveys a sense of urgency with a strong call to action: “Make Your Contribution Now.”

Getting email marketing right can reap great rewards for your business’ bottom line, but it’s important to remember that it won’t happen overnight. Every audience is different, and finding the right message for converting yours will take testing and refining. And then more testing and refining. Think of these tips as your starting point for creating your next newsletter campaign, and learn how AddThis Audience Targeting Tools can help you to grow your subscriber list.