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Turning an email newsletter into a conversion engine.

Even with the continued proliferation of new and expanding channels, a solid email marketing strategy — with an informative e-newsletter at its core — is still one of the most effective ways to drive the overall effort to heighten engagement and maximize conversions.

Here are a few best practices for establishing an email outreach/news program with the power to build a subscriber base — and in turn, a multichannel following that drives more business.

Create content based on real challenges.

There are simple ways to identify the biggest challenges facing your prospects/customers. One is by monitoring and participating in industry/market groups on LinkedIn, Facebook and the like. Another is the use of brief surveys, via email and social media channels, to zero-in on the pain points of your audience(s). This takes the guesswork out of the equation, enabling you to create value-added content that directly addresses these issues.

Balance the needs of informing and selling.

No one is going stay subscribed to your e-newsletter if you’re constantly in selling mode. Yet you want to make sure followers have a clear picture of what you offer. The trick is to find a balance. Use helpful, non-promotional newsletter content to keep subscribers engaged — while taking the opportunity to weave in branded solution-oriented messaging further along in the customer journey.

Looks for ways to repurpose and cross-promote.

Are some newsletter pieces performing especially well? Cross-promote them on appropriate social media channels to provide them with new life. Blog articles can also be subdivided and repurposed into a series of social media posts, with links back to the complete article — where the reader will also find a CTA to subscribe to your newsletter.

Provide clear paths for people ready to convert.

When a prospect is primed to engage more deeply into a particular topic, and/or to explore specific products/solutions you offer, the opportunity to follow through needs to be as much of a no-brainer as possible. Use well placed call-to-action (CTA) subheads paired with links to other content pieces including e-books, blogs, hosted social-media discussions, SlideShare presentations and webinars.

Neptune Web is a full-service Boston-area interactive web and digital marketing agency with expertise in Website Design, Web Development, Digital Marketing Strategy and Execution.

We look forward to your comments and would be most happy to address and help solve any Digital Marketing or Website Design & Development challenges you may have.

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