In anticipation of the New Year holidays, it is important to pay attention to creating email newsletters that will not only reach the recipients without going to spam, but will also bring the expected results. secrets of successful email newsletters .
Maria Ageeva, head of email marketing at Completo , told us how not to get lost in the huge flow of content and add zest to communication with clients.
The content must be useful and interesting to the target audience.
Businesses need to strive to build communications local marketing email list that will meet the needs of customers and solve their problems.
The subject and preheader are what a person sees among the general mass of messages. They should correspond to the needs of the target audience.
The main task is to make sure that yours is the one opened among the many letters.
What to write to your target audience
According to research by our colleagues, Stripo , a fairly large percentage of readers are ready to receive New Year offers, promotions and discounts.
Among the most preferred letter run that increase engagement topics, 70% of respondents named discounts and bonuses, 15% – congratulations, 5% – summing up the results of the year.
When to send
Most people prefer to receive the newsletter on the eve of the holiday. But 1/3 are ready to receive the newsletter a few weeks before the New Year:
- 54.5% – on the weekend before the day X;
- 31.8% – a few weeks before it;
- 13.6% – December 31.
How many letters are allowed to be sent?
The optimal number of letters depends on the audience and niche. You can set up a mailing from 1 to 3 letters.
- 59.1% of survey participants are ready to read 1 congratulatory letter;
- 40.9% agree to a series of 2-3 emails sent two weeks before the New Year.
Of course, in December, companies strive fresh list to make letters unique and attractive to the client, using themes and design that match the New Year mood.
91.3% of survey respondents believe that email design matters !
And our practice confirms this.
But first things first.
Planning and preparing for the launch of the mailing list
Planning means thinking about strategy and preparing content in advance to ensure effective communication.
And in the case of New Year’s mailings, it should start in November or even earlier.
Preparing for mailings includes the following steps :
- analyze previous campaigns: what worked well and what didn’t. If you are launching a mailing for the first time, then evaluate the resources, determine what you can implement, and next year this will be the springboard for your campaign;
- formulate SMART goals, outline the stages for achieving them and develop a content plan;
- Conduct A/B tests and analyze the effectiveness of each element of the letter. Evaluate which call to action works best, what interests the audience most and engages them in communication.
When working with mailings, it is necessary to track the number of unsubscribes. If it grows, then either the content of the mailing does not correspond to the interests and needs of the audience, or the letters are sent too often.