Optimize A Simple Newsletter for Better Customer Retention!


While the digital publishing and content creation industry is evolving, one thing remains constant and that is the power of email newsletters. Considerable research shows email newsletters are one of the most valuable and versatile channels for marketing out there.

Emails can be used at the different stages of the sales conversion funnel, targeting a wide range of target buyers and purchase requirements. HubSpot research specifically shows that 34.3% of B2B players and 14% of B2C publishers use subscriber lists to drive revenue. An even bigger percentage – 64.6% among B2B and 48% among B2C publishers – also rely on newsletter sponsorships for monetisation. Newsletter optimization is something your business cannot afford to ignore, if it wants to retain customers.

  • Always Test Headlines

Sending multiple versions of the same newsletter will help your brand to see what performs better. A/B or split testing allows message iterations consistently and helps you to channel awareness and interest. Audience attention spans are short and you need to take the lead if you want to boost customer retention in the long run. Test your formatted subject lines or even focus on the personalisation of content, testing different value propositions. While dealing with a business question, or making a judgement call, you need to split test your idea.

  • Define Your Value Proposition

Publishers also use email newsletters to build top-of-funnel awareness. This is especially strong for targeting new audiences and promoting brand visibility for existing clients. Publishers need to consider the final goal as not only conversion. Your newsletter should also be a valuable tool for driving engagement with existing customers.  Email newsletters should have convincing content and compelling calls-to-action if you want to kick start your customer retention.

  • Craft Powerful Content & Compelling Calls To Action

Once the newsletter is in place, creating an impactful email subject line is important and for this, newsletter contents need to be optimized. Average email viewers receive 147 mails in a day, deleting over 48% of them. If readers take the decision to open the newsletter, one will not be able to disappoint them.

Motivate readers to perform specific actions when they read newsletters, because if you don’t optimize the content, it could find its way to spam or trash folders. Connecting the audience and fostering customer retention is also easier if there are convincing calls to action in place for converting the reader into a buyer.

  • Choosing the Correct Template

There are so many email marketing platforms out there offering themes or templates to create newsletters. These range across welcome emails for subscribers to sales promotions. Some platforms even offer up to 200 newsletter themes. Keeping it simple and choosing the right template for a neat, de-cluttered layout is important. Optimize for mobile devices while choosing a template for your newsletter.

Over 54% of emails are opened in smartphone devices. Check if the structure of the newsletter is adopted to smartphone devices. Choose a responsive, captivating design to capture and sustain the customer’s interest. Use fonts that are large enough, anywhere from 14 to 16 pixels and make sure your CTA buttons are easily clickable.

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