From email template design to content and engagement, we covered a whole slew of ideas in 60 minutes. But here are 10 tips from attendees of the Virtual Idea Swap. (Want to see for yourself? Click here to view the webinar replay.)
1. Pre-headers
By inserting a pre-header you are basically getting another call to action in front of your readers to entice them to open. Think of this as a second subject line.
2. Colors
Using colors to break up newsletter sections and help excite your readers about your content is easy to do. An example from the swap is the monthly newsletter from NIRSA, Leaders in Collegiate Recreation.
3. Hyperlinking Headlines
If you have a “Read More” or “Click Here” somewhere in the body of your content section, that is a strong indicator you should also use that hyperlink in your headline. To make it easier for your mobile device readers have the largest text be clickable!
4. A/B Testing
You should be using A/B testing to learn what YOUR readers want. Doing an A/B Test for a small group of your readers and then sending the rest of your subscribers the subject line that gets the highest engagement is the perfect opportunity for you to get more people to read your mailings. This is called A/B Test Send to Winner!
5. White Space
White space is good, but too much is boring. An example of a mailing that had a “good” amount of white space is from Professional Photographers of America.
6. Event Promotion
For an event, include the day of the week. It shouldn’t take up too much space and really helps provide your reader the information they are looking for.
7. Prime Real Estate
Using a header image that has a lot of blank color or images that don’t communicate anything at the top of your mailing is wasting precision real estate. Add text or a call to action on the top of your mailing (even if the text is in an image). Here is a visual of the area you should be using for effective communication:
8. Friendly From
Try placing fixed info into the friendly from to make your subject line dynamic. Make sure the friendly from has your association name, or if this is the weekly newsletter, try “ABC Weekly” or “Weekly News.” That will allow your readers to know that this is a message from your organization and give you a chance to reclaim valuable space on the subject line.
9. Bullets
The use of bullets in a mailing is an easy way for readers to get the most important information quickly. Make the bullets “pop” by making them a bit bigger or by using a contrasting color.
10. Target Content Section
Instead of creating two mailings, one for members and one for nonmembers, try a content area focused on each of those target groups. The mailing still has information related to events and advocacy for everyone, but by using dynamic segmentation the member content section has an exclusive offering that they can take advantage of while the nonmember area has the reasons to join. That way you have created on message to fill the needs of two types of readers – saving yourself time!
LOVE these ideas? Check out the webinar replay here. Leave a comment on this post if you’re interested in my help coordinating an idea swap in your area.
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