Do you spend hours writing your email newsletter and trying to do versions to appeal to different segments of your target audience? Or do you treat everyone the same with exactly the same content?
The truth is that this article is for those who have decided they want to take their newsletters from a generic product into something more personalized. This includes, but isn’t limited to, by name but also by content as well. You can automate the creation of personalized newsletters with an AI tool – I don’t just
Despite attempts by social media to lead marketing, email marketing is still the most effective means for communicating to your customers. And it is a lot safer too as algorithms and rules change on social media platforms all the time. You may spend a load of time building up your followers and overnight your site is closed. It happened to someone I know. They did not do anything wrong as far as they know, but they had hired a social media strategist to run their site, and suddenly the site was closed. All their community lost. The only way you can own your customers is your email list. These are the people who are interested in your topic and subscribed to hear from you so they are far more targeted than most social media followers.
In this article, we’ll go over a quick overview of how to include email marketing and weekly email newsletters into your marketing strategy; as well as the best practices associated with email marketing, as well as how AI us supercharging your email and allowing mass personalization.
Your regular email newsletter is a crucial piece of your marketing strategy. Your emails can help you generate sales, increase website traffic, boost conversion rates and bring back lapsed customers – as well as build trust with potential clients. But when are these messages most effective? And how do you make sure that the right message reaches the right audience at the right time?
The answer to these questions is AI: Artificial Intelligence.
Quality over Quantity
If I buy something then I seem to get emails from the company every single day! Seriously. Enough is enough. Now these are companies I like and will probably buy from again but every day is far too frequent for me. Once or twice a week is plenty. I don’t read most of them, I just head straight to delete delete delete. Don’t send floods of emails to your email list.
Next – make them good quality content. We all get far too many emails so try and add value to your audience with interesting content.
Personalize
It is not enough to persoalize the name anymore, now you should be personalizing the content. “But I have thousands of subscribers” I hear you moan. No problem – so do I – and they all get email newsletters personalized to them. How? I use AI to do it for me. This is a key strength of AI – personalization at scale. Each person gets a newsletter delivered to them based on their interests which it has learned over interactions with them. The longer they rceive the newsletter the more and more relevant to them it will become.
Why Email Marketing?
Doing email marketing isn’t just to add another channel of advertising to your target audience. Email marketing and weekly email newsletters help your customers to feel your presence, and to keep your business in mind. I used to do my newsletters once every 2 months as I didn’t want to inundate my clients with more emails. One day when it was sent out, an old client called me and said ‘ I am so sorry’. I asked what about. He said ‘I just did a tender for what you guys are amazing at and I totally forgot to add you to it. Your newsletter just reminded me. I am kicking myself. So, it serves a valuable purpose. It not only delivers valuable content, but it reminds your customers about you and this translates into more transactions with your customers, more traffic on your website, and faster overall growth.
Analyse results
Look at your newsletter analytics as the data will tell you more about your customer base than focus groups ever could. It will show you which topics are resonating with which customers, which topics fall flat and how interested they are in a topic. For example I regularly see some subscribers opening one newsletter article over 100 times. The first time I saw that I thought ‘Wait – what?’ but then I realised they had forwarded it to many people in the company and it was their link so showing up as them. This happens a lot but what it tells you is that topic is very important in that company and is something they have a challenge with.
Return on Investment
Email marketing is inexpensive and yet the average return is 122% which is far higher than most marketing channels and this makes it one of the strongest tools for marketing – especially for small businesses with limited marketing resources.
We are writing a training that lifts the lids on which AI-powered email newsletter tools are providing the best product for you to really personalize your email newsletter. Sign up to get updates on our courses to make sure that you do not miss out on this course when we release it.
