Although we live in the world of social media, email isn’t going anywhere. It’s still one of the most popular forms of online communication, and there’s no reason to believe this will change. For marketers, this is exciting news. A digital newsletter is an excellent opportunity for you to connect with your audience to drive engagement and sales. And it’s also an effective way of building brand awareness and affinity. Newsletters can effectively leverage your email list into sales. But you need to have a great newsletter to do so. The average conversion rate is only around 1 percent, largely because people are inundated with poorly crafted email marketing. If you can create an exciting newsletter that gives people what they want, then you can turn this marketing tool into a powerful engine for sales. Here’s how.
Over the holiday a family member told me that she got in trouble for using readability tactics – specifically bullet points – by her boss. Apparently her boss thought that bullet points were “too aggressive” for the reader. It’s my view that her boss, who ironically works in the media space, has no idea how important readability is to content and email marketing.