Value + Connection. Meet The Email Newsletter.

What Is Email Marketing?

Email marketing boils down to communicating with your ideal clients via electronic mail. It can take the form of email newsletters, drip campaigns, promotional offers and any other email communications to your target market. That’s a pretty broad definition, but for the purpose of this webpage and your coaching business, let’s focus on email newsletters as a means of email marketing.


Know Your Purpose.

Email newsletter marketing has been around for years, but the way to best use an email newsletter has evolved over time. Your ideal clients don’t want to be sold to with every typed word. They want value and connection. Deliver on those two points and your newsletter will be serving its purpose and helping you move curious prospects to paying clients.


How Do You Create A Successful Email Newsletter?

While various target markets respond favorably to different elements in email marketing, some best practices are universal to your success. 3 of the most critical are:

  • Subject line
  • Content
  • Color

1. Subject Line

The Journal Business of Research reported on a study conducted by Fiona Ellis-Chadwick and Neil F. Doherty, in which the email subject line was found to be of major importance to an email marketing campaign. As was pointed out in the study, the subject line is the first point of contact with your reader. A strong subject line grabs attention, evokes further interest and leads the reader into the content of your message.

Movie Time

Grab some popcorn and check out Natalie Lussier's video on how to write effective email subject lines, below!

 

Mail Chimp suggests a simple but powerful criterion for your email subject lines... make sure your subject line accurately describes what's in the email. Sounds like common sense, right? Sometimes simple is best.

2. Content

Once you grab your reader's interest, it's important to deliver content she finds valuable, relevant and trustworthy. Take some time to research what your ideal client is interested in and communicate with her like you would communicate with someone you were talking to one-on-one. Your email newsletter should feel personal and it should showcase your personality and brand.

Never mislead your ideal client by tricking her into signing up for your newsletter. Matthew Barby cites deception as one of the biggest problems he sees when it comes to lead generation and nurturing. Barby recommends setting a clear expectation about what your reader will receive and then following through to deliver the goods. 

{Do you need a little help with writing great content for your email newsletter? Check out Ann Handley's totally cool infographic at NewsCred for that}

3. Color

Color Theory is no new fad, and its impact in your marketing success can be huge. You can harness the associations people make with colors to grow your business through your email newsletter (and all your other visual marketing materials!). The Impact of color on marketing study revealed that up to 90% of snap judgments made about products can be based on color alone. With that kind of influence on your ideal client, it's worth your time to carefully select the colors used in your email newsletter.

While some colors have broad associations with specific emotions, Marketing Strategist Gregory Ciotti takes the following position...

...it's far more important for your brand's colors to support the personality you want to portray instead of trying to align with stereotypical color associations. - as reported on Entrepreneur

So, use some general guiding principles, like those in the infographic but give more weight to how the colors you use align with your brand and the energy you're trying to convey to your ideal client.

Are you ready? Right on.

Before you become an email marketing rock star, you need to have people to send your messages to. Enter the opt-in. Click the image to the left to check out a post I wrote to help you map out your next steps to growing a list of ideal clients who want to read your emails. 


References

Ciotti, G. (2016, April 13). The Psychology of Color in Marketing and Branding. Retrieved May 7, 2017, from https://www.entrepreneur.com/article/233843

Ellis-Chadwick, F., & Doherty, N. F. (2012). Web advertising: The role of e-mail marketing. Journal Of Business Research65(6), 843-848. doi:10.1016/j.jbusres.2011.01.005

Honigman, B. (2013, March 26). The Psychology of Color in Logo Design (INFOGRAPHIC). Retrieved May 7, 2017, from http://www.huffingtonpost.com/brian-honigman/psychology-color-design-infographic_b_2516608.html

Lussier, Nathalie. [Nathalie Lussier Media Inc.]. (2013, April 30). Effective Email Subject Lines & How To Write Them. [Video File]. Retrieved from https://www.youtube.com/watch?v=4cE7TneHbWo

MailChimp. (n.d.). Subject Line Comparison. Retrieved May 2, 2017, from https://mailchimp.com/resources/research/email-marketing-subject-line-comparison/