Earlier this week I attended my first “unconference” event – Niche Media’s eNewsletter World Unconference in Dallas! This was a great opportunity to talk enewsletter essentials, network with other email marketers, and learn new tips, tricks and tactics for email marketing.
Here are my top takeaways from the event:
Segmentation gives you the best bang for your buck.
If there is anything in your email that you can possibly tweak or change in order to segment your email and better target your message, do it. Targeted, segmented emails will give you the greatest return on investment because their relevant content will speak to readers, encouraging them to take action.
Content is still king (and probably always will be).
Content continues to reign supreme. Your enewsletters need to be providing valuable content, issue after issue. The content you feature can even demonstrate your knowledge, importance and influence in your industry. One presenter shared an example of an email campaign that she worked on with an organization. Her enewsletter, which consistently provided strong content, generated more signups for her organization’s service than a direct sales pitch email. Her content proved that by joining, a member would continue to not only receive the great content they already saw, but even more.
Focus on your call to action.
Yes, action – not actions. If you’re looking for new subscribers, don’t send an email with a link to sign up for your next event, dozens of clickable ads, and then a small line at the bottom asking them to join your enewsletter list! Make your call to action clear and direct readers to your subscription page without distractions before they have time to press the delete button.
Did you attend this conference? What did you think?
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