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3 tips for healthy, high performing e-newsletters

Chukwudi Nwokike

Chukwudi Nwokike has worked with brands from different sectors of the economy such as: University of Nigeria, Afrinvest, Meristem, Bi-Courtney Aviation and dRaX ARTS. His clientele usually end up with a healthy web presence that is capable of generating revenue for their business. He works with WSI,one of the largest digital marketing agencies in the world with over 1,000 offices in 81 countries. WSI Axon is the Lagos Office that helps business improve their digital presence and become profitable on the internet.
3 tips for healthy, high performing e-newsletters

Chukwudi Nwokike

Chukwudi Nwokike has worked with brands from different sectors of the economy such as: University of Nigeria, Afrinvest, Meristem, Bi-Courtney Aviation and dRaX ARTS. His clientele usually end up with a healthy web presence that is capable of generating revenue for their business. He works with WSI,one of the largest digital marketing agencies in the world with over 1,000 offices in 81 countries. WSI Axon is the Lagos Office that helps business improve their digital presence and become profitable on the internet.

Most digital marketers send a periodical e-digest or newsletter to keep current and prospective customers up to date. And that’s a good move: According to the Nielson Norman group, 90% of consumers would rather receive updates by an email newsletter, while only 10% prefer Facebook. And marketers find them useful as well. The number-one use of email marketing is for newsletters (66%), followed by promotional content (54%), and welcome series emails (42%).

Since email newsletters are so commonly used by marketers and pretty well-received by consumers, this should add up to a happy ending, right? Well, not always. Because sometimes your newsletters don’t perform, and you may be at a loss as to the reason why.

Imagine you’ve sent a newsletter to your contacts that you crafted with care. You’re not worried, you’ve done this a hundred times before. But later, as you check the open, delivery and click-through rates, it happens. You hear a figurative cough and sniffle. You feel the urge to grab a hot towel, warm blanket, and some aspirin. Because your newsletter is sickly and under-performing.

It’s an unhealthy newsletter.

Now there is no need to wish upon a star, spend a fortune on pharmaceuticals, or rely on an old wives’ tale for the remedy. You need the right digital strategy to cure the newsletter’s illness.

The e-Doctor is in: strategies for a healthy newsletter

Diagnose your contacts’ needs with personas

Sometimes marketers are so excited to send emails, that they forget who their audience is. The one-size-fits-all email strategy just doesn’t cut it anymore. So what’s a marketer to do?

The good news is, you don’t have to work harder, you just have to work smarter. And crafting buyer personas is actually a helpful method for improving your e-newsletter performance.

Many marketing professionals already have buyer personas in place. And it’s a great way to market and sell strategically. Think about it: Caroline Customer Service and Michael Marketing Manager have different needs and perspectives. So your communications with each should be different.

This strategy also applies to newsletters. If you know who is in your audience, then you’ll know what to say to them and how to say it. Using the customizable personas feature found in many marketing automation platforms, it’s easy to sort and segment your contacts into persona profiles. That way, it will be much simpler to understand your email audience, and you’re on your way to higher engagement.

Prescribe the right content with dynamic emails

Now that you know who you’re speaking to, it’s time to create the right messaging. Oftentimes, e-newsletters don’t perform well because the content is irrelevant to the recipients. According to one study, personalized promotional emails had 29% higher unique open rates and 41% more unique click-through rates. But creating personalized emails for hundreds of recipients is a tall order. Who has time for that?

Well, you do. You actually have time to create meaningful, hyper-personalized messaging for each person on your email list. How? With dynamic email.

Most marketing automation platforms include dynamic email. It allows you to send personalized and relevant messages to your leads through a single email – and you can do it all without the help of a developer. Simply swap out entire phrases, images and offers based on what you know about your contacts. Your open and click-through rates will be back to perfect health in no time.

Keep your e-newsletter healthy with some vitamin A/B

So once you’ve injected your emails with relevant content, it’s time for the final step to fully restore your newsletter’s health. For the best results, you’ll want to A/B test your emails. By splitting up your email list, you can test and compare the performance of two emails, side by side. Did one of the emails yield a higher open rate with its subject line? Did you have more unsubscribes from one email versus another?

A/B testing will give you the necessary information to make your newsletter as successful as possible. You can test and compare many variables, such as subject lines, graphics and images, email templates, body copy, and calls to action. Keep your newsletters fresh and at optimum performance by taking the time to A/B test.

Cured! Your newsletter is in tip-top shape

Congratulations, you’ve done it! Your newsletter is happy, healthy and performing well. Be sure to know your audience, craft relevant messaging, and test, test, test! Marketing automation helps you do all of this and more, so that you can keep your emails in prime condition. Happy emailing!

 

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Oti is a vastly experienced digital media and marketing professional with over 10 years of industry experience. He has worked across Agency, Brand, Publisher and Marketing Technology sides of the industry in various capacities.


Driven by a strong commitment to continuous innovation, Oti has managed so many successful digital projects across Africa and Europe for brands like Coca-Cola, Nestle, Guinness, Kellogg’s, EA Games, Sony Entertainment, etc., and advises senior management of global brands on data-driven marketing and digital transformation.

Consumer insights in marketing: Oti

Oti currently heads Product at Terragon Group, Africa’s leading data aggregation, enrichment, and activation company, where he is responsible for developing innovative data-driven marketing solutions for SMBs and Enterprises across Africa.


Oti is the current President of Association of Digital Marketing Professionals (ADMARP), the foremost professional body for digital marketing practitioners in Nigeria. He is also a communications consultant to the African Union in areas of youth engagement and digital interactions. A known public speaker, teacher and trainer, Oti has facilitated several conferences and digital events, and was recognized by Marketing Edge Magazine as an Outstanding Digital Marketing Personality of the year 2021.