Email marketing update: Are you still sending one email newsletter a month?

By Callum Richardson, Digital Marketing Manager at Verve Design

Consumers Are Busy: Keep It Short

Only 16% of users read word-by-word, and the average person gets distracted within eight seconds; the age of monthly newsletters is over.

The internet is overwhelming. It is overflowing with content and information, meaning we are easily distracted and attention for your brand is gold dust. Imagery and videos are now vital to engagement, and text needs to be concise and converting.

Instead of writing one convoluted email a month, you need to try sending emails about individual subjects, offers or categories, with strong imagery and very clear calls to action. If you want to write something long-form, like this blog, then house it on your website where it benefits your SEO and link to it from your email. This speeds up email creation, and multiplies your results as you are more likely to capture attention, and engage/convert it within your initial eight second window.

Segmentation: Relevance Is King

Sending one email to all of your contacts is easy, but it’s ineffective. It turns out, people are different. Within your newsletter list, you’ll have a diverse range of people, interested in entirely different services and at different stages of their lead/client journeys.

Modern email platforms like Klaviyo are all about data, and they give you the power to split your database based on demographic information or behaviours. These smaller groups can then be sent incredibly targeted emails which are relevant to them. If the relevance is obvious in the subject line, you will have a better open rate. In addition, the email itself is something they are interested in, so the client is more likely to take the action you want them to.

This segmentation means you can send different offers and content to different clients. With our Klaviyo plugin for WordPress, you can also see who has visited your website recently, and build segments based on this.

Using the right messaging and sending the right offers or information to the right people will make your marketing much more impactful and show you care about people’s time.

Automation: Timing Is Money

As mentioned above, the internet is overflowing with content and attention spans are very short. This means that capturing a potential clients or customer’s attention at the right time is paramount. Thankfully, email marketing platforms like Klaviyo have a tool for this too, automation.

Automations work based on triggers. A trigger could be demographic information or a tracked behaviour; the first example of this is somebody filling in a contact form. You could use this trigger to automate a response to a specific contact form with a branded template delivering the information a lead needs, but also, notifying internal staff too.

If you have Verve’s custom Klaviyo plugin for WordPress, then you could also build an automation that is triggered when a subscriber views a particular page on your website. The ability to track what people view and when is really powerful when it comes to emailing the right people the right messages at the right time. Our plugin and clever data-driven automations enable you to do this.

Automations themselves can have time delays, tag people and split based on thousands of variables.

The Maths

Email marketing is a fundamental channel, as it remains the cheapest way to communicate with customers/clients. A lot of businesses put vast amounts of time and effort into acquiring new clients on Google, social media or other forms of advertising. This is hugely important, but email marketing is your chance to turn the traffic you have paid for into a long-term contact.

On Klaviyo, you can send 100,000 emails a month to 10,000 unique contacts for £117 a month. A decent click rate is 2% so that would be 2000 clicks a month for £117. Or, in other words, 5.85p cost per click. And that still ignores the other 5000 times your customers will have opened an email and thus consumed your messaging or heard about your offer.

Companies with under 250 profiles can use all of this functionality for free on their free plan. Implementing this software is a no-brainer for small/medium sized businesses who want to make more from their digital presence.