Continuous Improvement: Your Emails CAN Keep Getting Better And Better (Email Marketing Series)

Welcome back friendo! It’s FRIDAYYYY!

(Oh yeah, we’re in a great mood this week.)

But our good mood doesn’t have to do with what happened (well, totally)…more about what can be done.

This week we’re talking about fixing the problems that’ll inevitably come up as you're sending your newsletter out.

(Plus some other stuff like accessibility and fostering that awesome sense of community.)

Fixing The (Soft) Problems

Since this newsletter is dedicated to strategy and method not technical fixes (gotta be a client or join our other newsletter launching 08/01 for all that!) we’re more talking about the problems that come up after you push send…

…When the trends are only headed in one direction: down…

…What do you do?

Welp. The answer lies in which stat you need to improve:

Open Rates

• Try rewriting your subject lines; then

• Try rewriting your preheader; then

• Check your spam score – needs a technical fix, contact us!

Pro tip: Subject lines can be split tested (A/B tested) to see which one performs best with a small test group, then the winner is sent to the rest of your list after the test is over.

Click-through Rates

• Verify the link is working; then

• Try rewriting your button text a second time; then

• Try split testing your button (only some email senders can do this)

Pro tip: All calls-to-action should be…actionable! A great example is Payoneer, instead of just “create an account” they have a button labeled “Create an account and pay your first request”. The second one leaves no room for uncertainty. You know exactly what’s going to happen after you click that button.

Conversion Rates

• Verify the linked page is working; then

• Rewrite your copy; then

• Make sure your website is set up for conversions

Pro tip: If your traffic is making it to your website but you're still not seeing conversions, you may want to fix your offer! Want to hammer it out? We’re doing free consultations! Book a call and create an irresistible offer with us.

Unsubscribe Rates

Unsubscribes happen, but fixing them is more of an attack on all fronts.

• Check your email send frequency (dial up or down)

• Make sure your content is valuable to your audience (not you)

• Just practice your writing

Pro tips: Unsubscribes? Those can be great! Think of it as a subscriber that was skewing your metrics and wasn’t resonating anymore…now IDK about you but that person wasn’t buying no matter what. So no harm, no foul. (But if they’re leaving by the masses…def look into it.)

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Accessibility Is Everything

While branding and targeting take precedence over all, it’s also important that the quieter folks in your audience can still enjoy your content too.

• Text size: 14+ pt for regular text and 18+ pt for large text

• Space to breathe: Add lots of negative space (add visual spacers, double spacing, etc.)

• Text visibility: Use the AudioEye color contrast checker tool to see if your colors are easy to read

• Inclusivity: Inclusivity is a moving target. In general, follow the golden rule. If that’s not enough for your brand guidelines we recommend writer.com for their inclusivity checker tool and as a pretty stiff competitor to Grammarly.

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Fostering Genuine Community

Encouraging the community you’ve built to talk to you is easily one of the most unique challenges of any newsletter.

Simply asking for replies and leaving an open trail of feedback that’s been implemented is the best way we’ve found since starting sending this newsletter.

Another way we’ve found success is letting you all plan the content. “We planned the first few, now you.”

(Sounds wild and crazy, we know. But it’s been working!)

In all cases, focus on building a sense of belonging and value first…

…Then focus on monetizing!

(Fun fact: this newsletter didn’t make a dime until almost 9 months in!)

And above all else, if you DO get user feedback, make sure you use it!

(And then let them know you took it to heart.)

With all of that said, Fahad and I both hope you feel part of this community, that your presence is felt and valued so much.

We’ll see you next week!

Fahad and LJ

This Week’s Campaigns

Retail/E-Commerce

• Concept: Create a reel demonstrating how to properly care for a popular product or category of items you sell (e.g., how to wash a specific fabric, maintain jewelry, or clean tech gadgets) to ensure its longevity.

• Why it works: You're providing valuable post-purchase support and demonstrating a commitment to customer satisfaction, which builds trust and encourages repeat business by helping customers get the most out of their purchases. Plus you can hook up a simple automation to share the video with them after purchase or by including a QR business card to the video with a physical package.

Consultants/Coaches

• Concept: Share insights and strategies on how local businesses can remain agile and responsive to the rapid changes and unique opportunities present in the Las Vegas economy. This might include tips for quick strategy pivots, leveraging new technologies, or diversifying client bases as our city continues to thrive.

• Why it works: You're empowering local professionals to not just survive but thrive amidst constant change, positioning yourself as a visionary expert who understands the dynamic nature of the Vegas landscape making you the perfect answer to their solutions.

Realtors

• Concept: Create a reel discussing specific features or renovations that genuinely increase a home's market value in Vegas, contrasting them with common upgrades that don't offer a good return on investment in the local climate or buyer preferences. For example, pool? Good investment, surround sound in-home theatre? Eh, not so much.

• Why it works: Not only are you flexing your knowledge and licenses. You're providing expert financial insight tailored to our housing market, empowering future and current homeowners with practical knowledge that can genuinely benefit them.

Therapists

Hey therapy folks!

We’ve revamped how we’re going about your social media in response to new data and market trends.

Instead of “caring” for all content, we’re going to be focusing on approachability.

• Concept: Share a personal story that ties why therapy is your chosen profession. If you’ve been in therapy yourself, this could include tips for finding local groups, engaging in community events, or nurturing existing relationships.

• Why it works: Sharing personal journeys is one small way that you can differentiate your practice from everyone else. In this week’s campaign, you’re addressing a common social and emotional challenge in Vegas, providing actionable strategies to combat loneliness and foster a sense of belonging.

Photo by Anakin Hoffmann on Unsplash