Are your email newsletters worthy of an executive’s critical attention?
A new study conducted by Quartz Insights found that 60% of executives check email newsletters as their first source of news. The audience was a group of 940 C-level executives, vice presidents, managing partners, and managing directors from a wide variety of specializations: management consulting, finance, tech and media and advertising.
Three-quarters of the group spends at least 30 minutes consuming news each day. That number can be as high as 80% when narrowing the scope to leaders in the media and advertising industries. As a very mobile-friendly group, 61% of these executives reported using their smartphone or tablet to check the news. Email also ranked first as the top sharing platform.
The fact that email newsletters are the first source of news for prominent experts in their field is a big call to action for content marketers. Newsletters carry an invaluable weight of potential. Highlighting your company’s successes, upcoming promotions, events, and updates could be the first thing a client sees, and therefore the most impactful.
86% of executives told Quartz they are interested in seeing more branded content. Email newsletters are the perfect delivery method for hard-hitting content marketing.
Synergy Print Design, screen printing experts in Prospect Park, PA, sends an e-newsletter every 4-6 weeks to alert customers on promotions and recent project. This is a great way to reach out and connect to your customer base in between their visits.
Email Newsletter Tips
You get it, this holds a lot of power to be yield correctly – here are some email newsletters tips on how to improve what is being delivered to your clients’ inboxes:
- Be informative: this shouldn’t be a shocker, but simplicity is often the secret to getting things done. Nielsen Norman Group found that nearly half of their subject group said these aspects make for a valuable newsletter: Informs of work-related news or company actions (mentioned by 2/3 of users), Informs about personal interests/hobbies Informs about events/deadlines/important dates, and Reports prices/sales.
- Short and sweet: The average reader spend 51 seconds on an email newsletter. Keep your pitch brief enough to keep your audience informed, but leave enough to be desired – that’s how you’ll get a click! Include links for the reader to find more information on your blog or company website.
- Stick to the clock: choose a timely delivery and adhere to it. Be clear on your opt-in form whether your reader will hear from you daily, weekly, monthly, or any hybrid. Including an easy to find unsubscribe button is also useful. Letting go of the readers who ignore your well-crafted email and weaken your delivery/ click/ open rates will help to accurately adjust those figures.
How do your email newsletters look and perform? Are you putting your best business foot forward? Contact Sweet Rose Studios today!