As a marketer, it’s essential to understand what a sender score is and how it impacts your email reputation. A sender score evaluates whether you’re a spammer or are sending legitimate, authentic emails that people want to read. Working toward a high sender score is crucial to keep your marketing emails out of the spam box. 

Email providers use two measures to evaluate the sender score, which combine to form your email sender score and impact email deliverability:

  1. Domain reputation gauges the credibility of your domain.
  2. IP reputation evaluates the legitimacy of your IP address. 

Understanding your sender score

Here’s what you need to know about your sender score.

How is the sender score calculated?

In addition to domain and IP reputation, email service providers determine the sender score based on several factors, including the following:

  • Recipient engagement with your emails through opens, clicks, unsubscribes, and spam complaints
  • Frequency, volume, and consistency of emails
  • Whether your domain passes authentication checks
  • Quality of your email contact list

Domain reputation and its role in sender score

Domain sender score represents how reputable your email’s domain is. Your domain follows the @ in your email address, such as @company.com. Possessing a high-ranking domain improves your sender score, reducing the likelihood of your emails going to spam.

You can find your domain sender score using tools like senderscore.org. Simply entering your domain will retrieve a numerical assessment between 0 and 100. A sender score between zero and 69 is considered poor, while a score of 70 to 79 is fair. Anything over 80 is good. The higher your score, the more authoritative your domain is in the eyes of email service providers.  

IP reputation and its impact on sender score

Every email address has an assigned IP address. Email service providers evaluate your IP address’s credibility when determining your sender score. The higher your IP reputation, the better your sender score will be.

In the early stages of building your email subscriber list, your IP address will have a low score. Your score will naturally increase as you attract more subscribers, send quality content, and stick to a regular email frequency. 

Checking your sender score

Your sender score determines whether email service providers believe you’re a spammer. 

How to check your sending reputation

You can use any of these tools for a sender score reputation check:

  1. Sender Score: A free measurement tool that evaluates your sending reputation.
  2. Barracuda Central: This tool lets you check your IP and domain reputation lookups.
  3. Customer URL Ticketing System from McAfee: You can assess your domain’s email and web reputation with McAfee’s tool.
  4. Postmaster Tools: You can track data on high-volume email batches to your Gmail accounts using this Google tool. You can also analyze email performance, routing, delivery errors, feedback loops, and other factors.
  5. Microsoft SNDS: Through Microsoft SNDS, you can view your IP sending reputation and spam complaint rate, among other factors.

Improving your sender score

There are several ways you can improve your sender score.

Strategies to improve your email-sending reputation

There are a few proactive measures you can take to build your sender score:

  • Remove subscribers who don’t engage with your emails.
  • Confirm the address of new subscribers with an email verification tool.
  • Only add new subscribers who voluntarily consent to hear from you.
  • Stick to a consistent email frequency and schedule.
  • Implement authentication checks.
  • Create high-quality content for your subscribers. When your emails provide value to your recipients, they’re more likely to open them.
  • Avoid purchasing email addresses and focus on growing your list organically. Recipients who receive unsolicited emails from you will likely unsubscribe, complain, or report your message as spam.

Role of email list hygiene in reputation management

Over time, some of your subscribers may disengage from your email list. If you see that happen, consider implementing a customer winback campaign to reconnect with subscribers before they unsubscribe. 

If you receive hard bounce alerts for email subscribers, remove them from your list entirely. A hard bounce indicates the subscriber’s email address is no longer valid.

Authentication methods: DKIM, SPF, and DMARC

Once you set up your new email address from which to send your marketing messages, authenticate it to help prevent your emails from going to spam. 

DomainKeys Identified Mail (DKIM), Sender Policy Framework (SPF), and Domain-based Message Authentication, Reporting & Conformance (DMARC) are all authentication methods designed to prevent spammers from taking over an email address they don’t own.

DKIM-authenticated email address example from Cloudflare
An example of a DKIM-authenticated email address. Image source: Cloudflare

Maintaining a strong sender score

As your sender score improves, it’s crucial to manage it. Here are a few steps you can take.

Regular review of email statistics and performance

Routinely analyze your email statistics to assess your performance. Evaluate your open rates, click-throughs, and conversions and compare them to your target benchmarks. See where you can improve if your email campaigns don’t meet your expectations.

Best practices in list management and cleaning

Maintaining a clean email subscriber list means paying attention to engagement and bounce rates. If subscriber engagement drops, analyze your campaign to see where you might tweak it and reattract your audience.

Hard bounce notifications indicate something is wrong with a subscriber’s email address, and it can no longer receive messages. A soft bounce means a temporary message delivery issue. 

Removing email addresses that hard bounce helps protect the integrity of your email sender score. A soft bounce generally won’t impact your sender score unless there’s a problem with the recipient’s email address.

When adding new subscribers, ensure you get their consent to receive your messages. Including double opt-ins — where the subscriber provides their email address, then verifies their subscription through an extra step to confirm they want to receive your messages — helps keep your list clean.

It’s important to authenticate your email address before sending messages. Authentication protocols like DKIM, SPF, and DMARC validate your address and prevent spoofers or other nefarious actors from hacking it.

How and when to remove inactive subscribers

People won’t always read every email you send. They may scroll past messages that don’t relate to their interests or draw their attention. 

If you notice a subscriber is inactive for an extended period, you can attempt to bring them back through a winback campaign. However, not every subscriber will respond favorably. If they continue to ignore your messages, consider removing them from your list.

There are no strict rules on when to remove inactive subscribers. Every marketer sets standards based on engagement expectations and other factors, like sending frequency. 

For instance, an email marketer who sends only a handful of emails every few months may not remove inactive subscribers for a year or longer. You can set a timeline for removing inactive subscribers that suits your business model.

To remove an inactive subscriber, simply delete their email address from your list. Once removed, the individual will no longer receive your messages.

Preventing and removing spam traps

spam trap is an email address that service providers use to identify senders who fail to adhere to email best practices. At one time, they may have been valid email addresses, but the recipient has abandoned them. 

You can identify potential spam traps by tracking your subscriber’s open rates. If a subscriber hasn’t read your emails in over a year, the address may be a spam trap, and you might want to remove it from your list to protect your list credibility.

Consistent email-sending schedules

A well-designed email marketing strategy has a consistent sending schedule. Sending regularity demonstrates you’re a reliable marketer who wants to interact with your subscribers consistently. Once you set an email-sending schedule — whether it’s communication every few days or weeks — stick with it. 

Essential aspects of a robust email infrastructure

Your email infrastructure consists of the tools used to deliver your messages. It includes email reputation management tools, IP addresses, mail servers, and other components. 

When building your email infrastructure, it’s important to choose tools that facilitate seamless interactions and allow you to monitor all aspects of your email reputation, including domain sender score, email sender score, and return path sender score.

Potential issues and resolutions in sender reputation

It will take time and effort to build your email sender’s reputation. You may encounter a few issues along the way. 

Some of the problems to look out for include:

  • Bounce rates: Too many email bounces can harm your sender’s reputation. Removing subscribers when you receive a hard bounce is vital since the address is no longer valid.
  • Sender history: Your email sender history considers the frequency and volume of your sent emails. Maintaining a consistent sending schedule adds credibility to your email campaign and improves your sender score over time.
  • Unsubscribe rate: People may unsubscribe from your email list if they don’t find your content relevant or valuable. While that’s normal, it’s vital to take action if you see a rise in your unsubscribe rate or reduced engagement. 
  • Engagement rate: Your engagement rate includes open and click-through rates. Maintaining a high engagement rate helps improve your sender reputation. Focus on providing quality content to your subscribers to keep them engaged.

Avoiding pitfalls in email sending

There are a few mistakes you can easily avoid when designing your email marketing campaign.

Common mistakes that hurt the sender’s reputation

A few of the most common errors typical among email senders are:

  • Unsolicited emails: Only send marketing messages to subscribers who consent to receive them. Sending unsolicited emails can harm your sender’s reputation.
  • Too many complaints: Unhappy subscribers may complain if they receive too many emails from you or no longer want to receive your messages. If you receive subscriber complaints, address them promptly and take the appropriate action.
  • Typos: If you receive hard bounce notifications for a new subscriber, review their email address to check for potential misspellings. If you find any, correct the error and try resending your message.

Software and tools for managing sender score

There are various tools you can use to gauge your sender score. An email testing service helps eliminate common email errors, ensuring they deliver properly no matter what email service provider your subscribers use.

Email verification tools — SPF, DKIM, and DMARC — protect your email address from nefarious actors who may try to spoof your email address or intercept your messages.

DMARC record example from MXToolbox
An example of a DMARC record. Image source: MXToolbox.

It’s important to regularly evaluate your email marketing campaigns using a robust analytics tool. Constant Contact provides comprehensive analytics you can use to review your email campaign performance.

Advanced topics

There are a few more things to know about sender scores.

How to recover from a bad sender score

If your sender score isn’t what you want it to be, work to improve it: 

  • Scrub your email list regularly to remove inactive subscribers. 
  • Authenticate your email address to enhance your credibility. 
  • Work on improving subscriber engagement by providing quality content.

Email sender reputation across different email clients

Your email sender’s reputation may vary across service providers. Use a tool to check your sender score with each client, and work to maintain a positive score to minimize email deliverability issues.

Case studies and successful strategies for reputation recovery

If your sender score drops, it’s important to deploy strategies to restore it. Check your analytics to see if your campaign performance has taken a hit. If so, find ways to fix it, such as removing inactive subscribers or improving content. 

A solid sender score improves email deliverability

Building a solid sender score is vital to email marketers, especially as you continue to grow your customer base. When you have a high sender score, your emails are less likely to end up as spam. Instead, they’ll go directly to your subscribers, making it easier to connect with your audience. Constant Contact’s email marketing platform provides tools to help you strengthen your sender score, including automation features and analytics. For more resources, make sure to subscribe to our Hints & Tips Newsletter.

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When budgets are tight, online marketing might be the first expense you look to cut.

Let me stop you right there.

While traditional advertising methods are costly and hard to measure, there has never been greater access to cost-effective, trackable marketing tools for how to market your small business, like email marketing, for example. The best way to market your business might be a lot more accessible than you think.

While traditional advertising methods are costly and hard to measure, there has never been greater access to cost-effective, trackable marketing tools for how to market your small business, like email marketing, for example. The best way to market your business might be a lot more accessible than you think.

The power of online marketing for small businesses

Almost 94% of the U.S. population is online, and that number is growing. By 2028, it will be close to 98%. Whatever you sell, your potential customers are out there on social media sites, checking their email, and Googling your industry.

Small business internet marketing connects you with those audiences. It sets up channels for people to discover your business and to get to know you, all without significant expenses on your part.

It’s something you don’t want to miss out on. Here are the top digital marketing tips for small businesses to get you started.

How can I advertise my business for free?

To get your business off the ground check out these free marketing tools and channels for advice on how to market your small business. 

Social media marketing

Social media marketing is 100% free for advertising small business. Social media is also a great way to help your business compete and hopefully stand out amongst similar businesses. Create business accounts on social media channels like Facebook, Instagram, Linkedin, Twitter, etc.  to foster brand  engagement and loyalty through likes, comments, shares, website visits, and purchases. Showcase products and services, keep loyalists engaged, and to give followers a heads up about upcoming events, recaps of previous ones, and access to contests, freebies, valuable content. 

If your budget allows, consider investing in a social media tools to help you craft and schedule content. Social scheduling software allows you to schedule content across social media platforms in advance, giving you back time and high-level visibility into your social media campaigns. 

Email marketing and social media marketing stand to provide major benefits for your business. Is email better than social media? Is it the reverse? Try out both tactics and see what works for your business. 

Search engine optimization (SEO)

According to a 2022 consumer survey, people find new brands via search engines versus any other channel or medium. A Google search is even more popular than asking a friend for a recommendation. 

The higher you rank on a search results page (SERP), the more clicks you’ll get. Digital marketers call this the click-through rate, or CTR — essentially, how many web searchers click on your link after seeing it on a SERP. As you’ll see in the chart below, you get more traffic as you climb the page:

Google Organic CTR Breakdown by Position chart
According to Backlinko, moving up one position in search engine ranking increases your CTR by more than 32%. You make that happen by optimizing your site for search engines — or doing  SEO, as digital marketers say.

SEO improves your website’s design, structure, and content to impress search engine algorithms. If search engines like Google see your site as a relevant and high-quality match for a search term, they’ll put your business higher on the SERP.

To improve your SEO, start by working on one of the following key elements:

  • Keyword optimization: Make sure your content includes the words and phrases you want that page to rank for on the SERP. 
  • Organization: Each page should have a clear title, and pages with multiple sections should have headers to organize them.
  • Mobile-friendliness: Your content should be accessible and responsive on mobile devices. 
  • Variety: Provide both text-based and visual content.
  • Functionality: Pages should load quickly, and all links should work.

Make sure to connect your website to your Constant Contact account so you can track your SEO success. SEO often takes time to show results, so be patient!

Content Marketing

Like SEO, content marketing is an essential element of online marketing for small businesses. It engages audiences who might not already know about your business — people at the top of the sales funnel, to use a popular marketing term. 

Content builds relationships by offering valuable information without pushing a sale. While ads go straight for the pitch, content eases people into the relationship by helping them and providing a good user experience before asking them to buy.

Showcase what your company has to offer by crafting website pages for products and services. Additionally, provide value by way of blogs and gated content, like ebooks and white papers.

Good content marketing will help your business do the following:

  • Build awareness for brand
  • Grow organic traffic 
  • Show your industry expertise

How to craft high-quality content

Google identifies quality content as “helpful, reliable, [and] people-first.” That means the content does all of the following:

  • Provides original information or analysis
  • Offers a comprehensive view of the topic
  • Adds value to any content it draws from
  • Organizes data into sections with descriptive headings
  • Aims to be error-free and well-written
  • Includes the input of subject matter experts

For best results, use the checklist above on every project in your content strategy.

Tip: Make sure to include calls to action throughout your website to encourage visitors to subscribe to your mailing list, check out a blog, and to purchase products and services. Calls to action can be short pieces of directive text like “Learn more,” “Subscribe,” and “Purchase now” placed on buttons, banners, or hyperlinks. Check out this blog on How to Write Content for a Website to help you craft value-driven, engaging content to promote your business. 

Online directories and review platforms

It is important to make sure people have the ability to easily find information about your business and see how your business compares to businesses in your niche and local area through customer reviews. Add your business to online lists like Yelp, TripAdvisor, Yellowpages, and Angi to group your business among competitor businesses and similar businesses in your area. 

Create a Google Business Profile so people can see a quick overview of important information like address, operating hours, images, reviews, menu, identification badges like “LGBTQIA+ owned business”, “woman-owned business”, and “veteran-owned business”. Your Google profile will also allow you to collect reviews for your business. Make sure to respond to reviews, especially negative ones, to build transparency and credibility for you business. You can learn more ways to harness reviews by reading our blog on How to Grow Positive Reviews on Google

Creating a profile on Google My Business will help expose your business to search engine users through the Google knowledge graph sidebar content. Searchers will see a short description of your business and important information like address and phone number. 

Craft an elevator pitch

You should be marketing all the time — wherever you are. Therefore, you need a compelling elevator pitch.

Research shows the average attention span of an adult is about six to eight seconds. That’s all the time you have to grab someone’s attention.

If you successfully engage them, then you only have a little over a minute to really sell them on your product or service. Invest the time to craft a killer elevator pitch. The return on your investment will pay huge dividends in terms of creating business opportunities.

Leverage your community

You don’t have to think big when it comes to your marketing efforts. Think locally. What’s going on in your community?

Sponsor a Little League team or a 5k charity walk/run. Print bookmarks and leave them at the local library. Get to know your ideal customer and think about how and where they spend their time.

Then search for opportunities to get in front of your customer with your marketing message.

Collaborate

Put together a group of synergistic, non-competitive businesses in your area and agree to cross-promote.

You can use coupons, fliers, reciprocal website links, bundled promotions or social media platforms. By collaborating with each other, you can expand your customer base because you’ll be reaching new people.

Network

I’m a huge fan of networking. I don’t think there is any better way to build a business than to get out there, shake some hands, and get to know people.

Networking requires a time commitment and it doesn’t provide instant gratification, but a strong network is one of the greatest assets any business person can have.

Give a speech

A lot of people hate public speaking. However, there are many organizations looking for qualified, subject-matter experts who can present to their groups.

Take a deep breath and volunteer. You don’t have to be a pro as long as the information you share is helpful to the audience. And the upside — the more you do it the easier it gets. Plus, it positions you as a credible authority in your field.

Create buzz

I started my corporate career in the field of public relations and the business has changed significantly because of technology.

Today, a small business owner can accomplish a lot without hiring a professional firm. Subscribe to Help a Reporter Out. You can respond to reporters’ queries that are looking for story ideas and resources. Some are small media opportunities, but others are major media outlets that use this service too.

Ask for referrals

Don’t be shy about asking for customer referrals. The majority of people say they are willing to provide a referral if asked, but very few take the initiative to do it on their own.

Referrals make it easier to get in the door with new customers. If you aren’t asking for them, you are missing opportunities.

Relatively inexpensive ways to advertise your business

If you have room in your budget to your boost your marketing efforts through paid means, try these tactics and channels. 

Paid advertising 

While your business might not have a big enough marketing budget to use paid advertising regularly, it is worth it to allot a small portion of your budget to test out paid advertising through social media and search engines. Paid advertising allows you to target and segment your audience based on behaviors, interests, demographics, etc. ensuring that your content is seen by the right people. 

Google ads (Formerly Google Adwords): Google ads uses a pay-per-click model which means you only pay for the amount of clicks your ad receives. The cost of your ad will vary depending on the popularity/competitiveness of your keyword. Bidding on a keyword will help place your URL at the top of the search engine results page (SERPs). 

Ads manager (Facebook ads and Instagram ads): Similar to Google, Facebook and Instagram use a pay-per-click model for advertising. Create image, video, and carousel ads on Facebook and Instagram to reach your target audience. Use Facebook lead gen ads to generate interest for a particular product or service and to lead users to sign-up for your business’ email list to learn more. 

Use Instagram paid ads to advertise your products and services to your business’ target audience. Source: Heatonist

Email marketing campaigns

Email marketing is a cost-efficient and highly beneficial marketing channel to help you advertise your business. In fact, “Email is considered one of the most effective channels for marketing, with 79 percent of marketers placing it in their top 3.” (Constant Contact) Begin by collecting email marketing contacts by placing a sign-up form on your website, social media, and through in-store forms (if applicable). Having a healthy list of consenting email subscribers lets you have greater control over your audience, making sure you are not limited by a third party platform – like social media – in order to reach subscribers and to communicate effectively. 

Once you have a general list of subscribers, you can segment your lists to better target your audience based on their interactions with your business and information they have provided you in the their email sign-up form. Craft informative, stylized, and personalized marketing emails to send to your subscribers. 

Create a welcome email series to introduce your business, products, and services to potential customers. Craft automated email triggers to send warm wishes to subscribers on their birthday or to remind shoppers of their abandoned carts. Send a regular newsletter to keep your audience informed. Not sure what to send? Here’s a list of 30 email marketing ideas

Consider investing in a top-tier email service provider (ESP), like Constant Contact, to give you greater control and visibility into the effectiveness of your email marketing efforts. View important reporting metrics like open and click-through rates, conversions, attrition rates, heat maps, and bounce rates to give you insight into campaign performance and to make data-driven improvements. In terms of return on investment (ROI), email marketing has an average return of $36 for every $1 spent. That’s major. 

Join business associations or apply for business awards 

Increase credibility and name recognition for your business by joining local or national business associations and applying for local, national, and international business awards. 

Joining a business association in your community or on a national/international scale can help you build positive relationships with business owners and the potential for partnerships and collaborations. Business associations can also provide your business with valuable resources and learning opportunities like workshops, lectures, and networking events. Business associations also have a hand in shaping policy, adding your voice to the conversation will help your business interests. 

Business awards and recognition will help you stand out from your competition as a source of expertise and excellence in your field. 

Offer coupons

Coupons are a good way for many businesses to attract new customers. Research shows that people will go out of their way to use a coupon, proving that this method is successful in expanding your customer base.

Coupons can also generate return visits. For example, if you give a customer a coupon for a discount to use on future business, there’s a high probability they’ll be back.

Give it away

If someone has the opportunity to experience your product or service, chances are they will want to purchase more.

Don’t be afraid to give someone a free trial or a sample. In today’s economy, people are more comfortable purchasing something they have been able to experience first.

These inexpensive marketing strategies will help you engage customers, build relationships, and ultimately keep your brand top-of-mind. It’s not always about the money you have to spend on marketing, it’s about the time and effort you put into it and above all, the relevance it has for your customers.

Looking for more ways to market your business?

Sign up for Hints & Tips, Constant Contact’s bimonthly newsletter with practical, actionable small business marketing tips to help you build your brand, promote your business, and gain new customers.

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Climate change and pollution are often on my mind. I constantly see these topics in my social media feeds and on the news. This content has made me think more deeply about the environmental impact of my actions. I’ve already taken small steps to make a difference, like becoming a vegetarian. 

This awareness has also made me more conscious about the brands I support. I want to give my money to companies that help the planet, not harm it. And I’m not the only customer who feels this way. Harris Poll research reports that 82% of shoppers want brands to share their values. Many of these customers will stop buying from companies they view as unethical. 

Businesses can use cause marketing to demonstrate their values and make a difference. This technique lets companies and nonprofit organizations unite forces. The business makes a charitable donation to the charity and improves its reputation. In exchange, the nonprofit organization helps promote the partnership. It’s a win-win situation for everyone. 

This guide examines the meaning, benefits, and challenges of cause marketing. We also explore tools for developing campaigns and building your contact list

Introduction to cause marketing

Cause marketing is a partnership between a business and a nonprofit organization. This collaboration allows both parties to promote themselves and expand their reach. The company improves its image and proves its commitment to social responsibility. Meanwhile, the nonprofit gets exposure to new audiences.  

This marketing technique has a long history in the United States. In 1983, American Express created the first formal cause marketing campaign. The company raised $1.7 million in three months to renovate the Statue of Liberty. This campaign also raised national awareness of the American Express credit card.

Cause marketing campaigns have proliferated in the last two decades. In 2004, businesses spent $990 million on cause sponsorship. In 2020, cause sponsorships surged to $10 billion due to the COVID-19 pandemic. This trend will likely continue as companies cater to customers who are passionate about social causes. 

Cause-related marketing can significantly impact brand identity. These campaigns strengthen companies’ relationships with their communities and customers. They can also boost a brand’s reputation and attract new customers who care about the cause. Cause marketing is also an effective way to stand out from competitors. 

How to develop a cause marketing strategy 

You may feel tempted to partner with the first exciting nonprofit you find. But the most effective cause marketing campaigns take careful planning and consideration. Every aspect of your campaign must align with your values if you want to succeed. 

Choose your cause

You can start by identifying a single cause that fits your brand identity and mission. 

Consider these questions: 

  • What values and principles does your brand represent? 
  • What issues concern your customers?
  • What causes do your employees feel passionate about? 
  • What causes are relevant to your industry or community? 
  • What type of content could you create to promote the cause? 

Your campaign will feel more genuine if you pick a cause that gets you and your audience fired up. Promoting a cause with an obvious connection to your brand or products is also easier. 

For example, suppose your company sells athletic equipment and wants to increase accessibility to sports. You could partner with a charity that helps people with disabilities play soccer. Or you could choose a nonprofit that supports young athletes from disadvantaged groups.

Align the cause with brand values

Your cause marketing campaign should go beyond surface-level engagement with a nonprofit. Consider how you can align your values and products with your chosen cause.  

If your company partners with a nonprofit for athletes with disabilities, build on this campaign by making accessibility and inclusivity central to your mission. For example, you could include people with disabilities in your marketing materials. You can also design accessible sports equipment for athletes with disabilities. These efforts will create a culture of inclusivity far beyond your marketing campaign.

Determine your contribution

Many companies donate money to their partner organizations. But you don’t need to drain the company’s bank account to give support. Here are three ways you can give back: 

  1. Organize events. Plan a fundraising event to raise money and connect your partner with new donors. For example, you can host a food festival or a 5K race.  
  2. Create an email marketing campaign. Send your subscribers marketing emails about your cause. These messages can include educational content and information about the nonprofit. They should also have strong calls to action for donations or volunteers.  
  3. Have an employee volunteer day. Clear your company’s schedule so your staff can volunteer for your cause. For instance, they could deliver food to a homeless shelter or run a charity event. 

Get your audience involved 

Inspire your audience to engage with your cause marketing campaign. You can encourage them to follow your nonprofit partner on social media and donate. You could also invite them to participate in charity events.  

Implementing cause marketing campaigns

Once you’ve picked your cause, it’s time to implement your marketing campaign. These three strategies will help you achieve your goals and make an impact. 

1. Use case studies for inspiration 

Start by researching successful cause marketing examples. This step lets you learn about effective strategies and incorporate them into your own campaign. 

Toms cause marketing campaign
The TOMS website includes an impact landing page with a video about its charitable initiatives. Consider adding similar content to your website to promote your partnerships. Image source: TOMS

For example, the shoe brand TOMS donates ⅓ of its profits to community organizations. The company partners with nonprofits that reflect its values of diversity, equity, and inclusion. TOMS markets this campaign through website pages, annual impact reports, and videos. 

Two Blind Brothers film "Pip"
Two Blind Brothers created the film “Pip” to educate viewers about guide dogs. Explore their website for more creative marketing ideas. Image source: Two Blind Brothers

Two Blind Brothers is another helpful case study. As the name suggests, this clothing company was founded by two brothers with visual impairments. The business donates 100% of its profits to charities and researchers supporting the blind community. Two Blind Brothers promotes their cause through an animated film,  blog posts, and social media. 

These case studies show the importance of choosing a cause aligned with your company’s values. They also highlight some of the strategies marketers use to advertise their causes. 

2. Co-promote your campaign with your partner

Your nonprofit partner is your greatest ally for your campaign. Together, you can develop strategies to co-market the cause to your audiences. 

These techniques could include:

  • Creating Instagram Collab posts
  • Collaborating on content like e-books and webinars 
  • Developing a shared landing page for the campaign 
  • Partnering with influencers
  • Co-launching a year-end fundraising campaign

3. Measure your performance 

Track your campaign’s performance to see how audiences respond to your content. Your goals can help you determine which metrics to use. 

If you want to raise awareness of your nonprofit partner, measure donations and social media engagement. If you want to boost your brand’s reputation, track brand sentiment and customer satisfaction. 

Other valuable metrics include: 

  • Click-through rates
  • Return on investment 
  • Sales 
  • Share of voice 
  • Social media impressions 
  • Website traffic

Benefits of cause marketing

Cause marketing has many advantages for businesses of all sizes. Many consumers expect brands to address environmental and social issues. Supporting a cause helps you meet this demand and builds customer loyalty. 

This strategy can also improve your brand’s public perception. Your audience will view your company as ethical and socially responsible. This view may persuade them to choose you over competitors. Media outlets may also spotlight your campaign, leading to more positive exposure. 

There are also many cause marketing benefits for your nonprofit partner. Nonprofits often have limited financial and human resources. Your company can provide valuable marketing support to help them reach new audiences. Your campaign may also inspire consumers to donate to your partner.

Common challenges of cause marketing 

Cause-related marketing has many benefits but can come with unique challenges. 

Some brands struggle to find the right cause. Overcome this obstacle by defining your values and mission. Look for nonprofit organizations that align with these principles. You can also research your audience’s interests to identify relevant causes. 

A poorly planned campaign can also put your brand reputation at risk.  Some businesses choose controversial causes that offend their target audience. Companies may also face backlash if they use insensitive messaging. 

For example, Pepsi drew controversy in 2017 after it released a commercial featuring the white model Kendall Jenner. The ad shows Jenner defusing a protest by handing a police officer a can of Pepsi. Time called the commercial “a glaring misstep” that trivializes real protests like the Black Lives Matter movement. Pepsi quickly withdrew the ad and issued an apology. 

Avoid this risk by choosing partners and causes that have positive public perceptions. Hiring a sensitivity reader can also help create tactful and respectful messaging. 

Advanced cause marketing tactics 

Expand your campaign’s reach with digital marketing. This approach involves sharing your message through digital channels. Many brands use social media and blog posts to promote their causes. Email marketing also lets you share messages about your campaign with subscribers. 

Content marketing can also help you engage audiences. This strategy lets you tell persuasive stories about your cause and nonprofit partner. 

For example, you could create videos and infographics about your partner’s impact. You can also share campaign updates on your blog and website. 

Integrating cause marketing with other business areas

Combine cause marketing with other business areas to amplify your impact. 

Your sales department can create promotions related to your cause. Customers could get exclusive discounts if they donate to your partner. 

You could also develop co-branded products. For example, BrewDog created a limited-edition beer called “Street Dog.” Each can features an adoptable dog. The brewery donated the sale proceeds from this beer to animal charities. 

BrewDog "StreetDog" beer campaign
BrewDog’s “Street Dog” beer demonstrates how companies can integrate cause marketing, sales, and product development. Image source: BrewDog

Cause marketing businesses should also integrate this strategy into their website operations. Create a landing page that shares information about your collaboration. You should also include calls to action to encourage visitors to donate or learn more. 

Legal and ethical considerations in cause marketing

Cause marketing raises more ethical and legal dilemmas than other practices. Marketers must focus on accountability and transparency to maintain customer trust. Always explain how your partner uses donations and ensure they follow through on their commitments. 

Businesses must also follow relevant regulations for cause marketing. These requirements vary by state but may include: 

  • Commercial coventurers for charitable purposes. Several states require cause marketing companies to register as commercial coventurers. These laws may apply if your company gives a percentage of its sales to charity. 
  • Marketing transparency laws. The federal government requires businesses to create truthful and evidence-based advertisements. It also forbids deceptive and unfair marketing. 

Finally, businesses should avoid “causewashing.” Companies that engage in this unethical practice support causes to make money, not to make a genuine difference. Causewashing often occurs when businesses try to take advantage of a popular cause. 

Create authentic campaigns by focusing on causes that fit your mission. You should also commit to your cause for an extended period instead of jumping on the latest fad. 

Tools and software to support cause marketing 

There are many resources to help cause marketing agencies create effective campaigns. 

Customer relationship management (CRM) software is an essential tool. Constant Contact’s CRM helps you promote your campaign to your ideal audience. 

You can build custom landing pages and email campaigns to reach potential supporters. The platform’s simple contact management features also make it easy to create a shared mailing list for you and your partners. 

Constant Contact’s marketing automation tool also streamlines messaging. The platform automatically sends emails, social media posts, and other content. This feature saves time and helps you reach supporters at the right time. You can also watch your campaign performance with built-in data analytics tools. 

Make an impact with cause marketing 

Raise awareness about environmental and social issues with cause-related marketing. This strategy lets you support important causes while improving your brand reputation. It’s one of the best ways to build trust with young customers and other audiences. Plus, you’ll get to help exciting nonprofits make a bigger impact. 

Start your cause marketing journey by clarifying your values. Next, look for a nonprofit that resonates with your mission. Get in touch to see if they’re interested in collaborating and start building a relationship. 

With a little effort, you can work together to drive social change.

Companies have used marketing newsletters to keep in touch with customers for decades. My parents used to get snail mail newsletters from the local comic shop and other companies. These pamphlets often had coupons, product features, and invitations to events. (I always looked for the dates for the comic book trivia nights.) They were an excellent way for businesses to keep in touch with clients and market their brands. 

Newsletters remain as popular as ever, but most modern companies send them digitally. In 2023, 69% of B2B marketers used email newsletters to share content. It’s easy to see the appeal of this approach. Marketing newsletters are an affordable and simple way to connect with your audience. They let you deliver valuable content and build long-term relationships with your subscribers. 

Of course, creating effective marketing newsletters is easier said than done. You’ll need the right content, a stylish layout, and personal touches. Marketing automation tools and other technology can streamline this process. 

This guide explores strategies and tools for creating engaging marketing newsletters. We also cover best practices and common mistakes to avoid.

Introduction to marketing newsletters 

A marketing newsletter is a collection of updates about a brand. Consider it a highlight reel of essential or exciting content. Companies typically send this type of email every month or quarter. 

Marketing newsletters contain a broad range of content, such as:

  • Announcements about new product lines 
  • Case studies from clients
  • Event invitations
  • Exclusive deals
  • How-to guides 
  • Industry news 
  • Sales announcements
  • User-generated content

Obviously, you wouldn’t include all this information at once — it’s a newsletter, not a novel! Aim to include two to five different types of content per newsletter. Your January edition could feature a case study and an invitation to a webinar, then in February, you could announce a new product launch and share industry trends. Mixing up your content will keep your newsletter fresh and offer the most value for clients.  

Marketing newsletters vs. traditional newsletters 

Digital marketing newsletters have many benefits over traditional newsletters. They’re cost-effective and let you reach subscribers much faster than snail mail. Plus, you won’t have to make a trip to the post office and worry about your newsletters getting lost. 

Most email platforms also have built-in analytics tools. This technology lets you watch every newsletter’s performance and make adjustments. Say you notice that only 20% of subscribers open your newsletter. You could create catchy subject lines and see if they boost open rates. 

The impact of marketing newsletters

Newsletter marketing is one of the best ways to engage customers. Every newsletter is a friendly reminder about your brand and the value it provides. This approach builds relationships by keeping clients informed and connected. Newsletters also invite readers to engage by clicking links, sharing content, and more. 

Businesses also use marketing newsletters to deliver personalized content. You can curate content for each client based on their behaviors, interests, and needs. Say a customer buys a software package from your brand. Send them a newsletter with software tutorials and user testimonials about accessory products. New subscribers could get a special offer and a video introduction to your brand. This personalization ensures customers receive timely and relevant content. 

The essential elements of a marketing newsletter 

All effective marketing newsletters have three essential elements. Focus on nailing this formula every time to engage your subscribers. 

Craft attention-grabbing subject lines 

Customers see your subject line first when your newsletter lands in their inbox. A catchy heading may entice them to click on your message to see more. But a confusing or uninteresting subject line could leave your email unread — or dismissed to the spam folder. 

Personalization is one of the best ways to create intriguing subject lines. Choose an email platform that lets you add dynamic fields. For example, your subject lines could include the recipient’s name or a product they bought recently. 

You should also make your subject lines brief yet captivating. Many people check their inboxes on their phones, so stick to 40 characters or less. You’ll also want to include enticing language or timely references. These small details can increase the chances that recipients will open your newsletters. 

Here are a few examples of strong subject lines for digital newsletters: 

  • We’ve Got Thrilling News to Share 
  • Get Inspired With the Latest Trends 
  • Coming Soon: New Accessories and Rewards
  • Reflecting on Our Year: Awards and Updates 

Design an impactful newsletter layout and visuals 

Your newsletter’s visual design matters as much as the content. According to Statista, readers spend an average of 10 seconds reading brand emails. An accessible layout helps readers find relevant content as they skim your email. 

These tips will help you design the most appealing newsletter: 

  • Organize content with headings.
  • Place the most important content at the top of the email.
  • Use professional fonts in easy-to-read colors.
  • Insert high-quality infographics, photographs, and other visuals.
  • Include your brand colors and logos.
  • Create a responsive layout that adapts to different screen sizes.

Save time using an email template instead of designing your newsletter from scratch. Constant Contact has hundreds of eye-catching templates you can customize for your brand. 

Include a compelling call to action 

call to action (CTA) invites the reader to complete a task after they read your newsletter. Businesses typically hyperlink CTAs to their websites or social media. This approach can boost engagement and drive conversions. 

Like subject headlines, calls to action should be concise and intriguing. It’s also best to use active verbs and direct language to convey a sense of urgency. Aim to inspire the reader to act before they close the newsletter and stop thinking about your brand. 

Instinct Pet Food newsletter
This newsletter from Instinct Pet Food includes a clear call to action inviting the recipient to learn more about their product. Source: Instinct Pet Food

Effective calls to action include: 

  • Explore clearance items 
  • Find my store 
  • Get a free quote 
  • Learn more
  • Sign up today 

Content creation for marketing newsletters

Content creation is an essential part of every B2B email marketing campaign. Here are three ways to produce valuable content your subscribers want to read. 

Use storytelling techniques to boost engagement

Storytelling humanizes your brand and strengthens your connection with readers.  For example, you can include client success stories and testimonials. You could also share your company’s origin story and interview industry leaders. Focus on telling authentic stories that subscribers find relatable or inspiring. 

Make readers feel special with personalized content 

According to McKinsey & Company, 71% of customers want brands to provide customized experiences. Meet this demand by adding personalized content to your newsletters.

Start by segmenting your mailing list based on company size, goals, or other factors. Then, tailor your content to each group’s interests and pain points. Suppose your business sells plastic packaging to food manufacturers. You could spotlight your recyclable products for customers who have bought sustainable packing. 

Balance educational and promotional content 

This may seem counterintuitive, but your marketing newsletters should focus on educational content. That’s because most subscribers join mailing lists to learn about important topics. 

Help them gain knowledge by providing informative and relevant content. For example, you can share best practices and industry news. You can sprinkle in some promotional content, but it shouldn’t take over the newsletter. 

Strategies for subscriber growth

There are many ways to reach new audiences and grow your subscriber base. Start by including a subscription form on your website. This form should entice readers by describing the benefits of joining your newsletter. You can also allow users to sign up for certain types of newsletter content.

Additionally, many companies offer incentives for joining their mailing list. These perks can include coupons, free e-books, and early access to new products. 

You can also integrate social media with your website to capture new subscribers. Promote your newsletter on social media platforms and link to the signup webpage.

Tools and software for newsletter creation

A newsletter platform lets you design the layout, add content, and send the newsletter. Many companies offer free services, but they often have basic features. You may also only be able to send your newsletter to a limited number of subscribers. 

Paid platforms offer more advanced features and scalable solutions. Constant Contact is one of the top digital newsletter platforms. This provider offers hundreds of email templates, simplifying the design process. It also has email analytics so you can measure your newsletter’s success. 

Artificial intelligence (AI) and automation tools can also improve the newsletter process. Generative AI makes it easy to create tailored content. You can also use automated drip campaigns to send pre-written newsletters to subscribers at scheduled times.

Best practices for newsletter marketing 

Follow these best practices to optimize your marketing newsletters: 

  • Create a consistent publishing schedule. 
  • Proofread content for grammar mistakes and spelling errors. 
  • Use an appropriate tone and language for your target audience. 
  • Keep the text concise but impactful. 
  • Use A/B testing to finetune your subject lines, CTAs, and other elements. 

Common pitfalls in newsletter marketing 

Businesses often struggle to use digital marketing newsletters effectively. Many companies send newsletters too often and annoy subscribers. Others publish their newsletters at random times, which can confuse readers. Avoid this mistake by sending newsletters on a consistent but not overwhelming basis. 

Not testing emails is another common pitfall that can lead to embarrassing mistakes. For example, you may realize your newsletter has a glaring typo or an upside-down image. Catch these errors by sending test emails and having a trusted colleague check your work. 

Compliance and legal considerations

Research the laws governing email marketing before you send out your first newsletter. This knowledge will help you ensure you follow all relevant rules. 

The most prominent laws include: 

  • CAN-SPAM Act: This law regulates commercial emails in the United States. It requires companies to use accurate headers and subject lines. You must also include an unsubscribe button and allow recipients to opt out of all future emails. 
  • General Data Protection Regulation: The GDPR applies if you’re sending emails to residents of the European Union. This law requires you to get consent from recipients and protect their data. 
  • Canada’s Anti-Spam Legislation: CASL requires you to get consent before sending commercial emails to Canadian residents. You’ll also need to identify yourself and provide an unsubscribe option. 

The future of marketing newsletters

Emerging trends will transform newsletter marketing and the broader sphere of email marketing.

Some companies have started including user-generated content in their emails. Future newsletters may include client social media posts, surveys, reviews, and more. 

Businesses can also leverage data and advanced segmentation for tailored content. For example, you could analyze customers’ behavior to send them hyper-personalized product recommendations. 

Case studies and examples

Spend time researching the top email marketing newsletter examples. These newsletters can help you identify the best strategies and brainstorm content. 

The Hustle newsletter
The Hustle is an excellent example of a marketing newsletter with educational content about business and technology. Source: The Hustle

The Hustle is one of the most famous marketing newsletters. This daily newsletter shares the latest news from the business and tech industries. It includes three to five articles with infographics, data, and other educational content. 

Interactive features within newsletters

Increase engagement by adding interactive features and multimedia to your newsletters. These elements can include: 

  • Countdown timers 
  • Gifs
  • Interactive infographics
  • Polls and surveys 
  • Videos 

These features make your newsletters more fun and unique. They also encourage readers to engage with your brand in new ways and share your content. 

Resources for further learning

Many websites have resources to help you take your marketing campaigns to the next level. 

Coursera and edX have free courses on data analytics, social media marketing, and other concepts. These classes can expand your knowledge and teach you new marketing strategies. 

Online communities let you network with other newsletter marketers and share tips. One of the most popular groups is Newsletter Creators on Facebook.

Share your insights with newsletter marketing

Companies in business, tech, and other industries use marketing newsletters to reach subscribers. Aspiring newsletter creators can invite existing clients to join their mailing lists. Once you have a small audience, publish a monthly newsletter with two or three types of content. You can bump up your production schedule as your audience grows and you get the hang of the process. Remember that the most effective newsletters focus on engaging and educational content.

Email newsletters for a new raw dog food brand started appearing in my inbox a few months ago. At first, I paid them little attention — I didn’t even remember signing up for the mailing list. Then, Instagram ads for the brand showed up in my feed, and my favorite TikTok pet influencer reviewed it. All of this content presented the food as healthy, high quality, and backed by science. 

I ordered a bag. 

Like many customers, I had been persuaded by an integrated marketing campaign. These campaigns share a consistent message across many marketing channels. This strategy helps businesses make a strong impression on target audiences. It also allows companies to develop a cohesive brand image.

Integrated marketing campaigns combine different types of traditional and digital marketing. Read on to discover how you can make this strategy work for your small to mid-sized business. Our simple tips and tricks will help you reach new customers and boost sales. 

Introduction to integrated marketing campaigns

Let’s start with the basics: What is an integrated marketing campaign? 

An integrated marketing campaign communicates a unified message across many platforms. This method creates a coherent brand voice in different contexts and channels. That way, the audience can identify and connect with the brand no matter where they see its marketing.

This approach comes from the integrated marketing communications (IMC) theory. Northwestern University professor Don Schultz developed this theory in the early 1990s. He described IMC as a way to look “at the whole of marketing communications, rather than concentrating on each of the parts separately.” 

In the 1990s, companies relied on traditional marketing methods for IMC. They reached customers through direct mail, television commercials, press releases, and other channels. But, this marketing was mostly one-way and didn’t allow customers to interact with brands. Businesses also couldn’t easily track how people engaged with their marketing. 

Modern marketers have expanded the integrated marketing campaign definition. They combine email and SMS, social media, content marketing, and other digital channels that allow companies and customers to interact in real time. They also let marketers gather data to track how their campaigns perform. 

Integrated marketing is the future of effective branding. This method enables companies to speak with one voice across all their channels. That means many customers will encounter the same brand identity in many forms. This consistency helps the audience understand the brand’s message, personality, and products. It also builds familiarity and trust over time. 

Developing the integrated marketing strategy

Many companies publish similar content through blogs, social media, and email. But an integrated marketing communications campaign goes beyond adapting content for different platforms. This approach is a coordinated strategy to share a message across many channels.

Start developing your strategy by making a campaign plan. This process involves these basic steps: 

  • Create a campaign goal. Decide what you want your campaign to achieve. Possible goals include building your brand, increasing engagement, and entering a new market. 
  • Research your target audience. Gather data to understand potential customers’ interests, needs, and values. This information will help you tailor your content and pick the right platforms. 
  • Define your brand voice. Figure out how you want to present your brand across channels. The brand voice includes personality, tone, language, and messaging. These elements should align with your company’s values and target audience. 
  • Choose your marketing channels. You can market your brand in many ways, from elaborate events to simple emails. Focus on the channels that your target audience engages with most. 
  • Align your team and departments. An integrated marketing campaign often involves people from many departments. Spell out your goals and have regular meetings so everyone is on the same page. 

Selecting the right marketing channels

An integrated marketing campaign combines two or more channels. Here are the five types of marketing channels that you can combine to expand your reach. 

Advertising 

Advertising is paid media that shares persuasive messages about a brand. Companies use these channels to promote their products and services to broad audiences. 

Traditional advertising includes billboards, print ads, and radio and TV commercials. Marketers also use digital channels, such as pay-per-click and video ads. Digital advertising often targets more specific audiences than traditional methods like billboards. 

Digital marketing

Digital marketing uses online channels to engage audiences and raise brand awareness. Businesses often combine paid and free methods to achieve their digital marketing goals. Popular digital marketing channels include email, social media, search engines, and content marketing. 

Direct marketing

Direct marketing is one-on-one communication to share messages with consumers. This category often overlaps with digital marketing. It includes emails, phone calls, text messages, and direct mail. Direct marketing allows you to deliver personalized content tailored to your customers’ interests. 

Public relations

Public relations uses communication and medical channels to manage a brand’s image. It focuses on creating positive perceptions of a company in the eyes of the public. There are many ways marketers can use public relations in integrated marketing, such as sponsoring community events and collaborating with social media influencers. 

Sales promotion

Businesses use sales promotion to increase demand for their products or services. Promotions are typically temporary incentives that give customers a sense of urgency. These activities include discounts, free trials, and rebates. 

Defining your buyer personas by channel 

Choose two or three broad channels to begin your integrated marketing strategy. Next, pick specific methods to reach your target audience. Creating buyer personas will help you determine which content resonates with potential clients.

A buyer persona is a character who represents a segment of your audience. You can develop these characters by collecting data on your existing clients. This information should include behavioral data, demographics, and details about their interests. Use the data to create personas and determine how these groups engage with content. 

Best practices for omnichannel marketing 

Let’s be honest: Sharing a consistent message across many platforms is not always easy. But these best practices can help you master omnichannel marketing

  • Use automation tools. Marketing automation software publishes content across many channels automatically. This tool saves time and makes it easier to coordinate your marketing efforts. 
  • Personalize your marketing across channels. Marketing technology allows you to personalize your content based on customer behavior. Say a potential customer puts a product in their shopping cart but doesn’t finish the order. Marketing software can kick in to display ads for the product on their social media and send email reminders. 

Read now: Personalized Emails: Boost Customer Connection with Tailored Strategies 

  • Create a consistent experience at every touchpoint. Your brand should deliver the same message and experience through every channel.

Content creation for integrated campaigns

Content is the cornerstone of every integrated marketing campaign. It’s the vehicle that you use to carry your message to your audience. Without it, you won’t have a way to engage with potential customers. 

Focus on creating adaptable content and messaging for your campaign. This content should have a core story about your brand that you can tell in many ways. For example, you could highlight how your product helps customers overcome challenges. You can tell this story through case studies, paid video ads, and client testimonials. 

Spiderman: Across the Spider-Verse promotional tweet
X was one of many channels that Sony Pictures used to market Spider-Man: Across the Spider-Verse. This post got over 7 million views. Source: @SpiderVerse 

You can also study integrated marketing campaign examples for inspiration. Sony Pictures’ promotion of Spider-Man: Across the Spider-Verse is one excellent case study. The company released movie trailers and posted about the film on social media. They also created a 3D billboard in Times Square. This cross-channel marketing raised brand awareness and got fans excited about the film.  

The Spider-Man campaign highlights the importance of brand consistency across channels. Sony used the same characters, font, and visual style in all its marketing. Your small business may not have the budget for a 3D billboard, but you can still use similar techniques to build brand identity

Implementation and execution

Ideally, your campaign should launch across all your channels at once. You may find it helpful to create enough content for a few weeks or months before you start your campaign. That way, you’ll have plenty of material ready to go. 

Integrated marketing campaign management will help you share this content efficiently. Create a content calendar to organize your campaign across channels. You can use cross-channel marketing software to schedule when this content appears. You should also hold regular team meetings to address issues and promote collaboration. 

After your campaign starts, measure your success with key performance indicators (KPIs). These metrics will help you track how your target audience engages with your content. Relevant KPIs may include: 

  • Click-through rate 
  • Conversion rate 
  • Customer acquisition cost 
  • Email open rate
  • Number of generated leads 
  • Social media engagement 
  • Video views 
  • Website traffic

Analyzing integrated campaign examples

Nike is one company that has used integrated marketing with great success. The company’s “Just Do It” campaign uses many channels to inspire its audience and encourage physical activity. 

Nike's "What the Football?" commercial
This image shows the athletes featured in Nike’s “What the Football?” commercial. It also includes Nike’s signature slogan, which appears across all the company’s channels. Source: Nike

For instance, Nike released a commercial called “What the Football?” before the 2023 FIFA Women’s World Cup. The commercial ended with the slogan “Just Do It.” Nike also markets its brand with social media posts and sponsored athlete endorsements.

This case study reveals some of the elements of successful integrated campaigns. These components include: 

  • A clearly defined message
  • Multichannel approach 
  • Social proof through appearances from athletes 
  • Consistent visual elements and slogans 
  • Engagement with current events 
  • Compelling storytelling 

Continuous improvement in integrated marketing

Keep close tabs on your campaign’s performance, even if you’ve met your goals. That way, you can keep improving and catch problems early. 

Say you notice that your recent Instagram posts have half as much engagement as ones from last year. This drop could mean that your audience’s preferences have changed. Or maybe you haven’t maintained a consistent brand. You can investigate the cause and take action to improve future content. 

A/B testing can also provide valuable insights into your content’s performance. This process involves sharing two versions of content with segments of your audience. For example, you could use an A/B test to learn which email subject lines get the best response. Use software to track which version gets the most engagement and adjust your content strategy.  

Advanced integrated marketing tactics

Many integrated marketers have adopted emerging technologies. Artificial intelligence (AI) is one of the trendiest innovations right now. You can use AI tools to create and adapt content for different channels.

Businesses can also boost engagement with personalization and automation. Marketing software can automatically customize content based on the user’s data. For instance, you can include a client’s name in the email subject line.

Common challenges and solutions

Cross-channel marketing often produces an overwhelming amount of data. You can solve this issue by focusing on KPIs related to your goals. Data visualization tools can also help you spot patterns in data quickly. 

While this strategy can be time-consuming, it can help you market across many channels. Use marketing automation tools to streamline repetitive tasks and save time. 

Optimizing your integrated marketing campaigns for the future

Changes in consumer behavior will likely drive future trends in integrated marketing. Customers increasingly care about brands’ environmental and social policies. Marketers can respond to this change by creating ethical and transparent campaigns. Innovations like AI can also help companies stay ahead of the competition. 

More resources and tools

Constant Contact’s digital marketing tools can help you create effective integrated campaigns. Communicate across channels with our emailSMS, and social media marketing solutions. These tools let you schedule content, automate workflows, collect data, and more. They also integrate to streamline campaign management. 

A customer relationship management tool lets you track customer data and personalize content. Constant Contact offers a CRM and lead generation solution

Get started with integrated marketing 

An integrated digital marketing campaign lets you share a consistent message across channels. It’s one of the best ways to build your brand and engage customers. 

You can jumpstart your integrated marketing campaign by researching your target audience. Find out which channels they engage with most and tailor your content to appeal to them. As you gain experience, you can branch out into more channels until you’re an integrated marketing master.

How agencies benefit from partnering with a digital marketing platform guide from Constant Contact
Download this free guide to learn more about how your agency can benefit from partnering with Constant Contact. Image Source: Constant Contact

Let’s face it: Customers can be a fickle bunch. Competition for customer loyalty is tough, and there’s always something new and shiny to distract them.

So, how do you keep your customers faithful? You stay faithful — with a regular email marketing newsletter. 

A monthly newsletter is just what it sounds like — an email that informs subscribers of news about your organization or shared interests. It’s a great way to generate a devoted following with your audience. Sending a monthly newsletter helps develop stronger connections with your subscribers, increase sales, and drive more traffic to your website.

Publishing a monthly newsletter is among the best tools for increasing subscriber engagement. If your time allows — and you have enough relevant information to share — you can write a weekly newsletter. You can also consider a quarterly newsletter if it’s more appropriate for your business model.

Creating an engaging monthly newsletter

To make the most of your newsletter emails, consider these factors.

Five elements of a monthly newsletter

There are several key aspects that your monthly newsletter should include.

  1. A clear and compelling subject line: Your newsletter’s subject line is usually the first thing people see. Writing a compelling subject line that captures people’s attention is crucial. The more compelling your subject line is, the more likely they will read your email.
  2. An interesting preheader: Your email’s preheader is a blurb that appears after your sender’s name and subject line. It summarizes the content of your message so readers know what to expect if they open it.
  3. A beautiful newsletter design: An appealing newsletter has a clear format and is easy to follow. You can experiment with various monthly newsletter templates, color designs, fonts, graphics, and other elements to find a layout that fits your business.
  4. Relevant content for your audience: Your newsletter should contain information pertinent to your subscribers’ interests. Include topics that appeal to their wants or needs and align with your organization’s business model.
  5. A call to action (CTA): A CTA encourages readers to take some form of action. The action might be visiting your website, purchasing, booking an appointment, offering feedback, or some other activity. Make sure your readers can easily spot your CTA and that it’s easy to follow.

Generating high-quality, targeted content

Creating compelling content starts with defining your newsletter’s purpose. What do you want to accomplish with it? Do you want to build anticipation in your company’s products and services, or are you sharing information that fits your audience’s interests? 

Once you know your newsletter’s purpose, you can create content that aligns with it. Some examples of content you might include are news about your company, upcoming industry events, new product features and reviews, educational information, and other relevant details.

Designing a user-friendly newsletter interface

Your newsletter interface should be easy to interact with, meaning its format is clear and straightforward to follow. Include your company’s logo, clear images, and headings to separate different sections of your newsletter. Your CTA should grab the reader’s eye and include specific directions so they can act on it if they want to.

Drafting and finalizing subject lines for high click-through rates

The subject line is the first thing readers judge in your newsletter, so create one that grabs their attention. Some of the best subject lines encourage a sense of urgency and curiosity among readers. For instance, you might inspire subscribers to open your newsletter using terms like “important” or “act now.” 

Personalizing your newsletter’s subject line is also an excellent way to inspire the recipient to open the email. You might personalize your newsletter by including the recipient’s name or other identifying details. 

It’s a good idea to draft several subject lines. You can test them among a small segment of your subscriber base to see which ones generate the highest open rates, then use the leading performer as your final subject line.

Choosing the right newsletter design

Your newsletter’s design is one of its most essential components. Select a design with a simplistic interface that’s easy to follow no matter what device you view it on — a smartphone, tablet, or computer. If your newsletter contains multiple sections, use headers and body text to separate each segment.

Deciding what type of content to include

The content you include in your newsletter should reflect its purpose. If you aim to keep subscribers informed of organizational updates, include them in your content. If your newsletter is product or service-oriented, share clips of your newest items or feature offers. Educational or interest-related newsletters may incorporate blogs or articles relevant to subscribers’ needs. 

Using wireframes and design elements to collaborate on the design

Wireframes form the basic structure of your newsletter. They include a header section, logo, menu, and body content. Design elements help distinguish each part of the newsletter, such as its layout, navigation bars, and interactive buttons or links. 

You can design a wireframe or use a pre-designed monthly newsletter template. Constant Contact’s email marketing tools include a variety of wireframe designs you can choose from to create your newsletter.

Scheduling and deploying the newsletter for optimal engagement

Sending your newsletter at an optimal time — when subscribers are most likely to check their inbox and open your email — can improve open and read rates. You can determine the best time to send with the help of your email analytics tools, which will indicate when people are most likely to read your communications. Some email marketing tools will recommend optimal sending times based on prior sent messages.

Planning and production process

To create an effective newsletter, adopt a thorough planning process:

1. Gather ideas

Schedule time to develop the content strategy for each newsletter you produce. Use the time to identify what you want to share with your subscribers and what you hope to gain from your message. Outline each topic you’ll cover in your newsletter. Your email will likely include a range of topics, from product descriptions to blog snippets to company happenings. Think about the most important updates to keep subscribers informed. After, define your CTA — whether that’s promoting customer loyalty, directing subscribers to visit your website, or making a purchase.

2. Establish comprehensive planning strategies

A comprehensive newsletter planning strategy goes beyond idea generation and sets the stage for your short and long-term email marketing newsletter goals. It assesses how often you’ll send subscribers a newsletter, your objectives, and how to measure the results. 

3. Use efficient production techniques

Once you understand the goals and purpose of your newsletter, you can establish a production routine. Your newsletter’s production includes the templates or wireframes you’ll use for your emails, sending consistency, and how you’ll create your content. Other aspects of production include any consistent graphics or images you’ll use — like your company’s logo — and user interface/user experience (UI/UX) design.

4. Test protocols

Before sending your newsletter en masse, it’s good practice to do some initial testing among a small portion of your subscribers. You can change various elements of your newsletter, like your subject lines, CTAs, and images, to see which combination generates the best results among your testing base.

Aside from A/B testing, thoroughly reviewing your content is a good idea. Check for spelling and grammatical errors and make sure all links and other user elements function correctly. 

5. Curate your content

Creating a steady flow of content for your monthly newsletter can be time-consuming, especially if you have many other tasks. If you’re creating content yourself, schedule a time to devote to content curation. 

There are a couple of ways you can cut down on your work while still achieving results:

  • Share existing content: Your newsletter doesn’t have to consist entirely of new content. You can use pre-existing content from blog posts, infographics, news, press releases, and other sources to fill out the bulk of your newsletter. 
  • Use pre-designed templates: Some email marketing platforms include pre-designed templates with sample text you can use for inspiration. The sample text is helpful for subject lines, short blurbs, and other brief messaging.

Measuring success and continuous improvement

You’ll want to use analytics and metrics to evaluate your newsletter’s performance. Analytics and metrics will show your newsletter’s success over time and help you understand where your campaign is succeeding and where improvements may be necessary. 

A few metrics to monitor include the following:

  • Click-through rate: Your click-through rate represents the percentage of email recipients who clicked on your links. It helps you understand how subscribers engage with your newsletter.
  • Open rate: Your open rate is the percentage of subscribers who open your email. It tells you how many recipients open your message. However, it can be a little misleading since some email service providers only report an opened message if the images are fully downloaded.

Read now: How Apple’s Mail Privacy Protection Impacts Email Marketing

  • Conversion rate: Depending on your newsletter’s purpose, you may want readers to take a specific action. You can use the conversion rate to track how many recipients take that action.
  • Bounce rate: Your bounce rate includes both hard and soft bounces. A hard bounce indicates that your emails go undelivered, while a soft bounce indicates a temporary delivery problem. Keeping a low bounce rate is essential to maintain your email sender score.

While these are some of the most common newsletter performance metrics, you can establish other benchmarks to monitor newsletter performance.

Past campaign performance can inform future newsletters

As you embark on your newsletter campaign, store your analytics to compare performance over time. Regular campaign evaluation can help you baseline your newsletter expectations and identify areas where improvements may be necessary. 

Common mistakes to avoid in email newsletter creation

There are a few typical pitfalls to consider when developing your newsletter. They include:

  • Not providing content your subscribers want to read
  • Sending newsletters too frequently
  • Failing to have a distinct CTA
  • Using boring subject lines
  • Not reviewing your newsletter’s content and interactive elements before sending
  • Disregarding feedback from subscribers
  • Using non-responsive templates that don’t display on all types of devices

Be sure to follow proper newsletter development protocols to avoid errors.

Inspiration and examples

Looking for monthly newsletter ideas? Take a look at these monthly newsletter examples from top brands. 

1. National Geographic

National geographic newsletter example
This newsletter from National Geographic includes a stunning image, a clear CTA, and easy-to-follow text. Image source: National Geographic email newsletter. 

2. CROSBY Studios

Crosby's email newsletter sample
Crosby’s newsletter includes brand updates and clear formatting. Image source: CROSBY Studios email newsletter.

3. Zeus Jones

Zeus Jones email newsletter sample
This newsletter from Zeus Jones — with its colorful images breaking up the simple but effective white-on-black text — informs customers of recent organizational changes. Visual communication of information is key to catching your customer’s eye. Image source: Zeus Jones email newsletter.

Technical aspects and tools

A well-crafted newsletter requires practical tools. While you can certainly craft a newsletter within your email service provider’s messaging system, you’ll get professional results from a dedicated email marketing service like Constant Contact.

Through Constant Contact, you can design well-crafted newsletters with pre-designed templates. We offer many email marketing services, including subscriber management, automatic delivery pathways, robust analytics, and a mobile app so you can work on your newsletter from mobile devices. 

Keep in mind that tracking your newsletter campaign’s performance is crucial. Monitor your analytics and set benchmarks to evaluate the success of your campaign. 

Extra tips

Here are a few additional tips to consider as you develop your newsletter strategy.

How to effectively manage your email list for a monthly newsletter

Your email list contains all the addresses of people who subscribe to your newsletter. Regularly assess it for hard and soft bounces and inactive subscribers, and remove them — especially hard bounces — when necessary. Keeping your bounce rates low will help you maintain a strong sender score.

How often should you send your newsletter for maximum engagement?

The sending frequency of your newsletter can be weekly, monthly, quarterly, or any other timeframe. Once you determine the right frequency for your organization, it’s essential to stick with it. Choose a frequency that allows you to provide quality content without being overbearing. 

How do you ensure effectiveness in reaching the target audience?

Building a subscriber base of people who want to read your emails is vital. Avoid purchasing bulk email lists or sending unsolicited newsletters. Instead, grow your email list organically and receive recipient consent before sending your newsletter.

Email subject line strategies that sell

Captivating monthly newsletter subject lines makes the difference between an opened and unopened newsletter. Consider recipients’ needs when designing your subject line if your newsletter is sales-focused. Choose a subject line you think will attract them. For instance, you might highlight your brand-new product or a one-time deal in the email’s subject line.

Monthly newsletters: a great way to build customer connections

Your monthly newsletter can help strengthen customer relationships, boost sales, and increase website traffic. Start by determining your newsletter’s purpose and planning your content strategy. Use practical email marketing tools — like Constant Contact — to manage your subscriber list and create professional newsletters that are appealing to read. 

To learn more about email marketing newsletters, check out some of our additional resources:

When it comes to communications, many companies focus primarily on crafting their messages to customers. However, internal communications are equally important to your business success. The company newsletter, in particular, is a valuable tool for keeping your employees informed, engaged, and on the same page. 

Drafting a successful company newsletter isn’t as tricky as it sounds, especially when you have the right tools. Discover company newsletter examples to learn what works best in these communications and how to craft your own. 

What is a company newsletter?

Most employees have probably received a company or nonprofit newsletter at one point, but they may not even realize that’s what it was. So, what is a newsletter and what are some examples?

A company newsletter is a type of communication typically shared by email that relays relevant information with the business’s internal team. These newsletters go out to everyone in your organization rather than specific departments or individuals. Communicating the same message to every member of your organization allows you to break down information silos and ensure everyone is informed.

This could include things like a company update, helpful tips for the workplace, or even internal opportunities. 

Objectives of company newsletters

Companies have several reasons for sharing newsletter content with their employees. Some of the objectives of company newsletters include:

  • Inform employees: If something is happening in the company that all employees need to know, sending out a newsletter is an ideal way to share that information. 
  • Keep employees engaged: Staying up-to-date on company happenings through the newsletter helps employees feel more connected. 
  • Strengthen company culture: Sharing a newsletter with all employees contributes to a more inclusive, collective company culture. 
  • Reduce email volume: Sending one newsletter with all the key updates employees should know allows companies to reduce the number of emails sent back and forth, which distracts employees. 

Your reasons for sending a newsletter can vary. You may want to establish or reinforce your brand with consistent internal messaging. Or, perhaps you’re interested in opening up important dialogue with your employees. Whatever your objective is for sending company newsletters, you need to ensure it’s both informative and engaging for the best results. 

What makes a good company newsletter?

A “good” newsletter is hard to define since different styles and types of newsletters are well suited for different objectives. Still, the best company newsletter examples have some qualities in common. These are some of the elements of effective employee newsletters:

  • A concise, simple message
  • Relevant and interesting information for your employees
  • Images that complement the message you’re sharing
  • An eye-catching design that does not distract from the message
  • Involvement from your employees (i.e., quotes, images, etc.)
  • Calls-to-action prompting readers to take the next steps when applicable
  • Links to other relevant company communications, such as a blog or social media profiles

Also, make sure to maintain proper email etiquette in your newsletters. Proofread each message to avoid mistakes, stick to your brand voice, and format your newsletter to appear clearly on desktop and mobile devices. 

Ensuring consistency between your newsletters will further strengthen your internal brand. You can use the same general newsletter email template whenever you send the newsletter and update the message with the most current information.  

25 company newsletter ideas

What do you write in a company newsletter? Here are some newsletter content ideas to keep your employees engaged.

1. New team member announcement

When a new employee joins your team, consider announcing their hiring in the next company newsletter. Making the announcement this way will provide a warm welcome to the new employee and allow the rest of the team to learn a little bit more about them. 

2. Personal anniversaries and celebrations

Announce work anniversaries to celebrate employees who have been with the company for many years. If someone reaches 10 years with the company, for example, mention this in the newsletter to highlight their commitment. 

3. Recommendations and must-sees

If you have any recommendations that would interest your team members, a list of those must-see items would make a great addition to any company newsletter. Include books, videos, or articles related to your business or professional development. 

4. Special day events

When special days like the winter holidays and Employee Appreciation Day come around, announce them in the newsletter. These announcements help employees know what events are on the horizon. 

5. Competitions and contests

Contests and competitions foster engagement and company spirit among your employees. Announce them in the newsletter or, in the case of puzzles and other digital contests, run them entirely through the newsletter. 

6. Surveys

Get employee feedback on any topic with surveys in your company newsletter. This allows for quick, actionable insights on a variety of topics you may want to gather more data about.

7. New job postings

If you have an open job position and would like to hire internally, a great way to share that information is in the company newsletter. Share some basic details about the position and include the next steps interested candidates should take. 

8. Training opportunities

Companies often offer training opportunities for employees to strengthen their skills. Share these opportunities in your newsletter so everyone knows they’re available.  

9. Free resources and tips

You can also use your newsletter to share resources and tips to help employees with their work. This provides value and keeps team members interested in new content.

10. Doing good and giving back

Corporate charitable efforts are important to employees and customers. Share how your company is doing good and giving back in your newsletter. 

Mobile-optimized newsletter
This mobile-optimized newsletter highlights the company’s recent efforts toward making a difference for rescue animals. Image Source: Constant Contact

11. Industry updates and company news

Make sure your employees are all up-to-date on any industry and company updates with a newsletter. This is a great place to share any product and service development updates, departmental shifts, and legislative or fiscal changes.

12. Messages from the Board or CEO

You can send messages from your company board or CEO in separate emails, but why not include them directly in your newsletter? This ensures the information goes to all employees and keeps everyone on the same page.

13. Sharing company history

Newer employees may not be familiar with all of your company history. Include fun facts and important details so they can get to know your brand better. 

14. Changes in leadership

If company leadership changes, alert your staff in the newsletter. 

15. Customer reviews and feedback

Strong customer reviews and feedback are encouraging for the whole company. Highlight some top reviews in the newsletter to boost morale and emphasize success. 

16. Just for fun activities

The newsletter doesn’t need to be all serious business communications. Share some fun activity recommendations or opportunities to keep employees entertained. 

17. Employees’ milestones

As employees hit important milestones or accomplishments, highlight them in the newsletter. This is also a great opportunity to showcase team and group achievements.

18. Employee of the month

It’s not a plaque on the wall, but getting an employee of the month shoutout in the newsletter will still help motivate and reward employees. 

19. Employee stories

Take the opportunity to know your employees on a more personal level and share their stories. This may include their hobbies, interests, and accomplishments outside of work. 

20. Executives in the spotlight

Don’t hesitate to highlight your executives, especially when they’re making headlines or gaining positive attention outside the company. 

21. Infographic newsletters

Infographics are a great way to make data accessible and engaging, so include some in your newsletters when possible. 

22. Pets at work

People love pets. Sharing some pictures of employees’ furry friends in the newsletter can be a great way to cheer everyone up. This is a great bonus if you have a pet-friendly office or employees work from home and their companions join them at work!

23. Ask the CEO

Invite participation from your employees with an “Ask the CEO” section where they can ask any questions they may have. 

24. Health and wellness tips

In many company email newsletter examples, you’ll see health and wellness tips for employees. Including these tips shows you care about your employees and want them to be well. 

25. Sustainability and CSR initiatives

Be proud of your company’s sustainability and corporate social responsibility (CSR) efforts. Share them in the newsletter, so your team members know how you’re contributing to your community. 

How to create a company newsletter

What should be included in a business newsletter? To write your own company newsletter, follow these steps:

1. Define your goals and audience: What are the employees at your company like? How formal is your work culture? What do you want your team members to know?

2. Choose an email marketing platform: Platforms like Constant Contact make sending emails a breeze.

3. Create a visually appealing template: Choose a template that includes your company colors and a variety of photo and text options to create a visually engaging design.

Constant Contact email templates
Constant Contact offers a variety of email newsletter templates for you to choose from. Image Source: Constant Contact

4. Craft compelling subject lines: Boring email subjects will get lost in your employees’ inboxes. Grab their attention with a snappy headline.

5. Write engaging and informative content: Employees won’t want to read content if it’s uninteresting or irrelevant. Make sure it provides value and keeps them coming back each time you send new content!

6. Incorporate a clear call-to-action so readers know what to do next: Whether it’s filling out a survey or signing up for volunteer opportunities, make sure team members have clear instructions when they finish reading!

7. Proofread and test your email to be sure it appears without errors in recipients’ inboxes: You don’t want to distract from your content with typos. Clean, error-free content allows teams to enjoy the message!

8. Send the newsletter and track performance: Make sure it goes to everyone at the company. Then, see what works well and where you can improve.

9. Continuously improve your newsletter: Over time, you’ll learn what kinds of content engages employees the most. You can use this information to write more interactive content!

Possible issues with newsletters and their solutions

While sending a newsletter has many benefits, especially if you follow company email newsletter examples, you may still encounter some problems. Here are some of the most common issues with newsletters and ways to address them:

  • People aren’t opening the newsletter: You may be wondering, “How do you introduce a company newsletter?” If your employees don’t open your newsletter, you won’t reap the benefits of sending one. To solve this problem, make your newsletter more engaging with a dynamic format. Include images, videos, humor, and highly relevant content to get employees to open the email. 
  • Using jargon or highly specific terms: Remember that your newsletter goes to everyone, so you should only include language that is accessible to everyone. Write messages that every member of your team can engage with and understand. 
  • Struggling to find enough content: If you have a set schedule for sending a newsletter, you may not always have enough new information to share each time. Either put more time between your messages or reach out to employees for ideas on what they’d like to see in the newsletter so you can diversify content. 

Newsletter names: Catchy and memorable titles

A fun idea to help your newsletter stand out is to give it a catchy and memorable title. You can customize this title to be a play on your company name or another recognizable detail about your business. Or, use a more general but still clever name like one of these employee newsletter ideas:

  • “The Conversation Corner”
  • “Keeping Up with the Company”
  • “Buzzworthy Business News”
  • “The Weekly Update”
  • “Insider’s Guide to the Company”
  • “Scoop of the Day”

Having a newsletter name will also help your employees identify the newsletter in their inboxes so they don’t miss it. 

HR internal newsletter ideas

While newsletters generally cover all relevant company news, some businesses send an internal newsletter specifically related to HR topics. Some internal company newsletter examples dealing with HR topics include:

  • Upcoming days off
  • Staff events
  • Changes to HR policies
  • Open positions in the company
  • Anniversaries celebrating employees who have been at the company for years
  • Employee spotlights
  • HR-related deadlines
  • Tips for filling out HR forms

How to use software to enhance newsletter’s effectiveness

You can manually draft and send out your company newsletter, but that isn’t the most efficient or effective way to do things. Instead, use software to enhance your newsletter’s effectiveness. Email marketing software like Constant Contact can help you improve many aspects of your newsletters. 

This software includes drag-and-drop HTML email builders, so you don’t have to create your newsletter from scratch — just customize an existing template. You can also use merge tags within the software so each subject line is customized to the recipient. Other valuable features of Constant Contact’s email software include:

  • Emoji reactions so team members can share feedback on the newsletter
  • Mobile-friendly formatting so recipients can read the newsletter without issue on their mobile devices
  • Video and GIF embedding tools to make your newsletters more engaging
  • Pulse surveys for even more quick feedback from team members
  • Email tracking and analysis software
  • AI tools that help you draft your newsletter content

Using Constant Contact can be the difference between a mediocre newsletter and a newsletter that truly makes a positive impact on your business. 

Pointers for writing better company newsletters

It’s easy to make mistakes when writing company newsletters, especially if you’re new to it. Try these pointers to make your newsletter writing as strong as possible:

  • Use an attention-grabbing newsletter name and subject line
  • Proofread multiple times to eliminate any errors
  • Try to include at least one image or graphic per newsletter
  • Use headers, subheaders, lists, and short paragraphs to break up the text
  • Write in the first person (I or we) for a more personal message

Conclusion

An internal newsletter is a must-have for keeping your employees informed and engaged in your company. Use company monthly newsletter examples for inspiration as you draft your own and focus on creating content that speaks to your employees. And don’t forget to take advantage of email templates from Constant Contact for an even more successful company newsletter.

There are many ways to spread the word about your business, but SMS marketing ranks among the best. When you incorporate SMS into your marketing strategy, you can reach customers through their mobile devices. And there’s an extremely good chance that subscribers will read your message. In fact, SMS open rates average a hefty 98% —  increasing the likelihood that clients will see your content.

SMS marketing ranks among the most valuable advertising strategies simply because it lets you connect with subscribers one-on-one. You can use it to share product updates, solicit client feedback, and provide real-time shipping notifications, among other uses. While email marketing offers a similar connection, there’s a lot of competition among your subscribers’ inboxes, and open rates tend to be lower. 

You can incorporate SMS marketing into a multichannel strategy that complements your other techniques. For instance, you might use social media to showcase your products and SMS to provide shipping updates when a client orders one. You could use email to request a customer’s evaluation after they receive your product.

Legality and ethics of SMS marketing

There are lots of laws concerning marketing text messages, including the TCPA and the CAN-SPAM Act. The regulations aim to protect consumers from unsolicited text messages and spam. They require that organizations receive a customer’s written consent before sending marketing texts and that brands don’t take advantage of subscribers by sending messages at odd times or selling their personal data.

Before you embark on an email and SMS marketing strategy, it’s crucial to understand these regulations and how they apply to your campaign. Speaking with a qualified legal advisor can help you learn what your business is responsible for to help you stay in compliance. 

Benefits of SMS marketing

Engaging in SMS marketing provides numerous advantages that can benefit your brand. Here are a few reasons why text message marketing is so advantageous.

SMS marketing is cost-effective

Sending an SMS message is one of the most inexpensive ways to reach your audience compared to other marketing channels. A single text typically costs just a few pennies to send. Other marketing strategies — like online ads, commercials, and curated social media posts — can run into the thousands of dollars to create. Since SMS marketing is so economical, it is a useful tool for nearly any organization, regardless of its budget.

Direct communication with customers

SMS marketing is one of the best ways to connect directly with your audience. Since messages go straight to your subscribers’ cellphones, they receive individual communications from your brand — something that other channels, like social media and online ads — can’t offer. You can personalize your SMS texts directly to individual clients or send targeted messages to specific audience segments.

Real-time updates and high open rates

SMS messages boast significantly higher open rates than email. An SMS marketing text has a 98% chance of being read, while email open rates hover around 24.7%. Since people typically keep their cell phones on hand, they’re more likely to see messages when they’re immediately delivered. Brands can use SMS messages to give subscribers real-time updates, like appointment confirmations and package delivery notifications.

Ability to drive sales and customer engagement

SMS marketing messages are an excellent way to boost revenue and client engagement. You can use them to notify customers of flash sales or recommend complementary products based on their prior purchases. They’re also an easy way to request customer feedback or solicit opinions via surveys and polls. 

Strategies for building an SMS subscriber list

Before you can send SMS marketing texts, you need a base of willing subscribers who want to receive your messages. Here are a few techniques that can help you build and support your audience.

Ethically incentivizing opt-ins

Sometimes, customers need a little motivation to subscribe to SMS texts. After all, they’re providing you with their personal phone number and trusting that you won’t take advantage of it. You can prompt them to sign up with an incentive. For instance, you might describe the value of subscribing, such as access to exclusive deals or promotions. 

Prism Boutique SMS opt-in form
The above is an example of an SMS opt-in from Prism Boutique. The form encourages subscriptions with incentive options and gathers necessary information. Source: Prism Boutique

Creating an effective SMS welcome automation

Once a subscriber signs up to receive SMS texts, it’s good practice to welcome them to your list. Consider setting up an automated process that sends them an immediate text when they join. You might also ask them to verify their subscription by quickly replying to your message. You can describe what they can look forward to in your future SMS texts and allow them to set preferences, such as how often you want them to hear from you and what type of content they’d like to receive.

Expanding your SMS list and using checkout experiences

Your subscriber list will gain momentum over time, especially if you use every opportunity to promote it. One of the best ways to gain text message subscribers is during the sales checkout process. Once someone buys from you, they’re already familiar with what you have to offer. Whether they buy online or at your physical storefront, you can encourage them to sign up for your SMS texts when they purchase.

Targeting email subscribers for SMS opt-ins

If you already have an email subscriber base, use it to promote your SMS list. You can send an email to your audience telling people what to expect if they sign up for your SMS texts and how it differentiates from your other marketing channels. You can also include a simple and clear CTA so your customers can quickly sign up if they want to.

Designing your SMS marketing campaigns

As your SMS marketing gains steam, you must decide on strategies that compel your subscribers to engage with your content and continually attract new audiences.

How to create SMS marketing campaigns

Designing an SMS marketing campaign requires some planning. You don’t want to start sending SMS texts without addressing a few key elements first, including the following:

  • Your campaign goals: What are you hoping to achieve through your SMS texts? Do you want to build a loyal following or boost sales? Are you hoping to learn more about your customer base? Do you want to use SMS texts to promote new products or services? Defining your campaign goals can help you establish a clear SMS business marketing strategy.
  • Identifying your audience: Define the traits and characteristics of your target customers. Learn what motivates them to subscribe to your marketing messages and why they want to hear from you. Knowing their demographics, interests, and purchasing behaviors can help you cultivate tailored content. 
  • Establish a campaign timeline: Determine how frequently you’ll send SMS texts and when they’ll be delivered. Remember that time zones may vary across your customer base, so ensure you send messages when your clients are most likely to engage with them.

Best practices for SMS campaign design and timing

Understanding the best practices of successful SMS campaigns can help you avoid faux pas that hurt your results. Here are a few to be aware of:

  • Provide valuable content: Any time you text a subscriber, ensure your message is relevant to their motivations and interests. Avoid sending texts that don’t apply to their needs. Otherwise, your audience may complain or unsubscribe.
  • Include a clear CTA: Unless your text is informational — such as a shipping notification or update to your store hours — provide a CTA that tells recipients what you want them to do. Providing links and shortcodes can help you engage with subscribers.
  • Personalize messages: Include elements that personalize your message content, such as your subscribers’ names, location, or connections to a recent brand interaction. 
  • Integrate your SMS campaigns with other marketing channels: Chances are, your SMS campaigns aren’t the only marketing channel you have. Integrate your texts to coincide with your other channels. For instance, you might use email to promote a new product line and then send an SMS text receipt if a customer places an order.
  • Promote special offers: SMS texts provide a great platform to promote flash sales or one-time deals that your subscribers can use.
  • Automate SMS marketing for efficiency: You can ensure your subscribers receive timely messages from you through automation. Use automation for welcome texts, shipping notifications, and other similar content. 
  • Evaluate performance: Use KPIs to monitor the effectiveness of your campaign. For instance, you might set benchmarks for open rates, conversions, and click-throughs, then compare them to your actuals. If your results don’t meet expectations, find ways to improve your SMS campaign.

Advanced SMS marketing techniques

When you first begin SMS marketing, you’ll put new skills to the test. You’ll learn how to build a subscriber list, develop an effective SMS marketing automation strategy, and evaluate results. As you become more confident in your abilities, you can try out some advanced techniques to enhance campaign performance.

Using two-way SMS for customer engagement

Not all of your SMS texts have to be one-directional. Instead, work on developing relationships with your clients through two-way SMS texts. For instance, you might send an SMS text asking clients to rate a recent product they bought and provide a short review. Their feedback can help you learn more about how they feel about your brand.

Personalizing messages with targeted segments

As you would with your email messages, develop a segmentation strategy for your SMS texts. Categorize your subscribers based on their buying motivations, demographics, location, and other factors. Instead of sending text blasts with the same content, vary your messaging to cater to each segmented group.

Improving customer loyalty through tailored SMS programs

A tailored SMS messaging strategy can enhance customer trust and loyalty. Consider offering clients something they’ll appreciate when subscribing to your texts. For instance, you might recognize a subscriber’s birthday with a special message and one-time offer or reward them with loyalty points they can use toward future purchases.

Supporting post-purchase experience with SMS

After customers buy from your brand, use SMS to learn about their experience and solicit feedback. For instance, you might send them a customer service survey to find out what they thought about their purchase. Or, you could use SMS to recommend other products they might like.

SMS marketing software solutions

An effective SMS marketing campaign requires software with supportive features. You can choose from several different solutions, including Twilio, Omnisend, Klaviyo, and Constant Contact. Here’s a breakdown of how they compare. 

 TwilioOmnisendKlaviyoConstant Contact
ChannelsSMS, MMS, WhatsApp SMS, MMSSMSSMS
Special featuresOne-way and conversational texts; customizable APIPre-built automation workflows; list-building toolsAutomation, segmentation, data tracking, and templatesAI content generator, built-in link shortener, A/B testing, list-building tools
ReachOver 180 countriesAll countriesU.S., Canada, United Kingdom, Australia, New Zealand, Germany, Netherlands, IrelandU.S. only
PricingPay as you go; $0.0079 for inbound and outbound SMS texts$0.015 per SMS credit; Pro subscribers receive free SMS creditsDepends on the plan and the number of credits chosenStarts at $10 per month; Premium plan includes 500 free SMS messages
AnalyticsTrack links and performance for an additional $0.015 per text (First 1,000 SMS texts are free)The pro plan includes advanced reporting toolsBuilt-in and customizable reportsIncludes reach and engagement reporting tools
Free trialYesFree trial on Free and Standard plans; Pro plan offers a demoOffers free plan with 150 SMS and MMS credits; demos available for more robust plansYes
This chart details features and pricing of leading SMS marketing software providers.

Constant Contact’s SMS marketing plan includes built-in features designed to support all marketers. Unlike some other platforms, you don’t need to be a software expert to get started. You can begin developing SMS texts immediately after subscribing and use an AI content generator if you need a little messaging inspiration.

Pairing SMS marketing with other digital strategies

Think of digital marketing cohesively. It’s not simply email marketing or SMS texting; it includes other strategies like social media and ecommerce advertising. When combining your SMS texts with other marketing strategies, find ways to complement them so you’re not simply repeating the same information in every channel.

For instance, you might use email to provide news updates on your business and social media to display your newest products. You can use SMS messages to follow up with clients after they order a product or to provide shipping status updates.

A solid SMS marketing strategy can reap huge benefits

There’s no doubt that SMS marketing can bring tremendous value to your business. It provides an opportunity to form stronger client relationships and is extremely cost-effective compared to other marketing strategies. To get started on your SMS marketing campaign, define its purpose and your goals, and start building an organic subscriber list. Remember to integrate SMS best practices, including personalization, automated workflows, and integration with your other marketing channels. As you become more comfortable with SMS marketing, you can try more advanced techniques, like two-way SMS and segmented texts. To learn more about SMS text marketing, check out our guides to SMS for Retail and SMS Text Message Marketing for Small Businesses.

Email marketing is an essential part of any digital marketing strategy. With it, you can reach your target audience, share impactful promotional content, and drive conversions. 

Implementing direct email marketing will help you get ahead of your competitors who overlook this powerful marketing method. Learn what direct email marketing is and how to leverage it to grow your business.  

Introduction to direct email marketing

What is direct email marketing? Direct email marketing is the practice of sending promotional emails directly to your customers and potential customers. The message goes straight from the business to the target audience, making it a “direct” marketing channel. 

What is a direct marketing email?

The content of these marketing emails varies. Some may provide educational content related to the brand’s products or services. Others may introduce new product developments or special deals. Any promotional content businesses send via email to targeted groups of customers is a direct marketing email. 

Effectiveness of direct email marketing

Before investing in this marketing strategy, you may ask yourself, “Are direct email marketing campaigns effective?” The simple answer is: Yes, email marketing is incredibly effective. 

According to a Litmus report, more than 90% of marketers believe email marketing is important in their company’s success. Email marketing provides an excellent return on investment (ROI), averaging $36 for every $1 spent. That’s a 3,600% return. Very few other marketing channels are as cost-effective as email marketing

Direct email marketing is not without its drawbacks, however. For example, companies using direct email marketing may run into issues with spam filters that prevent their emails from reaching customers. Designing and writing effective marketing emails is also challenging, especially for brands venturing into email marketing for the first time. 

Luckily, none of these challenges are insurmountable. With the right strategy and direct email marketing solution, you can make this channel work wonders for your business.  

Creating a strategy

Getting started is the hardest part of email marketing. Step one is to develop your strategy. To create a successful direct email marketing strategy:

  • Determine your goals: The most effective strategy is tailored to your brand’s specific goals. Do you want to increase brand awareness? Increase your upselling and cross-selling? Improve your customer retention? Your goals will inform your email marketing practices. 
  • Build your email list: You need a strong email list to reach the right people with your email promotions. This list is full of customers and potential customers who have already agreed to receive emails from your business.
  • Segment your customers: One of the main strengths of email marketing is that it allows you to easily segment your customers into smaller groups by shared characteristics. For example, you can create a segment of customers who have spent $500+ on your products and send them a thank-you email to recognize them. 

Four types of email marketing messages

Your strategy depends on the type of email marketing you plan to use. What are the four types of email marketing? They cover several key areas:

  • Transactional emails: Confirm customer purchases
  • Promotional emails: Keep customers aware of your special deals and discounts
  • Email newsletters: Build brand awareness with updates and other engaging information
  • Retention emails: Help you engage and keep existing customers

Key direct email marketing metrics

Tracking and evaluating metrics is a key part of any marketing strategy. These metrics will tell you what’s working and what you can improve in your campaigns. Here’s how to measure direct email marketing success with key metrics:

  • Open rate: Your open rate is the percentage of all recipients who open your email. You want this percentage to be as high as possible. One way to increase your open rate is to write more compelling subject lines. 
  • Click-through rate: The click-through rate (CTR) on your marketing email is the percentage of recipients who click on a link in the message. If you send 1,000 emails and 100 people open a link in those emails, your CTR for that email is 10%. 
  • Bounce rate: The bounce is the percentage of emails you send that do not reach the recipient’s inbox. Emails can bounce for several reasons, such as invalid recipient email addresses, full inboxes, or spam filters. Watch your bounce rate for any unusual spikes that may indicate an issue with your emails. 
  • Conversion rate: The conversion rate on your emails is the percentage of messages that result in a customer completing a desired action, like making a purchase. Divide the number of customers who completed this action by the total emails you sent to get your conversion rate. 
  • Email list growth: Hopefully, you will continue to grow your email list over time so you can reach more and more customers. Track your email list numbers to know if the growth slows or even stops. A welcome email and email retargeting can help keep your list numbers up over time.

Direct email marketing best practices

If you’re not careful, it’s easy to make costly mistakes in your promotional emails. Keep these do’s and don’ts of effective email marketing in mind:

Do: Personalize your emails

Email is a marketing channel that allows you to personalize your messages easily. Try to incorporate a personalized greeting for each customer, make personalized recommendations for each customer, and reference previous interactions they’ve had with your brand when possible. Direct email marketing services like Constant Contact include convenient tools to help with this personalization. 

Don’t: Leave out a call-to-action (CTA) in each email

You should have a clear goal of what customers should do after reading each email you send. Take that desired behavior and create a corresponding call to action that prompts the reader to take the next step. The CTA should be large, distinct, and easy to click so the readers don’t miss it. 

Do: Use an email builder for better email design

It’s tricky to get your email design right when you do it manually, but an email builder can help you create stunning messages with ease. Direct email marketing companies like Constant Contact offer tools like pre-designed email templates for simpler email creation. You can drag and drop email components like text, images, and buttons in Constant Contact’s email editor to have a professional email ready in moments.  

Constant Contact's drag and drop email builder
Use the building blocks to customize Constant Contact’s email templates to your needs. Image Source: Constant Contact

Don’t: Forget to proofread your messages

There’s nothing more unprofessional and offputting to customers than a brand email with errors. Proofread each email until you’re sure there are no typos or other mistakes in your message. Run the message through an online grammar checker to be safe. 

Do: Write a compelling subject line

When an email arrives in a customer’s inbox, they use two main pieces of information to decide whether to open it: the email sender and the subject line. The stronger your subject line is, the better the odds are your recipients will open and engage with it. Think about the best subject lines that would entice your target customers to open your message.

Avoid “click-bait” phrases that mislead the audience and focus on catching their attention honestly. 

Don’t: Forget to follow through or be inconsistent

Follow-throughs ensure you don’t leave any leads hanging and keep customer interest over time.

You also want to ensure consistency — in the timing and delivery, style, voice, and all other areas of your email. This way, readers know what to expect and won’t be confused by varying styles.

Targeting and segmentation

Part of any great direct email marketing strategy is a focus on audience segmentation and targeting. Audience segmenting is all about breaking down your customers into smaller groups based on common attributes. For example, you may segment your audience by location if customers in different areas have distinct needs and preferences. Segmenting by age and gender is very common. 

Segmenting allows you to create email messages that are more tailored to the recipients rather than sending the same message to everyone. Another example of segmenting in email marketing is separating your email list into prospective and existing customers. That way, you can create specific messages for returning customers and different messages to entice new customers. 

Segmenting and targeting work best when you have a large audience. Follow these creative ways to grow your email list so you have plenty of people to email. As your list grows and you have more interested customers to contact, you increase your odds of making conversions.  

Email testing

Don’t expect the first version of every strategy and message to be perfect. Email marketing requires testing and monitoring for continuous improvement. For instance, run A/B tests and send out two similar but distinct versions of the same email in small batches. Comparing the performance of these two emails will help you determine what works best with your audience, and you can proceed with the better email. 

Goals and stages of direct email marketing

Brands use email marketing to accomplish many different goals. What is the direct mail method of marketing? Some of the main goals of direct email marketing include:

  • Increasing brand awareness
  • Generating and nurturing leads
  • Driving web traffic
  • Retaining customers
  • Increasing sales
  • Creating upsell and cross-sell opportunities
  • Building brand loyalty

Develop an email marketing strategy tailored to your business goals. For example, if you want to create cross-sell opportunities, segment your customers by their previous purchases and send emails recommending complementary products. Send special offers to individuals to drive sales and engagement.

You don’t have to choose just one goal to focus on, but understanding your goals can help you focus your efforts.

Performance measures and examples

The best email marketing campaigns don’t just deliver a strong open rate or click-through rate — they deliver tangible results that help your business grow. Design your emails to drive conversions and sales. 

You may be wondering: What is a direct email with an example? Use these case studies of the best direct email marketing examples for inspiration. 

Beardbrand

To reengage customers and get them interested in new products, Beardbrand sent an email with the latest best sellers. The call-to-action in this message, “check out what I’ve missed,” is especially strong since it plays on the reader’s fear of missing out on something great. Bright, clear product images help to engage the audience further. 

Bearbrand product email example
The simplicity of this message, from the product images to the clear CTA, makes it an excellent example of an effective marketing email. Image source: ​​Beardbrand

Starbucks

Starbucks shared this promotional email exclusively with members to alert them to a special deal available that week. It’s simple but effective, with colorful graphics and a straightforward call to action. 

Starbucks rewards program email
Exclusive membership emails like this help make customers feel special and remind them of the benefits of staying loyal to the brand. Image source: Starbucks  ​

Additional considerations

Some additional considerations to consider while implementing email marketing include:

Email marketing and customer service solutions

Email marketing goes hand-in-hand with customer relationship management. With that in mind, you may want to integrate your email marketing efforts with your CRM. Combining the two will strengthen both. For example, you can use data like customer purchase history from your CRM to better customize your email messages. Direct email marketing tools can make this process a breeze.

You’ll also want to use an omnichannel strategy and ensure consistent messaging across all channels so consumers see you as a cohesive brand.

Avoiding email marketing pitfalls: honeypots and spam traps

The better your email delivery, the more effective your email marketing campaigns will be. So, what is email deliverability? Email deliverability is the percentage of your messages reaching your intended recipients. This goes down significantly if you get caught in spam traps. Follow email best practices to avoid getting caught in honeypots — decoy email addresses meant to catch spammers — and other spam traps. 

Conclusion and further learning

Direct email marketing is a powerful tool for any business, especially with the help of the right email direct marketing tool. Use email marketing to connect with your target audience, segment your customers into groups, and send personalized promotional messages that convert. Learn more about generating email leads and upholding legal and ethical standards in your marketing campaigns before you get started. And keep in mind that email marketing, like digital marketing overall, is constantly evolving. In the future, brands will likely emphasize artificial intelligence (AI) and direct email marketing software even more to help them with their campaigns. To stay competitive, you’ll need to combine email marketing best practices with the strongest tools and resources available. Get started today with a free trial of Constant Contact.

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Crafting a great email subject line is an important part of building a successful email marketing campaign. The subject line is subscriber’s first encounter with your email campaign, and it’s what gets them to open it. 

Without a good email subject line, your email marketing campaign could get lost in inbox! No need to worry — you’ve come to the right place to learn how to write subject lines that get your email noticed.

In this article, you’ll learn what a subject line is and why it’s important. Then, we’ll dive into how to create the best email subject lines (that get people to actually open your emails!), plus we’ll see some great email subject line examples.

What is the subject in an email?

The subject in an email is the main purpose and goal of the content. The subject line of an email supports the intention and goal of your email in the inbox. This one line of text can often determine whether an email is opened or sent straight to the trash, so ensure it’s optimized for your audience.

Spending a little extra time on your email subject lines will help you get more customers to open your emails, get your message in front of the right people, and help you avoid the spam folder. Plus, good email subject lines help lead subscribers to take the action that generates the most value for your business: click-through rate.

What makes a catchy subject line?

A catchy subject line is what will pique your subscribers’ interest and entice them to open your email. As you sit down to write your next email marketing campaign, you’ll likely ask yourself: what makes for a catchy subject line? A couple of factors influence that 40-character advertisement. 

Content: With limited real estate in subscribers’ inboxes, your subject line needs to be informative and personal without giving everything away — sometimes teasing your email’s content is what will get people to open it. Whether it’s a regular newsletter, an update about a product, a confirmation, or a request for a survey, let your subscribers know what kind of value they will gain from reading your email. 

Tone: Tone helps you to inject emotion into your content. Think about what sort of emotions are going to help your subscribers take action and what tone will trigger those emotions. Emails about sales might have subject lines with an urgent tone. On the flip side, emails about an upcoming product launch might be informative yet coy enough to tease the email’s content to the subscriber. 

Style: Like tone, the styling of your subject line is going to inform your subscriber’s response. Credible subject lines are styled to match your brand voice and avoid spam filters. Youthful brands might lean into using emojis in their subject lines while brands geared toward a male-dominated audience might opt for fewer exclamation points.  

Best Catchy email subject lines

Professional email subject lines 

From expert tips to peer updates, craft email subject lines that inform subscribers about the value they stand to gain for their careers and professional advancement. 

  • “DC networking round-up: March update”
  • “SEO best practices 2024 – download the guide” 
  • “Hints & tips for a better resume”
  • “Learn: a new playlist went live for “Design”
  • “Check out these expert tips to build better emails”
  • “Bonjour! Your first class is on us” 

Funny email subject lines

As the classic “Singin’ in the Rain” said: Make ‘em laugh. Use witty and humorous subject lines to get people excited to open up your email. 

  • “This just in: nothing – there’s nothing good in here [winky face emoji]”
  • “Your fridge said you’re not being creative enough”
  • “Sisterhood: we’re double-cuffing now [jeans emoji]”
  • “There are not enough sticky notes on your desk”
  • “The Earth’s 70% water and you’re parched” 

Cold email subject lines

Cold subject lines give the information to the reader directly, no fills. 

  • “Discover the secret to [desired outcome]”
  • “Boost your [goal] with [offered solution]”
  • “Your [product/service] success starts here” 
  • “New insights on [relevant topic] inside” 
  • “Get ahead of the curve: [prospect’s industry] trends”
Tend appointment email sample
Caption: This email subject line from Tend confirms a customer’s appointment. Image Source: Tend and Really Good Emails

Welcome email subject lines

Similar to introduction email subject lines, welcome email subject lines invite subscribers into contact with your business. Welcome email subject lines should help solidify a bond between subscriber and business. 

  • “Thank you for joining [company name]! Here’s what we have in store for you.” 
  • “Welcome to [company name] – Let’s make great things happen together.”
  • “Welcome [name]! Your success story begins here.” 
  • “Unlock endless possibilities with [company name]. Welcome aboard!”
  • “You’re in! Here’s a little something from [company name] to help you get started.”
Heart welcome email sample
Caption: Hearth’s welcome email subject line is simple and inviting. Image source: Hearth and Really Good Emails

Newsletter email subject lines

Newsletter subject lines serve to intrigue readers with interesting news/valuable information.

  • “Exciting updates from [company/industry]”
  • “[Company name] Newsletter: Packed with insider tips and trends” 
  • “Get inspired: Learn from the success stories of [industry expert/customer]”
  • “Just released: Our ultimate [resource/guide] to [topic]”
  • “Your [month] roundup: Top [industry] insights”

Abandoned cart email subject lines

Remind your subscribers when they “accidentally” forget an item in their cart. Craft subject lines that generate a fear of missing out or even a playful guilt trip.  

  • “Forget something? This tote can’t fill itself”
  • “You abandoned me” — what could’ve been a cute top”
  • “These bath bombs are lying in wait”
  • “Excuse my French, you forgot your macarons”
  • “There’s ennui, and then there’s an abandoned cart”

Sales email subject lines

Sales subject lines are upfront and direct, they let the reader know the email is product/service focused. 

  • “Limited-time offer: save 50% on our best-selling product!”
  • “Last chance to take advantage of our biggest sale of the year!”
  • “Act now and receive a complimentary gift with your purchase” 
  • “Limited quantity alert: grab your favorite [product] before it’s gone!”
  • “Just for you: enjoy a personalized [offer]”

Black Friday email subject lines

Black Friday is one of the busiest holidays of the year for most businesses. Prepare subject lines that will get your subscribers excited about upcoming sales.

  • “Ready your hatchets: blockbuster deals start at midnight”
  • “We’re slashing prices this season | Black Friday Deals”
  • “Check out what deals are dropping at midnight”
  • “Shop local this Black Friday”
  • “Black Friday deals to help you ring in the holidays”

Survey email subject lines

Survey email subject lines ask recipients to provide their feedback. Make sure your audience knows you value their opinion of your business. 

  • “Help us serve you better! Complete our survey for a chance at [reward]”
  • “Your opinion matters — take our quick survey and help us improve” 
  • “Your feedback matters. Share your thoughts and shape our future”
  • “We’re listening! Take our survey and let your opinions be heard”
  • “Your satisfaction is important to us. Share your feedback and help us excel”

Thank you email subject lines

Thank you email subject lines show gratitude, they remind your subscribers that their time, attention, and loyalty are important to a business. 

  • “A sincere thank you from our team” 
  • “Your support means the world to us”
  • “A special thank you for your continued partnership”
  • “Appreciating your awesomeness, [name]”
  • “You’re amazing! Thank you!”

Introduction email subject lines

Introduction email subject lines should invite the recipient into conversation with your business. Let them know what value your business is going to provide the reader. 

  • “Introducing [company name]: Your solution to [recipient’s needs]”
  • “Get acquainted with [company name]— your newest partner in [industry]”
  • “Introducing [company name]. Here’s how we can help you”
  • “[company name]: Your guide to [recipient’s desired outcome]”
  • “[recipient’s name], meet [company name]: Your key to [industry] success”

Fundraising email subject lines

Fundraising email subject lines ask the subscriber to donate their time or money to an organization or cause. Use emotions and ethics to craft subject lines aimed at generating charitable donations. 

  • “Help us change lives: donate now” 
  • “Your gift transforms lives”
  • “Unlock hope: donate today” 
  • “Together, we can make a difference” 
  • “Making a difference starts with you”
  • “Empower the future: support our cause” 
  • “Every dollar counts: help our mission” 
  • “Your generosity can change the world” 
  • “Become a hero for our cause”
  • “Changing lives, one donation at a time”

FOMO email subject lines

Fear of Missing Out, aka FOMO, is a common phenomenon — you can harness its power to help you generate opens for your email marketing campaigns. 

  • “Don’t miss out on tix to [insert band name]”
  • “Last chance to sign up for [insert event name]”
  • “Time’s ticking, download our [event name] guide to get ready” 
  • “Hurry! Our [name of sale] ends tonight!”
  • “Adventure awaits! Book your tour now! 
Visit Rapid City email sample
This Visit Rapid City email advertising Amazing Rush email subject line teases adventure for the subscriber, hoping to increase the likelihood of FOMO. Image Source: Visit Rapid City & Really Good Emails 

Events email subject lines 

Event email subject lines let your audience know that your business is hosting an event and encourage them to RSVP. 

  • “Join us for an unforgettable evening: [event name] is almost here!”
  • “Limited spots available. Register quickly for [event name]”
  • “Last chance to secure your spot at [event name]—Register today”
  • “Unlock new possibilities at [event name]—get your tickets now”
  • “Polish your skills at [event name]: It’s an opportunity you can’t miss”

Best Practices for Email Subject Lines

The following are best practices to help you craft compelling email subject lines for your business’ marketing emails. 

Grab their attention

Your email subject line should act as a mini advertisement for your content. In order to stand out in the inbox you want to instantly grab the attention of your audience — this could be through using a catchy piece of copy, including the name of the recipient in the subject line, and using pictorial additions like emojis to help separate your business’ subject line from the rest of the inbox. 

Convey relevance

Email subject lines should offer information that is relevant to the recipient and give them a hint as to what content they can expect to find if they open your email. Emails meant to drive customers to a product should use subject lines that speak to the value or relevance of the product, like the importance of scheduling a check-up or a sale on shorts in the summer. 

Create curiosity

As previously stated, you want to grab the attention of your audience, but you also want to make them curious. Email subject lines are short by design, you want to give the reader a taste and make them decide whether they want to invest their time in reading further. 

Drive action

Think about the main goal and call to action of your email campaign. What action do you want your audience to take once they have finished reading what you have provided them? Do you want your audience to buy a product or service? Do you want them to sign up for an event? Make sure your subject line is clear about the desired action of your business. 

Personalize when possible

People respond best when they feel that communication is personal and they are likely to take pause when they notice something familiar, like their own name, in the inbox. Use dynamic fields to auto-populate your subject lines with the name of the recipient.

Deep dive: Why you should personalize your marketing (and 7 ways to do it)

Keep it concise and compelling 

Make sure you remember to keep your subject line concise to avoid it getting cut off in the inbox. Your subject line should be able to convey urgency, excitement, intrigue, feelings of welcomeness, or whatever the goal of your email message is in a few short words. 

Use a familiar sender name

In the same vein as why people pause when they see their own name, your audience is likely to open emails that have a sender name that is familiar to them. Selecting a regularly occurring sender name to represent your business will help build trust with your audience, increasing their likelihood of opening.

Create a sense of urgency or exclusivity

Generate urgency in your subject line to capture the attention of your audience and encourage them not to wait to open your business’s email. Craft an exclusive air in your subject line to promote feelings of specialty. 

Don’t use all caps

All caps can trigger readers’ instinct that the email they are looking at could be spam. Avoid using all caps when possible, and if you do decide to use all caps in your subject line keep it to one or two words. 

A/B test your subject lines

In order to figure out what your audience responds to positively, consider A/B testing your subject lines. Perhaps you will write subject line A to stress urgency and subject line B to express exclusivity. Send each email test to a small group of your audience (10-20% of your total audience for each group is a good rule of thumb), determine a timeframe and analyze your results once the timeframe has passed. Whichever subject group has the highest open rate will determine which subject line you will use for the rest of your audience. 

Remember to tweak 

As you work on email marketing ideas for your business, remember that you’re playing a long game. Besides A/B testing your subject lines, remember to try new styles to see what works and what can be improved. 

Email open, click, and bounce rate by industry

Crafting good email subject lines serves to increase value metrics and help your business achieve marketing goals. Open rates, click-through rates, and bounce rates are all influenced by the quality of your email subject lines. 

Email open rate: Measurement of how many times an email has been opened by subscribers versus how many times the email has been sent. 

Email click-through rate: The measurement of how many people have click a link located within an email versus the number of opens. Clicks can be counted through hyperlinked content, linked images/graphics, or linked buttons. Using a call to action (CTA), which is a line of text that directs the reader to take the business’ desired action, will help improve click-through rate. 

Bounce rate: The measurement of the number of emails sent versus the number of emails delivered. 

Industry averages 

Want to know how your business’ emails measure against industry averages? See the full list on our KnowledgeBase.

Final thoughts on email subject lines

With these tips in mind, you’re ready to write good email subject lines that will get your emails the attention they deserve.

But don’t rely on our advice alone.

Take a look at your own inbox and see which emails you’ve been opening. Putting yourself in your contacts’ shoes is one of the best ways to write a subject line that will get you noticed and boost your business.

To see which subject lines grab your audience’s attention, try A/B testing.

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