{"id":4641,"date":"2023-03-30T13:56:33","date_gmt":"2023-03-30T13:56:33","guid":{"rendered":"https:\/\/www.echobox.com\/resources\/?p=4641"},"modified":"2023-04-14T14:23:06","modified_gmt":"2023-04-14T14:23:06","slug":"6-ways-to-build-stronger-relationships-with-your-newsletters","status":"publish","type":"post","link":"https:\/\/www.echobox.com\/resources\/blog\/6-ways-to-build-stronger-relationships-with-your-newsletters\/","title":{"rendered":"6 ways to build stronger relationships with your newsletters"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">The benefits of email newsletters are well known: increased subscriptions, decreased churn, collecting first party data, no social media algorithms to battle against, a direct line of communication with readers to name just a few.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Indeed, what sets email apart from channels like social media is its ability to build stronger relationships between your brand and your audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Broadly speaking we can think of these relationships in three different stages:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Awareness<\/b><span style=\"font-weight: 400;\">\u00a0\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Engagement<\/b><span style=\"font-weight: 400;\">\u00a0\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Loyalty<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">So how do you nurture these relationships? How do you develop these three important stages of the audience lifecycle? <\/span><b>Here are six key principles for building stronger audience relationships using your newsletters.<\/b><\/p>\n<h2><span style=\"font-weight: 400;\">1. Streamline your subscription (and unsubscribe) process<\/span><\/h2>\n<p><b>Awareness<\/b><span style=\"font-weight: 400;\"> doesn\u2019t stop at the moment someone discovers your newsletter. Instead, think of awareness as every touchpoint up to someone opening your newsletter. If you have multiple email newsletters, awareness can encompass how visible those are to someone. How likely are they to broaden their search for other material of yours? And once they\u2019ve found what they want, how likely are they to actually follow through and subscribe?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Making it easy to subscribe (and indeed, to unsubscribe) and removing as many barriers as possible to your newsletter obviously makes it more likely that people follow through, sign up and invite you into their inbox.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But making it easy to unsubscribe is also surprisingly important. For one, if your email solution charges fees that scale with the number of contacts you have, making sure you retain only those subscribers who regularly or even semi-regularly open your emails can help to keep costs down and improve ROI.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Viewed in this way, making it simple to unsubscribe is one of the most effective audience management techniques you can employ.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">From an audience\u2019s perspective, an easy unsubscribe process helps to retain the goodwill that you may have built up and you could perhaps leverage in the future. Someone may decide that at that moment your newsletter is not for them, but this doesn\u2019t necessarily mean that they will not return in the future, perhaps to another of your newsletters. Forcing subscribers to go through a complex or difficult to find unsubscribe process can damage their experience of your brand and greatly reduce the chance that they will want to return to you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the end, keeping your subscription and unsubscription processes simple is an effective way to build trust with your audience and make their lives easier. They\u2019ll thank you for it.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">2. Keep your deliverability score high<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Another reason why it&#8217;s critical to make unsubscribing simple is the risk you run if people can&#8217;t easily do it. In those cases where someone wants to unsubscribe and can\u2019t be bothered to navigate a byzantine unsubscribe process, you run the risk that they\u2019ll take the path of least resistance and mark your emails as spam. This could end up harming your deliverability, making it less likely that your future emails land in someone\u2019s inbox and seriously reducing awareness when your newsletters arrive.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ultimately, allowing subscribers to feel as though they retain a level of control keeps trust and therefore deliverability high, contributing to healthy relationships in the awareness stage and beyond. A double opt-in process, for example, which requires confirmation from a subscriber after they first sign up for a newsletter, means you\u2019re less likely to be mistaken for spam as subscribers have had another chance to make sure that they want to hear from you. The corollary is that you end up with more engaged subscribers.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">3. Cross-promote your content to increase awareness\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve effectively developed trust with your audience you can capitalize on this with broader awareness initiatives.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cross-promoting your content is one simple but effective method that can be done a number of ways such as:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Leveraging high-engagement introductory emails to display different newsletters<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Using the body of your email to link to other newsletters<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Proactively sending a one-off sample of other newsletters\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Each of these can be effective in their own right, and with testing you can find out which option is right for your audience.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">4. Remain consistent to increase your open rates<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve made sure that people are aware of your newsletters, the next step in creating a strong relationship with your audience is to ensure that they <\/span><b>engage<\/b><span style=\"font-weight: 400;\"> with your content and assimilate your email into their <\/span><strong><a href=\"https:\/\/www.echobox.com\/resources\/blog\/in-the-race-for-digital-subscriptions-how-are-some-publishers-getting-ahead-pt-1\/\" target=\"_blank\" rel=\"noopener\">daily routine<\/a><\/strong><span style=\"font-weight: 400;\">. Opens are important for email newsletters for the simple fact that everything follows from there \u2014 you can\u2019t click on links in an email you haven\u2019t opened. Moreover, open rates also have an impact on your deliverability, with ESPs much more likely to judge emails with low open rates as spam.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But establishing accurate open rates is a complicated business. Since the introduction of Apple\u2019s iOS 16, open rates from Apple Mail have been distorted by a new privacy feature that essentially pre-opens emails. The intent was to help filter out spam, but a side effect has been to artificially inflate open rates with businesses seeing double digit increases almost overnight. This has meant that some businesses have changed KPIs to deprioritize open rates, placing their focus on metrics like click rate or subscriber growth rates instead.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Despite this, email opens are nonetheless vital, even if it\u2019s not the metric that you choose to measure the success of your newsletter strategy. And to increase email opens, consistency is key. We covered recently how <\/span><strong><a href=\"https:\/\/www.echobox.com\/resources\/blog\/what-happens-to-email-engagement-when-you-change-sender-names\/\" target=\"_blank\" rel=\"noopener\">keeping your sender name consistent<\/a><\/strong><span style=\"font-weight: 400;\"> can help you to avoid a serious drop in open rates. In that study, we partnered with three brands to analyze the effect of changing email sender names, and the results indicate that it can be detrimental. The results demonstrated the power of consistency to engender trust, and that once trust is damaged, it\u2019s very difficult to build again.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And trust can transfer into <\/span><strong><a href=\"https:\/\/www.echobox.com\/resources\/blog\/5-tips-for-creating-newsletters-that-stick\/\" target=\"_blank\" rel=\"noopener\">habit<\/a><\/strong><span style=\"font-weight: 400;\">, embedding your newsletter into people\u2019s daily lives by offering great content at regular and predictable times.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">5. Optimize send times to boost engagement<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The timing of your email is key. Each business will have a theory on when the best time to send emails is. For time sensitive emails such as morning briefings, the send window can be fairly restricted \u2014 between the hours of 7 AM and 11 AM, say \u2014 but where there is no such sensitivity, the potential send window can be extremely wide.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Businesses with sufficient resources may have spent the time digging into the details, finding out when, in general, people are opening their emails. But this is at best a very broad-brush calculation. Let\u2019s say that your data shows that 40% of your audience opens your emails between 12 PM and 2 PM. This still leaves significant room for further specificity whilst not accounting for the 60% of people that open your emails at other times during the day.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is important because inboxes are busy places. Get the timing of your email wrong and it could be buried under an avalanche of other emails, never to be seen again. In the above example, sending your email at 1 PM might still mean that a chunk of that 40% who check their email closer to 12 PM miss yours, whilst still leaving an hour\u2019s worth of emails to mount up for those who check later. And this is to say nothing of the 60% who don\u2019t check in this time period at all.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here, <\/span><strong><a href=\"https:\/\/www.echobox.com\/email\" target=\"_blank\" rel=\"noopener\">AI technology<\/a><\/strong><span style=\"font-weight: 400;\"> is the single most effective tool to personalize send times on a per person basis and <\/span><strong><a href=\"https:\/\/www.echobox.com\/resources\/white-papers\/email-marketing-platforms-performance-comparison\/\" target=\"_blank\" rel=\"noopener\">ensure a maximized open rate<\/a><\/strong><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">6. Stay relevant and agile with new campaigns<\/span><\/h2>\n<p><b>Loyalty<\/b><span style=\"font-weight: 400;\">: After spending so much time growing your audience and making sure that they engage with your content, you want to keep them. Competition for inbox space is intense, so the true test of the relationship that you have built with your readers is if that bond endures and you\u2019re able to remain top of mind.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Creating new, timely campaigns can help remind your subscribers of the value that you bring to them and further root your content into their daily routines. What\u2019s more, new campaigns needn\u2019t be long term commitments. Remaining agile and thoughtful in your newsletters strategy has enormous benefits.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Covering topical events as they happen (major sporting competitions, public holidays etc.) in your own unique way allows you to capture the interest of \u201cpassing traffic\u201d \u2014 those people who may not ordinarily have stumbled upon your content \u2014 as well as giving your existing subscribers even more for their subscription.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Beyond that, showing consideration to your audience can separate your business from your peers. Take Black Friday. Most of us are inundated with emails for all manner of deals and it can get to the point where all of these emails can become overwhelming. Sending your subscribers the option to opt out of Black Friday promotions should they wish can be an effective personal touch, letting your subscribers know that they are valued as more than just a source of revenue.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Cultivate relationships with automation<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The relationship that you build with your subscribers starts even before you send them an email. In fact, your relationship spans the entire subscription life-cycle from the moment someone first thinks about signing up to your newsletters.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As we\u2019ve seen above, there are lots of different ways your newsletters can help you grow this relationship and increase the likelihood that it endures. But with so many elements to develop, the time requirements it places on businesses can be onerous. Using an AI-powered solution means that you can take advantage of all of these optimizations without spending hours tinkering with your newsletters.<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"Which email marketing platform achieves the highest user engagement?\" width=\"770\" height=\"433\" src=\"https:\/\/www.youtube.com\/embed\/y-XpqGDvqE4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">Echobox provides businesses an array of <\/span><strong><a href=\"https:\/\/www.echobox.com\/email-features\" target=\"_blank\" rel=\"noopener\">intelligently automated features<\/a><\/strong><span style=\"font-weight: 400;\"> such as timing and template optimization, smart content ordering and streamlined subscription workflows, as well as the possibility to automatically generate new bespoke newsletters in a matter of seconds, with each newsletter tailored to your audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Get in touch with us today and see how Echobox could help to improve your newsletter strategy and build effective relationships with your subscribers.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<div class=\"vlp-link-container vlp-template-default \">\n\t<a href=\"https:\/\/www.echobox.com\/resources\/factsheets\/echobox-email-factsheet\/\" class=\"vlp-link\" title=\"Echobox Email\"><\/a>\t\t<div class=\"vlp-link-image-container\">\n\t\t<div class=\"vlp-link-image\">\n\t\t\t<img style=\"max-width: 150px;\" width=\"150\" height=\"150\" src=\"https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2021\/11\/Echobox-Email-factsheet-150x150.png\" class=\"attachment-150x150 size-150x150\" alt=\"Echobox Email factsheet\" decoding=\"async\" loading=\"lazy\" srcset=\"https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2021\/11\/Echobox-Email-factsheet-150x150.png 150w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2021\/11\/Echobox-Email-factsheet-370x370.png 370w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\t\t<\/div>\n\t<\/div>\n\t\t<div class=\"vlp-link-text-container\">\n\t\t\t\t<div class=\"vlp-link-title\">\n\t\t\tEchobox Email\t\t<\/div>\n\t\t\t\t\t\t<div class=\"vlp-link-summary\">\n\t\t\tSend perfect emails and newsletters to your audience, every time. It's now simpler than ever with Echobox...\t\t<\/div>\n\t\t\t<\/div>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>The benefits of email newsletters are well known: increased subscriptions, decreased churn, collecting first party data, no social media algorithms to battle against&#8230;<\/p>\n","protected":false},"author":7,"featured_media":4643,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false},"categories":[2],"tags":[24],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>6 ways to build stronger relationships with your newsletters - Echobox Resources<\/title>\n<meta name=\"description\" content=\"Newsletters are vital to any content strategy. 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