Email newsletters and subscription-based marketing have increasingly become forerunners in the realm of effective digital marketing.
They have a higher engagement rate compared to other types of digital marketing— email has been found to be 40 times more effective for acquiring new customers compared to Facebook or Twitter.
With such potential for success at stake, you’re probably wondering, how you can optimize email subscriptions and newsletters for your organization.
In this article, we’re going to capture how incorporating a team management tool can help you achieve your goals by improving and enhancing key components of your newsletter management process.
What is Email Marketing?
Email marketing is a direct and effective way to reach your customers in their inboxes. This could include promotional offers, advertisements, newsletters, or updates about new product releases, your company, and more.
Email newsletters can feature any number of these things and their cadence could vary from weekly, monthly, or quarterly sends.
Why Should You Send an Email Newsletter?
We already touched on one of the impressive benefits of incorporating email newsletters into your digital marketing strategy–acquisition. Let’s identify a few of the other ways email newsletters can help you effectively grow your business:
- Convert subscribers into customers: your email newsletters present a unique opportunity for subscribers to opt-in or sign up for themselves to continue to receive content and hopefully convert to paying customers. Your subscription numbers can help you understand what kinds of subject lines, value offers, and overall content tends to drive sign-ups.
- Learn more about your target audiences: depending on the size of your contact list, you might be sending emails to the entire subscriber list or content tailored for segmented lists that are created by interest area, geolocation, or stage in the buying cycle, for example. In fact, marketers report a 760% increase in email revenue from segmented campaigns. By analyzing and comparing data points across these campaigns, like open rate, click-through rate, and conversion rate, you can make smart decisions about your content moving forward.
- Deepen brand loyalty of your existing customer base: for any brand, a big goal is to build a successful relationship and reputation that brings customers and individuals back repeatedly. An email newsletter plays a big role in this and overall business growth because it helps create loyal customers who will advocate for your brand. Creating a loyalty program via email newsletters is just one way you can approach this.
Essential Tools For Sending Effective Email Newsletters
Modern email marketing requires an arsenal that goes beyond a standard inbox in order to manage many elements of your campaigns, from email lists, automated sequences, and design to data reporting and team management. Here are a few tools you won’t want to miss—with examples:
Email marketing software
Email marketing software is built with all of the necessary functions in mind for designing, scheduling, and tracking email campaigns in order to drive sales. SendX email marketing software helps users design and optimize email campaigns based on more than 30 parameters like past open behavior and timezone. SendX also offers unlimited email sends to opted-in subscribers and Heatmap reports so you can see which CTAs and links are working.
Email tracking software
The efforts of your email newsletter campaigns can be less effective without a clear understanding of their performance and recipient activity. Tools like Bananatag, which can be used with Gmail or your existing email client, allow you to see when emails are opened and when recipients click links inside the body of your newsletter. An added benefit is that the emails you send don’t look any different to recipients and they arrive from your email address through your own server, ensuring data security. You can even link it to your CRM.
Team management tool
While the email newsletter and marketing space can be a flurry of numbers and metrics and fonts, it’s important to not overlook the driving force behind it all—your teams. In order to manage task delegation, campaign calendars, content creation, and file sharing, it’s important to have a tool or platform that brings all of your team members together with the tools they love. monday.com Work OS creates a unified workspace where you can integrate email marketing software with the building blocks you need to create custom workflows for your email newsletter campaigns.
In the next section, we will hone in on some specific examples of how to use a team management tool to optimize your email newsletter process.
How To Optimize Email Subscriptions And Newsletters With A Team Management Tool
With so many diverse and often simultaneous tasks involved in managing email newsletter campaigns, it’s important to improve where you can. The features and infrastructure of a team management tool can streamline and provide value to your team in the following activities:
- Create and manage content (campaign requests and ideas board/form)
The teams responsible for producing even just one email newsletter have to work as a mini content creation agency—they produce and manage ideas and requests, drafts and editing, and campaign scheduling and launch.
A team management tool can help you tackle this from all angles because they allow project managers and individuals to map out tasks, owners, and dependencies in one central workspace.
To keep campaign ideas and requests organized, you can create a custom submission form that automatically populates the workflow board with the relevant information, like requester name and date, audience, intended launch dates, files, and more. Having all of this in one place makes it easy for a team member to review the submissions and assign a status that triggers notifications or moves the item forward in the process to the next team member.
2. Balance workloads
Team management tools are a digital marketing team’s best friend because you can manage and track team members’ workload in real-time.
One easy way to do this is to filter workspaces by team members or campaign owners, so you can see just how much work has been allocated to each individual, as well as their team responsibilities. You can also see their progress and where things tend to get held up. By managing this effectively, you can avoid work slipping through the cracks or delays in email newsletter campaign launches.
3. Integrate your subscriber list to create a CRM system
Customer Relationship Management (CRM) is without a doubt at the foundation of your email newsletter efforts. The right team management tool is flexible enough to help you stay in touch with your subscribers, score them based on conditional data, and of course, push them throughout the sales cycle.
A team management tool like monday.com goes above and beyond a CRM or other marketing automation tool because you can integrate it with all of your tools and apps, even Salesforce.
4. Track campaigns
When you’re managing multiple email newsletter campaigns for different audiences, promotions, etc., it can be tough to keep track of what stage each one is in at a given point in time. A team management tool can make things clearer, by allowing you to group such campaigns in the way that works for you, whether it’s status, content type, or month.
Most platforms even allow you to see how all of your campaigns relate to each other in views like Gantt charts or timelines. Project managers can then refer to this instead of having to hunt through emails and internal chats for answers. For anything that needs further, real-time clarification, many team management platforms allow team members to comment and leave updates directly on an item, so communication is always in context.
5 .Gain insights from data
Traditionally, one of the most painstaking and time-consuming tasks involved in digital or email marketing is analyzing performance data in order to create useful reports and make data-driven decisions.
Team management tools are built to take the information you’ve already input as a part of your management process and transform it into visual and digestible formats like charts and dashboards so anyone on your team can comfortably gain in-depth data insights about your email campaigns for future implementation.
Email Subscriptions As A Cornerstone Of Success
Due to their proven track record of success when it comes to conversions and customer engagement, email subscriptions and newsletters are worth the investment.
To get the most out of your efforts when it comes to design, reporting, and collaboration, a team management tool that is built for integrations and smooth workflows will do the trick.