newsletter best practices

Newsletters – how to avoid ending up in spam folder?

Last year, almost 30% of all emails were spam . And this number is also the result of many measures in place in recent years. Back in 2016, spam accounted for almost 60% of all e-mails sent. Among old time classic spam trick going on for ages, there is Nigerian prince, who wants to give us his wealth day. 

In this article, we want to share tips for tips for creating an engaging and successful newsletter. It can be small small changes, basically anything from creating newsletter in special email marketing programs, to focusing on subject of the message. Even the slightest change can contribute to overall great results of newsletter to be actually read and appreciated. 

Table of Contents

newsletters best tips

Tailor the content to the needs of your clients

The texts in a newsletter are best broken down as you write blogs. No one wants to read long paragraphs in which one just gets lost. Even many users don’t even read it properly anymore. They will be interested in the pictures and only short  descriptions , thanks to which you will tell them everything you need.

Tailor your content to your target audience . If you only address female customers, speak to them in their language. Try to impress them with what they want and what you can offer them. 

Create newsletters through special email marketing programs

Use special applications such as MailChimp, SendGrid, Benchmark or many others to create and send newsletters. Thanks to these programs, you have an overview of your email contacts and you can send them emails at once according to how you set them up.

In addition to the editor, they also contain a number of more advanced functions, for which, in most cases, you have to pay extra. Many of these programs are free at the beginning , which gives you the advantage of learning to work with them while finding out if they suit you.

Advantage of email marketing applications:

  • collection of email contacts
  • newsletter editor
  • bulk and scheduled emails
  • Track delivery statistics, email views, and clickthrough rates

Use eye-catching graphics

Especially if you are promoting a product, graphics will tell your customers much more than words. When creating newsletters, you have many opportunities to engage . You can add pictures, gifs, but also videos.

You need to be careful with graphics, but you can win with it so that you reach people and increase your chances of selling. Not sure how to do it? We will design original graphics for you, which you can also incorporate into your emails.

Clarify and follow the destination of the email

Before you start sending bulk messages with your email contact, it’s a good idea to find out what your goal is. Do you want to send them a satisfaction questionnaire? Do you need to strengthen sales of specific products or services? Or do you want to introduce them to interesting news on the market?

Modern email marketing is based on simplicity and conciseness. No one will read you long emails. For each newsletter, focus on a specific idea. To the goal you want to achieve. If you stick to it, your newsletters will be concrete and successful.

Add links to attractive landing pages

Not only the newsletter itself must be tip-top. If a user clicks on your link, for example in the form of a call to action element, they must be taken to pages that encourage them to take the next steps.

What do we mean by that? In this case, the links are to encourage people to take one particular action. Whether it’s buying a product, a service, or filling out a form, the pages you’re linking to must also be attractive and purposeful.

Focus on the subject of the message

When creating an email, it is very important to focus on the subject of the message. It decides whether your customer opens it or not. You can have any good content, but if no one clicks on it, you’ve done it unnecessarily.

In order for as many people as possible to open your email, you need to get them interested in the first place. The subject of the report itself should motivate them to show interest in the email and then open it. The best option, of course, is for them to immediately click through to your website and make a purchase.

Try creating a newsletter subject in the form of a question. People are naturally curious. If you have an electronics store and the purpose of your e-mail is to sell laptops, try to write in the subject of the message, for example, “Which brands of laptops are among the best?” . In the emails themselves, they can find a tip for an interesting article on your blog, as well as examples of a few laptops that they can click on right away.

Call to action elements

We all know very well that if we do not interest the user on the first try, it will be difficult to return to the email again. Another piece of advice on how to create an engaging newsletter is to highlight important information and add call to action elements.

Not only the division, but also the design of the text has its charm. Essential things need to be emphasized, the font enlarged, or otherwise distinguished from the rest of the text. It is also important to have buttons in the emails such as “I’m interested”, “buy” and the like. These call to action elements are always quite significant in the text itself and encourage the reader to click on them.

Tests several variants

To get the most out of what email subject works for your customers, try testing several variations. You can find out which way to go by reading the e-mail and then clicking on your website or e-shop.

Create 2 to 3 different names for the same email content and send them to parts of your email database. Later, you just evaluate the results and find out which name interested them the most. Thanks to this, you will know next time what is affecting your customers and the number of successful newsletters will only increase.

What else is worth testing?

  • sending time – how they react at a specific time
  • call to action elements – the rate of click through how they respond to different locations, the color of the button or its text
  • design – what arrangement of individual elements will interest and appeal to them
  • landing pages – which pages have the highest clickthrough rates

Companies  simply need to monitor whether they have met their goals or whether they still need to fine-tune the content of emails.

Lets hope that thanks to these tips and your creativity, you will attract your potential customers and use email marketing as much as possible. If you know of tips that were not mentioned, we’d love for you to share them with us.

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