The attractiveness of a newsletter is influenced by several significant details. First of all, it is the content itself and the graphic design. Try to act in such a way that the recipient becomes familiar and accustomed to the form of the messages you send. Develop your own style that will help you stand out from the crowd.
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When creating a newsletter, remember to:
Creative and engaging title - Plan the title so that it stands out from the others, thanks to which it will stand out among many messages. Also, make sure that it encourages people to open the email and read the content of the newsletter. If you are sending information about a promotion - you can include a specific number in the title, e.g. "Promotion! - 20% on Christmas items.". You will find more about creating a newsletter topic below .
Content directed primarily at the recipient - Remember that you are writing to the customer and their interest is most important to you - when writing, address the recipient directly. Think carefully about what the main purpose of the message is, what the customer expects and how you can help them with this. At least for a short moment, put yourself in the role of the person on the other side and create a message to best meet their requirements.
The right length of the newsletter - Focus on specifics - too long content, in the form of a so-called "text block" is not a good idea, what's more, it can even be off-putting. Try to present information in a short, condensed form, for details send the recipient to a specific entry or offer with a CTA button. Make sure the content is attractively arranged, use paragraphs, bullet points, make sure to highlight valuable information.
Clear graphic layout - Too many elements in a newsletter can distract from the most important information. Simplicity works well in mailings - a clear graphic layout will highlight important information and make it easier for the recipient to see. As a result, you will be sure that the customer has properly understood your message and the other party will receive exactly what they expect.
Regularity of sending - Plan a specific day for sending emails. If it concerns a company blog - direct information to recipients about a new entry, indicating why they should read the published article. Additionally, systematically inform about news, promotions, new offers and every important detail. Ensure constant contact with the Client and building a relationship that can bear fruit faster than you think.
Planning and clearly placing the CTA - The call to action should be added in a visible place so that the button is easy to spot. The content of the CTA is also important and should be tailored to the message. For example, if you are sending a newsletter with information about the latest blog article, the call to action should be "Read the article!", "Learn more!" "Get to know the details!", etc.
Responsiveness - Make sure your email opens properly on both desktop and mobile devices.
How to Write a Newsletter - Personalization of Messages
Personalization in the context of creating messages is not a difficult procedure. When creating an email, it is important to remember that we are addressing a specific recipient directly, using detailed data collected about them.
There are many benefits to personalizing your messages. One of them is the ability to establish a direct relationship with a potential customer, which largely translates into increased effectiveness of your email campaign. Analyses show that including a name in the subject line of your message translates into an increase in the Open Rate. By addressing the recipient directly, you make them feel appreciated and much more willing to open the message, wanting to learn more. Such action also increases the chance of conversion.
However, do not limit yourself to using only the name in the subject line of the message. You can also address the customer personally in the preheader and the content itself.
IMPORTANT: Remember to include the case of the name in your message. Giving the name only in the nominative case may seem quite artificial and forced.
How to personalize emails?
Declarative
Data that the recipient leaves when signing up for the newsletter. These include: gender, first name, last name, place of residence. This is a great way to use this data to promote an event in a given location. For example, you are opening a new store in Krakow - directing such information to people living in Krakow or the surrounding area will result in more potential customers attending the event.
Behavioral
Behavioral data can be obtained by analyzing customer behavior, i.e. what links they clicked on, which specific message they opened, etc. Such data will allow for even better targeting of mailings.
Link tagging
Tagging links will help you define the categories of your links. If you run an online store with women's clothing, you can add links that point to a specific category, for example: shoes, dresses, skirts, etc.
Personalizing mailings based on behavior
A good example here is sending information about a Black job seekers database Friday promotion. The first campaign is directed to a larger group of recipients, providing more detailed information about the promotion. The second mailing is directed only to people who decided to click on the previously sent message, i.e., they showed interest in the promotion. In the next email, we provide more details, specific products, etc. In this way, we increase the probability of conversion.
About loyalty
Analyze your database. Segment your audience based on the frequency of interactions and level of engagement. This allows you to analyze whether a given customer actively visits your store and systematically makes a purchase, or whether they haven't opened any emails for several months and rarely decide to make a purchase.
For those who are less active, you can send an email with a reminder. In this case, an intriguing subject line is important. After clicking, the recipient should receive information and an important tip on why they should come back to you - offer a discount or an interesting promotion and encourage the customer to buy from you again.
Of course, you can't forget about the active group of recipients. Thank them for their activity and reward their attention with an interesting promotion.
Transactional
This is purchase history data. By analyzing customer behavior, you can check what path the recipient took on your website after clicking the link in the email. This data can be verified in Google Analytics.
Thanks to skillful analysis, you can verify and segment your audience into those most interested in your offer and who make frequent purchases, those who buy in your store from time to time, those who buy but only for special occasions, and those who haven't bought anything for a long time.
Take care of deliverability
Sender Score
Sender reputation, or Sender Score, is the most important indicator of the credibility and assessment of the actions of the mail owner for e-mail providers. This indicator is significantly related to the trust of subscribers. Studies show that as much as about 80% of mailing openings come from trusted senders.
How is Sender Score measured?
To measure a sender's reputation, the following indicators are taken into account:
spam,
spam traps,
unknown users,
whitelist - presence on the white list,
blacklist - presence on a blacklist,
quality of shipping infrastructure,
the degree of engagement of recipients with messages received from a given sender.
Email deliverability
Take care of deliverability - sender reputation is the most important indicator of the reliability and evaluation of the mail owner's actions for email providers
The improvement of the above criteria translates into how spam filters react to the sent mailing. This in turn indicates the quality of the campaign. The Sender Score scale is measured in percentage.
<70
In such a situation, the most important focus should be on improving the deliverability of marketing emails.
>70
The focus should be on ensuring that recipients receive messages that are as relevant to their needs as possible. You also need to remember to use a relevant subject line that will encourage recipients to open the message.
>80
Campaigns with a rate above 80% have a very good Sender Score, which qualifies them for a deliverability certificate. They can also be whitelisted by senders.
Why do emails go to spam?
Analyses show that over 21% of ordered emails end up in spam. Why is that? Here are the 6 most important reasons.
Recipients mark messages as SPAM.
The senders "From" address.
Presence on the blacklist.
The message subject contains special characters.
Linking to low quality internal domains.
The use of typical sales words in the content.
How to check if emails go to spam?
The best way is to perform manual testing.
Example: If you want to make sure that the email you send does not end up in spam, you can send your creation to several friends who have email on the wp, o2, gmail, interia, etc. platform. If, in any of the attempts, the message ends up in spam, check carefully whether you have followed the points listed above.
Adequate infrastructure
Adjust connection and bandwidth settings for each email provider.
Standard authentication or technology for digitally signing messages.
Using an unsubscribe link in message headers.
TLS (Transport Layer Security) encryption standard - for example, unencrypted messages in Gmail will be marked as corrupted.
