Do I need an email newsletter

Creating successful newsletters: 14 tips for optimization

Tip 3: avoid spam

When creating the newsletter, pay attention to the Recognition value: in the sender address, in the subject and in the content. This ensures that the recipients remember to subscribe to your newsletter and do not discard it as spam. It is also helpful so that your newsletter does not automatically end up in the spam folderto be classified as a trusted sender. This is achieved through SPF and DKIM:

  • SPF stands for Sender Policy Framework. The process makes it difficult to forge sender addresses by performing authentication.
  • DKIM ensures that the sent content has not been changed on its way to the recipient.

Tip 4: personalize the approach

Personalization is an important success factor in email marketing. When creating newsletters, make sure that the Content relevant to recipients are. Newsletters should meet the respective customer needs and interests.

However, caution is advised when approaching personally. As a rule, you first determine your first and last name using a data form, e. B. when registering for the newsletter. It is essential that you observe the following criteria:

  • the data protection principle of data economy,
  • the fact that each additional form field may discourage users from entering their data in the first place
  • and that many recipients use invented names or make a mistake - and the salutation is no longer personal, but simply wrong.

It is therefore advisable to only use a personal salutation for people who are actually known, such as existing customers, and otherwise avoid it.

Tip 5: formulate an introduction

The introductory text of a newsletter is also available as a teaser. to tease "Irritate, tease") known. And that is exactly what the teaser should do: Not to reveal too much in a nutshell, but make you want to learn more and want to read the rest of the email. Despite the requirement of brevity, the teaser includes the most important information from the long text. Answer the famous W questions in the introductory text or take a look at the subheadings. That brings you a good deal closer to the perfect teaser.

Tip 6: Write the main text

The success of your newsletter depends on its content. Therefore, avoid clumsy advertising messages when creating newsletters. Instead, make sure you only Include information that is really interesting and useful to your recipients are. Tips, instructions or explanatory videos are best suited here. The following applies to the length of your newsletter: less is more. Do not write too long continuous text. Instead, divide your mailing into several short paragraphs with meaningful subheadings. This will make reading a lot easier. If you have further information on a topic, you can link it to your website accordingly.

Tip 7: Conclude with a call-to-action

Of course, it is polite to say goodbye with a friendly greeting and your own name. However, especially when creating a newsletter, it is advantageous to give the reader a request. Place a clear call-to-action with a link to the corresponding website.

Examples: “Register now!”, “Find out more here.”, “Download the e-book for free!”.

Tip 8: run A / B tests

If you want to create successful email newsletters, you have to critically question your own ideas again and again - or simply test them. With so-called A / B or split tests, companies can Components of the newsletter varyto find out what is best received by the recipient. For example:

  • the content
  • the subject line
  • the call-to-action

It is important to only test two versions at a time. Otherwise it will be difficult to get significant results. After all, there must be enough participants in each test group.

Tip 9: secure responsive design

Responsive design on PC and mobile phone

More and more people are reading newsletters on a tablet or smartphone. Make sure that Your mailing can also be read on mobile devices. Thanks to responsive design, your newsletter template automatically adapts to the respective end device. Customers see your message everywhere in the best possible way.

Tip 10: Use attachments and links

When you create a newsletter, you should not attach any documents. Because emails with attachments often end up in the spam folder or recipients do not open them for fear of cyber crime. Instead, use links in your newsletterto make documents or graphics available. Do not link directly to the content, but to a landing page. You can use a data form to request further information from your recipient in order to get to know him better. With the help of this data, you can develop even more targeted messages and more suitable offers for your customers.

Tip 11: define visual language

In newsletter marketing, it's not just the text that counts. To create successful newsletters, you should Mailing visually matches the corporate identity of your company. Choose the appropriate colors and make sure you choose a consistent image that matches your other imagery. Large-format images that visually underline your messages are best suited. It is only up to you to a certain extent that images and graphics are displayed in the newsletter as you intended. Marketing automation software enables you to offer your content in a web view. You can link to it within the newsletter, for example in the header.

Tip 12: Choose when to send

The right timing is crucial: Even the best newsletter can fail if you send it out at the wrong time. Pay attention to your target group. The newsletter should neither get lost in the crowd nor wait too long unread in the inbox. This could e.g. This could be the case, for example, if you send it shortly before the holidays or the weekend and it is no longer up-to-date afterwards. In the B2B sector, for example, Tuesday morning is a suitable time to send newsletters.

Tip 13: Pay attention to data protection

Data protection is a particularly sensitive topic in newsletter marketing - and not just since the EU GDPR came into force. Therefore, among other things, every newsletter must contain the information that the recipient can revoke the receipt at any time and offer a corresponding unsubscribe option. Also make sure that your newsletter has an imprint. You can choose whether you

  • Include the imprint directly in your email.
  • In the newsletter only give your address, email address and telephone number and link to the full legal notice of your website for all further information.