Take a deep look into yourself: To which emails in your inbox are you always looking forward to? Have you ever wondered why it is like that? Why are you happy when certain emails reach you?
With a big likelihood, these mails simply have an incredibly exciting subject which prompts you to open the newsletter. You may also already know that these emails always deliver you relevant and usable content. Or did you just love that you were addressed by your name?
In this blogpost, you get to know 10 tips how you can create a newsletter, which is so special that your subscribers have to open it without any hesitation.
#1: Personalize your newsletter
A business email user can receive up to 70 mails at good days. So that you can stand out with your newsletter, one of the first steps is personalization. The personalization is already particularly eye-catching in the subject line of the newsletter. But also personal addresses and requests can often achieve a successfull precision landing. To go further in depth, you can also segment your recipents by gender, age, interests and location as far as the data is available for you. More tips and tricks on the topic of personalization in email marketing can be found in our article.
#2: Use meaningful pictures
Images enable readers to put themselves into a situation which makes it easier to transmit emotions and promote conversion. In order to guarantee the full effect of images, the following aspects have to be taken into account:
- If possible, implement a picture in the first five centimeters of your newsletter. Readers scan the beginning of a newsletter for three seconds to decide whether to continue reading or not
- Do not only use big pictures, because more than half of the recipients open their mails on a mobile device
- Compress your pictures to prevent long loading times
#3: Optimize your subject line
Brevity is the soul of wit: You only get 80 characters provided to enthuse your recipients. But the whole thing is much more difficult if you take the mobile openers into account, because the subject line is not completely displayed on mobile devices. Therefore, it makes sense to compress the subject line to about 35-40 characters. Try to keep your subject line short and to make it as interesting as possible so that your subscribers will not hesitate to open. Use emotional triggers, insert questions or promises and test until you get the desired result. Of course, “normal” subject lines are also working out, but this fully depends on your target group.
#4: Create an exciting introduction
As already mentioned, recipients decide within the first three seconds whether they want to continue reading or not. It is therefore very important to create an exciting and rousing introduction in order to take away the recipients’ doubts and to make decision easy for them. Try to encourage the reader to think or reveal a “secret” tip right at the beginning to bridge the first three seconds.
#5: Create a helpful and appealing design
Wrap up your newsletter in a beautiful design that perfectly frames the valuable content. However, the corporate identity has to be taken into account in order to ensure recognition value. With the help of the design, the reader should know immediately, which company sent the newsletter. So far, the same formats within the newsletter, such as the same heading formats, separation of text and images, identically marked links etc., have proven very well. Last but not least, we dare to remind you that the number of mobile openers is increasing – so don’t forget the mobile first principle!
#6: Play with numbers
Hard to believe, but actually true: Especially in newsletter, numbers work out very well. They give the readers a clear structure and orientation. But be careful with making promises in the subject line or in the headline that they are fulfilled in the course of the newsletter (Example: There are only 8 tips in the content, although there were 10 tips announced in the headline).
#7: Offer options to contact
Create eye-catching calls-to-action in your newsletter so that the reader gets enough options to get in touch with you. Also, use the CTAs to clearly urge your readers to take action. This works for example with phrases like: “Try free now”, “Get more knowledge now in your personal whitepaper” or “Redeem discount code now”.
#8: Don’t forget the footer
#9: Send your newsletter at the right time
The sending time depends on your target group: If you send your newsletter in the B2B area, the usual office time is the best period for sending. However, be careful: On Mondays, the mailboxes are very likely full of new mails, on Fridays, nobody really wants to read long emails. In the B2C area, the best delivery time is more likely in the evenings and on weekends.
#10: Create the appropriate content
And the most trivial tip at the end: Design the right content for your target group. Now, if you have noticed all the tips and your newsletter shows impressive opening rates, then it is important to convince your openers with the appropriate content. Pay attention to the following aspects:
- Add a touch of personality to your newsletter using little jokes or a bit of sarcasm
- Use emojis to loosen up your mailings as long as it suits your target group as well as your company
- Write short, simple and concise texts
- Avoid empty phrases and cumbersome sentences
- Do not forget to mention the advantages of your company over and over again
- Use meaningful formatting (bold, italics) to highlight specific and important content
- Try to graphically display content in order to make the newsletter easy to follow
- Avoid using capitalized whole words and frequent use of special characters as this is often considered as spam
Everything’s fine so far? Then try these tips right away with the 30-day-trial version of mailworx and benefit from successful opening rates!