Numerous professional and private emails flood our inboxes every day. And in the middle of it all: Newsletters! Whether subscribers open a newsletter or delete it without reading it depends on many factors. We provide you with tips on what makes a good newsletter and what pitfalls lurk in email marketing!
You should pay attention to this:
It is essential to offer added value
Spam emails are out, emails that offer concrete added value are in demand! And users who have signed up for a newsletter are showing interest in the company or a product. This trust should not be abused for run-of-the-mill newsletters. So think very carefully about what added value you can offer the subscriber with a newsletter.
Without ifs and buts: responsive
Most people read their emails on their smartphone. In general, 74% of Germans already use the Internet on the move. (Source: statista.com). It should therefore be clear that a newsletter MUST also work in the mobile view! Most newsletter providers now offer responsive templates.
CELEBRATING WITH THE SUBSCRIBERS
Birthdays, Christmas, Easter - the year offers numerous occasions to celebrate. And newsletter subscribers should also receive gifts on certain days. Discount codes or small gifts strengthen customer loyalty and encourage purchases. These codes can be sent automatically by newsletter. When registering, you only need to enter data such as your birthday or similar.
Better not!
Too long or boring subject line
With the flood of emails that fill our inboxes every day, only those with an appealing subject line stand out. Make it clear to the subscriber why they should open your newsletter. The subject line should not be too long either, because after a certain number of characters it will simply be cut off. The general rule for the subject line is: arouse curiosity and entice, but don't make promises you can't keep!
Do not delete logged out users
This is an absolute no-go! Marketers must treat user data with extreme caution, and not just since the GDPR came into force in May 2018. Therefore, before sending out a newsletter, make sure that all unsubscribed users have actually been removed from the distribution lists.
Wire act with Coregs
If you want to increase your email distribution list quickly, you can use so-called coregs. The email addresses of participants are saved via online competitions. Users agree to receive promotional emails from sponsors if they take part in the competition. In most cases, however, the participants in the competitions hardly correspond to the defined target group of a company.
The result: many uninterested subscribers end up on the newsletter mailing list. We therefore recommend more perseverance. Build up a high-quality email distribution list over a period of time. Because these subscribers have a real interest in your company!More information in the white paper
Are you interested in more information on the tips and mistakes mentioned above as well as other do's and don'ts in email marketing? Then you are welcome to download our free white paper!
