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A newsletter, or newsletter, is an electronic form of communication that is the modern equivalent of a traditional paper subscription. Unlike classic newspapers, the newsletter reaches readers online, sent to the e-mail address they have previously provided. Its content can include information about current promotions, sales, discount codes, new products, as well as provide a variety of information related to a particular subject area.
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We customize the newsletter content according to our own needs and the intentions we want to achieve. The main structure of the newsletter includes elements such as image, headlines, content, buttons and styles that give the whole thing an attractive look. The following elements are worth taking care of:
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If we wish to systematically send messages to our users, it is possible to use a plug-in that will be compatible with our website. In the event that the configuration of a plug-in is not available or convenient for us, alternatively we can consult a programmer who will customize this functionality to meet our needs. Another solution is to use external platforms that offer specialized services in this regard.
When preparing a newsletter, pay attention to:
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This is an effective tool for building brand awareness and maintaining lasting relationships with recipients. Personalized notifications of benefits, such as free delivery or exclusive promotions for subscribers, have the potential to increase sales and improve brand perception.
However, it is worth remembering the principle of “moderation,” as sending messages too often may be considered intrusive. The key is to send only relevant information, which contributes to the gradual expansion of our subscriber base.
With the collected email addresses, we can also expand the audience through other advertising channels, such as Facebook Ads and Google Ads.
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Most newsletters, sent to an e-mail address, are available free of charge and based on voluntary participation. Users choose to receive these messages in exchange for sharing their personal information.
When launching a newsletter system, it is important to obtain consent from users for our company to process their personal data. This is usually done by checking the appropriate checkbox with the information clause regarding the processing of personal data, in accordance with the provisions of the RODO.
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The study shows that more than 21% of e-mails sent end up in the spam folder. What could be the reason for this? Here are 6 key reasons:
How to check if emails go to spam? Perform manual tests:
Example: If you want to make sure your emails don't go to spam, send your creative messages to several friends using different email platforms (e.g. wp, o2, gmail, interia). If any of your attempts end up in spam, check that you followed the above guidelines.
To provide adequate infrastructure:
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Before you start working on your newsletter, it's a good idea to check that you have all the necessary information to create it. It's also crucial to define the subject line and the target audience you are targeting with your message. Here is a brief overview of the key aspects involved in creating a newsletter.
The main goal of creating a newsletter is to recruit new customers and increase sales. Before you start the process of creating the message, it is worthwhile to precisely define the audience you want to reach. The content of the newsletter you send out should vary slightly, depending on whether it is addressed to an individual audience (B2C) or is part of a B2B business communication.
It's worth remembering to vary your approach to communication language depending on your target audience. Adapting your tone and style to your audience is key. If you are targeting industry professionals who use professional jargon, use appropriate vocabulary. For audiences less familiar with industry terminology, make your message clear and accessible by using light and understandable wording.
When designing a newsletter, the key question is the form of the message - whether it should be graphic or mainly text-based. After determining the target group, we can begin to create an initial draft of the content. In the case of sending to individual recipients, it is worth considering a graphic form, while for a business group I suggest using an attractive text presentation varied with expressive visual elements. Most recipients process visual information more efficiently, so a creative design will catch their attention and be memorable.
It is worth focusing on a few key elements of any newsletter:
Focusing on the compatibility of content and images is a key aspect when creating a newsletter, but it's also where common mistakes are made. One of the most common is misaligning the size of images with the overall concept of the newsletter. While graphics have their advantages, their improper use can be counterproductive. It's worth remembering that many Polish mail providers automatically block the loading of graphic messages, giving the user the option to decide whether to play them. What does this look like in practice?
After receiving a graphic message, the user may only see alternative text or even miss it. In addition, messages containing a single graphic are more likely to end up in the spam folder, which can result in an increased frequency of such classification. It's also worth noting that the size of such newsletters often exceeds acceptable limits, which can lead to stopping the mailing to the recipient.
When choosing a system for sending newsletters, there are a few key elements to pay attention to. Here's what you need to check:
When creating an email subject line, it is worth considering whether it should be short or long, more concise or elaborate, or perhaps better to provide only basic information. Another question, is it worth using emoji in the email subject line? These are three key questions that are sure to come to mind when planning the content of your message.
It turns out that short topics are opened more often than their longer counterparts. Sometimes just two words are enough to pique the interest of your audience. If you're worried that you can't fit your entire message into a short subject line, you can put the rest of the information in a preheader (what a preheader is, see below for an explanation). A friendly and personalized approach, such as using the recipient's name and a number, can further enhance the appeal of the subject line.
As for the use of emoji in message topics, it is worth doing so in moderation and in accordance with the topic. In addition, it depends on the audience you are targeting with your message. In some industries, the use of emoji may be perceived as unprofessional.
If you are still in doubt about which theme will perform better in a given situation, it is worth conducting A/B tests. With them, you can verify which theme performs better, allowing you to choose a more effective solution.
The area visible without scrolling (above the fold) in an email message includes what we see as soon as we open the email. Clear and straightforward messages should be placed in this area.
Make sure the logo and company name are clearly visible in the first view.
In this part of the message, it is a good idea to avoid excessive content. Above the fold should be readable and clear to the recipient, eliminating unnecessary elements that could distract the user from the key information contained in the newsletter.
The location of the Call to Action button in a prominent area is also important. Calls to action should be simple and clear, such as “Check out the details!”, “Learn more!”, “Read the article!”, etc.
In terms of the time and date of the mailing, it is worth considering whether the target audience is individual customers or perhaps businesses. As for the first group, afternoon hours are often the optimal time to send an email. For companies, the beginning of the week may be a better choice, when there is a better chance of reaching a key decision-maker, given the scheduled activities for the week.
Market segmentation is a precise definition that includes different groups of customers, taking into account their interests and preferences. The main purpose of this process is to understand precisely how engaged and interested specific customers are in a particular product or service. This activity enables accurate analysis and the identification of effective marketing strategies.
The segmentation process usually unfolds in stages. At first, a potential customer is placed in a general group, and then, based on his needs and behavior, he is assigned to more specific segments. These more specific groups, responding to specific activities, bring greater financial benefits to the company. With this approach, we can better tailor our marketing activities and target them according to the precise needs of individual customer segments.
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