The newsletter is a crucial point in any marketing campaign. If your goal is to reach people, you have to create a strong newsletter which, in a nutshell, should be short, attractive and great quality.

What is next? Where do you start?

To be effective with your newsletter, start with the following 10 rules which will make your strategy into a winning strategy:

1. Sign up procedure 

The first step to consider with your newsletter is the sign up procedure. One of the most common mistakes is to make the registration too long and complicated, with too many questions. Avoid this by making the procedure simple and quick. 

2. Be credible

People need to trust in you and to believe that your company is real. To be perceived as real, use only professional email address, preferably with a real name and surname (avoid noreply) and always with your company domain. This is help your credibility. 

3. Spice up the Subject Line

The content doesn't matter if your subject line is boring and not charming, because it's likely that people won't open your email anyway. Make your subject line attractive, tailored with a discount, voucher, special gift, news or information which can catch the customer’s eye.

4. Personalise

A key point in your marketing strategy is to give importance to the people behnd the data, and personalisation is the best way. One method, for example, could be to use the first name of your potential customer in the subject line, or to segment your data and send different promotions on the basis of their gender, age or location. People want to be considered a person, not a number.

5. Choose the best template

There are many studies which demonstrate that people on the web don’t read word-
for-word. It is a good rule to write a short but incisive text, headings with large font, important information on top and always accompanied by amazing photos. The secret is to find the correct balance between text and images.

6. Add a Call to Action

Your first goal is to convince your potential customers to open your email, but your second goal is to direct the email receiver to your website. A call to action, like a large button to click, an imperative verb, could serve to this scope. You can also add social media buttons to share your newsletter, to follow you, or even to forward your special offer to someone else.

7. Be transparent

If you think that the unsubscribe procedure is not important, you're definitely incorrect! Your objective is not to increase the number of subscribers, but to create a connection with your potential customers. The unsubscribe link, followed by your company data, will make your business fully transparent. Remember, people always appreciate openness.

8. Set up a valid landing page

If you succedd with your strategy then people will click on your call-to-action and will be directed to you landing page. Don’t disappoint your audience; give them what they are looking for. Use a consisten style, relevant to your marketing campaign, pay attention to detail and deliver what you promised in your newsletter.

9. Make your newsletter responsive

Many companies overlook this important rule because perhaps they do not consider the number of people who read email by smartphone (which is higher than people who use their pc). Your newsletter has to be suitable, easy to read and easy to use for any device, including smartphone, tablet and desktop computer. Make your newsletter responsive and your chance to attract people to your website, however they're viewing it, will rise.

10. Avoid spamming!

The last piece of advice is essential in your strategy: avoid becoming a spammer. It is universally recognised that people hate spam email. To avoid this inconvenience, in addition to the above rules, there are some general tips you can follow.

First of all, watch out for suspect words (such as 'free'); do not exaggerate with the exclamation mark, especially in the subject line; use images only with text and avoid writing sentences with all uppercase text. Finally never use red, green and blue colour for your font.

My last piece of advice is to experiment. Experiment with font, template, colors, photos, strategy and, finally, find your way and create the best newsletter you can! 

 

By Caterina Vasi.

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