structure and content
First, plan what content and elements your mailing should contain and then develop the structure from these.
A linked table of contents makes it easier to keep track.
Does your newsletter cover just one topic or does it contain several articles? For a longer newsletter, a linked table of contents can make sense.
The text should not be too long.
Newsletters usually have a short attention iceland number dataset span, so keep it short and formulate your content as concisely as possible.
The subject line is the door opener.
It should arouse curiosity and not be too long (around 45 characters). Avoid spam signals such as words written entirely in capital letters or multiple question or exclamation marks.
Don't forget the pre-header.
If possible, coordinate it with the subject line - in addition to it, in order to arouse interest in the inbox.
Make sure that the newsletter text is easy to read
. It is particularly important that the contrast between text and background is sufficient and that the font size is not too small.
Create images in the right size.
Save the images in the right size before placing them in the mailing. Although it is possible to scale them down in the template, unfortunately they are displayed in their original size in some email clients and thus destroy your layout.
Think of a meaningful call to action .
The button should have an inviting or activating effect and should be placed in a clearly visible location. It is also important here that the button stands out from the background.
Are you also active on social media ?
Then integrate your channels into your template and ideally offer the option to like and share products or posts.
Test first, then ship
Use the preview function .
Using the preview provided by the email tool, you can check in advance whether everything is in the right place. Ideally, you can use an inbox preview that shows you the mailing in the different email clients and devices.
Four eyes see more than two .
So always have a second person look over the newsletter. Especially when you have created things yourself, it is easy to overlook something.
Carry out a test shipment .
Use the test shipment before regular shipment. Firstly, so that at least one other person can look over it and secondly, the test shipment can find errors that were not visible in the preview.
Test all links.
An automated link check can help you quickly find faulty URLs. A manual check ensures that your recipients reach their desired destination.
Also check target group-specific content .
If your mailing contains personalized elements or is in multiple languages, test this as well.
Check the recipient list and target group .
Before sending, check again whether the recipient list and target group are set correctly. Nothing is more embarrassing than sending the content to the wrong recipients.
Regular A/B tests are useful .
By testing, you can find out what is more popular with the respective target group. This will improve your metrics and results in the long term.
Regular analysis of newsletter key figures
After sending, the mailing should be analyzed for the most important key figures in order to be able to optimize subsequent newsletters accordingly.
The short version of these points is available here as a checklist to tick off – downloadable as a PDF.