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6 tips for making newsletter


Newsletter is a great tool for direct communication with your users or customers. But on a daily basis, the inbox of an average user is bombarded with so many emails that the majority ends up in trash. How do you separate yourself from the crowd and make users love your newsletter? We bring you 6 steps for creating an outstanding newsletter.

Newsletter title is the most important part

1. Place a memorable title

Newsletter title is extremely important and the first thing the user sees. Your title alone will make users open the email or send it straight to trash (or worse – spam). Choose a short and clear title that contains the essentials.

For example, if you want to inform your users about a discount, mention it in the title. In that scenario, the title would read: “40% discount on all online orders”. If multiple products are on discount, mention the most appealing one in the title. If you are notifying your users about changes in your business structure, mention those changes in the title. For example: “New business hours of our Crikvenica store”. Avoid general descriptions, such as “Discounts in May” or “Changes to our business hours”.

2. Sender’s name should be easily understandable

Even though this is pretty basic, a lot of businesses don’t take into consideration the name of the sender. These emails are sent from addresses such as “info”, “noreply” or “newsletter” and for this reason often end up in trash.

Always use the name of your business, website or brand as the sender name. It is important that users know who sent the email. The bottom line is, they subscribed to your newsletter and are expecting it.

Minimal is always right

3. Choose a minimal design approach

Newsletter design is just as important as its content. Good practice is a design that supports the email message and doesn’t overshadow the content.

Pick a minimal design that will show your content in a clean and clear way. Use brand colors consistent with your website.

4. Write important content at the beginning of your email.

Today’s users, on average, read a newsletter for less 30 seconds.

This is the reason why it is good to start with important content and intrigue the user to read more. Opening line should be connected to the title and concise and clear. If the email title is “40% discount on online orders”, begin the newsletter with information about your promotion and main characteristics of the product. The content of the entire email should be relevant to the title and promotion and easy to understand.

5. Use images

When a user opens an email, the first thing they notice are images. In your newsletter, use imagery that sends a message. For example, for a discount on a TV screen, use graphics that show the product, main characteristics and price.

This way, in less than 5 seconds, you will inform the user about the main characteristics of the product, appearance and price. To do this with content only, you would need a paragraph of text, which the majority wouldn’t read.

6. Include a CTA (call to action)

Call to action (CTA) should be inside every newsletter. It can be a link to your   homepage or a link to a certain product or article.

Depending on the content and size of the newsletter, place a call to action at the beginning of the newsletter (right after intro), in the middle and at the end. The call to action should be clearly visible, the best practice is in the form of a button.

Generally, at the end of each newsletter, place basic information about your company and a link to change user data and unsubscribe from the newsletter.

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