5 tips for a successful newsletter

Chances are that the recipient of your newsletter will receive many more e-mails that day. Therefore, make sure your email stands out among the rest, both in the inbox and in the email itself. In this blog, we highlight the following 5 tips for you:

1. Provide an eye-catching and teasing subject line 2. Make use of the snippet 3. Add a clear call to action 4. Don't forget your corporate identity 5. Give your customers the option to unsubscribe

An eye-catching and teasing topic

Making your newsletter stand out starts in the inbox. The very first thing the recipient of your email sees is the subject line. This makes the subject tremendously important! But don't let this put you off. Crafting a good subject is not complicated. We will help you on your way!

A good subject attracts attention and shows what to expect from your e-mail, without giving away the exact content. Are you sending a newsletter to inform your customers about the latest products in your range? Then consider a subject such as "These are our latest products". This topic generates curiosity. When reading this topic, you ask yourself: so what are the latest products? Chances are your recipient will think the same and open your newsletter!

Do you send a newsletter to share knowledge? A topic with lists and tips will make your recipient want to know more, think "Our 5 tips for more sales". By listing a number (5 tips), you make it manageable for the recipient.

💡 Tip: make sure your subject and the content of your newsletter always match. That way, you avoid a mismatch and remain trustworthy to your recipient!

Make use of the snippet

The snippet (also called the pre-header or preview text) is the line of text visible in the inbox, below or behind the subject line. So another place to grab your recipient's attention!

You can use the snippet as an extension of your subject line. For example, already declare one of your newest products, or put the first tip for more sales in the snippet. Or use this extra space to tease a second subject in your e-mail. This way, you increase the chance that your e-mail will match your recipient's interests, and your e-mail will be opened.

Add a clear call to action

You always have a reason for sending a newsletter. Whatever your reasons are, you obviously don't want your newsletter to end up in the trash after you open it. Ideally, the recipient of your newsletter should take action immediately after viewing your e-mail. This action could be anything! Think of a visit to your website, making a request for more information or a new purchase. To give the recipient a nudge in the right direction, it is important to add a good call to action (CTA) to your newsletter.

A good CTA is inviting, persuasive, eye-catching, fits your subject and, not least, is short. We have listed some examples of a CTA:

• "Now read our 5 tips for more conversions"
• "Check out the latest trends here"
• "Take advantage of 50% discount now"
• "Sign up immediately"

💡 Tip: put your CTA in a button. That way it stands out even more, and a button is even more inviting to click!

Don't forget your corporate identity

A newsletter is a way to bring your brand or company to the attention of your customers and subscribers. You want to prevent your customers from not recognizing you in their inbox. So design your newsletter according to your house style. Use your corporate colours in the header and footer, and add product images from your website to your mail. But your style goes further than just looks! Also, make sure your use of language matches your other communication. This is a simple way to link your newsletter to your brand.

Give your customers the option to unsubscribe

Our last tip may sound contradictory. Why is 1 of the components of a successful newsletter the option to unsubscribe? It's very simple: it can happen that the recipient of your newsletter is simply not interested in your newsletter. Sometimes you can't do anything about that! To avoid sending unwanted e-mails, it is important to offer the recipient the possibility to unsubscribe. This way, you make sure you no longer bother the recipient, and you prevent this recipient from experiencing your company as annoying.

Additional tip: test!

As an extra tip, we would like to give you: test your newsletter. Send the newsletter to yourself and look at it in your own inbox. That way, you will experience your newsletter just like every recipient! Let your colleagues read it too, for example. In this way, you can remove the last errors from the e-mail, but also let your colleagues know immediately what news is sent out into the world.

Want to know more about sending the perfect e-mails? Then take a look at our best practices and get inspired!