How to optimize a newsletter

Content marketing has strengthened a lot in recent years, thanks to the figures of influencers and bloggers who are now defined content creators.
Email marketing is still a useful tool to communicate news or promotions to your audience. We have gone into the various aspects in this article.

Today we want to give you some tips to optimize your newsletters.
We’ll give you some handy short tips for creating click-proof emails!

Reporting figures within the subject line of promotional emails can be useful, but not all of them work effectively. Why?

Do you think a reader would like to read your newsletter, if it had the subject “How to create a perfect email”?
Instead, what do you think about “3 tricks to optimize your email marketing campaigns”?
Definitely better, isn’t it?!
This happens because the second title catches the attention and encourages the user to open the email and read its contents, because it promises concrete strategies.

#happytips High numbers are fine if you are targeting a specific target to inform about certain processes or if it is a technical manual. In this case having a guide developed in several points could be for you.

Copywriting is important, and while there are no fixed rules, we can tell you that there are words that can damage your results. Here are the ones to avoid:

• Free and everything that brings back to free: users are full of promotions of this kind and since there are also many scams on the web, often these terms can make your messages end up in junk mail.
• Buy now, call now: CTAs that entice to act immediately force the user to do something, not generating in him curiosity and desire. Use phrases like “find out more”, “check here”, etc.
• Generic messages: including the name of the individual user can give you a more customizable character, but make sure you have an updated database, otherwise you risk the user receiving “Hello, [NAME].” and it’s not cute at all!
• Emoji: we know that they are colorful and nice, if used well they can increase your CTR, but they can also have the opposite effect. You can add one in the subject or text, but don’t use it as a substitute for words. In case there is some problem with visualization, your speech would not make sense and the mail would lose effectiveness.

Desktop computers have a different view than mobile devices, and if you don’t know what your recipients’ habits are, it’s good to optimize your newsletter for both.

Length
Both for the subject and for the text of the newsletter it is good to keep in mind some considerations.
As for the object, from desktop you can see up to 60 characters, while from mobile varies between 25 and 30. For this reason staying in the 30 characters maximum ensures that everyone will read the whole sentence.
In terms of the length of the text, however, we prefer short emails, with about 240 words.
The newsletter is intended to give a preview of an article or a deepening that is then found on the website, then refer to the dedicated landing page, blog and e-commerce. Consequently, the content must summarize the essence of the message and have the ability to attract the user to click on the CTA.

Width
Keep an eye on the width of the content you include in the newsletter, especially images!
The visible width from mail software on desktop is 600px. For mobile, on the other hand, most of the platforms for creating and sending newsletters are able to automatically adapt the dimensions in a mobile-friendly way, but remember to make a reception test also on your smartphone.

Call to action (CTA) is a valuable resource to optimize your submissions. They serve to invite the user to the action and then make him press that click that will then lead him to a dedicated page of the site or e-commerce.
CTAs may be:

• banners or images containing a catchy phrase
• buttons with reference to the action
• text parts with links inside

The advice is to always vary your CTAs, try, change and evaluate which are more effective and make your site get more results and performance.

As in almost all marketing activities you can not miss here also some basic checks.

All newsletter tools allow you to send a test email to your mailbox to check the final appearance of your work.
Check how the links work and make sure that the display of all its parts is perfect. Enter for any eventuality, however, also the link that allows you to open the preview on the browser. In case of problems, the user will be able to correctly consult your message online.

In addition, most email marketing tools offer the possibility to perform A/B tests, in order to compare the performance of the different options and understand which is the most advantageous for you. You can do this for both the subject and the content. Create multiple versions of the same message to understand which solutions work best. After receiving, check the statistics and decide how to proceed for the next submissions!