10 Tips to Make Your Newsletter More Appealing


Mailchimp is probably the most widely used tool for sending newsletters. Mailchimp, like other providers, offers many design options, automation, and audience segmentation. The Mailchimp tool can be integrated into almost any website, including a direct API connection to save and manage the data in Mailchimp.


1. Responsive Newsletter Design 

At the very beginning it is important to choose the responsive design option. Only this function ensures that your newsletter looks just as great on most devices and in emails as it does on your computer.

Nevertheless, we recommend checking again and again whether the newsletter content is also displayed appropriately on the mobile devices. The most important thing before you send out the newsletter is to send a test newsletter, and check it on different devices.


2. Content of the Subject Line

The subject line is immediately obvious to the receiver, so the text should be catchy and spark interest in the subscriber. Let your creativity rule and write an informative but exciting subject line.

The displayed length varies depending on the email client, so the recommended length is around 45 characters to make sure that it is visible to everyone. It’s very annoying when you wait for an email and it ends up in spam. To avoid this, there should be no terms such as: urgent, free or the € sign in the subject line. Furthermore, the maximum number of punctuation marks is limited to three.


3. Header Image

When the newsletter is opened, the first thing to do is to find the perfect header image that represents your content. It is used to attract attention and to reflect the content of the newsletter. A header image should not be used more than once unless it is an automated sending.

In order to enable customers to take action at every level, we recommend integrating a CTA (Call-to-Action) button in the header image. The customer is redirected directly to the website, product page or social media. Important conversions can already be intercepted via this CTA.


4. Make it Personal

If you know the name of the customer, then this should be written along with the appropriate salutation. This is because it makes the newsletter much more personal and increases customer loyalty.

If you only have the email addresses of your subscriber, the recommendation is to change the newsletter registration. Add fields for the customer to add their name and gender to the registration so that you can address the customer directly.


5. Body Content

You need to create newsletter content with added value. Offering added value to the customer can increase opening rates accordingly. That’s the motto. By segmenting the subscribers, newsletters can only be sent to certain groups in order to prevent those who are not interested in unsubscribing from the entire newsletter registration.

Structure your text so that it is easy to read and your message is clear. Subheadings and information blocks help to structure a running text and to highlight important things.


6. Picture Content 

The pictures in the newsletter are there to convey a feeling for your company. Visually, they should support the text in terms of content and thereby give it added value. The proportion of images in the newsletter should not exceed 20-30% of the content. However, every image needs a link to the shop or the website, as well as an ALT attribute to serve as a default description.


7. CTA and Links

These are two welcome parts of a newsletter. A Call to Action Button (CTA) gives the reader the opportunity to be forwarded directly to every text or block of information in order to find out more about the topic.

The buttons ask the reader to interact with other touch points. The links are stored in the CTA’s as well as in images and products. If you have an online shop, products are linked directly in the newsletter and give the reader a glimpse into the world of your products.


8. Use Graphic Elements for Structure

Separation lines are useful to give structure to the content. Headings in the text help orient the reader. Checklists, bullet points, and numbering are clear and increase readability.


9. Personalized Closing

Not only can the salutation be personal, but so can the closing. The customer feels connected when they see an employee’s name in front of the company name. After all, the newsletter usually comes from one person and not from the whole company.


10. Footer

The footer is usually not given enough attention. It may not need as much attention as the other content elements, but there are certainly facts or information that need to be mentioned. The footer is usually a fixed part of the newsletter and is not changed with every letter.

An unsubscribe option should be integrated in the footer, as well as the address of the company and links to the website. The social media elements, which are linked directly to the channel, are also an important part of the footer. You can actually keep the newsletter footer the same as your website footer.


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