![]() ![]() If you have a large number of subscribers on your list, or are using it to promote an offer that you know may go viral, you may experience a surge of traffic to your website when you send a newsletter campaign. Ensure that your website can handle large volumes of traffic caused by newsletter blasts.Back up your mailing list regularly - so that if you ever lose access to your email marketing tool account, you’ll still have a copy of it!.Include a privacy policy on your website (and ensure that any time you embed a sign up form on your site, you also add a highly visible link to this policy).ĭon’t spam: always ensure that anyone on your list has actually signed up to it.ĭon’t over-commmunicate: leave decent gaps between messages.Īlways send relevant, interesting content to people on your mailing list: this will minimize unsubscribes.Īlways make it easy for people on your mailing list to unsubscribe.Īdd an email signature to your messages - this can reinforce your brand identity and build trust.īe very aware of data protection legislation (particularly GDPR and CCPA). When you capture email addresses, make it clear on any sign up forms and landing pages that people are subscribing to your mailing list. After a few hours, you’ll be able to identify which subject line led to the best open rate, and then send an email with the ‘winning’ subject line to the remainder of your list. You could, for example, create three versions of the same newsletter, each with a different subject line, and send it to 1,000 people on your database. Split testing (also known as ‘A/B testing’) involves trying out different versions of your message on a small sample of your data before sending it to most subscribers on your list. There’s nothing worse than an e-newsletter that starts ‘Dear ’… Step 3: Split test your messages ![]() (If your email marketing tool has an ‘inbox preview’ feature, you can use this to help with this).Īnd finally, if you’ve used any personalization tags in your messages (for example, inserting a subscriber’s name into your e-newsletter’s content or subject header), ensure these are displaying correctly too. So, always check that your message is displaying as intended across a wide range of devices and email programs - and edit your template accordingly - before doing your final newsletter broadcast.Īlways test your e-newsletters on mobile devices as well as desktop ones Sometimes an email that looks great in Outlook can look terrible in Gmail, or the desktop version of a message can look fantastic, while the smartphone one is all messed up.Īs email marketing apps have become more sophisticated over the years, this is less of a problem than it used to be - but consistency issues can still crop up. How your e-newsletters display in different contexts can vary considerably. Typically, apps that provide a spam score also give you suggestions on how to improve your newsletter so that the chances of a safe delivery are maximized - follow them! Step 2: Check that your e-newsletter is displaying correctly You need this score to be as low as possible. As the name suggests, this indicates how likely it is that an email service provider will put your newsletter in a spam folder rather than the main inbox. Now, some email marketing apps also provide you with a ‘spam score’ for any newsletters you create. Not all email providers will display your messages in the same way. It’s very important to test your e-newsletters in a variety of email programs before sending, to ensure they will arrive safely in your subscribers’ inboxes. Add engaging preview text to your messages - this is the text that appears beside your subject line in an inbox.to them, and encourage readers to share your content. Make your newsletters easily shareable - add forward to a friend buttons, social media icons etc.You can use personalization in subject lines and email copy to create much more ‘targeted’, relevant newsletters. Email marketing tools let you perform ‘mail merges’ that insert names, company names, product details and just about anything else into your newsletters (using tags that correspond to fields in your mailing list). Use personalization tags where appropriate.Use buttons where appropriate to make it easier for users to click on your key calls-to-action.Newsletters that contain very large image files can get flagged as spam by email programs (or take a long time to display correctly). Ensure that any images you add to your newsletter are not too large in size (for most templates, an image width of 600-800 pixels is usually best).Try to settle on one call-to-action (CTA) rather than lots of them - decide what you’d like your users to do and focus on writing copy that encourages them to do precisely that.
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