5 tips for creating an optimal newsletter

Photo Written by Sanne Jorna

Using email is still an important part of the marketing mix. This is how you keep in touch with existing customers. Through newsletters, for example, you can share information and keep the customer informed. Potential customers can also be reached through newsletters. By using your website for lead generation, it is possible to continuously expand the number of contacts.

To really trigger the reader, it is important to take a critical look at the newsletter. There are a number of tricks to increase the open rate of a newsletter. In this blog we share five tips with you. 

Segment the contacts

When you want to send newsletters to (potential) customers, it is smart to think carefully about the different target groups and the corresponding message. A person who has already purchased a product or service is probably looking for different information than a person who does not yet know the company. 

Therefore, it is wise to segment your contact list. This way you send different mails to different groups of people. It is important to check whether the contacts in your list have actually given permission to receive a newsletter. 

If you want the newsletter to be read by more people, then you need to segment. The easiest split is an existing customer and a potential customer. But potential customers can also be sorted on the basis of interest, for example. Existing customers, for example, you can sort by location or the product they have previously purchased. Each group is interested in a different message and you adjust the content accordingly. For example, some may be looking for jobs, but others would like to receive your promotions or discounts. 

It is possible to offer different options in a form, so that the person chooses which information is interesting. Another option is to create lists based on data obtained. This is where lead generation comes in. A lead is someone who shows interest in your offer and leaves his or her contact information. A useful marketing automation tool for creating these kinds of contact lists is Hubspot, for example. 

Personalize the newsletter

A newsletter is more personal when the recipient feels addressed. Research shows that personalization increases the open rate. For example, use your first name as the salutation and in the subject of the email. That way your newsletter stands out in a crowded inbox and becomes more relevant to the recipient. By using an email tool, which uses marketing automation, you can easily set this up. An example of such a tool is Spotler

Make the newsletter not only personal to the reader, but also clearly reflect the company in the newsletter. Make sure the e-mail is made in the house style of your company. This creates recognition and trust with the reader. Consistency in communication is important, also in the newsletter. 

Write targeted content

Before writing the newsletter, think about what the purpose of the email is. Introduce the main subject of the newsletter at the top and write a catchy text in the subject. If the goal is to get a click-through, you can use a CTA (call-to-action) button. 

To keep readers interested on a monthly basis, you can capitalize on current events and seasons. Think about what questions or what needs a specific segment may have and respond accordingly. In this way, you can offer solutions in the newsletter to problems that are likely to occur in the relevant target group. 

Optimize for mobile viewing

Mobile usage continues to grow within both B2C and B2B. More and more people are viewing emails on their phones. It is therefore important to check that the display of the newsletter is good on both desktop and mobile. 

Most email programs offer a responsive feature in standard themes. This allows you to see at a glance if the email is displayed correctly. Also test if the page linked to by the CTA is suitable for mobile devices. 

Keep testing and measuring

Measuring the results of each newsletter will give you an idea of what works for each segment. This gives you something to hold on to, but it doesn't mean it will work for every target group. That's why it's wise to keep testing and optimizing. For example, vary the send time and the send day, colors of the CTA buttons, the subject line or the order of the content. The best way to test this is through A/B testing, so the results are comparable. 

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Sanne Jorna Content marketer
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