You need to be creative with your mailings so that your mail or newsletter does not regularly end up in the trash. To ensure that the spam folder is not your customer's first port of call, we have listed 10 tips for better promotional mailings and newsletters below.
1. to the point - write briefly and concisely
Your mailings must be concise and precise. Put longer explanations in an attached file.
2. analyze target group and personalize content
The target group should be selected precisely, but this is not always easy. When using store or CRM systems, data is available, but those who cannot use these systems often have to rely on click evaluations of the database. An email marketing system that allows the content of emails to be searched according to certain criteria is helpful.
3. the right form of address makes all the difference
The address list must be analyzed precisely so that the personal address of the recipient fits. It makes a big difference whether you want to address a 15-year-old teenager or a serious business customer. If no name is known, you can also individualize the salutation by addressing entire groups, e.g. "Dear cactus collectors" or "Hello, dear sun worshippers". However, if you are addressing the customer directly, the salutation should not include a first name or job title (with the exception of politicians or church dignitaries). However, the title "Dr." or "Professor" should not be missing! You may repeat the personal form of address in the text and refer to a previous purchase.
4. use personal contacts - create trust
If the customer has already had contact with one of your employees or possibly with you yourself, a picture, telephone number and e-mail address in the promotional e-mail is a good trick to continue the contact. More emails are opened and read if they come from known recipients.
5 Quality has its price - email marketing costs too
Email campaigns are not free, because if you want to be highly relevant, you have to individualize. However, sending emails is cheaper than sending them by post. If you work with professional providers with the necessary systems or have the content of the emails created, you also have to factor in some costs here.
6. select design types - suitable for the target group
The presentation can take various forms. The "two-column" is ideal, placing the message to be conveyed in the main column, with the side column reserved for teasers or icons.
The "business letter" mail variant is very often used for conservative target groups. It is graphically reduced and is mainly used for B2B communications. Recipients are usually banks, insurance companies and large corporations.
The "postcard style", on the other hand, contains many images or graphics. If these have to be purchased or created, this may involve a great deal of effort. Another disadvantage is that customers who work with Outlook or Outlook Express cannot see these images.
The "newsletter style" is a combination of images and text and has the advantage that you can react flexibly. Content can be quickly changed to be more or less prominent, but the emails then become more confusing.
7. directing attention - the eye movement counts
Most emails are only read superficially by the recipient. You should therefore direct the reader's attention to the most important points. The top three centimetres on the left receive the most attention and should also contain the most important information. The beginning of the sentence also attracts a lot of attention - so always put the customer's benefit at the beginning of the sentence, like this: 30% discount on all electrical appliances...
Graphics, for example, distract from the content - photos of people are captured intensively.
8. consider technical compatibility
Notes and Outlook 2007 have display limitations - so keep the HTML code as simple as possible.
9. maintain optimum width and legibility
The maximum width is reached with a maximum of 600 pixels - 65 characters per line is enough!
10. using the preview window effectively
In preview windows, the first three to five centimeters are the most important space and should not be occupied by logos or graphics.
