What is important? Well, each message should consist of several important elements, and these are:
heading,
main content, presented in an interesting form,
footer.
Content vs. image comparison - How to do it without making a mistake?
Exactly... One of the most common mistakes when creating a newsletter is the incorrect adjustment of the size of images or even a single image to the entire creation. Yes, the graphic form has its advantages, but its incorrect use can have the opposite effect to the intended one. Many Polish email providers have introduced a block on loading graphic messages, giving the user the choice of whether to play such messages. How does it look in practice?
Namely, after receiving a graphic message, only information and a placeholder may appear, it also happens that there is no such information. Additionally, messages that contain one graphic are more often checked in the SPAM category, which is why they may end up there more often. Let's also remember that the size of such a newsletter often exceeds the permissible limit, which in turn results in the message being stopped from being sent to the recipient.
mailing creation
Mailing Creation
Mailing system
When choosing a newsletter sending system, there are a few basic aspects to consider. Here's what you need to check:
Pay attention to individual needs. If you are just starting out with mailing, you can use the free option. Some systems provide the ability to send free emails to 2,000 subscribers and 12,000 messages per month.
Make sure that the system you are using is difficult to use and that it is accessible and easy to use.
Good mailing creation systems have their own free libraries of responsive templates.
If you want to use marketing automation tools, make sure the system has this option.
Find out if you will be able to manage your audience base.
Pop-ups, landing pages and template creators will be helpful in email marketing .
Check if the system integrates with CMSs - WordPress, PrestaShop and others.
Check if the system ensures that messages are sent from high-quality IP addresses with a good reputation.
Check if you will have the ability to perform A/B and SPAM tests and access tools for analyzing effectiveness.
Email Subject
Should the subject line be long or short? More elaborate or basic? Should I use emojis in the subject line? These are the three basic questions you will definitely ask yourself when creating a subject line.
Well, it turns out that short email subjects are opened more often than more elaborate ones. Often, two words are enough to arouse the recipient's interest. If you are worried that you won't be able to include the entire message in such a short subject, you can include the rest in a preheader ( you will learn what a preheader is below). A good solution is to use the recipient's name and numbers in the subject line.
Is it worth using emoji in the subject line of a message? Yes, but adding a symbol should be justified, i.e. it should fit the subject line. Additionally, pay attention to the fact which group of recipients you want to reach. In some industries, using emoji can be treated as unprofessional.
If you don't know which email subject line will perform employment database better, you can decide to conduct A/B testing. You can treat the subject line that scores better as more relevant.
What is a preheader? This is the first sentence that is displayed by the email program immediately after opening the message. It is worth taking care to set up such a function in the system, because it is an element encouraging the user to open the message.
Area above the fold
The area above the fold in an email is exactly what is displayed in the first view right after opening the email. This part should contain clear and simple messages.
Please make sure that your company name and logo are displayed in a visible place.
In the first part of the message, let's avoid adding too much content. Above the fold should be clear and legible to the recipient, without unnecessary elements that could distract the user from the most important information that the newsletter concerns.
Make sure that the Call to action is placed in a visible place - Use simple messages as a call to action, e.g. "Check the details!", "Find out more!", "Read the article!" and others....
Shipping time and date
Here, similarly to the previous one, you need to consider whether the email will reach consumers or companies. If the choice falls on the first group, the best time to send the email will be afternoon hours. In the case of companies, it will be better to send emails at the beginning of the week, because they have a greater chance of reaching the decision-maker due to the planned weekly activities.
Market segmentation
Market segmentation is the detailed identification of customer groups, taking into account their interests and predispositions. The main goal of such an action is to specify the degree of involvement and interest in a specific product or offered services. The consequence of such actions is the possibility of detailed analysis and specification of effective marketing activities.
The separation of individual segments usually takes place gradually. In the first stage, the potential customer is assigned to a general group. Then, based on needs and specific behaviors, they are assigned to narrower groups, which, by taking specific reactions, bring greater income to the company. Thanks to such analysis, we are able to better specify actions and adjust them correctly.
