If you want to create beautiful and effective newsletters, you need to develop your eye. At enKod, we regularly analyze brand letters and pay attention to how they are structured. As a result, we have identified several parameters that make letters successful.
Subject line. According to statistics, 47% of subscribers open a newsletter if the title catches their attention. Topics that intrigue, arouse curiosity, or promise benefits work best.
Personalization. This includes everything that makes the newsletter useful and interesting for a specific subscriber. From name substitution to personalized recommendations.
Unique design. It is difficult to impress with a neat layout and good quality photos. But if you use an identity that reflects the character of the brand, animation, original illustrations, subscribers will remember your newsletters better. And they will be happy when they see new letters from you in the inbox.
Content. It is important that the content is interesting to subscribers. Therefore, storytelling, useful and simple texts that help users solve their problems and a friendly tone of voice work great in newsletters.
Now let's move on to the most interesting part. We will share with you inspiring examples of newsletters. For convenience, we have divided them by business areas.
Online stores
Cheerful PichShop Newsletters
PichShop is a large store that sells gifts and cute things for the home — everything that inspires, pleases the eye and lifts the mood. The friendly tone of voice of the brand captivates after the welcome letter, and after a couple of newsletters it seems like you are old friends. We like how PichShop uses email subject lines. Laconic, humorous headlines always make you want to click. For example, in this newsletter, subscribers are invited to take a look at “Mood Enhancers”.
Email newsletter from PichShop
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When it comes to newsletter design, the brand is not on friendly terms with the minimalism that is currently trending. The main feature of their letters is funny animation, eye-catching banners with cartoon characters and bright fonts. Did you like the pink dancing llama? Another bonus of the newsletter is a convenient selection of thematic products that is easy to study.
Dr. Martens' cheeky letters
Another online store whose newsletters we really like. Dr. Martens is an old English brand that produces the most recognizable boots in the world. Over the years, the company has changed its positioning more than once. Now Dr. Martens is aimed at young people who like to look original and break the rules.
The design of the letters reflects the brand's philosophy - always bold and memorable. To strengthen subscriber loyalty, the brand often uses user-generated content in its newsletters. For example, this letter is dedicated to old archive models of boots, and as illustrations - photos of real people wearing them.
Newsletter from Dr. Martens
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Online education
Psychology crash course from “Synchronization”
“Synchronization” is a cool educational platform that sells courses in a variety of specialties, from film studies to winemaking. The company’s main skill is to simply and entertainingly talk about complex academic things that are often considered boring and dull.
In letters, “Synchronization” shares useful palestine business email list materials. For example, from the mailing “5 age crises and their causes” you can learn about difficult periods in people’s lives using famous films as an example. In the letter, the platform sells its course “A Man in the Crowd” and judging by the level of content, it immediately becomes clear that the courses will be just as interesting.
Letter from the educational project Synchronization
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Analysis of Skyeng songs
Online English school Skyeng also masterfully works with educational content. In its newsletters, the company reflects its main mission - to show people that learning English is fun and interesting. Why cram verb forms and read boring texts if you can learn the language from the songs of Billie Eilish and Morgenstern?
The design of the letter is simple and concise, because the main thing in it is interactive content. In fact, this is a full-fledged lesson - the letter contains exercises, tasks, illustrations. Here you can practice your English, learn about the capabilities of the service and imagine yourself as its user for a while.
Analysis of songs in the Skyeng mailing list
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Finance
Swedbank Customer Service
If you still think that bank newsletters are rarely interesting, take a look at Swedbank's letters. This bank sends its clients very informative and detailed newsletters with lots of useful information. From them you can learn about the latest news and changes in the bank's programs and improve your knowledge of finance and investments.
Swedbank actively uses personalization tools not only in the body of the letter, but also in the subject lines to increase their open rate. Subject lines may look like this:
See how your retirement savings have grown .
or
We present you with new conditions for credit .
We especially liked this newsletter with fresh news for clients. There is a lot of interesting stuff inside - an article about home insurance, an investment price list for those who trade on the stock exchange. A link to a service that will help you track your expenses and even an invitation to listen to a podcast about finance on Spotify.
Swedbank Newsletter
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Services sector
Meet the Designers at Canva
We are very inspired by the newsletters of Canva, an online graphic design service. Their approach is to give their subscribers as much benefit as possible. The emphasis on benefit can be seen already in the subject lines of the letters. The headlines offer to learn about “the best tips for creating a quality logo” or “how to create bright stories on Instagram”. Inside the letters there are many practical tips for designers and convenient training manuals on the service.
To build loyalty, Canva often uses storytelling and talks about its customers. We really like the “Spotlight” series of newsletters, where the service introduces subscribers to talented artists, designers, and photographers. In this example, we can read about a photographer from Berlin, look at his work, and then use it for our own templates in the editor.
Storytelling by Canva
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Media
Media about education and upbringing of children "Mel"
“Mel” captivates with its unconventional approach to studying the problems of parenting and writes articles that you always want to read to the end. On the portal, you can subscribe to a weekly news digest and receive the top materials by mail. In letters, you can read analyses of fairy tales from a scientific point of view and find out whether Rapunzel’s braid can withstand a prince. Or get practical advice on how to help a child with algebra homework. In the design of letters, the portal adheres to a laconic magazine layout - a white background, atmospheric author's illustrations, nothing superfluous.
Educational Letters from Mel
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These were examples of newsletters that really touched our hearts. If you want your emails to have the same effect, pay more attention to them. Make sure the subject line is effective, the design is attractive, and the content is personal and useful.
