Even (or especially) in the age of Facebook and Twitter, email newsletters make a significant contribution to digital success.
Here is an overview of 6 trends and current tips relating to email marketing:
1.) 94 percent vs. 39 percent
Email is considered by online users to be the most important channel by far. 94 percent of Germans receive at least one commercial newsletter per day, but only 39 percent are fans of an organization on Facebook, as you can read on Bernetblog. Another plus point for email newsletters: 71% of Germans check their emails first thing in the morning, while only 13% check their Facebook account first.
2) No blinkers
“But if we want our platforms (online magazines, newsletters, multimedia content) to be noticed, subscribed to and consumed, we have to integrate email,” says communications expert Dominik Allemann. The e-mail newsletter should link to the Facebook page, the Facebook page to company videos on YouTube and so on. This must be backed up by a coherent social media marketing concept.
3) Cell phone instead of computer
Before the end of 2012, more e-mails will be read on mobile devices than on computers, say experts from Germany. It is therefore essential that a newsletter is also displayed correctly on a smartphone. You can easily do this with our newsletter tool by sending a test version to your smartphone.
4) For fast readers
Online, texts are scanned rather than read at leisure. It is therefore also essential for email newsletters to be written in a reader-friendly way: Table of contents, short words, bullet points, images – all of these play a role, as you can read from the newsletter experts. Links are always an eye-catcher. Therefore: link to your own website or other online content more often instead of annoying newsletter recipients with long texts.
5) Individual = interesting
Last year, the click rate for newsletters rose again for the first time, which experts attribute to the greater individualization of emails. Individualized here means “tailored to the recipient” (e.g. red wine offers for red wine buyers). Logically, recipients are more likely to click on something that interests them. In our newsletter tool, the distribution lists ensure the greatest possible individualization of your e-mail newsletters (and therefore a high click rate).
6) Connect subject and pre-header
Not only the subject of a newsletter, but also the pre-header must be coherent. The pre-header is the sentence (or part of a sentence) that many email programs and smartphones display below the subject line: as a decision-making aid, so to speak, as to whether the email is worth reading. The Absolit blog provides a good example (including a screenshot):
Subject: “More sales through modern usability” Pre-header: “+++ Editorial: Easy-to-implement tricks for more sales, bookings and registrations via the website +++”
Well then, good luck with your newsletter! If you have any further questions, our customer advisors will of course be happy to help you.
