Why create a newsletter?

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Identify the target
A company can choose to send a newsletter to all of its subscribers indiscriminately or to only one target group. In the latter case, it can personalize the newsletter based on its personas, i.e., fictitious representations of groups of consumers with common characteristics, or on the different phases of its subscribers' life cycle. In 2017, recipients were 75% more likely to click on marketing emails from segmented campaigns than from non-segmented campaigns.

3. Determine the content
To have the desired effect, a newsletter must fit perfectly into a company's content strategy and be in line with its editorial line. Guaranteeing the adequacy between the brand image and the content produced, an editorial line provides information on the tone to use as well as the themes to be covered or the information to be highlighted. When writing a marketing email, it must therefore be scrupulously respected.

Regarding the subject of the email, it must be the result of nigeria telegram number database careful consideration. Indeed, it is after reading it that the recipient will choose whether or not to open the newsletter received. The title must be short and punchy to attract attention and encourage action, without being intrusive. A study conducted by SEJ in 2020 showed that, despite a higher click rate, the presence of emojis in the subject of an email campaign leads to higher unsubscribe and reporting rates.

Finally, the call-to-action must also be carefully studied. This button, which invites you to perform a specific action ("read more", "discover", "buy"...), allows you to move the Internet user forward in their purchasing journey. It must be introduced by a value proposition, contain an action verb, be dressed in a color contrasting with the background of the newsletter and be strategically positioned, ideally in the center, above the waterline.

4. Choose the design
It is not necessary to seek visual originality. A sober, aesthetic design in accordance with the graphic identity of the company is generally the most relevant choice.