6 months ago, along with QIVOS rebranding, we decided to renew our newsletter template. It was critical to have changes on our newsletter due to the change of the official font, color and logo of QIVOS. 6 months later we are happy to realize that is not only the color and the template that changed, but our performance as well! And that’s because we didn’t stand on visual changes, but we made changes on our email marketing strategy. Today we are going to share with you 4 lessons we’ve learned from redesigning our newsletter.
- Keep it clear
E-mail boxes are cluttered; your newsletter shouldn’t be! So try to keep it clear. You can align your content to make it more legible and minimal. If you want to communicate different types of content, you can clearly define sections by using borders or dividers. Don’t forget to use plenty of white space to give your content some breathing room!
- Everything goes mobile
Your newsletter should go too! Make a responsive newsletter template (and good luck with that – Outlook is definitely going to discomfort you!) Everything is optimized for mobile devices and if a campaign doesn’t show up on mobile devices is not going to perform well. “63 percent of Americans and 41 percent of Europeans would either close or delete an email that’s not optimized for mobile.” (Source: Forbes)
- Don’t make it long
You can’t tell the story of your life in your e-mail. Terseness is extremely important here. Keep reading time to 30 seconds or less if you want people to read it. Try to keep it short, prioritizing your content from top to bottom and using two or three sentences on every section. If you want to tell more, link to your website or blog, so that you can generate more traffic!
- Stand out from the crowd
Your prospects receive everyday lots of e-mails and it’s quite easy for your e-mail to get lost in the crowd. So, on the first part that you recipient is going to read, your subject line, try to be relevant, quick and choose the words wisely. You can also make A/B testing to your subject line, in order to figure out which one has higher open rate.
By following these, we managed to double our newsletter’s open rate and click rate from the first month! You can reconsider your e-mail marketing strategy too, as this is one of the most powerful tools that a company can have. Ιn QIVOS (former CLOUDBIZ) we execute weekly a huge number of e-mail campaigns for our clients, utilizing our “Campaign Management” service.
