Once you have these definitions, you will be able to more easily decide whether you prefer to address your subscribers informally or formally, whether you prefer to use simple terms or technical terms, whether you prefer to use short, easy-to-read sentences or more sophisticated expressions, etc.
To learn more, check out our comprehensive guide to branding!
3 – Start by writing the subject of your newsletter
At this point, you’ve worked czech republic phone number library on your inspiration and writing style.
Now it’s time to start writing your newsletter!
To do this, we suggest a first step: writing the subject of your email.
Why define the object first?
The subject line is the best summary of your newsletter. It will determine the subscriber’s fate of your email.
To define your brand voice, ask optimize your digital marketing yourself these simple questions:
- What is the mission of your brand or organization?
- How do you want your brand to be perceived by the general public?
- How is this mission and perception reflected in the way you communicate?
Concretely, you will have to define whether your brand wants to be selective or accessible, rather funny or on the contrary very serious, modern or rather classic, or even if you are a brand that wants to be familiar or very professional.
| email marketing, |
|
digital marketing,
|
|
email campaigns,
|
|
marketing strategy,
|
Defining your subject line first helps set a clear direction for your email.
What is a good object?
For this exercise, we recommend text services that you follow a few simple rules :
- Keep it concise
- Put the most important thing first
- Avoid words associated with spam
- Stay sober
With this subject line, Boursorama gets straight to the point: it’s clear and short, and the mention “Last days” encourages quick action.
The same goes for this welcome email sent by La Redoute. The offer is clearly outlined, along with the conditions for redeeming it.
6 – Group the most important information “above the fold”
The most important information in your newsletter should be located above the fold . This refers to the line (usually the bottom of your screen) that separates the immediately visible part of an email from the invisible part that you can only access by scrolling.
With your recipients’ attention span being short and their patience for commercial messages limited, you need to be able to convince at first glance by putting the most eye-catching content first.
So, immediately offer your most interesting products at the beginning of your newsletter and don’t hesitate to use moving images to capture the attention of your recipients or draw their attention to a new product.
For these, we recommend using animated GIFs instead of traditional videos – which will display poorly in most email clients.
7 – Personalize your content
Modern marketing tools offer a wealth of features to help you create more personalized newsletters. For example, you can use information like age, title, or purchasing behavior to dynamically modify the content of your newsletters, including the subject line, greeting, text, or even the products offered.
This way, you can send each of your customers a message that really suits them.
Also, don’t hesitate to send personalized offers and thank your customers for their loyalty or give them small gifts from time to time.
With professional newsletter software, you can easily segment your databases using quality criteria associated with your contacts and reward the most active customers with a small voucher or follow up with the least active ones. You can also automate birthday mailings accompanied by a small gift to delight your customers on their birthday.
Once again, if you need inspiration for your personalization, don’t hesitate to look at your competitors to find examples of newsletters !