You know it also determines: whether your inbox is full to the brim with newsletters that you have subscribed to at some point. You might even read many of them. And then? The emails are often deleted and forgotten again. No action, no newsletter conversion.
As a company, this is the maximum penalty for your newsletter. Because behind all the information there is always only one goal: You want to activate your readers.
After all, they should be enthusiastic about your product and your service. They should develop a desire to deal with you beyond the newsletter.
Here you will learn a few tricks with which you can activate your readers and increase your newsletter conversion!
Possible goals of your newsletter conversion
Of course, not all conversions are the same. There are many different goals that you can pursue with your newsletter. These always depend on your company. For example:
- Sale of products
- Sale of services
- Click on Website
- Download an eBook
- Declaration of your product/service
Of course, these are only purely quantitative goals. These can be recorded precisely in numbers. But behind this concrete action, there is usually an overarching goal. This could e.g:
- increase sales
- Customer loyalty
- Expert status
- Image
- Familiarity
- Service
Whatever goal you are pursuing with your newsletter: It is important that you are clear about what you want to achieve with readers and how. Only then can you increase the conversion rate of your newsletter in the long term.
Newsletter Conversion? Starts with the subject …
The right subject is an important enabler for newsletter conversion.
Every newsletter conversion starts with the subject line. This subject acts as a door opener. Here you have to do the best persuasive work to lure customers into your newsletter. What do you think of this subject:
Warning: you have won!
You have just read an example of a failed subject. Make it better! Instead of putting it in the wastepaper basket, you should formulate it for your readers: What is it about? Why is it worth reading? How do you attract recipients?
With a clearly formulated subject, you create the conditions for conversion: The mail is opened. The more specifically you formulate what the following is about, the higher the opening rate. So it pays to think carefully about how you really address your target group.
Keep it short!
The subject line should be a maximum of 40 characters long, including spaces. That’s enough and shortening is not that difficult. Would you like an example?
The subject line should be a maximum of 40 characters long
Subject line: maximum 40 characters32 characters
How would you have shortened it?
The reason for the character limit is quite simple: most e-mail programs cut off the subject line after a certain length.
It gets even tighter in mobile email apps. If you read your newsletter on an iPhone or iPad, 35 characters are the best choice. And since mobile use is becoming more and more prevalent, you have to optimize for newsletter conversion.
Keywords belong first
Also, make sure that the subject line is easy to understand and is written from the point of view of the target group! And: Put the central keywords at the beginning so that they stand out.
The same goes for any keywords that might encourage potential customers to open the mail. Otherwise, as described above, you risk that the client will not display exactly what is important. And if the core is missing, there is no newsletter conversion either!
Score with quality and a clear structure!
Even if you want to generate sales directly via the newsletter, you should only send your customers e-mails that offer added value.
When in doubt, lower the frequency rather than the quality of the mailings. Because as soon as your newsletter degenerates into a simple sales platform, your customers will unsubscribe faster than you can say “newsletter conversion”. We have prepared 8 tips for you so that you can create better content.
Nice, nicer, Your newsletter.
But not only the content itself is important. The shape is also important. Deliver your message to readers in easily digestible chunks.
Short teaser texts that link to a more detailed presentation of the topic on the website are ideal for this. This is how you invite interaction and keep the newsletter lean.
Support the recipients visually! Place links behind images or buttons that are intuitively understandable. In general, treat your target group to something “for the eye” and pay attention to a balanced text-image ratio.
In principle, the same rules apply everywhere for good content. Because that’s what your newsletter should be: really good content.
Content to go: mobile-optimized newsletter.
Mails are read more often on the smartphone.
Since mailings are increasingly being read on smartphones, they should be displayed correctly and well on the small displays to be read. In addition to the presentation, technical specifications and mobile service functions also play a role.
Mobile-optimized newsletters have higher opening rates and a lower number of unsubscribes. It is advisable to switch to responsive design as mobile use is becoming more and more common. This step towards the customer pays off – in increasing newsletter conversion.
Request a reaction!
Do you want your target group to become active? Then encourage them to do so – and also offer them the opportunity. So use links behind buttons and images to continue the customer journey.
Because if you don’t offer an opportunity to react, usually none will follow. The same applies to the clear call to action. This is mandatory and must always be tailored to your topic and goal.
Always think and remember: Your subject line opens the door, the content creates trust – and the call-to-action turns it into something countable.
