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Sydney Morning Herald – Get your newsletter read: 10 hot tips


Sydney Morning Herald – Get your newsletter read: 10 hot tips


Get your newsletter read: 10 hot tips

By: Sydney Morning Herald

The average reader spends just 51 seconds on your email newsletter, some experts say. And most readers fail to read past the first three items on your list, says marketing agency blog, Public Relations Sydney.

Given the bombardment of email these days, just getting readers to open a newsletter is tough. Still, most agree that email remains a cost-effective marketing tool that will keep playing a key role in the digital marketing mix.

Two business experts explain how to produce an email marketing letter that exploits the medium’s direct marketing clout.

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Ten secrets of effective email newsletters

1. It’s all about the subject line, says marketing strategist Fran Iseli-Hall. “Your newsletter subject line makes a huge difference in the opening rate and it can make or break a campaign,” she adds.

So, “split-test” subject lines – measure which your target market prefers. Most customer relationship management systems (CRMs) enable split-tests and reveal opening rates and bounce rates, Iseli-Hall says, and points to MailChimpSendpepperAWeber, and Constant Contact. Whichever you use, remember to put the recipient’s first name in the subject line to boost the opening rate, she says.

2. Keep the newsletter short and sweet, Iseli-Hall says. Her reason: long newsletters often get filed for “later reading”, destined for oblivion.

Be brief and your audience will get used to your message and open it because it takes minutes to read.

3. Never lead with your branding. “This one is huge,” Iseli-Hall says. Even design agencies get this wrong, she adds.

If you put your branding at the top or all over your newsletter, it will look “super-salesy”: a no-no.

“Most people don’t care about your brand – they care about what’s in it for them,” Iseli-Hall says. Branding should go at the bottom with your contact details.

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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Your thoughts here
  1. I must say that email marketing is really useful to boost your business. My father also tries these kind of strategies which helped them to grab more customers. So it would not be wrong step if everyone would try to use e-mail marketing.

  2. I totally agree with point 3 on your list regarding branding, however, there is a problem I come across here time and time again.

    I dont think that older managers and directors understand the fact branding is not always important, this wold “creating a brad” and “branding” concept has been so overplayed that we are not able to see past it. I do email for a SME in the UK and I cannot stray from brand template on an email or I get it in the neck!

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