Design audience-focused newsletters

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 23, 2021, 5:47 PM UTC

The average email open rate in 2020 was only 18%.

Creating user-centric newsletters that cater to audience needs, answer consumer queries and address customer pain points can help marketers improve their email open rates. But, marketers should first understand their potential buyers, content preferences and expectation from the brand. They should also make sure their newsletters provide enough information and not push email receivers to click on the website link.

Marketers should consider drafting subheads and snippets for "at-a-glance readers" while also offering longer content pieces and additional resources for in-depth readers. Customised subject lines can also help brands stand ahead of the crowd.

Companies should also highlight their brand's voice and maintain a consistent visual identity in the subject lines to boost brand recognition. Adding a relevant joke, meme, video, or quote in email newsletters can help brands enhance reader engagement and increase brand affinity.

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