Smart Content: content that changes depending on a characteristic of the subscriber and the stage of the buyer's journey they are in.Ways to achieve this are to experiment with smart content rules and other forms of personalization to make the newsletter more relevant for each subscriber. You can also easily add 'view this email as a webpage' in the email editor, under 'settings', 'advanced settings' and by clicking 'web version'.Įmail Newsletter Tip #3: Make It Relevant Not Promotionalīe a helpful resource to your audience by creating a newsletter with 90% educational content and only 10% promotional content.In HubSpot, you can easily test and fix emails by using built-in tools in the email editor like - 'sending a test email' to yourself or a colleague and 'testing your email in various email clients' and of course utilizing the 'optimiztion tools'.This is the small link at the top of many emails that says, “View this email as a webpage.” One way to avoid this, is to test and fix emails that have clipping issues and always include a web version of your newsletter, just in case this happens. It also means people can’t see the unsubscribe links at the bottom of the newsletter, and not being able to unsubscribe easily will annoy your readers. Gmail is notorious for doing this on emails larger than 102 KB.Ĭlipping the bottom of emails means your readers don't see all the valuable content or offers you worked so hard on creating. A large file size could get clipped or cutoff by email clients. In addition, make sure your template is not too big. If the content is not going to spark joy with your audience, leave it out. The next step towards a shorter newsletter is reducing the content so your newsletter only contains valuable information for the reader. For example, if none of your subscribers click on any links after the halfway point of your email, for several newsletters in a row, you can probably cut the newsletter length by half. You may be asking, “How do I know if my email newsletter is too long?”īy keeping an eye on the clicks throughout your emails, to see how far down people will scroll (and you can easily check this out on the performance tab click map of all your sent emails in HubSpot). This is important because 46% of people surveyed in 2018 opened emails on mobile, according to data from Litmus.ĭon’t lose 46% of your readers by creating a bad mobile experience for your email newsletter!Įxpanding on email newsletter tip #1, a shorter newsletter, with plenty of white space above the fold and throughout is usually more skimmable and scrollable. Simple is better if it makes the newsletter easier to skim and correctly click, especially on mobile devices. While we’re on the subject of design, your template doesn’t have to be anything fancy. Note that white space doesn’t just look nice, it improves functionality, helping your reader click on the content they want to learn more about.

In this HubSpot guide on email newsletters, HubSpot Content Strategist Brittany Leaning says, “White space is key in email newsletters because it helps visually alleviate the cluttered feel, and on mobile, makes it much easier for people to click the right link.”

Confusing the reader with too many competing messages at the same time is a sure-fire way to annoy them and make a newsletter they do not want to read. Minimal design and copy are key to creating a great user experience for your subscribers. Make sure your newsletter is skimmable and scrollable. So how do you create a great newsletter, one that your subscribers look forward to actually reading?Įmail Newsletter Tip #1: Keep It Easy To Scroll And Skim Newsletters give marketers the ability to increase customer happiness and retention, nurture leads to make them more likely to convert to customers, and spread brand awareness with guaranteed reach (unlike social media). Newsletters help you stay top-of-mind and ultimately drive more leads. HubSpot says email newsletters are an essential way to keep your subscribers up-to-date with relevant information. In this blog, learn 7 of our best tips to creating a email newsletter that gets opened and read. Email marketing is a key component of any successful marketing strategy-in fact, it provides companies with a potential ROI of $44 for every $1 spent.

Email newsletters