E-Newsletter Do’s and Don’ts

If you’re using email marketing, chances are you’re sending out a newsletter to subscribers. In the financial industry it’s an especially effective way to keep in touch with members. With this in mind, we put together a list of do’s and don’ts to think about when designing and sending out your newsletters.

DO:

Spotlight members. One primary function of a newsletter is to build relationships. Snap a picture of a member who won your latest contest and include it or highlight a positive comment you’ve received. Personalization is the key to making your newsletter stand out.

Break up text with pictures. We know you have important things to say, but visuals can make or break an E-newsletter. We have many stock images available for you to use in the DocuMatix Product Suite, but if you’re uploading your own remember to save them in RGB color format (which is optimized for the web) at 72 dpi.

Add a poll. Interactive features in a newsletter are like sprinkles; you don’t HAVE to have them, but they make a good thing look even better. One easy way to do this is to add a poll. Create a poll in the DocuMatix Product Suite and then pop it in your newsletter right from the Email Wizard. We’ve seen fun polls like “What’s your favorite Christmas movie?” and helpful polls like “Do you prefer mobile banking?” work equally well.

Use links. To drive traffic back to your website and keep your newsletter looking short and sweet, utilize links. If you have something to say that is longer than a few paragraphs, include a “Read More” or “Click Here” button that leads to the information.

Optimize for mobile. A recent study says that 7 in 10 smartphone users are accessing email on their phones- making it essential that you create newsletters with mobile devices in mind. Using the DocuMatix email preview, you can see what your newsletter will look like on iPhone and Android phones to make sure what you had in your head is what people see on the screen.

 

Screen Shot 2013-07-11 at 2.05.51 PM

 

 

DON’T:

Use it solely to promote. E-newsletters are an awesome way to spread the word about current promotions, but the best way to get members to read your newsletter is to feature an exclusive offer. This study found that 27% of email respondents want special offers, 21% want promos and 15% want to know about new products- so keep that in mind when creating your email.

Put the most relevant info at the bottom. The term “below the fold” doesn’t just apply to print news- it’s also a good rule of thumb to remember while designing your newsletter. Keep the most valuable information at the top of the page (before readers scroll down) and fill it in with the rest of your content.

 

Here’s an example of all the things we talked about that we created using the DocuMatix Email Wizard:

Screen Shot 2013-07-11 at 10.20.47 AM

Now, go forth and create some killer newsletters!

 

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2 Responses to “E-Newsletter Do’s and Don’ts”

  1. Jennifer

    Great tips! I also find that having an interesting subject line helps, as opposed to using the standard “CU Newsletter” every time. You can use DocuMatix’s A & B split test to try out different ones.

    Reply

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