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What he suggested…

1. Have a more relevant and enticing lead feature and link it more clearly to the imagery. More importantly because the lead feature is linked to the subject line it must sound enticing in the subject line to encourage opening. It should highlight a benefit of opening the newsletter.
2. Personalise the newsletter with a salutation. This can encourage users to read further.
3. Use the mail to gradually get to know more about your target audience. Use features such as a poll to ask them questions then show the answers in the next month’s newsletter. However, make sure the questions and answers are as interesting to your customers as they are to you.
   
   This data should be stored in a database or spreadsheet. As you build a clearer picture of your audience you can start to segment them by interests and behaviour. Use changeable content slots to give each segment more targeted content. You should also consider whether they are current or potential customers.
4. Find out what form works best for your newsletter. You can do this by identifying a number of alternatives, eg courses first, inspiration first, prizes first, then taking a random 10% sample of your mailing list, dividing it up and sending each group a different version. Use the reporting feature of PureResponse to identify the most successful and send the remaining 90% this one.
   
   The example here shows an alternative structure which could be tested.
5. Make links to the website reflect the website navigation. This makes for a more seamless experience.

Send us your email newsletter. We will pick one for a free makeover every month. Contact Pure on 0870 765 7222