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What he suggested:

1. Use a more engaging subject line to entice people in. This could focus on specific deals. It would definitely be worth testing a number of approaches with Pure’s Subject Line Testing function.
   
2. Match your lead feature to the subject line. A good subject line will engage the user and set up an expectation for certain type of content to come next.
   
3. Rearrange the layout to focus on getting key information across in the top left corner of the page:
   
   
   • bring the main feature above the salutation
   • squeeze in an extra small topical deal above this – you might get an ‘impulse’ buy for things that people regularly need
   • consider reducing the number of product categories and putting these at the top of the email
     
4. Make your newsletter as personal as you can to your target market. Segment your audience into key groups and create a lead feature personalised to this group. For example:
   
   
   • different trades
   • price focused
   • small business
     
5. Choose products that are appropriate to each segment and where possible have a topical angle, eg time of year.
   
6. Make sure that all routes can lead to the possibility of a sale – don’t lead people away from your email or site with a pdf. Put all knowledge of the site (even if you have the option to download a pdf)
   
7. This means the article is read surrounded by the navigation. Include links to buy products in the article where appropriate.
   
8. Create as much of your email as possible without images to ensure it makes sense to the user if the images don’t load automatically.

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