A newsletter that brings your customers back

It all starts with the subject line. It decides whether the email is opened or ignored. A good subject line is short, precise and gives a reason to open. Avoid capitals everywhere and exaggerated promises, which make the email look like spam.

A newsletter should offer something. A tip, a new product, a behind-the-scenes look, an offer for subscribers only. If every email is just an advert, unsubscribes follow. A good rule: more value than selling.

Keep it simple. One main message, one clear button, easy reading on a phone. Many newsletters are opened on mobile: short paragraphs and light images make the difference.

Follow the rules. The GDPR applies across the European Union: you need a legal basis to write to your contacts, most often their consent, and every email must make it easy to unsubscribe. Never buy an email list. Depending on the rules in your country, special cases exist for your existing customers: have them checked if in doubt.

Be consistent. A monthly newsletter kept up all year builds more trust than three emails in quick succession followed by nothing. Choose a pace you can keep, then look at the statistics to find out what really interests your readers.