How to send a newsletter

The newsletter is a powerful marketing tool useful for building customer loyalty and involving them in all the initiatives and benefits that your company can truly offer to those who read it.

Let's discover how to create an effective and professional newsletter campaign and how to analyze the obtained data.

We have already talked about the importance of e-mail marketing on the web, defining it as a fundamental weapon to promote your company and create truly loyal customers.

Today, also thanks to Framework360, we will see what tools are available to create, manage, and send a newsletter.

Fundamental elements for a successful newsletter

A professional newsletter must contain the following elements:

• Header: top section of the newsletter where, much like in a website, the company logo will be present along with any social links and references. Moreover, this part will be very important for some links that facilitate reading. For example, a link that transforms the visual content into HTML, making it easier to read the email even for those with slow connections and less efficient or modern mail clients.
• Body of the email and call to action: main body of the email where it is essential to properly present the benefit, the dedicated discount, or simply the product being discussed, as well as introduce yourself to the user and manage a call to action (the button) that leads to a designed content.
• Footer: bottom section where, besides social media which can be referenced again, along with company details, there must be links allowing the reader to unsubscribe from the newsletter (unsubscribe) and links to the privacy and cookie policy.

How to avoid going to spam

The main goal of the newsletter is to have the user read and promote content, so pay close attention to avoiding having the email go to spam (junk mail)!

There are some precautions to avoid this, among the most important are:

• Use a professional and reliable SMTP server, and avoid servers that are blacklisted (a blacklist that inevitably causes your newsletter to go to spam). Gmail, Outlook, Libero, and Yahoo are certainly reliable but the email must be carefully crafted in every detail to avoid problems.
• Pay maximum attention to the content of the emails and especially the subject line: be careful with overly commercial terms, especially in the subject! Modern mail clients like Outlook and Gmail tend to send you to spam if there are terms in the subject line that - according to their system - are annoying and considered invasive advertising.

Other precautions to avoid the email going to spam:

• Responsive: it is also important to manage the newsletter well for mobile devices, thus reducing fonts and sizes by optimizing them for smartphones and tablets. Nowadays, email views from smartphones exceed those from desktops, so pay close attention to this aspect as well; the user's mail client will also favor this choice and you will more easily avoid spam!
• More text than images: if the email is judged to be of quality, the anti-spam filter will not activate and, as we will see, the bounce rate (bounce) will remain low.

Now that we know how to create, set up, and fill out an effective newsletter, all that's left is to create it.

How to create a newsletter 

The platform Framework360 will help us in its creation, facilitating our work thanks to its functions.

You will only need to go to the "Marketing" section and then "Campaigns"; on this screen, a demo campaign will already be available for editing, or by using the “Create new campaign” button, you can create one from scratch.

By opening the newly created campaign, you will initially need to establish its type.

Obviously, you will choose an automation campaign of the “Newsletter” type, thus configuring the sending of a mail composed by you for your customer list.

From here, the campaign scheduling options will take care of establishing all the following automatic operations indicated by you, based on the passage of time or actions performed by the customer themselves on their device.

For example, you can choose to resend the email, or an SMS, if within a two-hour period the previous one has not been viewed.

Speed, effectiveness, and advanced detailed reporting make this marketing platform a new and functional solution to manage simple or complex campaigns according to the company's needs. With the basic package, it is also possible to manage up to 3000 emails per month, while with higher plans it can reach up to 300,000.

The advantages of creating a newsletter with Framework360:

• Extreme graphic and content customization: thanks to the development of an advanced visual builder (also very useful for creating websites and web portals), you can create even complex email templates in a short time.
• Advanced reporting and marketing automation: thanks to the innovative features of this platform, you are able to monitor any type of data related to your email campaigns, as well as take advantage of advanced marketing automation mechanisms such as creating email funnels after specific events, with integration of push messages on smartphones.
• Advanced Italian support: thanks to a sophisticated ticket system and dedicated programmer assistance at your disposal, the support for this software is truly a strong point.

Try Framework360 for free!

How to measure the results of a newsletter

After creating a professional newsletter, it is essential to analyze the campaign results to make it scalable and optimize costs in terms of ROI.

Like all web marketing tools, the platforms we have discussed so far also have powerful and sophisticated monitoring tools designed specifically to make the campaign increasingly scalable according to your needs, spending less and achieving more results.

The key indicators for measuring email campaign data are:

• The Click To Rate: the CTR is the indicator that shows you how many visitors opened the email and clicked a link. According to statistics, 53% of companies struggle to keep this percentage high.
• The open rate: is the email open rate, a well-crafted subject can greatly facilitate the increase of this statistic.
• The number of bounces: the bounce rate is the number of emails not delivered, either due to incorrect email addresses or because anti-spam services filtered the email as deceptive or annoying.

Creating a professional newsletter helps retain your customers and increase your brand awareness, make good use of it!