When we redesigned our newsletters, we came from far.
I arrived in the company to find very bad emailing practices. No responsive at all, no TEXT version, absolutely all best practices were missed by my predecessor.
Recently, I’ve been in charge of the redesign of all newsletters for many countries. Now, all our newsletters are responsive, has a TEXT version and some other best practices like physical address, two one-click-unsubscription links and many more…
But with several years of bad practices, how to tell our subscribers to open this new newsletter? If they were used to not open it, why would they now? And if they not, our redesign will be useless.
All is not perfect yet, but with two tips, help user to open your newsletter and increase your open rates.