The goal of the email newsletter is to remind clients that there are new promos, discounts, products, and services that they may want to check out. It should keep the company at the top of the mind of the customers for repeat business and referral. Unfortunately, that’s easier said than done because there are a lot of elements at play here and a sound business marketing must identify the components first before the strategy.

Use company name as the email sender

Forty three percent of recipients will report an email as spam if they don’t recognize the sender’s name. When sending newsletters, make sure to use your company name and email, so that the recipients will trust the email enough to click on it. Remember that the recipients signed up for your newsletter because they trust your brand. Real names (in this case, your company name) will add a human touch to the newsletter, almost as if you’re just sending an email to a friend.

Enticing subject lines

The two most important components for an email newsletter is the sender’s name and the subject line. To encourage the recipients to open the email, your subject line must clearly introduce relevant topics, which will interest the recipients. If your email is about an upcoming sale, make sure to include the percentage of discount the recipients can get when they open the email for coupons. However, make sure to keep the subject line as brief as possible, so it will be optimized for mobile users.

Utilize the snippet well

When you open your emails, especially on mobile phones, the subject line is often followed by a little blurb of text called the snippet. It acts as a preview of the email when the recipients finally open it. Some providers allow you to customize that snippet, but many marketers overlook this opportunity and put useless text there such as “having trouble viewing this email?” Don’t waste this opportunity and instead, use the snipper to support the subject line.

Include images in the email content

The human brain processes images faster than it can do with text. That’s why you should include images in your email newsletter. Remember, though, to choose images that will support the content of your image. Don’t simply put a logo of your brand in the email. It should be supportive of the ultimate CTA (call to action).

Also, you have to include an alternative text to describe the image because some recipients chose to disable images because they cannot be displayed properly.