I have created over 300 individual marketing newsletters for Hoehn’s eight distinct brands. These newsletters consistently achieve an impressive average open rate of approximately 45% and serve as one of our largest sources of website traffic, second only to organic and paid search results. Designing promotional newsletters each month presents a variety of challenges and ongoing questions, including:
Q: How can I push the limits of each newsletter to make it visually engaging while working within the strict constraints of our CRM’s document creation tool?
A: I leverage all available tools, including animated GIFs, tables, and custom creative imagery designed using Adobe software. However, I must carefully balance imagery with plain text to reduce the risk of spam filters blocking the emails. I also use a tool called Stripo, which enables faster development and offers greater flexibility.
Q: How can I enhance the customer experience?
A: Ensuring responsiveness across devices is essential. We cater to a diverse customer base, so our emails must be easily readable on all screen sizes. This includes optimizing text size and ensuring compatibility with devices set to dark mode. Additionally, I segment email campaigns to ensure they reach the most relevant customers.
