Newsletter in e-commerce. How to make an effective mailing?

Today’s digital marketing abounds with more and more modern technologies that are used in various channels. We are talking here about both social media and email marketing of a company. It is worth noting, however, that these are relatively new, but rapidly growing areas, so modern email marketing allows you to automate activities and gain better sales results. How to make an effective mailing in e-commerce? What is worth knowing about newsletters and preheaders?

What is mailing in e-commerce?

However, before we get to the issues related to how to create a good mailing in our company, let’s find out what it is. Mailing is nothing else than the most effective form of communication and promotion with the customer, which is already used by almost every company. In this article you will learn how to gain a group of recipients and create a positive image of your company, as well as how to implement effective mailing, sent in the form of a newsletter which is a chance to reach potential customers.

Newsletter – The way to communicate with your customers

Nowadays, contact with customers through a newsletter with a clear message is an indispensable part of running a business. Thanks to the free possibility which is mailing, we gain the possibility to reach the desired recipients and we also gain the chance to build our own brand. Unfortunately, not every campaign has the desired effect, especially the ones that are created in an inappropriate way. This problem is especially visible among relatively young companies, whose owners do not have adequate knowledge about e-commerce.

How to create an effective mailing?

Effective contact with the customer through the newsletter and the message contained in it is not only to reach customers with our offer, but also the information about news and promotions. All this has led to the fact that e-mail marketing has become a popular branch of marketing. It is a form of direct marketing that uses email as a way to communicate with customers when we send newsletters. Users get a chance to get information about our company’s current activities and proposed items.

Advantages of online communication

Sending newsletters is an opportunity to build customer relationships. It allows you to quickly improve the reach of your business and increase the number of mailing list subscriptions.


It takes very little time to send a newsletter message to your audience. It takes very little time, but you should pay special attention to the content. It is worth to use interesting graphics and texts, which attract the customer’s attention and at the same time reduce the rate of unsubscribing from the newsletter. If the content is boring and repetitive, it will contribute to low conversions.


There are absolutely no geographical boundaries here. Emails can be sent to people all over the world. There is also no limit to the potential number of customers. Messages can be sent in any number regardless of whether you are interested in reaching people living on another continent. Of course, the recipients must be acquired in a legal manner (ways of acquiring customers for the mailing list are listed at the bottom of the article).


Thanks to appropriate tools, sending a newsletter we have a chance to obtain statistical data on the basis of which we can analyze the actions performed and monitor the recipients’ reactions. Thanks to these tools you can also find out who read the newsletter and who ignored it. In a way, it is a chance to verify the effectiveness.

How to create an effective mailing in the form of a newsletter?

A newsletter can be written by any person. What counts in this case, however, is knowledge and appropriate competences which influence the effectiveness of our actions. In fact an effective mailing is a difficult nut to crack for people who are only starting in this subject. Preparing a newsletter we should take care that the recipient read the message which we sent to him, spent time to read at least a part of the content, clicked the link in the newsletter so that the user could take advantage of the offer of our company.

18 tips that will result in higher quality mailings!

1. Personalize the name of the recipient and the sender

The sender area of your newsletter should have your name as well as your company name. So focus on this area. Make sure to include the recipient’s information in the email as well. Personalization of the message has a positive influence on the reception, because the person receiving the message makes sure that the message is not spam and should be read. So the correspondence will seem more personal to the customer. The customer will feel special, and you will gain sympathy.

2. Create a professional email address

In order to create a professional newsletter, the most important thing is also to create a professional email of your company that includes a link. Sending emails from an address like “” will not look favorable in the eyes of customers. The contact information in the newsletter is extremely important here.

3. Create a distinctive newsletter subject line/title

When we look through our email, we not only look at who is sending the message, but also at what they are writing to us about. A distinctive, attention-grabbing subject line increases the chance that the recipient will be interested in the message and want to read it. The subject line should indicate the benefits for the customer and provoke action. When creating an e-mail, you should create such a subject line and landing page, to put the most important information at the beginning, and remember that it should not be longer than 50 characters.

4. Use differentiators

It’s also worth experimenting with placing emoticons and avoiding words such as “bargain” or “promotion” that suggest in advance that the newsletter is spam.

5. Create and format the content properly

Many recipients do not read the entire newsletter, but only the first headline or highlighted elements. The text should be clear and interesting to the eye. It is worth avoiding listing, block writing and other such mistakes. How to format the text? Follow these tips:

  • Divide the text into smaller blocks,
  • Write text that is consistent with the topic in terms of content,
  • create an interesting lead,
  • use larger font for headings,
  • use boldface for the most important words,
  • create bullet points of content.

6. Proper newsletter construction

This is another way to create a newsletter, or other messages of this type. You need to know what you want to convey and aim for consistent communication. The width of the email should not be wider than 600 pixels, while the length should be longer than 2000 pixels. It is not advisable to include attachments in pdf, mp3 and such formats. Free space should be used to divide the content. The main message should be placed in the top corner of the message. Landing page of the sender’s website is the most important place that should grab attention.

7. Spam Filters

Your newsletter should be checked for any spam filters before it is sent out. Mailing programs that catch and fix this problem right away can be helpful. If you don’t have such programs, it can be extremely helpful to use generally available websites dedicated to verifying such content.

8. Call to action CTA

In a properly created newsletter, focus on placing a CTA, or Call to Action. This is a link which takes the recipient to the right place (e.g. to a given product in a store, form, login etc.). CTA has a clearly defined goal – it should call the recipient to perform an action, e.g. make a purchase, add a product, use a gift such as a discount code, add it to the basket or expand the mailing base. CTA can also have a form of an icon, graphic shortcut etc.

9. Footer in newsletter

You cannot forget to include your contact information in the message by using a proper footer. You cannot allow the recipient to wonder who sent the message. The footer should also contain the company name, address data and other most important information allowing to establish contact and cooperation. A properly formatted footer increases credibility.

10. The right email/newsletter frequency

An effective newsletter is not enough. It is also a good idea to personally contact your customers after you have sent out your emails. E-mails should be sent in strictly defined cycles. However, they should not be sent too often or too infrequently. In the first case, the recipient will not be able to read our messages regularly and will feel irritated by the sender’s insistence.

10. Your own address database

In order to increase the effectiveness of your message, it is worth using the concept of so-called permission marketing. This means that a newsletter or other message will reach the recipient only if he or she agrees to it. If the messages are sent to customers who want to receive them, they will not feel irritated, and we will be sure that our work is not in vain and does not hit a “dead end”. It is possible to acquire new recipients by using external databases, but a popular but somewhat laborious way is to build an address base by placing a link to a page with a subscription form.

11. The ability to unsubscribe from the recipient database

When creating a customer contact in e-commerce, in addition to giving customers the opportunity to subscribe to the newsletter, you should also remember that the recipient can unsubscribe from the database of recipients. Such solutions influence the increase of recipients’ trust. If an e-mail is marked as spam, it reduces our reach. Cancelling a subscription is important to the customer.

12. Active mailing list

Keeping an eye on order is undoubtedly another effective way to improve the effectiveness of your mailing. Check all address errors for mistakes and remove them quickly. A high percentage of undelivered messages is certainly not a sign of good mailing.

13. Testing the mailing before sending it

An effective contact with customers through an e-mail message is one that has been tested beforehand. Before sending messages to customers, it is worth sending a few messages to private accounts of our company, to check whether the whole page presents itself in an appropriate way. Particular attention should be paid to graphics, links, and the correctness of records. Thanks to this, any shortcomings will be quickly corrected, and as we know, a man learns from his mistakes, so in this situation has a chance to improve.

14. Possibility to open e-mail/newsletter in another format

Sometimes, despite all our best efforts, an e-mail may simply not be opened by the recipient. In such a situation, it is worth enabling the customer to open the e-mail, for example in another browser. For this purpose it is sufficient to prepare a version of the mailing also in the form of a web page and to place it on the server. The link to the possibility of viewing the email in a browser should be placed at the top of the message.

15. The right visuals

In fact, graphic design is just as important as valuable content for the recipient. Graphics should positively affect the imagination of our recipient. It should be aesthetic and pleasant to the eye. However, it cannot overwhelm because of the interference in the reception of content. It is also worth taking into consideration possible technical limitations, such as the fact that graphics can take up too many kilobytes. It is also worth remembering that many modern programs block the display of ads due to the risk of losing space.

16. Use empty space

In this case, it is a good idea to use any empty content to write a slogan. Attributes such as ALT and TITTLE ALT can be useful. Thanks to this, recipients who do not display the graphic will be able to read the slogans placed in its places.

17. The right platform

If you want to keep in touch with your customers via e-mail, you will sooner or later need a mailing platform/program. Without the right tools, keeping in touch with your customers can be very problematic. Ordinary electronic mails, which are commonly available, are not adapted to carry out mailing activities in a company, therefore there are many platforms on the market which provide a number of solutions, such as

  • The possibility of creating newsletters,
  • gathering a database,
  • cyclicity of sending messages,
  • creating personalized content,
  •  and many others.

18. Monitoring of actions

Analyzing your own actions is one of the most effective ways to improve your mailing. Currently, almost all platforms allow you to obtain data on the effectiveness of mailing activities. As you can see, sending newsletters is a complex process, but thanks to it we can gain a lot and influence the recipient thanks to the first-hand information.

Rules of acquiring recipients to the newletter

Among the methods for getting customers to sign up for a newletter are:

  • popup (A popup that appears on a web page and contains a message (e.g., sign up for a newletter),
  • form in the footer (In case of e-stores, where the main goal is to make a purchase, the sign-up form distracts the customers’ attention. A footer located at the bottom of the page is a perfect solution for all visitors).
  • checkbox in the shopping cart when placing an order (many online stores encourage customers to sign up for the newsletter when placing an order. Very often the incentive is additional discount codes).
  • dedicated landing page.

How often to send a newsletter and what to include in it?

There is no single, universal rule related to the optimal frequency of sending newsletters. Most e-shops send newsletters several times a week; however, when thinking how the situation should look in our case, we should first examine the reception of our newsletters and, on the basis of examining key indicators, adjust the frequency. It is worth remembering to aim at growing the list of new subscribers, while removing old email addresses that do not open the newsletter. When planning the frequency, it is worth remembering issues such as:

  • Checking the validity of the data we have,
  • Removing dead, inactive data,
  • Removing duplicate data,
  • segmenting data,
  • checking records for syntax.

Many professional tools (e.g. Expectus system) are used to validate the database and maintain its hygiene. It is worth noting that modern tools allow us to send the newsletter at a specific time, when the dispatch translates into the best results (a specific time of day, day of the week, hour). Statistics after clicking on the newsletter are worth controlling thanks to Google Analytics, to which 3 types of data should be transported by means of virtual page views, viz:

  • Mails sent,
  • Opening of e-mails,
  • clicks on the link in the e-mail.

An effective newsletter should contain the most important information about your business, interesting graphics, useful information, benefits for the customer (discount vouchers, discounts, useful links).

A/B testing- What is it?

It is nothing but a comparison system that involves comparing two different versions of a design to each other to determine which one is more effective. Their effectiveness can be determined by CTR, OpenRate, or conversion factors. These tests can show which elements on the page attract users to take action and achieve their goals. The most common comparison is between the original version (A) and the alternative version (B). Obviously, the better version, which achieves better results, e.g. click-through rate or conversion, wins.