The subject line should evoke emotions

The title of the topic, "The end of 09.00 to 17.00, or why we will soon all be working flexible hours," is perfect for the newsletter because it arouses the interest of both those who agree with this statement and those who disagree.
Your subscribers are bombarded with dozens of emails every day. Make your emails stand out from the crowd with attractive, funny, and colorful subject lines.

Segment your email audience

The stronger the better. Newsletter subscribers do different things. It is worth dividing them into groups according to their profession, interests, age, and other parameters that come to mind.

Use system branding

Evernote is a master of branding. The main elements of its brand are the company's distinctive green color and elephant logo, which can be found both on its website and in advertising materials.
In emails, try to use design objects that your customers are already familiar with.

Try to win small victories

When confirming an order on the website of the Papa John's pizza chain, customers are offered to create an account. The idea is that, since the customer has already used the company's online services, he or she can benefit by creating their own account.
Even if it is not a sold product, it is a rather important small victory.
Take advantage of every potential opportunity.

Use unusual and original illustrations

Visuals should tell a story that matches the content of the email.
Dropbox is very good at complementing their emails with elegant illustrations. Stock images aren't hard to find, but you can make a stronger and longer-lasting impression if you (or your designer) create an illustration specifically for emails.

Make sure you're sending the email to the right person

It's better to send an email to the five subscribers who are most likely to respond to it than to the five thousand subscribers who don't care about it.

Don't send your subscriber a whole saga

No one wants to read a very long letter. In fact, in most cases, one or two phrases and a talking picture are enough.

Don't forget the call to action

When drafting a letter, you need to focus on what the company wants from the recipient and express it as clearly as possible.

Explain to the recipient why they should respond to your appeal

There's no need to send a list of goods and services in the hope that the customer will figure out what to do with it.

Use the infographic to help you understand

Colorful infographics are more engaging because they help to assimilate information more easily and quickly than using a lot of text.

Make your customers feel special

You can always make your users feel special by giving them access to preview text or video content.
If you keep your customers informed through a blog, you can share articles a few days before they are officially released with a select group of users.

The day and time of day can have a significant impact on audience response

This can be turned to your advantage. You need to study your subscribers and their habits well.

Keep track of which promotional emails you open yourself

In addition, you should look into the deleted email folder and try to understand why they ended up there.

Take personalization to the next level

Shutterfly inserts user-uploaded photos into their emails. Customers are touched to the core when they are offered products with photos of the people they love... at a 40% discount.

Keep in mind that emails that end up in the spam folder will most likely never be read

To prevent your email from being automatically added to the list, you should avoid phrases that spammers often use, such as "free" and "order now," as well as embedding images in the text.

Act on a pre-designed plan

Well-thought-out content marketing will help you grow your subscriber base. You should send emails on average once every two weeks. If you send them too often, you can bore users, and if you send them too rarely, there is a high risk that subscribers will forget about the company's existence.

Don't forget to put alt tags for all images attached to your emails

If the recipient has turned off the display of images, tags can still give them some information and sometimes even convince them to turn on the display of illustrations.

Real people should send letters

If you send emails from real people, they are more likely to be opened and read. Moreover, a response letter will eventually end up in their inbox.

You cannot guess how the user will read the email

More and more users are viewing email on mobile devices, such as smartphones and tablets. Therefore, you should make sure that your email is displayed equally well on any device.

Use your clients' logos to demonstrate your social relevance

Using your customers' logos (with their permission) in your emails increases your credibility. When selling products for business, you will inspire confidence if your customers are such large and recognizable organizations.

Before sending an email to your subscribers, send it to yourself

It is never a bad idea to make sure that it looks the way it was intended.

If possible, conduct A/B testing

To do this, divide your subscribers into two groups, send them different versions of the email, and observe which version will generate more engagement.

Shift responsibility to others

InVision is able to persuade with its invitation letters because it shifts responsibility to the recipient.
One of the current InVision users triggers a mechanism to send an email to one of his contacts, and ultimately the responsibility for performing an action lies with someone else.
In most cases, the recipient accepts the invitation and performs the required action because they know the sender and even see their photo in the email. This shift of responsibility and link to a contact works for any type of invitation email.

Act in a timely manner

The title of the topic might read: "It's cold outside. (A great reason to stay home and shop)". At the time DSW sent out this email, the temperature had indeed dropped sharply.
Your recipients are more likely to open and read an email if it's sent at the right time and is directly relevant to them.
If you include events in your email subject lines that are not [exclusively] related to national and international holidays, you will maximize the number of views and conversions.