Email Marketing

Email marketing is a powerful digital marketing practice that allows you to communicate with leads and customers through email. It encompasses a wide range of marketing messages, including product information, promotional campaigns, and event announcements. Email marketing has proven to be highly effective, offering a direct line of communication with your audience and delivering a high return on investment.

Types of newsletters 

At HARTMANN Branding Support, we understand the importance of effective Email Marketing. That's why we offer a collection of ready-to-use newsletter templates to enhance your email campaigns. Our templates are designed to cater to different purposes, structures, and compositions, ensuring that you can convey your message effectively.

  1. Product (offer) newsletter
  2. Informal newsletter
  3. Editorial/topical newsletter
  4. Event newsletter

Layout examples

Exemplary designed newsletters show the design possibilities and commonalities between the different newsletter types.
Miniature previews of the four different newsletter types HARTMANN offers to editors.

Product (offer) newsletter

The product offer newsletter is designed to drive your subscribers toward making a purchase. It features a straightforward subject line that clearly states your offer. The heart of this newsletter lies in presenting your product offer, including key details such as start and end dates, key benefits, product images, the story behind the promotion or product as well as any conditions or limitations. It's important to strike a balance and avoid overwhelming recipients with excessive details. The goal of this newsletter is to pique interest, encourage recipients to learn more about your offer, and direct them to your website, where your landing page can handle the selling process.

Informal newsletter

The informal newsletter, also known as a content newsletter, is designed to share information that can be valuable to both employees and subscribers, either together or separately. It typically includes updates, achievements, and milestones by HARTMANN with a friendly and personal touch. To create curiosity and engagement, it's crucial to craft a compelling subject line that entices recipients to explore the contents of your message.

Editorial/topical newsletter

The editorial or topical newsletter focuses on delivering 100% pure value to your subscribers. It centers around a single topic and offers actionable tips, links to helpful resources, or personal stories. The primary goal of this newsletter is to provide value first and promote products or services secondarily. The inclusion of a personal and caring touch in the newsletter's signature element helps foster a deeper connection with your audience. When crafting the subject line, make it timely, specific, and allude to the problem and solution you're addressing.

Event newsletter

Event newsletters serve as a comprehensive source of information for upcoming events, building excitement, and increasing attendance. They also enable you to nurture subscribers who have shown interest in specific events by providing them with relevant content. The central focus of this newsletter is to highlight key event details, accompanied by a prominent registration call-to-action (CTA) button. Including an attention-grabbing image or GIF animation further enhances the announcement.

The subject line should be inviting, boost open rates, and generate genuine interest among subscribers. Testimonials from previous attendees or quotes from upcoming speakers can also be added to intensify anticipation. Additionally, consider creating a follow-up email campaign expressing gratitude to attendees and sharing event highlights or recordings. This post-event email can also provide information about any upcoming activities that might be relevant to your audience.

Individual layouts and common elements

Schematic structure and presentation of a newsletter in header, content and footer

Sitecore offers you four different HARTMANN Newsletter templates, custom-built for a specific purpose (e.g., event news, company news). Each template comes with a predetermined content structure and a specific order of components.

These templates have been optimized to provide an effective user experience and guide readers through the content seamlessly.

It is important to note that the footer is consistent across all templates and cannot be modified. However, you have the flexibility to modify other components by replacing images and editing the copy as needed.

The header component includes a self-contained image featuring the HARTMANN Ellipse. To simplify the production of the header image, an Adobe Photoshop template is provided (Download area) for your convenience. Please be aware that the size and positioning of the ellipse must not be altered.

Component overview

The Figma file below provides you with an overview of the available components our newsletters are made of. This overview serves as a reference and is dynamic.

Important to know

Components are individual page elements. When editing a newsletter in Sitecore (usually from one of the templates above), you’ll encounter these components and be able to identify them by name.

What else to keep in mind

Intriguing subject line

The email subject line plays a crucial role in determining open rates. Craft a subject line that sparks curiosity and intrigue, compelling recipients to open your email. Short and catchy subject lines tend to perform better, so aim for brevity while still conveying the essence of your message.

Send time

Finding the perfect send time for email newsletters depends on your audience and industry. Consider their habits, conduct A/B testing, and avoid peak hours. Also, make sure to account for time zones and to analyze past data. Experiment, monitor performance, and adapt based on audience responses to optimize your approach over time.

By carefully selecting the send time, you increase the chances of your message standing out and capturing recipients' attention.

Call-to-action (CTA)

Including a clear and compelling call to action in your newsletters is essential. Guide your recipients to the desired action, whether it's making a purchase, subscribing to a service, or exploring more information. A well-written CTA helps drive conversions and engagement.

Optimize for Gmail's message preview

When recipients decide whether to open an email, they often consider the subject line, sender, and message preview. The message preview acts as a second subject line, providing an additional opportunity to capture recipients' interest. Crafting a captivating and informative message preview can significantly boost your open rates.

Analyze key metrics

To develop an effective email marketing strategy, it's critical to monitor key email metrics regularly. These metrics include open rates, click-through rates (CTR), click-to-open rates, conversion rates, spam complaints, and bounce rates. By analyzing these metrics and combining them with data from platforms like your CRM solution and Google Analytics, you can make informed decisions to improve your email campaigns over time.

At HARTMANN Branding Support, we're here to support your email marketing efforts with our versatile newsletter templates and guidance. If you have any questions, feel free to get in touch using the contact option below.

See also

For further information get in touch