Tip #1: Optimize for mobile.
The latest statistics show that more and more of your subscribers are reading emails on their smartphones. Soon the market for mobile devices will surpass desktop PCs for Internet access. Make sure your newsletter is readable and well designed for handheld viewing.
Tip #2: Don’t be a car salesman!
Consumers try to avoid advertising messages as much as possible, even though they don’t always know when they’re being sold something. If your subject line and overall email sounds too pitchy, rework it so that you’re giving your subscribers something that’s a bit more share-worthy.
Tip #3: Address your recipients by name.
People like to feel special. By addressing your recipients by name, you make your message seem more personal. In order to achieve this, your list must have at least one Name field. There also needs to be a “fallback” variable in case a name does not exist for a particular subscriber in your list.
There are some cool, new tricks for creating individualized newsletters. Much like variable data printing, some email campaign systems allow you to add a name field onto an image, making it appear as though it’s actually in the picture (see examples below).