Jenzen suggests that you consider:

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your audience wants, and find the right balance of branded and external content. It will build your credibility, trustworthiness, and authenticity.
Technical Strategies
Most email marketing platforms include some level of technical support, but I wanted to know what you should keep in mind as you’re shopping around for the right platform and getting started with a newsletter.

So I talked to Kaylee Jenzen, a technical marketing manager here at HubSpot who has worked on The Hustle and other HubSpot newsletters.


Deliverability optimization. This includes making sure that your emails aren’t so long that they get clipped by certain email providers, managing DNS records and unsubscribes, and inbox placement strategies (i.e., how to make sure you don’t land in the promotions tab of subscribers’ Gmail inboxes.
Shared or dedicated IP addresses. Jenzen says that this comes down to a strategy decision. If you’re running a small newsletter or don’t send regular emails, you’ll benefit from a shared IP address and “the additional outflow of emails from other senders.” But “it’s a double-edged sword,” she says. “If you have a bad sender who’s sending out spammy or even malicious emails, it can affect your ability to place within an inbox.”
Image and formatting best practices. It’s a common misconception, Jenzen says, that a large file size for an image will necessarily hamper your deliverability. But there are things to be aware of; for instance, sometimes the alt-text for an image can find its way into the plain-text version of an email.
Independent newsletter operators have a wealth of AI czech republic phone number material personalization tools available to them. (All the major email platforms I’ve used, including HubSpot’s, include AI personalization tools.)

Lessons for Brands
Don’t cut corners on technology. As Jenzen told me, “You get what you pay for.” Not every newsletter needs the Cadillac of email marketing platforms, but if you try to save some money by using a platform that doesn't serve your technical needs, you can risk seriously damaging your brand.
Use AI. Personalization is a great way to lean into AI. Let artificial intelligence use data to provide a personalized experience — your readers aren’t a monolith, and AI lets you treat them like the individual people they are. Use real people to give the personality and contextual information that AI can’t.