{"id":18321,"date":"2019-07-01T15:35:26","date_gmt":"2019-07-01T21:35:26","guid":{"rendered":"https:\/\/memberpress.com\/?p=18321"},"modified":"2026-03-02T12:22:40","modified_gmt":"2026-03-02T17:22:40","slug":"how-to-create-an-engaging-newsletter-for-your-membership-site","status":"publish","type":"post","link":"https:\/\/memberpress.com\/de\/blog\/how-to-create-an-engaging-newsletter-for-your-membership-site\/","title":{"rendered":"Wie Sie einen Newsletter erstellen, den Ihre Mitglieder tats\u00e4chlich lesen"},"content":{"rendered":"<p>Untersuchungen zeigen, dass die durchschnittliche \u00d6ffnungsrate von E-Mail-Newslettern bei 20% liegt. Aber das bedeutet nicht, dass 20% tats\u00e4chlich gelesen werden. Die durchschnittliche Klickrate liegt bei nur 2-5%. <\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<label for=\"ez-toc-cssicon-toggle-item-6a129696ec2d3\" class=\"ez-toc-cssicon-toggle-label\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">WAS IST INNEN<\/p>\n<span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Umschalten auf<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a129696ec2d3\"  \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/memberpress.com\/de\/blog\/how-to-create-an-engaging-newsletter-for-your-membership-site\/#Journalism_Rules_of_Thumb\" >Journalistische Daumenregeln<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/memberpress.com\/de\/blog\/how-to-create-an-engaging-newsletter-for-your-membership-site\/#1_Proximity\" >1. Ann\u00e4herung<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/memberpress.com\/de\/blog\/how-to-create-an-engaging-newsletter-for-your-membership-site\/#2_Timeliness\" >2. Rechtzeitigkeit<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/memberpress.com\/de\/blog\/how-to-create-an-engaging-newsletter-for-your-membership-site\/#3_Impact\" >3. Auswirkungen<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/memberpress.com\/de\/blog\/how-to-create-an-engaging-newsletter-for-your-membership-site\/#4_Prominence\" >4. Prominenz<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/memberpress.com\/de\/blog\/how-to-create-an-engaging-newsletter-for-your-membership-site\/#5_Conflict\" >5. Konflikt<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/memberpress.com\/de\/blog\/how-to-create-an-engaging-newsletter-for-your-membership-site\/#6_Human_Interest\" >6. Menschliches Interesse<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/memberpress.com\/de\/blog\/how-to-create-an-engaging-newsletter-for-your-membership-site\/#The_Takeaway\" >Das Mitnehmen<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p>Newsletter k\u00f6nnen langweilig und irrelevant sein. Infolgedessen bleiben sie oft unbearbeitet oder unvollendet. <\/p>\n\n\n\n<p>Aber wenn man es richtig macht, ist ein Newsletter eine gro\u00dfartige Gelegenheit, kontinuierlich Verbindungen zu den Nutzern aufzubauen. Es ist eine M\u00f6glichkeit, Ihre Abonnenten auf dem Laufenden zu halten und sie immer wieder zu kontaktieren. Und er ist billiger als viele <a href=\"https:\/\/memberpress.com\/de\/blog\/how-to-create-a-successful-content-marketing-strategy\/\" target=\"_blank\" rel=\"noreferrer noopener\" title=\"andere Marketingmethoden\">andere Marketingmethoden<\/a>.<\/p>\n\n\n\n<p>Wie erstellen Sie also einen E-Mail-Newsletter, den Ihre Abonnenten tats\u00e4chlich lesen wollen? Wodurch hebt sich Ihr Newsletter von den anderen ab? <\/p>\n\n\n\n<p>Zuf\u00e4lligerweise gelten viele der Prinzipien, die wir in unserem letzten Beitrag \u00fcber das Verfassen toller Willkommens-E-Mails besprochen haben, auch f\u00fcr die Erstellung eines ansprechenden Newsletters. <\/p>\n\n\n\n<div class=\"block-mp-button-wrap\">\n\t<a id=\"button-block_620eb2351ed19\" href=\"https:\/\/memberpress.com\/de\/how-to-write-a-killer-welcome-email\/\"  target=\"_blank\" class=\"button button-blue center\">READ >> How to Write a Killer Welcome Email<\/a>\n<\/div>\n\n\n\n\n<ol class=\"wp-block-list\"><li>Denken Sie sich eine einfache und interessante Betreffzeile aus.<\/li><li>Halten Sie den Text Ihrer E-Mail einfach und ansprechend.<\/li><li>Bieten Sie Anreize und Vorteile. (In einem Newsletter ist der Hauptnutzen Wissen, aber Sie k\u00f6nnen auch eine Aufforderung zum Handeln hinzuf\u00fcgen, z. B. einen kostenlosen Download oder eine Einladung, sich bei einer sozialen Plattform anzumelden).<\/li><li>Verwenden Sie Bilder.<\/li><\/ol>\n\n\n\n<p>Newsletter unterscheiden sich jedoch ein wenig von Willkommens-E-Mails. Es gibt bestimmte Elemente, die Sie enthalten sollten, wie z. B.:\u00a0<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Neueste Updates<\/li><li>Werbeaktionen<\/li><li>Einschl\u00e4gige Blog-Artikel<\/li><li>Weitere Informationen, die Ihre Abonnenten interessieren werden <\/li><\/ul>\n\n\n\n<p>Und das wirft die Frage auf: Was<em> ist <\/em>f\u00fcr die Abonnenten interessant?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"journalism-rules-of-thumb\"><span class=\"ez-toc-section\" id=\"Journalism_Rules_of_Thumb\"><\/span>Journalistische Daumenregeln<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Als allgemeine Faustregel k\u00f6nnen Sie sich an dieses alte journalistische Sprichwort halten: \"Ein Hund, der einen Mann bei\u00dft, ist keine Nachricht. Ein Mann, der einen Hund bei\u00dft, ist eine Nachricht.\" <\/p>\n\n\n\n<p>Es ist lustig, aber es sagt viel aus, wenn man dar\u00fcber nachdenkt!<\/p>\n\n\n\n<p>Au\u00dferdem gibt es sechs praktische Grunds\u00e4tze des Journalismus, die Ihnen dabei helfen k\u00f6nnen, Newsletter-Inhalte zu erstellen, die Ihre Leser interessieren werden.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"1-proximity\"><span class=\"ez-toc-section\" id=\"1_Proximity\"><\/span>1. <strong>Ann\u00e4herung<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Halten Sie Ihre Abonnenten auf dem Laufenden \u00fcber Dinge, die in ihrem Umfeld passieren. Wenn es in China passiert, ist es vielleicht nicht so interessant, wie wenn es zwanzig Meilen von zu Hause entfernt passiert.<\/p>\n\n\n\n<p>But also keep \u201cvirtual proximity\u201d in mind. For example, updates to your site are happening right on the screen they\u2019re holding in their hands. It doesn't get much more local than that!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"2-timeliness\"><span class=\"ez-toc-section\" id=\"2_Timeliness\"><\/span>2. <strong>Rechtzeitigkeit<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Versenden Sie Ihre Newsletter in regelm\u00e4\u00dfigen Abst\u00e4nden. Etwas, das vor einem Jahr passiert ist, ist wahrscheinlich nicht mehr zeitgem\u00e4\u00df (auch wenn es in manchen F\u00e4llen so sein mag). Ziehen Sie einen w\u00f6chentlichen oder monatlichen Zeitplan in Betracht. <\/p>\n\n\n\n<p>Wenn jedoch etwas Gro\u00dfes passiert, sollten Sie Ihre Abonnenten sofort dar\u00fcber informieren. Es ist in Ordnung, Nachrichten schnell zu verschicken, um die Aktualit\u00e4t zu gew\u00e4hrleisten. Seien Sie jedoch vorsichtig. Eine Aktualisierung des Aussehens Ihrer Website ist keine dringende Angelegenheit. Ein gro\u00dfes PR-Problem hingegen schon.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"3-impact\"><span class=\"ez-toc-section\" id=\"3_Impact\"><\/span>3. <strong>Auswirkungen<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Verwenden Sie Inhalte, die sich direkt auf Ihre Abonnenten auswirken. Eine neue Aktualisierung Ihrer Website oder eine \u00c4nderung des Benutzerflusses ist f\u00fcr sie von Bedeutung. <\/p>\n\n\n\n<p>Denken Sie daran, dass Sie die Auswirkungen m\u00f6glicherweise selbst hinzuf\u00fcgen m\u00fcssen. Nehmen wir zum Beispiel an, Sie haben gerade eine Million Abonnenten erreicht. Das ist gro\u00dfartig, aber warum sollte das Ihre Leser interessieren? Wenn Sie gerade eine Million Abonnenten erreicht haben und dies mit einer <a href=\"https:\/\/memberpress.com\/de\/blog\/how-to-run-a-successful-social-media-giveaway-5-easy-steps\/\" target=\"_blank\" rel=\"noreferrer noopener\" title=\"eine gro\u00dfe Werbeaktion durchf\u00fchren\">eine gro\u00dfe Werbeaktion durchf\u00fchren<\/a>das ist einschneidend.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"4-prominence\"><span class=\"ez-toc-section\" id=\"4_Prominence\"><\/span>4. <strong>Prominenz<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Gibt es wichtige Personen, Bewegungen oder andere Unternehmen, die mit Ihrem Standort in Verbindung stehen? Hat Ihr Unternehmen k\u00fcrzlich einen Preis gewonnen? Wurden Sie in einem Blogbeitrag mit sehr hoher Domain-Autorit\u00e4t erw\u00e4hnt? Diese Art von Prominenz kann Ihrem Newsletter eine aufmerksamkeitssteigernde Wirkung verleihen. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"5-conflict\"><span class=\"ez-toc-section\" id=\"5_Conflict\"><\/span><strong>5. Konflikt<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Seien Sie in diesem Fall vorsichtig. Sofern Ihre Mitgliederseite nicht offenkundig politisch ist, k\u00f6nnte die Einmischung in politische oder soziale Konflikte mehr schaden als nutzen.<\/p>\n\n\n\n<p>Aber wenn ein Konflikt f\u00fcr Ihre Plattform geeignet ist, kann er ein gro\u00dfer Anziehungspunkt f\u00fcr die Leser sein. Versuchen Sie, eine Meinungsumfrage zu einem aktuellen Thema in Ihren Newsletter aufzunehmen.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"6-human-interest\"><span class=\"ez-toc-section\" id=\"6_Human_Interest\"><\/span><strong>6. Menschliches Interesse<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>This is where the whole \u201cman bites dog\u201d thing comes in. If it\u2019s weird, sweet, or sad, it's got human-interest potential.<\/p>\n\n\n\n<p>Gute Beispiele sind Inhalte \u00fcber:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Ihr Unternehmen hilft einem Bed\u00fcrftigen<\/li><li>Kundengeschichten (z. B. eine Reise zum Abnehmen)<\/li><li>Umweltinitiativen, die Ihr Unternehmen ergreift<\/li><li>Seltsame oder skurrile Informationen<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"the-takeaway\"><span class=\"ez-toc-section\" id=\"The_Takeaway\"><\/span>Das Mitnehmen<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Mit einer durchschnittlichen \u00d6ffnungsrate von 20% (und einer noch niedrigeren Klickrate) kann die Erstellung eines ansprechenden Newsletters wie eine entmutigende Aufgabe erscheinen. Aber Sie k\u00f6nnen es schaffen! Beherzigen Sie einfach unsere Tipps.<\/p>\n\n\n\n<p>Denken Sie an die sechs Grunds\u00e4tze des Journalismus:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Ann\u00e4herung<\/li><li>Rechtzeitigkeit<\/li><li>Auswirkungen<\/li><li>Prominenz<\/li><li>Konflikt<\/li><li>Menschliches Interesse<\/li><\/ul>\n\n\n\n<p>Und vergessen Sie nicht, Bilder zu verwenden, eine ansprechende Betreffzeile zu verwenden und immer eine Aufforderung zum Handeln einzubauen.<\/p>\n\n\n\n<p><em>Hatten Sie Erfolg bei der Erstellung von Newslettern? Haben Sie Bedenken bei der Erstellung von guten Newslettern? Lassen Sie es uns bitte in den Kommentaren wissen.<\/em><\/p>\n\n\n\n<p><strong>Wenn Ihnen dieser Beitrag gefallen hat, melden Sie sich bitte im <a href=\"https:\/\/memberpress.com\/go\/box\/\" title=\"Box Affiliate-Link\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">Box<\/a> bis nach rechts!<br><\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>Ein Newsletter ist eine Gelegenheit, kontinuierlich Verbindungen zu den Nutzern aufzubauen. Er ist eine M\u00f6glichkeit, mit allen zu kommunizieren und die Abonnenten \u00fcber Ihre Website auf dem Laufenden zu halten.<\/p>","protected":false},"author":21697,"featured_media":18382,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","_strive_checklists":"\"\"","_strive_active_checklist":"62291e2bb2422","_strive_post_notes":"","footnotes":""},"categories":[231,94],"tags":[169,510,509],"class_list":{"0":"post-18321","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-emails","8":"category-marketing","9":"tag-email-marketing","10":"tag-journalism","11":"tag-newsletter","12":"entry"},"acf":{"plans":["scale"],"is_featured":false,"download_source":"none","mothership_slug":"","download_url":""},"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.6.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"A 2012 survey indicated that the average click-through rate for email newsletters is about 20 percent. 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