Local considerations.
MOBILE FIRST
Most subscribers read on phones, frequently on metered data.
Keep messages light. A newsletter that is several large images costs your reader money.
Short, text-led messages work better here than elaborate templates.
TIMING
Consider when your audience actually reads. Test rather than following international advice.
LOCAL RELEVANCE
Content about your area, your market and your customers' circumstances outperforms generic material.
That is an advantage a larger competitor cannot easily match.
WHATSAPP AS A COMPLEMENT
For many Nigerian businesses, a WhatsApp broadcast reaches customers more reliably than email.
It is not a substitute: you do not own the list in the same way, and broadcasting too often produces blocks.
Consider both, with email as the channel you control.
ADDRESSES
Many customers use free mail providers. Deliverability to those providers depends heavily on authentication, so get SPF and DKIM right.
PAYMENT LINKS
Where a campaign promotes something purchasable, a direct payment link from your gateway removes friction.
THE MEASURE
Enquiries and orders. Ask new customers how they heard.
