Email newsletters, done well, are an effective tool for staying top-of-mind with customers. Here are five tips for creating a newsletter your subscribers will actually open and read–every time.
- Tell, Don’t Sell – Provide focused, relevant, educational content and skip the self-promotion (unless you have a major announcement about a new product or company update). Use the newsletter to tell your clients that you care about helping them grow and succeed, and they’ll come to you when they need what you offer.
- Create Curiosity – Use fun, creative subject lines and article titles. Provide just the first one or two paragraphs of articles with a link that takes them to your site to read the entire piece, or create a compelling question with a link to your article for the answers. The same goes for your call-to-action.
- Block It Out – Break up your content into short blocks with separators, and use generous white space. It’s easier on the eyes, works better on mobile devices, and will help your busy readers to more easily find any links you’ve provided.
- One and Done – One single column of information is best, especially for readers using mobile devices. If you feel you need two columns, put your most relevant information in the left column and make it the larger of the two. We humans read left to right so folks will land on your best information first, no searching required.
- Let Loose – Don’t be afraid to have some fun with content if your market will appreciate it. Use cartoons or photos that will make your readers laugh while also sharing your message, and link readers back to relevant pages or blogs on your website.
On-going analysis of open rates and clicks, as well as reader feedback, will help you effectively use these and other aspects of your newsletter to keep subscribers fully engaged and coming back for more.
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If you find yourself struggling with newsletters, web copy or other business writing, contact me for a free consultation to learn how I can help.