These five tips will help you to create a well-crafted newsletter that gets read.
1. Provide content worth reading
Sure, it’s a no brainer – but your newsletter should include content that is useful and interesting to your reader. People are quickly turned off by a thinly disguised product push, so fill your newsletter with information that subscribers will want to read, and position yourself as an expert in your field.
Stuck for ideas? Try sharing:
- Industry news
- Tips and ‘how to’ advice
- Before and after comparisons
2. Grab your reader with an enticing subject
Unless your subscribers read your newsletter as soon as they see it, they probably won’t read it at all. That’s why your subject needs to give them a reason to open and read your newsletter straight away.
Get creative and avoid generic subjects like ‘Company x newsletter’, ‘May newsletter’, etc. Try subjects that include numbers or lists, funny or controversial statements or emotive words and see how they resonate with your audience.
3. Don't get too fancy with your design
There are plenty of sexy templates out there, but it’s best to keep it simple when it comes to newsletter design. Write in brief, scannable paragraphs using headings that guide your reader to the content they’re interested in. Content blocks, bullet points and numbered lists are helpful tools to create interest and make your newsletter more inviting.
4. Keep it short
People are busy. And when you consider that many of your subscribers will be reading your newsletter on a mobile device, it makes sense to ensure that readers can get the information they need quickly and easily.
There’s no need to cram each newsletter full of heaps of articles – you’re much better off focusing on one or two good ideas and holding the others for the next edition. Which brings us to…
5. Don’t overcommit
Send your newsletter regularly, but don’t overcommit to an unrealistic frequency.
Many clients have asked me for assistance with a fortnightly newsletter, which I always try to talk them out of – producing a newsletter every two weeks is a big commitment!
It can be tough to come up with new article ideas for each edition, even for a monthly newsletter. There’s nothing worse than scrambling to find something to write about the day before you’re due to send your next edition. That’s why it's a great idea to capture your article ideas as you think of them and save some for future editions.
If you’d like some help with your newsletter, please call Words That Work Copywriting on 0401 202 085 or email firstname.lastname@example.org.