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Email newsletter tips: how to write a newsletter that people will read

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Newsletters can be beneficial for marketing purposes as long as someone is willing to read them. Often times, these emails are deleted by the recipient without having been read. In many cases, this is because the material didn’t grab the attention of the reader. A newsletter needs to go beyond what a simple email can provide. Anyone can write a basic email detailing sales and coupons, but a proper newsletter can keep potential customers coming back for more.

What can you do to create impressive newsletters?

Impressive newsletters should keep customers informed and engaged. The success of the email newsletter begins with the sign-up form on the website itself. Before they even click the subscribe button, you need to focus the attention of those readers. One of the best newsletter tips you can learn is how to attract an audience.

Encouraging subscriptions

People are less likely to click on a button to subscribe to a newsletter if they don’t know what content it covers. The page you dedicate to attracting those that may be interested needs to detail what the newsletter provides. This will give the recipient knowledge of what he or she can expect by signing up. These people are already interested in your website, which is why they’re visiting. Giving them information about the benefits of the newsletter can encourage a decision to subscribe.

The call-to-action

A call-to-action is when you give a user an opportunity to perform some action, such as a Buy Now!, Sign up now!, or Read more! button. You can include a call-to-action in your email newsletter, to try to get your readers to find out more about your products or services, or whatever else you are promoting in your newsletter. You should generally only include one primary call-to-action as it may make the subscription page look spammy if you add too many call-to-actions. You don’t want potential subscribers associating your newsletter with junk mail.

The email newsletter subject line

One of the best email newsletter tips is to write a unique, punchy subject line. It needs to be creative and enticing, as this will assist in motivating people to read the email. A basic and mechanical subject line can take away from the attraction. The subject line can give the potential reader a clue to the tone and content of the email, so depending on how you write it, it can be be a nice lead into the rest of the email, or it will be the last thing they read before they delete the email. Spend some time trying to get this write, whether it’s catchy in an informative way, or a humerous or witty way, give it some thought.

Informative content

The newsletter needs to be informative according to your target audience. One approach is to tailer the email newsletter body content as a condensed version of material on your website. You want a short message that can resonate within the recipient prompting him or her to visit your site for more information regarding the topic.

Stay focussed

Don’t build the content of your newsletter to be reminiscent of a newspaper. Keep each post focused on the subject without trying to include too many different aspects of your site. If your subject is about how to keep your motorboat engine running throughout the summer, then that should be the only focus of the newsletter. An email should be short and get to the point as quickly as possible. Too many people try to cram in as much as they can and lose the attention of the recipient—this is called “filler.” It’s better to get only a shorter message across to more people, than try to cram a lot of stuff in that nobody reads.

Your target audience

When creating the newsletter, don’t stray from the content your target audience is relying on. If you have a website about shoes, you don’t want to send newsletters out referring to dogs—unless the shoes can be associated with canines. Keep your content focused on your niche. Those people are interested in shoes as demonstrated by their commitment to subscribe. Anything else can seem spammy and off-topic and cause readers to unsubscribe.

Entertainment value

Although some subject matter may rely on being clinical, never underestimate the value of offering a bit of entertainment. You don’t have to write an award winning post or involve a great deal of humor. However, giving the content more of a personality can help retain the attention of subscribers.

Developing the footer

The footer of your newsletter should look clean and uncluttered. Many successful developers will include three main parts within the bottom of the email: contact information, social media links, and the ability to unsubscribe. Remember, keeping it simple and to the point can be one of the effective newsletter tips that empower and inspire your audience.

Unsubscribing

Most Internet users like the idea of having control over their email. By simply making the newsletter easy to unsubscribe from, this gives them the sense of power to control what they receive. This can also improve your site’s reputation as word of mouth can spread quickly on the Internet. You don’t want people complaining that it’s too difficult to unsubscribe from your list.

When composing a newsletter, create something that you would like to see in your own inbox regarding the content. Try not to placate to those that have subscribed, but relate to them. One of the most important email newsletter tips you should put into effect is that of conversation. Don’t develop the content as you are speaking at your audience. Create it in a way that seems more interactive.

Main image: David Blackwell.