From cocolinda on Flickr
Like blog writing, e-newsletters can be really fun to write while at the same time being a great way to position you or your company as a thought leader. Make them entertaining, keep them filled with useful content, and give them personality, and you will attract eager readers.
OK, that last statement was a little disingenuous. It’s not really that easy. There are several other things that go into a successful e-newsletter. (By successful, I mean one that is not only read by people but that also drives traffic to your website.)
Here are 8 quick tips to help you put together a successful e-newsletter:
- Send it to the right people. Know who your audience is (hint, it is not everyone in your address book!). Unless you put together a solid list of people who would find your newsletter useful, few people will read it. Keep in mind that whether you use Network Solutions, Constant Contact, Vertical Response, or someone else, you cannot buy a list and use it with their programs.
- Keep it short. Just like with blogs, no one has time to read a long article, let alone several long articles. Include one article/topic of no more than 300 words. If there is more information to share on that topic, write about it in your next e-newsletter or provide a hyperlink to your website in case readers would like to learn more.
- Make it easy to pass along. Be sure it’s easy for people to forward and subscribe to your newsletter. Email marketing programs provide ways to do this in their templates. Use them! Remember, the more readers the better!
- Include graphics. Photos, illustrations, even charts or graphs will make your newsletter more interesting to read and look at. Just be sure they are relevant to your topic. I like to pull photos off of Flickr for this blog (type in Creative Commons in the Advanced Search box—you can use any of those photos), but most email marketing programs allow you to use photos in their gallery (you’ll have to pay for that feature). Be sure you give the photographer or artist credit for the graphic you are using.
- Use your logo and your logo/company colors. This is just good branding. You want your readers to recognize your newsletter as yours.
- Keep format and delivery timetable consistent. People like consistency. If you’re going to share a tip, an interview with a client, or a coupon, do it in every newsletter. Figure out a delivery timetable and email your newsletter out around the same time, whether it’s every month, every other week, or every week.
- Let content build on previous topics. This will keep readers eager to hear what else you have to say on a subject, and it’s easier for you—you don’t have to keep thinking up new topics.
- Use attention-grabbing subject lines. The subject line that shows up in your readers’ inboxes must be intriguing. It can be witty, sarcastic, silly, a little out-there, whatever. It just needs to be compelling enough to get your reader to click on it.
