I recently wrote about how to write newsletters that people will actually read. It was based on research that revealed, via a heatmap, where newsletter readers’ eyes settle as they are reading (or, more likely, skimming) an e-mail newsletter. Which got me thinking about how boring most newsletters are. And I don’t mean they lack useful information, but they lack personality.
Therefore, I’d like to introduce you to two newsletters, one from FreshBooks, a Canadian company that provides an easy-to-use online invoicing platform, and the other from Bizzy, a startup I’ve covered at Tech Cocktail. Both have great style, a lot of personality, and are fun to read.
For reasons of space, I am breaking them out into two blog posts. First up is a breakdown of FreshBooks:
Title of newsletter: FreshBooks Supper Club
Tagline: ‘Sup from the world of FreshBooks
Email subject line: FreshBooks Supper Club: Our CEO loses his shirt, and Martha in da house (from February 2011)
Images: Created specifically for newsletter – no stock photos here!
Articles:
- FreshBooks and Martha Stewart: One Degree of Separation – FreshBooks customer appeared on the Martha Stewart Living show
- Send us the shirt off our back! - Appeal to customers to send care packages containing their company T-shirt (size irrelevant) t0 replace the cool T-shirts that CEO Mike McDerment lost when his luggage was stolen.
- Wooo Doggies, Texas here we come! – Announcement about the FreshBooks Airport Shuttle and their big 7th birthday bash during SXSW.
Sample text: Never approach a bull from the front, a horse from the rear, or a fool from any direction. I know this is true because I learned it last year in a little place called Texas. Once a year FreshBooks sends a few employees there for a little event people call SXSW. Around these parts, we call it by a different name, “learnin’ time.”
Other: It is signed by Saul Colt, whose title is Head of Magic. There is a little dialogue bubble coming out of his name that says, “Cereal is delicious.”
What I love about this newsletter: The sense of humor, conversational tone, and well-thought out and engaging subject line and article titles.
My only criticism: I haven’t gotten a newsletter from FreshBooks since February. You need to send out newsletters at least quarterly to stay top of mind with customers!
Image Courtesy: FreshBooks
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