Newsletters Have Great Retention

Effective E-Newsletter Writing Keeps Readers Coming Back for More

E-newsletters are becoming an increasingly popular method of marketing for companies in most industries, and for good reason. E-newsletters are one of the most cost-effective ways to reach potential customers and strengthen relationships with current ones. But how do you keep readers from becoming bored with your publication and clicking the opt-out button?

For starters, it’s critical to immediately capture the reader’s attention, so you’ll need to WIFM right away. A good WIFM (what’s in it for me) statement will make the benefits of reading the newsletter clear up front and it will also entice the audience to read the newsletter all the way to the end. And begin with the subject line of the newsletter. An interesting subject line sets the tone and can serve as a teaser for the great information just waiting for the reader inside; so instead of October Newsletter or 3rd Quarter Newsletter, give a sneak preview as to what is so special about the current month’s message.

In delivering your message, use a friendly, conversational tone in short sentences. It generally takes more time to read on a computer screen than it does to read on paper, so make good use of the white space. Separate information into small reading portions that can be easily scanned by the reader. Too much information in long paragraphs tends to make the reader lose interest. Bullet points are another effective way of conveying information.

While the ultimate goal of your newsletter may be increased sales, your e-newsletter is also a vehicle for you to set your company apart from the competition by establishing your staff as the experts in your field. Be sure to provide relevant, useful information that will make clients want to read the newsletter month after month.

Give a call to action in your e-newsletter, such as links to products and services that your company offers. Also try to engage the reader through special offers, contests, blogs, or just a simple invitation to e-mail your company with questions, suggestions, or comments.

Offer hyperlinks to make the details of any point available to those who would like more information, but try to include these at the end of the newsletter so that readers won’t hyperlink away from your main message; they usually won’t return.

At the close of your e-newsletter, provide a teaser about the content of your next issue. A simple benefit-oriented statement, much like a good subject line, will help make the reader anticipate what’s to come, and it will also help you in building a devoted following.

Finally, be sure to proofread the e-newsletter several times and have others within your organization proofread it as well. It’s always a good idea to send test e-newsletters to several people before sending it to the whole e-mail list to make sure that links are working properly and that there hasn’t been anything overlooked during the proofreading process.

Effective writing is crucial in obtaining your company’s communication goals. Incorporating these valuable tips into your e-newsletter will go long way in maximizing the results.

Why Publish a newsletter

The primary responsibility and purpose of a newsletter is to retain the attention of this growing group of subscribers and to position your company as the vendor they trust most when it comes to making a purchase.

Much like a branding campaign, this long-term focus can make it tricky to measure the precise return on investment. But many organizations have found it’s more than worth the time and energy it takes to produce it.

High-quality newsletters are the marketing medium of the future. More appealing to a reader than a standalone sales pitch, they give companies and organizations a chance to build a long-term relationship with prospects and customers.

Newsletters and e-Newsletters feel personal because they arrive in your mailbox and inbox; you have an ongoing relationship with them. In contrast Web sites are things you glance at when you need to get something done or find the answers to a specific question.

A lot of newsletters are executed very professionally, everything is done well from a practical point but had the editor thought a little more clearly about the purpose of their newsletter, the potential of their newsletter and how to really think it through and get the greatest value from their newsletter for their company, customers, prospects and everyone else.

A good newsletter is written and published to a regular schedule with every issue including valuable and useful editorial content. The subject of editorial content is central to the power of a newsletter. While promotional email campaigns are developed to drive sales, newsletters should be viewed as a tool to educate, inform and engage your audience over the long term.

The role of the newsletter is to engage your subscribers and hold their attention for years to come.

A newsletter is also a remarkable branding tool. This is not in the visual sense (like a brand logo) or the communication of your positioning statement — but as a way to build strong feelings and positive word of mouth about your company.

A newsletter is about: Giving useful information, giving help, and giving advice.

The return on this investment comes when a subscriber needs to make a purchase. He or she will have several vendors to choose from. And if he or she has been reading your newsletter for months or even years, then you have an advantage.

Satisfied newsletter subscribers are more likely to choose your company, simply because you have held their attention and built confidence and trust in your products or services. You become the obvious or even the only choice.

Once you have built a list of thousands or tens of thousands of subscribers, you will have created a remarkable asset. That is to say, you will have tens of thousands of highly qualified prospects who trust you, listen to you and are willing to follow your advice and recommendations.

Make your newsletter interactive. When you interact with your readers, you have a huge impact on their loyalty and the amount of attention they give your publication. There are a number of ways you can introduce interactive elements to your newsletter. Include surveys in each issue. Not everyone will participate, but many will. And be sure to share the results in your next issue. People will look forward to reading about the results. Over time you will find the survey results will teach you a great deal about your readers and their core interests. It is a good way to get feedback and to steer your publication forward in a direction that is of interest to your most engaged readers.

Invite readers to ask questions. The “ask the expert” feature is one used successfully in many newsletters. Invite people to send in their questions, but also make it clear you can answer only one or two questions per issue. People will understand that. One thing you can be sure about: Everyone who sends in a question will open and read the next issue. Also, every one of your subscribers will appreciate that you have taken the time to answer the question and that you are really there — a living, breathing human being.

Photoshop Snaffu

What's wrong with this picture?

I'll post the answer on Monday. Happy Friday and have a wonderful weekend!

Notice anything funny about the girl on the tops nose?

More E-mail Etiquette

Respond quickly. Reply to each e-mail within 24 hours and preferably within the same working day. If you need more information to respond, send an e-mail back saying that you will get back to them.

Use an active voice instead of a passive voice. Try to use the active voice of a verb when possible. For example, 'We will send a design proof today', instead of 'Your newsletter proof will be sent today'. An active voice sounds more personal, and a passive voice sounds too formal.

Create an e-mail etiquette policy for your company. Create rules and guidelines that you would like all members of the company to follow. A few rules you might want to include are: e-mails should all include a signature bar, on opening an closing salutation and e-mails should be read before sending checking for spelling and grammar errors.

Just a Few E-mail Etiquette Tips

Read the e-mail before you send it. Reading your e-mail through the eyes of the recipient will help you send a more effective message and avoid misunderstandings and inappropriate comments. As well as allow you to correct any spelling or grammar mistakes.

Do not request delivery and read receipts. Don't annoy your recipient before he or she has even reads your message. If you want to know whether an e-mail was received it is better to ask the recipient reply to your e-mail so you know it was received.

Do not overuse the high priority option. If you overuse the high priority option, it will lose its function when you really need it. Also, even if an e-mail is a high priority, your message will come across as slightly aggressive if you flag it as 'high priority'. If something is really important, it is best to pick up the phone and call someone.

Just a few. I'll send more tomorrow ...

Understanding Newsletter Lingo

While the content of a newsletter is the main focus for most readers, the behind-the-scenes production is equally important. Newsletters possess a certain anatomy with each part having a name and serving a specific function. And by reading a newsletter through a different eye, you’ll be able to speak newsletter lingo in no time at all.

Setting the Content Stage with the Front Cover 

The front cover is made up of several components that serve as an introduction. And serving as the newsletter marquee of sorts is the name of the publication termed the nameplate. Often seen in the form of a logo, the nameplate identifies the publication and often features a motto or slogan. The nameplate also sets the tone of the newsletter as well as the company it represents. Aside from establishing a new company identity, it’s important that the nameplate show consistency from issue to issue. 

Often found under the nameplate are the horizontal or perpendicular lines known as barriers and rules. These lines create a separation of the various components on a page making it easier to read.

The folio is also found on the front cover and lists the volume number, issue number and date of publication. Below the folio is typically the table of contents. Common components of the table of contents are the tab or dot leaders - the row of dots that run from the title of article to the page number where the article is located. 

Keeping the Audience Captivated Beyond the First Page 

Along with intriguing headlines, the article titles may also include other elements to draw in readers such as a newsletter deck. A deck is used to build up the headline and is made up of one or more lines of text located between the headline and body copy. Frequently located above the headline of regular columns are kickers, which are short introductory phrases. 

And at the top of each subsequent page of the newsletter is the running head, or name of the publication. Running heads help give the publication a consistent look and feel. 

Other writing apparatus used to enhance the message throughout the body copy include subheads and pull-quotes. Subheads break up the article into more bite-sized parts, which keep the reader from feeling overwhelmed with the amount of information. They also help maintain interest in the article. Pull-quotes are another especially effective tool in enhancing the article’s message. Not only do they capture the reader’s attention, they also summarize the main point of the article. 

When an article has been continued on a different page, a jumpline, such as continued on page three, lets the reader know where the rest of the article has been placed within the newsletter. And to signify the end of an article, many newsletters include a little graphic at the end of the last sentence known as a dingbat or endmark. 

Also found beyond the first page (usually on the second page) is the masthead - a panel that highlights copyright information, the publication’s schedule and purpose, and the publisher’s contact information. 

Wrapping it all up on the Back Cover 

Many of the same elements seen throughout the interior pages of the newsletter are also featured on the back cover. However, a prominent space is reserved for the mailing panel if the newsletter is a self-mailer, meaning it will be mailed without an envelope. The mailing panel generally takes up about one-half or one-third of the back cover. 

Newsletter lexicon provides a universal language for those creating the publications. It also provides a means for consistent newsletter structure, which makes for a smoother reading experience.