Email is still an effective and inexpensive way to connect with others.
Question is: Is it a communication tool, an opportunity to deliver good content, or a sales medium – or a combination of all three?!
Here’s what I have learnt:
Common Pitfalls of Newsletter Writing
* Start by looking at your motivation for writing.
Why do you want to do this? Who is your audience? What do you have to give that is unique? What will make your newsletter unique so people read and don’t delete it? Don’t skip this step.
* Keep them short and to the point.
I try to keep them at 300 words and that still may be too long. Titles and first sentences matter. If these don’t grab readers, they press the delete button. Keep the characters at 43 – more and more people are reading email by mobile devices these days.
* Keep it practical.
What’s the takeaway?
* Keep it relevant.
Know your target audience inside-out.
* Keep it fresh and updated.
Share information that readers might not easily get otherwise.
* Look at other newsletters.
Think about those you don’t always read. Why do you delete some and not others?
* Use bullets like this.
This lets people get the main points fast.
* Write as clearly as possible.
Use simple language. Avoid jargon. Focus on who you are writing to (it’s not about you!)
* Check your facts!
Be careful what you put out there. How well does it reflect on you?
* Make your letter look good.
I favour text over HTML, but still appearance can communicate as much as words.
* Keep on a schedule so people expect to hear from you regularly.
Otherwise you are easy to forget!
* Give readers an opportunity to respond.
Writing interactive emails that ask readers to respond on your blog adds to a common purpose (community spirit). Plus by first posting on your blog, at least you are maintaining your online visibility. Email then is great way to remind readers to visit your blog.
* Don’t sell in emails.
Instead, direct them to a salespage. Use emails to pre-sell or qualify those who might be interested in your offer.
* Stay with it.
Sometimes you wonder if it is all worth it: Giving away good content for free! But overtime, your reputation does grow. Interviews are easier to get and people add you on the social networks etc Plus you can’t help someone without helping yourself – you get better at what you do by writing about it!
Related posts:
- Setting Expectations of Your List Upfront When your subscriber first signs up for your list, they...
- Copyrighting: A quick primer on writing sales copy! Here’s a quick reminder of the important aspects behind writing...
- Do FREE Sessions Work? Giving free sessions to prospects can either be the most...
{ 6 comments… read them below or add one }
Hey Noel!
thanks for that. . very valid points i tend to forget about!
will employ them all in my future mails. . i have been ranting lately in my newsletters haha
Bryan
[WORDPRESS HASHCASH] The poster sent us ’0 which is not a hashcash value.
Newsletters work far far FAR better than RSS. Some of mine have been around since 2000.
Barbara Ling, Virtual Coach’s last blog post..Local SEO blog SERPs can power up local businesses
Hey Bryan – I should have added a little personality and a good story now and again does not hurt either! Some of your rants are good esp. when you go up against Ian!
Thanks for the reminder Barbara! The truth is I encourage multiple channels as I know I’m not alone in minimising the amount of email I read each day.
Thanks for the great tips, Noel. I wish more businesses would follow these tips and start providing newsletters that are relevant and concise. It would definitely help to minimize all the time spent reading email.
Katy’s last blog post..Why not live longer?
good points Noel,
I’ve tried to add a bit more personality into my writing in the last few months and it seems to be working.
keep the tips coming and i’ll keep opening your emails!