How to Create an E-Newsletter to Reel in the Readers
How can you create an e-newsletter your customers and referral sources will actually look forward to reading? Focus your efforts on the information, writing style and layout.
Compelling Information is a Must
Give your readers articles they can use to solve a problem or improve their daily lives, and they’ll not only read them, they’ll forward the information to friends and family as well.
Write about things you know well and have some passion for. Start an article-idea file and try to add something new to it every day. Ask your readers for story ideas. Choose subjects that are timely but focus on aspects that the mainstream media haven’t covered much (i.e. “Pets More Popular Than Ever During Down Economy”). And include hyperlinks to additional resources.
Writing That’s Fun to Read
If you want to create a connection with your readers, use an informal writing style:
- Be frank and honest (show your true colors)
- Use a combination of first-person (“I” and “we”) and second-person (“you”)
- Use contractions (“they’re” instead of “they are”)
If you want to hold their attention:
- Make every article short, simple and easy-to-read
- Avoid hard-selling (your long-term goal is to establish trust and credibility)
- Include the most important information in the first few paragraphs
- Add zing to your headlines (ex. “Being Filthy Rich Isn’t Just for the Filthy Rich”)
- Encourage readers to post their own comments
A Design that Does it All
Most readers will only skim a newsletter, so make it easy for them to find the information they want. Use bold headers throughout each article. Include bulleted lists, pull quotes and side bars. Avoid the urge to cover every inch with text and photos. Wide margins (at least 3/4 inch) and other white space make the text more inviting and easier to read.
Get Noticed – Without Being a Nuisance
Only your mother would want to receive a newsletter from you on a daily basis. Even weekly is too often. Start by sending your newsletter on a monthly or bi-weekly basis and gauge your response from there.
If all this sounds a little overwhelming, remember there are a variety of resources available (including those offered by ) that make creating and distributing a sought-after newsletter easier and more affordable than ever.