This article was originally posted on Linkedin on June 15, 2016.
A newsletter is a marketing tool used to inform and educate your readers; to drive traffic to your site; and to convert readers to customers.
Since the attention span of the average human is eight seconds, you want to make it easy to read by keeping it concise and using descriptive words and engaging visuals.
Following are 10 elements of an effective newsletter. I’m going to use examples from the Chicago Writers Association newsletter, which I publish monthly.
Elements of an Effective Newsletter
1. Short and Engaging
Remember, you only have eight seconds to capture your readers’ attention. Keep your paragraphs short, include relevant information and send your readers to your blog, website or social media sites for further reading.
2. Visuals
Images not only attract your readers’ attention; they also add power to your story. Include at least one relevant visual in your newsletter. When you have several topics, try to include one image for each topic.
3. Consistent schedule
Try to publish your newsletter at the same time every month; this will increase your credibility with your audience.
I used to publish the newsletter mid-month, then I noticed that some information was missed because of timing. It is now published at the beginning of the month to ensure everything is included for that month.
4. Links
Because one of the goals of your newsletter is to drive traffic to your site, always send people to your website or blog through links.
5. Personalization
Even if your newsletter is going to a million people, each recipient should feel like you’re speaking to him or her directly. Your emails should address each individual by first name.
Also, feature people – employees, customers, members, donors and supporters – in your newsletter. I put out a call for submissions and received news from authors with newly published books and upcoming events.
6. Relevant Subject Lines
Your subject line should tell your readers what to expect when they open your newsletter. I’ve gotten newsletters with vague subject lines that were supposed to be clever. They went unopened.
Do not trick people into opening your newsletter with enticing subject lines and when they open them, the content has nothing to do with that topic. You will lose your readers’ trust and your credibility.
7. Calls to Action
Tell your readers what you want them to do: call you for a consultation; visit your website for more information; or download your new eBook. If you don’t tell them, they probably won’t do it.
8. No Selling
Your newsletters should educate your audience more than sell to them. However, there are ways to sell without selling. Following are three ways to do so:
- Build relationship with your readers, online and offline.
- Establish your credibility as an expert and resource.
- Sell through education.
9. Contact Information
Be sure to include the name, email address or phone number where people can reach you. The email address from which the newsletter is sent is usually a general one.
10. Social Share Buttons
Include links or icons to your social media sites so people can follow you and share the newsletter on their sites. Also, ask readers to forward it to people in their networks.
Above are 10 elements of an effective newsletter. If done correctly, you will inform and educate your readers; drive traffic to your site; and convert readers to customers.
What About You?
Do you publish a newsletter for your business? Has it been beneficial for you? Tell us about your experiences.
Image credit: Pixabay