Content
Keep the newsletter content brief. Publish full-text articles and news items on the website with only intro-text and “Read More” links to the articles in the newsletter. The idea is to get visitors onto the website. Once a visitor has gone to the trouble of clicking on a link and reading the article on the site, they are much more likely to browse around.- tart with a brief overview or highlights section of what is in the newsletter. Be bold. If you cannot capture your recipient’s attention within the first few lines, they are likely to delete it.
- Answer questions, thereby encouraging readers to ask questions. “How can I do this and that?” "Should I do this or that?"
- Calendar section with important dates, linking to the calendar on the website
- Use your brand in the subject line. You can make your recipients comfortable with opening your marketing messages.
- Use your name in the from line. Nobody likes to receive mail from robots. Add the human touch by signing your name.
What to do (and not to do)
- Create clear calls to action. Tell the recipient what you want them to do: “Read more” , “Ask a question” , “Start a discussion”
- Do not use exclamation marks. Exclamation marks do not metaphysically put importance in the words preceding them. Rather emphasize with words.
- HTML newsletters look great, but many recipients prefer text only version. Giving the recipient the option which to receive, will ensure you retain all possible readers.
- Is you mailing list “op-in” or “opt-out”?
- Opt-in e-mail marketing has the recipient’s permission to send him e-mail before it is sent. Opt-in lists start empty and gets built ie. a visitor to your website signs up for the newsletter.
- Opt-out e-mail marketing is sometimes considered to be spam since you send a marketing email to a recipient without their consent. The message then have to contain an opt-out link should the recipient not want to receive more e-mail. This is a legal requirement in South Africa.
Remember
- Your newsletter should go out once a month, every month. I suggest the first Tuesday of every month. Don’t send it on Fridays or Mondays as inboxes tend to be either neglected or overflowing on these days.
- Include an un-subscribe link. This is included in the website functionality.