Tricks of the Trade for Writing Newsletters
By Glenn Murray
Friday, November 14, 2003; 3:30pm EST
Company newsletters can be an amazingly successful marketing
technique. Whether you want to up-sell or cross-sell, establish your
brand or establish your authority, or simply reach a wider market, a
newsletter can do the job for you. You just have to make sure you
write it right.
and print advertising are often too expensive for many
businesses to justify - especially small businesses. Fortunately,
an alternative. Today's internet and email technologies make company
newsletters a very inexpensive, yet surprisingly effective, form of
advertising. When it comes to newsletters, big companies and small are
finally competing on a level playing field.
So what is an
An emailed newsletter serves much the same purpose as a traditional
company newsletter. Think of it as a short newspaper - but instead of
relating to a town, city or country, it relates to your business. You
can include articles on new products or services, awards, recent
success stories and case studies, promotions, specials, share price
rises, company events, research. And if it's a quiet month, you can
simply write articles that might help your customers out.
8 Steps to Success
Follow 8 simple rules of thumb, and you'll soon be writing great
newsletters and reaping the rewards.
1. Keep It New! Your
readers won't waste time reading something they
already know, so make it 'news they can use'.
2. Keep it personal:
Always use your reader's name. Make sure when someone signs up, you
get their name, then use it in the subject line, in
the greeting, and anywhere else you can.
3. Know your reader:
Find out what your reader is interested in. Do some pro-active
research, invite response, or use an email marketing solution such as
Ezemail which will track the links your readers click on and keep a
history of their activity.
4. Let them know you:
Let your personality shine through. Readers are far more likely to
become loyal if they feel they know you. Always include a bit of you
in the newsletter, whether it's humour, personal details, personal
anecdotes, or personal views.
5. Subject is
Headline: The subject line of an email newsletter is like a front-page
headline in a newspaper. You need to draw the reader in, so make it
engaging and relevant (maybe promise a benefit) but no more than 25
characters so your reader can see it all before opening the email.
6. Make it 'scannable':
Most people don't read online - they scan. Make
sure you use easy-to-read bullet points and sub-headings. Link to your
website and post extra details there.
7. Easy unsubscribe:
Make your unsubscribe easy to find. If it's obvious, they'll feel safe
and can then appreciate the content. To many people, the ease of
unsubscribing is an indicator of the integrity of your company.
8. Forward to a
friend: Include a link to encourage readers to forward the newsletter
on to their friends and colleagues. Find an email marketing solution
which allows you to do this and sit back and watch your database grow!
Source of Article
Glenn Murray heads copywriting agency Divine Write. He can be
contacted on (02)43346222 or at email@example.com. Visit
further details. Ezemail enables you to create, manage, deliver and
track your email marketing and sales communication. Email firstname.lastname@example.org