5 Tips For Email Newsletter Writing That Grabs Attention
Posted by Mike Takieddine on Thu, May 05, 2011
In marketing, death often comes in the form of a yawn.
Newsletter writing is much like TV newscast producing-- the producer’s entire attention is focused on keeping the viewer from reaching out for the “clicker”, and so must the writer’s, keeping the reader away from the delete button.
For the producer to inject a line, for example, to the effect that there will be commercials in the next six minutes is tantamount to your adding the word “newsletter” in your subject line.
Instead, a good producer is adroit in the art of the teaser. Example: “We caution our viewers that our next story has graphic content, after these messages. “ For the email newsletter writer, the battle lines are equally drawn right at the start. Use your subject line for some eyebrow-raising bait.
Having grabbed the reader by both lapels, here is a listing of what else to look out for:
- It's about them, not you
- Build the client list first
- Creativity, anyone?
- Plan your subject matter carefully
- Your newsletter –put it on a growth path
- What is your piece going to look and feel like?
Not you, them. The other common pitfall is that you might think that an email newsletter is to aggrandize you, whereas in essence a newsletter that carries a punch barely has room for you.
You, your company, your wares, your team, and your adjuncts are all anathema to your good health. Carry instead your reader’s banner, story line, background, and such. If you maneuver adroitly, there might be room left over for you to squeeze in a “look me up” type message.
Success means a larger client list and more opportunities to sell yourself. The common denominator between newsletters is that they should pave the way for a relatively enthusiastic response to subsequent newsletters.
Try this and see if it makes sense to you: the more successful your initial newsletters, the more you can be you, sell your wares, and describe your organization in months ahead.
Creativity, anyone? Note how we have so far left the pearl inside the oyster with the shells untouched. That is because while it is easier to measure results, it is tough to quantify such notions as creativity, the light side, humor, empathy, and other abstractions. That is, however, exactly what is needed.
Research and accuracy of information is, of course, crucial. Creativity is often much more elusive. There are many ways to make yourself and your brand more interesting, and you would do well to pay attention to them.
It is your subject matter, so switch it around. Exhaust any research you may get hold of, and lay out your content until you feel ready for the effort. It is not uncommon for the entire content of a newsletter to boil down to one or two concepts only. It would behoove you, before you start mixing it up, to be able to put your finger on those concepts. You can thus build up to your ideas, by tying in the reader.
What is your piece going to look and feel like? With graphics? Serious, light, humorous, fast-paced, laid back, poetic? You may wish to give it a distinctive tone, much like a product slogan, with subsequent newsletters as reinforcements.
And keep in mind that there is merit for the idea that the best editing is done the morning after. Thus, after all is said and done, sleep on it. You will always find fresh perspectives in the morning.
And in the end, you may just find that your recipients not only don't delete your email newsletters when they arrive every week or month, they actually look forward to them. Wouldn't that be great?