By Carl Da-Costa-Greaves
Whether you’re creating your own email newsletters or writing for someone else, if you’re anything like me, you will always be looking for ways to improve, even going right back to the drawing board. With growing competition online and new technologies emerging every day, the last thing you want to do is get left behind by your competitors.
Why reinvent your email newsletters?
You‘ve been writing email newsletters for your business, publishing them and distributing them for years so why change now? A few reasons might be because: • Your users are reading the same newsletter, making the message monotonous as there’s not much more to read that they don’t already know about you. • In the age of the digital era there is so much more information that can be collated quite quickly, such as product profiles, feedback reviews, testimonials etc. If this type of information has got you the reputation you have today then you should share this pride with your readers so they know exactly where their suppliers brand stands in market. • Think big and think different. Why do the same things others are doing?
How to be different
Now you know why your newsletter may need changing, it’s time to work out how you can make it different. Writing good email newsletters requires absolute creativity that you need to put in from the start. Some areas to think about are: • Interest your readers by tapping them into the wider knowledge base of your industry. By doing this you are showing a willingness to educate outside of your own products, adding innovative generic industry information. • Change the design of your newsletter. Why stick to the same boring way of presenting your newsletter? Play with colours and design styles. Use other interesting newsletters that catch your eye for ideas, design patterns and choice of colours. • Add some reviews and testimonials about the products and services of your business. This will help your readers gain faith in your brand. • Keep your readers regularly updated; once a day is too much, once every 6 months and they will forget you. • Leave your readers in anticipation for the next publication. You can do this by dropping some hints about upcoming offers in your next editions. If you haven’t changed your email newsletter in the last 2 years then the chances are it’s going to look a bit outdated. Leverage the power of email marketing and try incorporating some of the ideas above the next time you publish.