Written by: Carl Da-Costa-Greaves
Email newsletters are a great medium for imparting knowledge, news updates or to even just touch base with your customers. In today’s digital world you can engage with very little up front costs, making regular contact to keep you “front of mind”.
However, the key to a successful newsletter is learning how to write the winning piece. The first thing about your campaign is to keep in mind and plan a relevant theme or a subjective issue towards which the attention of the reader needs to be drawn. Once the theme or content is decided, you must plan the flow of information in such a way that the entire message comes across in a logical manner. Content should be meaningful and not too confusing that you leave the reader bewildered as to what message is trying to be conveyed. Even more so today as we’re bombarded with so much information that our time span on cluttered content is zero.
The next point that needs our attention is that we get to the facts quickly in the first part; possibly in a bullet pointed format. We do this to allow the reader an insight so they can rapidly decide if they wish to know more about the topic and further delve into facts, figures and other data, or move on. Incorporating images if you have them is a great way to graphically illustrate the content and is pleasing to the eye. Images also break up the page and can give a more inviting appeal to cold blocks of text. It also goes without saying that a good email newsletter is well researched and the writer, if handled through an agency, has a thorough understanding of the client requirements, a clear target is agreed and a thorough understanding is gained about the target readership.
The mark of any winning newsletter is one that keeps building on the interest of the readers. Hence you must make careful considerations as to what is exactly relevant and will add value from the first line right up until the end of the final paragraph. In fact a winning email newsletter would be considered one that leaves the reader craving for more content even after they have finished reading it completely.
Tags: email newsletter