Newsletters
Newsletters. A fantastic way to stay in touch with your customers. But how can you make them interesting enough to stop them from unsubscribing?
Read on to discover how you can have them sitting on the edge of their chairs, waiting for your next instalment to land in their inbox.
Remember to be timely
Try to connect your content to current events or seasonal topics, especially if it’s something your readers would be interested in.
Making your content relevant to what’s happening around you shows your readers that you’re a considerate company. You’re not just reaching out to get them to buy (though that would be nice); you’re offering them valuable advice.
Be a problem solver
If the sole purpose of your newsletter is to sell, you will be deluged by unsubscribers.
Offering articles that give advice on ‘how to’ achieve something, how to solve a problem or one that gives general advice about something your readers are interested in, will add value to your relationship with them.
Because they’ll benefit from each issue, they are more likely to remain subscribed to your newsletter. Plus, talking about your field in this way will position you as an expert. So when they need help – guess who they’ll turn to?
Newsletters should be short and sweet
The length of your newsletter is important.
As a rule, it’s best to keep it short – no more than 400 words or so. That way, you’ll keep your reader’s attention right to the end.
But don’t just think about the length of your newsletter; also consider the way you write, too. Short sentences, short paragraphs and simple language will make it easier to read.
And, of course, don’t forget your strong headline. If that, and the first couple of sentences, doesn’t grab their attention, you’ll lose them.
Add links to your newsletters
You might think that keeping your newsletter short will limit the amount of information you can provide. It won’t.
Let’s say you have an article you want to send out. It’s a vital read for your customers, but it’s over 900 words on its own. Well, that’s where linking comes in. Write a short piece outlining the main issues and then link it to the full article (on your blog or other website) for more information.
This technique keeps your newsletter short and sweet while still providing your readers with the information they need.
Above all, have fun with your newsletters
Your newsletter also has to be enjoyable to read.
That will not only come down to its content but also how it’s written.
Be human and write in a conversational style. This will make it entertaining and readable. If you can, inject a bit of humour and keep it light. Above all, let your personality shine through.
Newsletters are a fantastic tool. They enable you to keep in regular contact with your customers and enhance that relationship by offering news, tips and offers.
Freelance Copywriter (prolific blogger and social media addict)