Knowing how to write a newsletter is just as important as realizing that you need newsletters to build up your brand name and increase your customer base. Even if you have a great format and the ideal layout, you are stuck if you can't provide the content.
To Promote or Not to Promote?
While you are using your newsletter to bring attention to your business and to your product or service, writing specifically about how terrific your widget is will turn off your potential readers. You should write about information in which your clients and potential customers are interested that is related to your product and industry. This information can come in several different forms, including book reviews, trend analysis, "how to" articles, straight news and editorial columns. You might also want to include readers' comments and your responses.
This is not to say that you shouldn't promote your product or service in your email newsletters. On the contrary, you can include special offers that are only available to your newsletter readers as an incentive to continue receiving your newsletter.
Tone and Format
Your voice should be personable and informal. Sentences should vary in length and be easy to read. Your vocabulary should be industry-appropriate, but not scholarly, unless, of course, your audience consists of scholars. Make sure that your facts are correct before you hit the "send" button. Proofread your newsletter yourself, and then have someone else proofread it, too.
Remember that many readers will just skim your newsletter. Use captivating titles and subtitles to catch their attention. Keep the number of sentences in each paragraph on the shorter side, perhaps six or seven at the most.
Your e-mail should be appealing visually as well as interesting to read. While you won't have a lot of visual options if your newsletter is in a plain text format, you will if your newsletter is HTML. Graphics and pictures can be eye candy to readers. However, if you are able to include graphics and pictures in your newsletter, don't overdo it. You may loose readership simply because it takes too long to open your newsletter.
Use space in your newsletter to your advantage. Leave space between articles. Otherwise, your newsletter will look like it is one long article that will take much too long to read.
If your newsletter is well-written and interesting both mentally and visually, you will be on the road to writing an e-mail newsletter that gets noticed.
If you are planning your first newsletter, finding effective newsletter layouts can be as much of a challenge, and as important, as writing the content. These layouts must be eye-appealing and reader-friendly.
Poorly conceived email newsletters can turn readers off no matter how good your product or service is. However, an effective email newsletter can bring repeat clients back to your Web site time and time again.