There is a fine art to email marketing. The goal is a simple one – to catch the attention of as many readers as possible and have them engage with your content and undertake the desired action off the back of it. But achieving the goal is not always a simple process.
People today are bombarded by email marketing, receiving as many as 1200 media messages a day. Statistics show that most of those, all but about 50, are never clocked by the recipient, and only 4 have any sort of impact on the reader. So how do you make sure yours are among those 4? Here are some helpful tips on how to write better quality content that is more appealing and engaging to your readers.
3 Newsletter Writing Top Tips
1. Keep it Short and Sweet
When it comes to keeping readers interested it is very important to keep your content simple and to the point. Trying to cram in as much as possible will bore readers and quickly have them moving on to something else. It is critical to keep you newsletter informative so focus on being short and concise.
An ideal newsletter is between 5 and 10 paragraphs depending on the content, with each paragraph containing a single point and consisting of 4 to 5 sentences. Readers generally just skim the content looking for interesting or relevant information so it is important to ensure it is there and easily accessible.
2. Be Imaginative
Every business sends out a newsletter and most of them look and read much the same. To get your newsletter noticed it will take a little creativity and imagination. Focus on creating interesting and imaginative titles and make every word count as readers take in as little as 20% of the content displayed.
It is, therefore, essential to take the time to create original and thoughtful content, top it with a catchy title, and keep your readers interested with an imaginative, well-written introduction. A newsletter needs to be more than just random links, statements, and facts. It is important to engage in conversation, making your readers feel as though they are interacting with you on a personal level.
3. Take care with design
How you design your newsletter will have a great impact on how successful it is. Make sure you are familiar with and abiding by the current anti-spam laws to keep your newsletter out of recipient’s SPAM boxes and into their inboxes where it belongs. Be mindful of finding the right balance between not enough links and images to be interesting and useful and too many, as it is a fine line. Be sure to choose images that are consistent with your business, and take advantage of image creation tools to help you do this effectively.
Having a simple, uncluttered design and layout is critical, and achieving the right combination sometimes requires A/B testing. Heat maps can also be beneficial to see what your users are interested in and where the most activity lies so you are able to tweak things to better meet their needs and interests.
If you would like help with copywriting or sending eNewsletters to your clients, Worx can help. Why not get in touch to find out how affordable great newsletters can be?