11 Writing Tips for E-mail Newsletters

E-mail:  It could be the greatest thing to happen to direct marketing!

E-mail newsletters are quick, efficient and economical. They let you  communicate instantly with clients.  Making e-marketing work for you has everything to do with what you say and how you say it.

Here are 11 ways to get your point across online.

1. Know your goals
Do you want your e-mail newsletter to educate, service customers, establish you as an expert, sell or advertise? Once you know your mission, you’ll be able to plan and compile your content.

2. Vary the content
Keep it interesting. User tips, case studies, surveys, checklists, product profiles and special offers will keep things fresh. Clients or other specialists in your industry may even be willing to supply articles in exchange for a writing credit.

And don’t be afraid of a little fun stuff - like a cartoon or top 10 list - the personal approach is particularly acceptable online.
 
3. Use clear subject headings
People like to know what they’re getting into upfront: Like when you decided you wanted 11 writing tips for e-mail newsletters. Confusing headings will just discourage readers from going deeper into your article or website.

4. Get to the point and keep it moving
When was the last time you got excited about clicking through to a screen (or two, or three!) of solid text? Keep sentences and paragraphs short. If you’ve got a lot to say, consider writing a two- or three-part series.

5. Imagine you’re talking with someone
Make your writing sound like a conversation. Imagine your client is sitting across from you and you’re telling them about your subject matter.

When it’s done, test it by reading it aloud. If it sounds more like a conversation then a speech, you’re on the right track.

6. Personalize it
Every address on your mailing list belongs to an individual user. And each of them wants to feel like you’re talking to them. If you’ve got the technical capability, use a first name in your salutation. Otherwise it’s better not to use anything at all. Nobody really likes to be called “Dear Subscriber”.

7. Make it relevant
Some of your best connections will come from describing a problem or challenge your readers can relate to. Then show them how to solve it. This builds trust and positions you as an expert in your field.

8. Be specific
This isn’t the place for vague concepts. Be clear. Give examples. People should know what you’re saying without having to think about it. If they don’t get your point right away they won’t stick around to try to figure it out.

9. Keep it simple
Fight the urge to give a lot of details. Stay away from industry jargon and technical specifications. Using high-level descriptions ensures every reader understands what you’re saying.

10. Point readers to the details
Keeping it simple doesn’t mean you shouldn’t offer techs and specs to those who want them. Hyper links are a great way to direct readers to more complex details or demos of your product or service. Just make sure you’re clear about where you’re sending them and what they’re going to find when they get there.

11. Keep it simple - again
Bullet points sit at the top of the readability and simplicity scale. Bullet points:
• Are the most read body content in a message.
• Break complex concepts down to their most basic level.
• Are short and easier to understand than long paragraphs.
• Make the electronic environment more user-friendly.
• Get points across more efficiently.

The key is to provide interesting and useful information in a way that’s easy to understand. Do that and not only will people read your newsletter they’ll look forward to getting the next one, and the next one, and the next….

This article provided by
Hélène Beaulieu,
Communication Specialist
ATUA Marketing Communications
Ph:  (519) 744-4948
E-mail:helene@atua.ca
Web:  www.atua.ca

Learn more about e-marketing. Check out these great sites:
www.the-cma.org
www.theemailcompany.com
www.clickz.com
www.plainlanguagenetwork.org

Editor´s Note:  Be sure to seek permission to send your well-designed and well-written e-news to your clients.  For more information on Privacy Legislation and how it impacts your direct marketing efforts, visit the Privacy Commisioners Office web site at www.privcom.gc.ca.  For an intro to Privacy Legislation matters, read a Bright Ideas article on privacy.