4 Tips For Writing A Successful e-newsletter

An e-newsletter enables you to inform, develop a rapport with, and ultimately 'sell' to your readers. This can improve customer loyalty, expand your business through word of mouth and increase revenue. Producing a successful e-newsletter is sometimes a difficult task, so here are four tips to help you get the most out of your e-newsletter.

Create a memorable subject line

The subject line is your e-newsletter's first impression, and research shows that short and sweet is the best way. A subject line of less than 35 characters can result in opening rates of 52%, which is about twice the average. It's also important to be aware of using words such as 'free' and 'discount' in your subject line because they can trigger spam filters, resulting in your newsletter being sent straight to the junk folder. Some punctuation, such as exclamation marks and dollar signs, in your subject line may have the same effect. Another easy trap to fall into is using capital letters throughout your subject line. You might think that you'll be more noticeable in your reader's inbox, but in reality, it just looks as though you're shouting. Capital letters could mean your e-newsletter will end up in the junk folder.

Provide great content

You are producing a letter of news, so content, unsurprisingly, is a vital ingredient. People always like getting things for free and an e-newsletter gives you the opportunity to present customers with content that they will enjoy and find useful. This, combined with offers for your readers, should keep them coming back for more. It could improve customer relationships and encourage them to buy from you. The most important articles and offers should be at the beginning. Don't opt for the 'save the best till last' strategy because the reader may not read the entire newsletter. Aim to strike at the first opportunity.

Don't leave proofing to the computer

Be meticulous in your search for errors in the copy. Errors will only advertise a lack of professionalism. If you don't notice your mistakes, you can be sure the readers will. Typos are inexcusable because spell checkers are integrated with word processing programs, but don't rely solely on the spell checker. Grammatical errors are more difficult to correct. Word processors will highlight most of your grammatical faults, but they can't be expected to sort out your mistakes all the time. In some circumstances, depending on your tone of voice, you may want to stray from the suggestions given by the spell checker. In other words, rules can be broken. Don't be afraid to write in a conversational tone.

Give it an easy-to-read design

The main thing you want to achieve from your layout is to make the newsletter easy to read. It's your job to make the readers' experience as pleasurable, uncomplicated and consistent as possible. A simple way to do this is to use white space because it adds 'breathing room'. White space may be achieved through margins, gutters and columns. Give your headlines some space as well because this will make them more attractive and easy on the eye. A consistent layout maintains interest and improves readability so employ grids and use templates. Try to rid pages of clutter. For example, avoid unnecessary boxes, borders and colour changes. Every change you make affects the reader's concentration and could mean that they ignore part of the content. So, if you want to create a great e-newsletter, remember that content is 'king', but you must also make sure your e-newsletter looks good. Otherwise, all your hard work could be undone.

Article Source: http://www.articlesbase.com/newsletters-articles/4-tips-for-writing-a-successful-e-newsletter-5356097.html

Peter White is employed by Serif (Europe) Ltd, a specialist in software for small businesses. Serif's range includes professional website design software, graphic design software and photo editing software which enable small businesses to produce an enticing e-newsletters.

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