Communicating with your customers and potential customers is extremely important to the continued success of your business.
Email newsletters are a great way to do just that. But more often than not, people will open those newsletters and not actually read them. Maybe they’ll skim through it but there’s nothing that jumps out and catches their attention.
And before you know it, the next mouse click is on the trash icon. Or worse yet, the unsubscribe link…yikes!
Given the fact that you worked so hard burning the midnight oil cranking out your newsletter prose, it’s obvious you didn’t work smart enough to craft your prose to keep their eyes pealed to the parchment.
Face it; you’re not helping yourself to further your business goals.
What do you do? Do you take a copywriting course? Do you hire a copywriter on Fiverr?
You know that getting people to actually read your newsletter is the missing link.
After all, newsletters help people stay connected to your brand and give your brand a platform to speak from.
Well, let’s not get too carried away just yet.
Here’s a few tips and tricks to creating a newsletter that people will open and read.
Curate it to the extreme
People love it when your newsletters find their niche and stick to it. It’s pure and targeted. Period.
Choose the topic of your newsletter carefully. For instance, if you are a brand that sells house inspection services, choose one house inspection service to highlight in your newsletter. Then, add maybe one other relevant piece of information that dovetails to that service.
People want to read your content, they just don’t have time to read a lot of it. When you’re writing your newsletter, be focused and to the point. Remember that less is more.
Get your personality involved
Fill your newsletter with your personality.
When it comes to newsletters, the more personal and personality-filled the better. Your customers want to feel the personality of your brand shine through. Don’t bury it under jargon and sterile marketing-speak.
Be a little quirky in your newsletter. Write it from unique perspectives. Don’t be afraid to let the unique parts of what makes your business special come to life in your newsletter. Your readers will thank you (and be more eager to read your newsletter in its entirety).
Make your newsletter valuable
People don’t want a lot of clutter in the newsletters they read. They also want to get something valuable out of the newsletters they choose to actually open.
Make the time your readers spend on your newsletter worth it.
In your newsletter, tell people a story, tell them why it’s important, and tell them why they should care. It’s that last part that is the most important. People want to know the “so, what?” of your content. Give it to them.
Always do something new, but keep it focused
Don’t be boring or highly predictable with your newsletters. People who open your newsletters want to get something new each time they open it. Make that open worth their while.
Keep your content and perspective fresh, but make sure you are staying focused on your niche.
Going back to the home inspection example: you want people to know that they are getting a newsletter about home inspection, but deliver new things each time.
Some examples: a checklist for spring cleaning, a guide to cleaning your pool, how to tell if your windows are losing heat.
Keeping your content fresh will keep your current readers invested. Keeping that fresh content focused on your niche will ensure that they keep opening and see your brand as an authority.
Keep the writing pure
Web writing has gotten a little convoluted lately. What with SEO, keywords, and click-bait headlines, the actual writing can get pushed to the back burner and the point of the content can be obscured.
Your newsletter audience is a captive audience. They opened the newsletter so they want to read it. This is your chance to communicate with them open and honestly without all the keywords and click-bait.
Keep your newsletter writing straightforward and to the point. No SEO here. Just good and solid content worth reading and sharing.
If you want to learn more about how to write great newsletter content, check out my done-for-you system today!
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