The Art Of Crafting An Effective E-Newsletter
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From food chain owners to shoe suppliers, garment manufacturers to builders,
pharmacists to realtors, who doesn't need to market one's business? And, when it
comes to marketing, using email newsletters is a sure bet to reach prospects
without too much money or hassle. However, if your emails don't reach the right
prospects or your email copy is not appropriate, all the hard work you've done
is a loss.
For recipients, it is a pain to open that inbox and find it filled with
irrelevant email newsletters. However, not all e-newsletters are useless to the
recipient. There may be something in the user's inbox that really interests
them, but a useless, irrelevant newsletter ends up in the inbox, it's sure to
get deleted or marked as spam.
That's why, as an email marketer, you must not only craft copy that holds the
interest of reader, but create a subject line that convinces the reader to open
your email altogether. Need some help? Here are a few guidelines to make your
email newsletter copy more efficient.
Make the subject line the Punch Line -
Remember: when someone opens their email box, the subject line of your
newsletter is the only thing they see of your email. And that particular line,
however small it is, decides the entire fate of your email, whether it is going
to be opened, deleted, or in the worst case, be reported as spam. So in other
words, the utmost care must be taken when composing your subject line.
It will require a great deal of creativity on your part to craft a compelling
phrase with so many words and characters. Your best bet is to be interesting and
distinct, rather than making your subject line sound like just another
promotional stunt. Try using various phrases meant to get the reader to go
further, including 'How to..", "Secrets of", "Mistakes to avoid", etc.
Another tip? Make your subject line relevant. Don't sacrifice relevance in
the interest of making an appealing subject line. Try striking the perfect
balance between being informative and capturing your audience's attention. After
all, you only have 60 characters or so to accomplish this.
Craft dynamic email newsletter copy -
When creating your newsletter copy, put more stress on the benefits of a
product or service than features. Focus on how a product helps, how it makes
life more convenient or saves time, rather than the actual parts and bells and
whistles of the product itself. This gives the recipient a connection with the
product and what it can do for them, rather than a standard, boring list of
features that takes no skill to write or present.
Another good idea is to keep your e-newsletter informal. If you're writing
copy, be down-to-earth in your writing. If you need help doing this, think about
how you would present your product or service to your best friend if you were
casually talking about it over coffee. Would you throw in a ton of huge,
intimidating words or over-the-top language? No. Keep it simple and your readers
will connect with the product better.
And ultimately, don't be afraid to be funny in your emails. Many times, humor
works in email newsletters. Whether you use a self-deprecating story about
something that happened to you or a business-related comic strip, show your
readers that you're light hearted and don't take yourself too seriously.
However, you must also use restraint. A long, rambling story about a product mix
up will never be read by recipients because it takes up too much time. So use
your humor sparingly and cut out the unnecessary chatter. A solid email
newsletter with a touch of humor may not only get your recipients to laugh, but
convince them to buy what you have to sell.
About the Author
Gary San is a best practices activist and advocate for Benchmark Email (
http://www.benchmarkemail.com/email-marketing.aspx ), a leading Web and
permission-based email marketing
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Article Published/Sorted/Amended on Scopulus 2008-02-03 19:18:59 in Marketing Articles