An email newsletter is a fundamental way to directly connect with the people who are most important to your organization. Over the years, technologies have changed the way we present and distribute e-newsletters, but the overall approach to creating content that makes them effective has not.
Whether you’re just launching your e-newsletter program, or you simply want to improve it, here are six ways to get people to open, read and click through your e-newsletter.
- Make it Personal to your Readers
First and foremost, in order to make your e-newsletter generate any traffic it has to hook your readers. Put yourself in your reader’s shoes and create relevant content that they can relate to. Remember, your e-newsletter should focus on what your readers want to read, not what you want them read.
- Create Informational Content
Your organization’s e-newsletter is a simple way to make a big PR impact. Rather than pushing sales messages, focus on content that’s interesting and helpful for readers. Expert Q&As and “news you can use” – articles that educate your readers in a practical way – are popular topics. When sharing company news, such as achievements, employee profiles, and new hire announcements, keep it short and make the connection why readers should care.
- Write in a Compelling Tone
Align the voice and tone of your e-newsletter to reflect that of your organization. If a fun, lighthearted voice is how your organization presents itself, continue that through the e-newsletter. The same goes for organizations that present a more serious tone. Keep your messaging and tone consistent across all communications program for stronger branding.
- Professional Copywriting and Design
Proper grammar and professional writing skills make it easier to tell your stories in compelling and effective ways. And a well-designed, consistently branded e-newsletter template creates a positive impression for readers. For these reasons, communications professionals should handle the design and writing of your e-newsletters to really get the most out of them.
- Link to your Website
Rather than placing full articles into your e-newsletter, include teasers that link to the full article on your website. By doing this, your e-newsletter will be easier to scan, as people have short attention spans reading on screens. This will also drive traffic directly to your website.
When possible, create a distinct call to action your readers can understand. Include links to all your social sites, ask for feedback and tell them to “click here.”
- Set a Frequency
Create consistency by setting a publishing schedule – bi-monthly, monthly, twice a month or three times a week. Whatever it may be, commit to the schedule so you are regularly connecting with your readers.
In the e-newsletter programs we manage for our clients, we implement each of these strategies. The results have been consistently higher-than-average open rates and click through rates.