Does your company send out email newsletters on a regular basis? If you haven’t been seeing the engagement you’ve been hoping for from your email newsletters, it might have something to do with your content. Deciding what and how much to write is a challenge that many email marketers struggle with, and finding the right balance might take some planning. The good news is that it’s easy to make adjustments to your email newsletters in order to drastically improve your content. Here are a few simple tips that should help you come up with great email newsletter content.
If you want your email content to stand out from the rest, keep it simple. If you make your email newsletters too lengthy or wordy, people just won’t take the time to read the whole thing. You want important information to stand out if you want people to get the point of your email. According to Vertical Response, “You only have 51 seconds (the average amount of time someone spends on an email newsletter) to grab a reader’s attention. If a reader doesn’t know immediately what’s in store for them, he/she won’t be bothered to scroll past the top fold.” This means that you only have a short amount of time before someone will lose interest or get bored with your email and move on. Before you begin crafting your email content, make sure you have an objective. Know what you want to talk about, what you want your recipients to do with that information, and what your goals are. This will help you keep it short and sweet!
Focus on Tone/Voice
Writing for your audience is important, so you should always know who you’re trying to target. Once you’ve determined the target audience for your email newsletter, you need to write with the tone and voice that not only matches your brand, but keeps your audience as the main focus. In an article written by Purdue, Tone in Business Writing, they stress the importance of using the right tone. They state, “Write from the reader’s perspective. Instead of simply writing from the perspective of what the reader can do for you, write in a way that shows what you can do for the reader.” Keep the reader’s perspective in mind when creating your email newsletter content because they’ll want to know what your company can provide them. It also helps for your tone to be inviting and confident, because this will show that you believe in your products and services. If you want to create great email content, focus on the tone and voice of your writing and try to speak directly to your audience.
Make it Interactive
Email newsletters offer advantages that print newsletters do not—it’s much easier for recipients to interact with your company online. If you’re looking to improve your email newsletter content, make sure you utilize links and encourage recipients to engage with your company. Making your content interactive will improve your email newsletters because you’ll be able to keep your content simple and concise, and you’ll be able to directly connect your audience with your website and offers. You can also encourage recipients to visit your social media sites, send feedback, participate in contests, and share your newsletters with friends and family. You can use technology to build a deeper relationship with your customers. If you want to improve your content immediately, focus on adding links to your emails and encouraging customer participation.
These tips will help you plan and compose great content for your email newsletters. Has your company tried any of the tips suggested in this list? What has worked for you? Share with us!