1. Great writing – Clear, simple, and concise writing maintains interest better than long, rambling sentences and big words. Beyond those basics, a newsletter writer should excel at “writing tight.” Newsletters are often 500 or fewer words. Most e-newsletter content is condensed, such as news, featured blog posts, or upcoming events. A good newsletter writer should have the skills to say more with less.
2. Sticky subject lines and catchy CTAs – Great newsletter writing also involves creating strong headlines and “calls-to-action” (CTAs). The best ones feature a benefit, some urgency, and are clear, concise, and enticing. They do much of the “heavy lifting,” influencing people to keep reading or do something, such as clicking on a link. They help you and your audience get somewhere. Like CTAs, headlines that build curiosity, with “power” words or adjectives, can get results.
CTA Example: Get $5 Off Now
Headline Example: Enjoy Some Brews, Do Good, and Have Fun This Saturday
3. Industry knowledge – Some industries have their own advertising guidelines; sometimes marketers must follow them as required by law. A newsletter writer who understands and abides by these rules can make your marketing life easier.
4. Formatting for scannability – From placing photos to adding links and bullet points in the right places, attractive visual elements make a message a “must see.” Some people are more talented at these aspects than others.
5. Attention to detail – An e-newsletter often involves more elements than other forms of e-content. An ability to see the “big picture” — how all the different parts work together to form a whole — is essential. Beyond editing and proofreading, some easy-to-overlook details include checking links, names, and figures. An eye for color and design can also add to the overall impact of an e-newsletter, and these elements should be consistent, too.
Find out if your newsletter features these aspects and connects with respect for readers to help you gain the right leads.
Which other skills should an e-newsletter writer have? Feel free to comment further below.
Quotes
“There is no formula for the perfect email — authentic and honest messaging works.” ~ Anonymous
“If social media is the cocktail party, then email marketing is the ‘meet up for coffee’ — the original 1-to-1 channel.” ~ Erik Harbison
