newsletter advice Archives

business communication, business writing, newsletter advice, newsletter tips, newsletter writing, newsletters

5 Ways to Improve Your Business E-Newsletter Headlines

1. Test some emojis in e-newsletter headlines – Depending on your audience and the context, one per subject line is fine to help your readers understand the content. They’re more common in business-to-consumer than business-to-business newsletters. Certain companies and industries, such as the legal field, which have strict advertising guidelines, may frown ☹️ upon them.

2. Stay error-free – Don’t make typos — not even intentionally. Some marketers make mistakes (or pretend to) to give them an excuse to send an update later. As I’ve discovered through trial and error, a correction email often gets more opens than the original. But it’s better to be honest.

3. Write it well – As SaaS content writer Masooma Memon suggests, “Keep subject lines short, clear, and simple.” She also advises that power words, such as “insider” and “secret” can entice clicks.

4. Keep to one subject (per line) – Describing more than one topic in an email headline doesn’t always work when attention spans tend to be short. If you have more to say, save it for the preview text, where you can expand on the meaning if it makes sense to do so.

Example:

Subject: See How Knowledge College Can Secure Your Future at Our Open House
Preview text: And get the secret recipe for career success.

5. Avoid click-bait – For example, if you’re promoting a breakfast seminar, it’s better to describe the subject of the talk rather than writing, “Bacon, Bacon, and More Bacon!”. When readers discover the true nature of the email, they can feel like you’ve conned them, and you may lose credibility with them.

Based on a #ContentChat hosted by Erika Heald.

Does your e-newsletter fail to get clicks? Find out what you should tweak to help your content connect with readers and gain the right leads.

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What are some other ways to polish your e-newsletter headlines? Feel free to comment further below.

Quotes

“When it comes to email marketing, the best subject lines tell what’s inside, and the worst subject lines sell what’s inside.” ~ MailChimp

“A subject line is like a newspaper headline, a title on a book’s spine, or the key slogan of a print media ad. It tells the user that this is all about. And it should do so in sparkling style — seamlessly channeling your brand.” ~ Win Goodbody, Senior Product Manager, Sitka Technology Group

business communication, business writing, newsletter advice, newsletter tips, newsletter writing, newsletters, writing a newsletter

5 Skills a Business Newsletter Writer Must Have

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.

GET A FREE E-NEWS AUDIT

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

newsletter advice, newsletter tips, newsletters, writing a newsletter

5 Steps to Writing an Engaging Business Newsletter

1. Determine the content – Ask yourself why you want to write an engaging business newsletter. What are your marketing goals? The answer can help you decide on the content to add. You can also address every stage of your buyer’s journey and personalize the content to build a relationship with readers.

According to a study of B2B e-newsletters by research and marketing firm Fenwick, four newsletter formats are common:

The Summarizer: about 69 percent of the emails repackaged pieces the firms had already published
The Hard Sell: 18 percent of the messages focused on product/service benefits
The Homepage: eight percent of the newsletters curated content from across the web and provided analysis/context
The Forwarder: five percent of the emails the firm generated when it published a new piece of content without any context

2. Your first issue –

Make an introduction: explain why you’re sending it, when people can expect to receive it, etc.
Consider where your readers are at: “send the right email to the right person at the right time” (HubSpot); address the “awareness” stage of the buyer’s journey to show how you can help them. Some questions to ask yourself:

When will this contact see value from this email?
Will they be able to do something with it right now?
Is this information relevant to their needs or goals?

3. Getting Started –

Outline using AIDA, which stands for “attention, interest, desire, and action.”
Put the most important information at or near the top.
Start with a compelling subject or headline.
Stick to one topic.
Use simple words, short sentences, and action verbs.
Keep each e-newsletter article to 300 words or fewer.

4. Saying “Goodbye” – Campaign Monitor recommends you show some personality at the end of your newsletter. Your final message should match the tone of the rest of your content. Overall, they suggest you:

Know your audience
Keep it pleasant
Show gratitude when it’s appropriate
Keep it short and sweet

5. Looking Professional – Edit and proofread before you click “send.” Follow these tips to catch errors:

Check all links.
Go over the design elements, such as font sizes and colors, to make sure they’re consistent.
Check the readability level. Some grammar experts recommend that your content read at an eighth or ninth-grade level.
Make sure everything makes sense and is correct, including any names, dates, and times. Figures should add up.

Need help writing an engaging newsletter? Not happy with what you have?

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What are your tips for writing an effective e-newsletter? Feel free to comment further below.

Quotes

“Always. Add. Value. The subscriber is paying for the newsletter with their email address and attention. So think of it like a product with value. The actual elements vary with the audience.” ~ Ann Janzer

“The vast majority of newsletters get struck by the email marketer’s kiss-of-death: “Mark as read.” ~ Margo Aaron, HubSpot, “How to Write Email Newsletters That People Actually Want to Read”

Comments? Suggestions? Need help with your communications? Contact me.

business communication, business writing, newsletter advice, newsletter marketing, newsletter tips, newsletter writing, newsletters, Uncategorized, writing a newsletter

5 Elements of an Effective Newsletter for Business

1. A descriptive headline – Among the most crucial elements of an effective newsletter for business, the subject line should refer clearly to the content while it entices people to open.

Example: Is your Rx running low? (DFD Russell Medical Centers)

It should also provoke curiosity. Use power words, numbers, news, or scarcity (“This Friday Only”) to grab attention. Subject Line, Sharethrough, Advanced Marketing Institute’s Headline Analyzer, and other analyzers can help you choose click-worthy headlines.

2. A simple structure and design – Follow AIDA, which stands for attention, interest, desire, and action. Generally speaking, put the most important information at or near the top, where people tend to look first.

Research and marketing firm Fenwick studied several B2B newsletters. Those they ranked the highest contained an average of 241 words, used few images, had one column, and featured the same colors and branding as the companies’ websites.

3. Interesting content – Ask yourself why you’re sending your newsletter to determine what to include. Do you want to get more leads?

After you’ve started, the challenge is to keep people reading. HubSpot suggests you do that through “building relevance.” If you know why you’re sending people your newsletter, ask yourself, “What value are they going to get from it?”

4. Personalized copy – Michael Katz, an expert on professional services and solopreneur newsletters, recommends you blend stories about your life experiences with your business knowledge to connect with readers and build trust.

A more personal touch may make you stand out as someone people can relate to rather than a faceless brand name. It can also keep your content interesting.

5. Ease of reading – Check the readability level. Some grammar experts advise that your content read at an eighth or ninth-grade level or below. To check the level, use The Hemingway App.

An overlooked part of newsletter design is compliance with accessibility standards such as the Americans with Disabilities Act of 1990 (ADA) and the European Union Accessibility Directive. The ADA requires certain businesses to accommodate people with disabilities. Web content for them should be accessible for navigation by voice, screen readers, or other assistive devices.

The ADA guidelines apply to businesses that run 20 or more weeks yearly with at least 15 full-time employees or those that provide public accommodation, such as inns and restaurants. These are the ADA legal requirements for an email.

Learn more about crafting engaging and effective business e-newsletters.

What do you think are the most effective elements of a newsletter? Feel free to comment below.

Need help with your e-newsletter? Check out The Ultimate Guide to Writing a Newsletter, my business newsletter writing packages, or request a free e-news audit.

Quotes

“When setting the goal for your email, you want to consider how to send the right email to the right person at the right time.” ~ HubSpot

“Regardless of which type of email you are sending, your reader needs to know what you’re trying to convey. Aim for a clean, straightforward design to display the value you are sending.” ~ HubSpot

business communication, business writing, newsletter advice, newsletter marketing, newsletter tips, newsletter writing, newsletters, writing a newsletter

5 Mistakes to Avoid in Your Newsletters for Business

1. Long subject lines – Among the mistakes to avoid in your newsletters for business, keep your headlines short. Long headlines may get cut off in some email readers, especially in preview. Also, a pithier title is more likely to catch people’s eyes. Some experts, such as HubSpot, suggest you keep the headline under 45 characters — keystrokes, not words. 🙂

2. Long newsletters – You’ve heard it all before — people are busy and have short attention spans. They won’t always read content they have to keep scrolling through, especially on a mobile device. As an alternative, you can link back to a PDF or a web page, which is more appropriate for scrolling.

3. Bad links – Links are easy to overlook in the editing process. You can use a link checker or test them one by one to make sure they lead where you want them to go.

4. No links – Links help make text more visually appealing. And, if you’re promoting something, it makes sense to link back to a landing page for it, so this is your chance.

5. Not editing thoroughly – This is one of the most common mistakes to avoid in newsletters — don’t let it happen to you! Maybe you just need to send your e-newsletter ASAP because of breaking news. Perhaps you’re getting pressure to send it on short notice. If possible, take time to pore over every detail, from the wording to the paragraph length to the links and the contact information.

Need help with your newsletter? Contact me.

Quotes

“Don’t send out a newsletter just to send out a newsletter. One newsletter a year that is really interesting is more beneficial than 12 that are boring. If you write two or three boring newsletters in a row, your readers will start to think you write boring books.” ~ M.J. Rose

“Don’t tell users how to interact with your email. If it’s not intuitive enough, go back to the drawing board.” ~ Eric Lepetit, NEST

Comments? Suggestions? Need help? Feel free to contact me.

Michelle Troutman
classywriting.com