Category: online newsletters

e-mail newsletters, e-newsletters, electronic newsletters, email newsletters, enewsletters, newsletter advice, newsletter templates, newsletter tips, newsletter writing, newsletters, online newsletters, writing a newsletter, writing advice

5 Business Newsletter Writing Best Practices

by

Michelle Troutman

When you make e-newsletters, which I’ve done for more than ten years, you can overlook some business newsletter writing best practices. Some, like privacy rules, require legal compliance. Others, like the format, can affect a newsletter’s overall impact.

Follow these steps to create emails that comply with commonly accepted standards and build engagement.

See these videos for a more in-depth view of each step described in this blog.

1. Have a plan – Studies show people read online content in an F-shape. They focus on the top and the left side, reading from left to right.

A yellow-ish red eye with a red circle and points around it. Eye-tracking studies show that people read online content in an F-shaped pattern; considering this in your content creation is among the business newsletter writing best practices.

They also tend to scan or skim emails. As email marketer Des Brown suggests, when you create an e-newsletter, consider:

  • scannability
  • visual hierarchy
  • reading patterns

Structure your content accordingly.

Many email marketing platforms offer mobile-friendly templates you can adapt to your style. Especially if you’ve never created an e-newsletter, compiling one is like guesswork. See what to add and where for prime engagement with The Easy 5-Step Business E-Newsletter Template.

2. Consider the format – Beyond planning and structure, a regular format eases creation.

Service provider e-newsletters often start with a “welcome” message, followed by one or two main articles, and then end with an offer. One section usually features a blog.

The listicle format has helped me keep creating e-newsletters for 11 years. Sticking to five key points saves me time, preventing me from driving down dead ends. 

3. Foster ideas – I love to pre-crastinate, gradually adding ingredients to my pot of soup. I log ideas or snippets whenever inspiration strikes. 

Whether you use an online scheduler or a spreadsheet, a three to 12-month content calendar can keep you organized. Apps may remind you about deadlines.

As you consider topics, explore how to save time and how your emails fit into your overall marketing strategy: 

  • Curate content from sources like industry news websites using tools.
  • Reduce, reuse, and recycle: Reinvent any existing content (blog posts, video, press releases, white papers, etc.). Link back, summarize, or rephrase. 

4. Catchier content – Most e-newsletters are educational, selling more subtly than email marketing campaigns. 

Eye-catching headlines, body copy, and calls to action are crucial. The subject line is the first thing people see and influences whether they will open an email.

Example: How to protect, preserve, and pass on your wealth by design (Sundvick Legacy Center)

Content that engages is not only useful or persuasive, but relatable. Sharing your stories in your own voice, like what works and what hasn’t worked for you, shows you as a person, not a bot. Your unique experiences help you stand out.

5. Privacy compliance – This is an important business newsletter writing best practice. During a recent e-newsletter review, I was surprised at least ten percent of the U.S. companies’ footers didn’t follow CAN-SPAM rules. Some had “unsubscribe” links in low-contrast colors, making them hard to see.

Other CAN-SPAM aspects to note for commercial emails:

  • identify ads
  • don’t use deceptive subject lines

CASL (Canadian Anti-Spam Law) and GDPR (General Data Protection Regulation; Europe) require similar compliance.

See where to put your e-newsletter content–save time and gain results

grab my easy 5-step business e-newsletter template

What are some of your favorite e-newsletter best practices? Feel free to comment below.

QUOTES

“Create a questionnaire of common information you need to know from clients to put together an e-newsletter. Also, have a template where you can fill in the blanks of what they can discuss, depending on the type of newsletter (sale vs. announcement vs. new service, etc.). Organization and planning can help make the writing process go smoother and faster.”

Ashley Romer, SEO Manager, PaperStreet Web Design

“Your newsletters should include a variety of elements (blogs/articles, videos, podcasts, upcoming events, etc.). Balance consumable content with promotional content to maximize value for the recipient.”

Harvard University Brand and Visual Identity Guidelines, “Email Newsletter Best Practices“

e-mail newsletters, e-news, e-newsletters, electronic newsletters, email announcements, email blasts, email newsletters, enews, enewsletters, newsletter advice, newsletter marketing, newsletter tips, newsletters, online newsletters, Uncategorized

Healthcare Email Marketing: Best E-Newsletters

In my newsletter, I discussed the aspects of effective emails — check out these examples that follow healthcare email marketing best practices, with good design and writing.

DISCLAIMER: I’m not affiliated with any of these sites. I like their content, and present it for educational purposes only for better healthcare email marketing.

1. MaineGeneral HealtheMatters – They present their information in a visually appealing way while projecting a positive image of their organization to build trust to keep patients and get donations. Donors can give money with one simple, easy-to-find click.

2. MaineHealth Health Matters e-Newsletter – MaineHealth’s engaging e-newsletter truly informs, with healthful recipes, links to health tips and videos, and news everyone can use.

3. Consumers for Affordable Health Care (CAHC) – The weekly Coffee CAHC e-newsletter covers federal and state policy news about health care.  It’s distressing, though, how much it has become politicized and how divisive the issue of access to affordable health care has become.  Aside from the political issues, I applaud the informative information, and they make great use of subheadings throughout to break up the different sections.

Are you getting enough leads and revenue from your newsletter?  If not, contact me for a free e-news audit today!

What do you think?  Do you have any great newsletters to share here?

Published November 6, 2018

business communication, business writing, e-mail newsletters, e-news, e-newsletters, electronic newsletters, email announcements, email blasts, email newsletters, enews, enewsletters, newsletter advice, newsletter tips, newsletters, online newsletters, professional services firms

E-Newsletter Examples: Professional Services Firms

Below are some professional services firms’ e-newsletter examples (accounting and real estate) realms that effectively sell readers on their services.

DISCLAIMER: I’m not affiliated with these businesses. I admire their newsletters, and present them for educational purposes only.

1. Heal Accounting: Heal gives a great, brief summary of news that can affect readers in each email, with a link to the longer newsletter at their website. This works well to drive traffic. Links to feature articles appear at the top of the page. They also offer Tax Tips. They use headings and links well to break up the text for easy scanning. A helpful list of tax due dates for each month appears at the bottom.

2. Horne CPAs and Business Advisors: I love the headlines, the content, and the brevity in this e-newsletter which promotes executive partner Joey Havens’ blog posts. Joey wants us to be better, so it’s not about accounting. One recent email subject line that promoted a humorous, well-written blog post: “Storytelling Works Better Than Viagra.” The email teased people to read the post with a short preview and links at the top and bottom to read more. Each eblast features a thought-provoking story based on real life events with a message.

3. Art of Living by Sotheby’s International Realty: Each issue looks like a mini electronic magazine, with enticing photos of properties priced with a few more zeros at the end than many of us can afford. A short sentence below invites us to tour or read more about European-inspired mansions in the southern Midwest, ocean-front hideaways in the West, and luxurious lofts, estates, and town homes country-wide. Trending listings and Instagram posts round out the highlights. The subject lines could be a little shorter — I suggest they stick to one, rather than two, topics per headline for a pithier message with greater impact.

Need some advice to improve your newsletter? Contact me. Best of all, it’s free. 🙂

Which newsletters do you think are the best?

Published Sept. 4, 2018

business communication, business writing, e-mail newsletters, e-news, e-newsletters, electronic marketing, electronic newsletters, email announcements, email blasts, email newsletters, enews, enewsletters, marketing, marketing online, newsletters, online marketing, online newsletters

How a Newsletter Can Boost Your Business

Imagine a marketing method that can multiply your business income with little effort. It may help you:

  • Stand apart from your competitors
  • Enhance your reputation
  • Build trust to keep your current clients and attract new ones

Most importantly, it’s affordable, can provide a repeat income, and you don’t need to take time away from serving your customers to create it.

This magic money-making machine is an e-newsletter.

In this digital age of short attention spans, it can be hard to stand out effectively and make money. An e-newsletter can solve those problems and become a valuable marketing tool.

How a good newsletter can boost your income

Repeat advertising = sales – Studies show that the average consumer must be exposed to a product several times before they decide to buy it. A newsletter keeps your business in your customers’ minds, helping you stay in touch with them and reach new ones. A Nielsen Norman Group study of online newsletter subscribers found that e-newsletters form a greater bond between customers and a business than a website (NNG, Email Newsletter Usability, 2011). Building a relationship with your customers is crucial for boosting your sales over time.

Newsletters can also increase referrals.

A New York Sales and Marketing Club study showed that 71 percent of your customers base their initial buying decision on how much they like, trust, and respect you.

Customers who feel a connection with you are more likely to forward copies of your newsletter to others. Linking to your website from your newsletter can boost your traffic; you may also easily link to a blog or social media.

MarketSherpa’s 2010 Email Marketing Summit revealed how social media and email can be a powerful marketing combo:

  • 75 percent of daily social media users said email is the best way for companies to communicate with them, compared to 65 percent of all email users
  • 49 percent of Twitter users said they made an online purchase because of an email, compared to 33 percent of all email users

Offering printed copies of your newsletter in a waiting room and for networking at events can also spark readers’ interest in subscribing. This works better than a business card, flyer, or brochure to market your business more memorably; people are more likely to hang onto something they see as useful (instead of advertising) and show it to others.

A newsletter is cheap, competitive advertising.

Once you have it set up on an email marketing platform, an e-newsletter is a free or low-cost way to stay ahead of your competitors. And if they lack a good one, your business can stand out more.

Also, if you show your personality, your clients will see you not just as a business owner, but as a friend. Combined with your advice, readers will consider you an expert, giving you and your business credibility, boosting your image, and building trust and sales.

Lack time or the skills? Explore how a quality custom e-newsletter can help you boost your business and gain the right leads.

What do you think about newsletters?