DISCLAIMER: The following emails — as examples of effective newsletters — don’t necessarily reflect my beliefs. I’m not affiliated with their creators, either. I simply admire their work and present it for educational purposes only.
1. Brevity – I subscribe (pardon the pun) to the notion that people don’t like to scroll much for information. The average e-newsletter should be less than 1,000 words. Just tell us what we need to know.
Example: The Conservation Law Foundation E-News
The CLF does well at consistently featuring short content that supports their mission. News items with catchy headlines at the top link to more info at their website to drive more traffic to it. It’s enough to incite action among liberals and conservatives alike. Because the CLF doesn’t tell the reader everything, the reader becomes curious enough to click on the links for more info. An effective “call-to-action” for donations is at the bottom of each e-newsletter.
2. Error-free – Nobody’s perfect. Mistakes happen in all types of content.
Example: MICS UNICEF Newsletters
The MICS (Multiple Indicator Cluster Surveys) UNICEF newsletter regularly features clean, tight copy written in British English to give readers the results of surveys of children and women that the organization has conducted in over 100 countries.
3. Engaging – Your content must be interesting and useful for your audience to keep them reading and subscribing. The copy shouldn’t blatantly be an advertisement. That’s not always easy.
Example: MaineHealth Health Matters e-Newsletter
The MaineHealth e-newsletter truly informs, with healthful recipes, links to health tips and videos, and news everyone can use.
4. Organization – How content is presented — the text alongside the graphics — really affects how we absorb information in effective newsletters. If it’s well-formatted, everyone finds it easy to scan quickly.
Example: MaineGeneral HealtheMatters
MaineGeneral Health is one of my healthcare providers, so I subscribe to their newsletter. 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.
5. Originality – No one wants to read a “McNewsletter” that’s available elsewhere. Effective newsletters make reading a uniquely enjoyable experience.
Example: The Maine Humanities Council compiles their intellectual, thought-provoking content, such as news about upcoming events and poems by poet laureate Gary Lawless, with flair in “Notes from an Open Book.”
Need help with your newsletter? Contact me for a free e-news audit today! No strings attached. Just good, solid advice to help you increase profits and get more leads.
The Classy Writing Blog
How to Create a Great Newsletter
“Newsletters don’t merely inform — they’re also effective tools to connect with readers to subtly sell them on a product, a service, or a cause…..” Read more.
