Online Newsletters or E-zines whatever you want to call it, it's the same thing should be written in such a way that your subscribers like them. We will call it your online newsletters in this article. This article covers ABC (dos and don'ts) of online newsletters.
Before starting a newsletter, become familiar with your competitor's or other online newsletters. Search the online information database (Internet) for newsletters in your field and / or similar product line. Sign up for newsletters from your competitors and see what they are doing. After spending few minutes on the research build your own template from the information you gathered.
Be careful when creating or designing your online newsletter. Below are some useful hints to keep in mind.
Usually people don't like to read lengthy newsletters - Your newsletter should be specifically focused, quickly read, and easily printed. Write briefly; make them to visit your website.
Personalize your message - Personalize with first name or last name if possible.
Be honest in your subject line and reflect what's inside - State a clear subject line that motivates the recipient to open the message.
Balanced use of text and graphics - Create a graphically rich, but still balanced use of text and graphics. People tend not to read when it's just graphics.
Choose a short (40 words max.) subject line - Choose a brief, to-the point, Newsletter information related subject line that catches your subscriber's attention right away. Your subject line is what makes them to read your newsletter, so be careful about what you choose.
Make them to visit your website - Place clickable URLs in the newsletter to drive them to specific pages on your website. Avoid using java script menus, and flash in the newsletter.
Limit your lines to 60-70 characters - Don't just write long sentences that nobody can understand. Be concise in what you write.
Think as you are the subscriber - Use bullet points where applicable, avoid using all caps and italic letters as they are much harder to read on the computer screen.
Deliver both TEXT and HTML version - Use an Email Marketing service or software that can send emails both in text and HTML version, so that everyone of your subscriber gets your newsletter.
Place a working user-friendly unsubscribe link - Place a working unsubscribe link at the bottom of the newsletter. If using an Email Marketing Service or software, make sure that the software adds a working unsubscribe link at the bottom of the newsletter.
Avoid using more than three colors in your template - Again you don't want your template to be multi-color unprofessional looking. Use a consistent look and feel every time matching with your other corporate materials like your brochures, advertising materials, printed marketing materials etc.
Avoid using cheap words like free, discounted, win free etc. in the subject line or in bold text anywhere in the newsletter. People don't like cheap words; they know there is nothing that's free.
Don't forget to do the most important part spell-check - This will make you look very unprofessional.
Avoid using a fake email address in the "From" line - Use your company email address or one of your employees email address for the From line.
Publish editions of your newsletters on a regular basis- at least quarterly. Marketing guru's suggest following the rule of 75/25: Provide information of worth and value in 75 percent of the newsletter and sell stuff with the remaining 25 percent. You know your business better than anybody, so find a ratio that fits your needs and those of your subscribers.
This is not it, creating and designing a great newsletter doesn't lead you to successful Email Marketing. There is much more to it. Look for an Email Marketing service which gives you live statistics and addresses more than just who opened your newsletter. Compare your results to old results next time and make appropriate changes. Get better and better.
The CAN-SPAM Law of 2003 is in effect from January 1, 2004 in USA.
