Most people unsubscribe from a newsletter because they don’t perceive it to be of value! A friend recently sent me one and as an investment in our relationship, I simply replied back with the following 10 suggestions. Thought this list may be of interest to a broader audience.
- Make the newsletter personable by adding a note at the top; keep it short – great value in brevity!
- We’re a visual society, so create powerful visual impressions. Less verbiage, more white space, great images.
- Inspect what you expect. How do you know if anyone reads what you’re writing. Use a back end tool to see who is reading your ideas. Prioritize those topics next month. Dispense with the fluff.
- Get the formatting right; broad base of browser users, people who simply forward the email, those who want to see it as a URL. Cater to as broad base of an audience (visually) as possible.
- Write for the consumers of the information, not you as the producer of it. Read: less about you and more about how they’re better off because of you!
- Multimodality is always great; find ways to insert videos or a podcast. Share a presentation or an image that captures their emotions, not just their minds.
- Use consistent iconography. Ideally your newsletter looks or feels like your website / brand / window to the world.
- Create Tweetable moments. People online are browsers, not readers. Give them what they need with the option to read more.
- Deliver contextually relevancy. Help your readers relate to peers who have had similar challenges you’ve been able to address. STAR format works well – Situation, Tactics, Action, Results.
- Don’t put all of your eggs in one basket. Even with the above tips, you may still get a low open / read rate. So create other avenues to deliver value – write for print publications; post insights on various social outlets.
Above all, have a unique point of view and deliver it with conviction! If they get value from what you send, they’ll stay with you.