Think of The Newsletter as a Magazine
Every time you are thinking about writing a newsletter, think of it as a “micro magazine”. In terms of content, make sure that you are useful to the reader, but also have a relaxed tone and writing style. If you write subjectively, you can harm your credibility and if you write without doing a proper research on the subject, you can end up with a newsletter filled with incorrect information. Inaccurate and false information will offend and confuse your readers while damaging your credibility. Make sure that you provide various statistics, expert opinions and quotes to prove that your information is valid.
Newsletter Design
Whenever you can, hire a professional designer to help you craft your newsletter. Of course, you can always use various templates available on MailChimp or similar tool for sending newsletters, but it is always better to add your own visual identity and make it a part of your newsletter.
Stand Out with your Design
There is no need to position yourself within the well-known design rules and best practices. Feel free to come up with something of your own. For example, you can place a superhero on top of your newsletter and make him look like he is the one delivering your newsletter. Take care of the details, as well. The words “read more” can be designed in numerous ways and with hundreds of fonts. Make every detail count.
Each Issue of The Newsletter Presents a New Edition
This is one of the best and often completely neglected ways of newsletter crafting. You can make your every newsletter as a number of your magazine and use every number as a tool to win your readers. It can be fun and useful to have a meeting with your colleagues before publishing a newsletter. Use these meetings to brainstorm on what you are going to write and how.
Insert the Premium-Content
You can offer premium content to your subscribers, or something that you have made just for them. For example, if your newsletter is about digital marketing, insert a digital marketing advice or e-book for your subscribers. The marketing advice or premium content should be always about different subjects but related to your line of work.
The Accompanying Images are Important
Do not underestimate the power of images that accompany your newsletter. If a reader is not attracted by the title, the image can make him to click. Leave the images to your designer but use your editorial instinct, as well. Sometimes it happens that you see the winning combination from the beginning.
Titles are Important Even More
Titles are the key to success of your newsletter and they directly affect the number of clicks. A good title means a higher number of visits. Of all the titles present in your newsletter, the most important is the subject line. What do you think, which title will attract more attention: Newsletter13/02 or Top 5 digital marketing strategies? If you are not sure, test them. MailChimp offers A/B testing which you can easily use.
