How To Produce Effective Email Newsletters.

Email newsletters are a great way to communicate with your customers

. But, how do you make sure yours gets read? If you are looking for a definitive answer, you are going to be disappointed because there isnt one; but I can explain the elements that you should focus on if you want to create a compelling email newsletter.

Subject Line

Capturing your audience starts way before they read the first paragraph. Even if you have created the most amazing newsletter, it counts for nothing if it doesnt get read. You need to give people a reason to open the email so make the subject line informative. Are you announcing some news? Is there a special offer available? Focus on the most important topic and base your subject line around that. Or just use Massive boobs and watch your open rate soar.

Layout

Dont smash people in the eyes with a busy or cluttered layout. You know what I mean; those newsletters that try to cram in as many words, pictures and colours as possible without thinking about what it looks like. The first thing most people see is everything, so make sure your newsletter looks like its been professionally designed and doesnt resemble an over-crowded ransom note.

Copy

Hopefully, it wont come as a surprise that the words you put in the newsletter are pretty important. Every sentence you write should leave the reader wanting more thats how you get them to read the entire thing. But you dont need to write much. Cater for the people who skim-read (thats a lot of people) by making your headlines catchy and informative and your copy punchy. One last thing: spelling and grammar mistakes look really unprofessional so avoid them if you want to be taken seriously.

Pictures

Some email clients will not display pictures by default so its a great idea to make sure they dont contain any import information. That said, great images can take a newsletter from good to awesome in about two seconds, although results may vary. If you are selling a product make the pictures enticing; if you are using them for decoration, they should be relevant.

Call to Action

This is the next step you want your readers to take. You need to leave the reader with no doubt about what they should do next. If you have created a sales newsletter then this might involve the reader clicking on an offer so they can buy what you are selling. Non-sales newsletters might include a poll or competition. Whatever, portray it as a positive action and leave the reader with one of those warm and fuzzy feelings commonly associated with kind words and good deeds.

Every element of your newsletter needs to be strong in order for it to be effective. Work on one thing at a time, do tests to find out what works for you, and dont be afraid to be adventurous.

by: Peter S. White

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