Putting together newsletters that your audience won't send straight to the digital trash can

A quick guide to the key questions you should consider when sending your newsletter, so it's read rather than trashed!

  • 24 Apr 2018
  • Advice, Marketing
Putting together newsletters that your audience won't send straight to the digital trash can

With so much content on the internet, it can sometimes be difficult to know precisely where to look for the information you want. More than 60 percent of people regard social media platforms as one of their chosen news and information resources because they facilitate easy access to such a wide range of content.

Equally as convenient as social platforms but without a lot of the fluff and adverts that can negatively impact user experience, it's no surprise that increasing numbers of consumers are again beginning to appreciate the value of newsletters.

Here are 6 key questions you should consider before you hit the send button on your first - or next - newsletter.

1. Do you really need a newsletter?

Newsletters can be an extremely powerful business tool but there's no point funnelling time and resources into something that isn't going to deliver a good return on your investment.

Determining the potential of a newsletter can be tricky and even if no one else in your industry is currently putting out a weekly, monthly, or quarterly newsletter, that doesn't automatically mean it won't work for you.

Before jumping in, think about whether a newsletter will help you to deliver a meaningful user experience for your audience.

2. Is the information you're sharing genuinely interesting, valuable, and relevant?

Newsletters are not a dumping ground for every titbit of information you think your audience might find remotely interesting. The best newsletters maintain a relatively tight focus and actively avoid aggressive selling techniques.

People are much more receptive to newsletters that don't take a sales-focused approach, so make sure your aim is always geared towards providing genuine value to your audience.

3. Does your subject line demand to be opened?

Think about how you approach your own inbox. You probably decide whether you're going to open an email or trash it within seconds. Inboxes are overflowing and there's no room for complacency. You need to be on it and pushing your creativity every single time.

Whatever you do, don't keep reusing the same subject line. It's often said that consistency is key but, in this case, consistency will only instil feelings of familiarity which will make your audience feel that they can skim past your newsletter without missing out on anything important.

4. Is your copy concise?

Your audience are busy people and they might even be picking up their emails when they're on the go. Short, sharp sentences are easy to digest and deliver information that's easier to retain.

5. Is your layout aesthetically pleasing?

Newsletters don't have to be fancy, but they do have to be easy on the eye. Don't make it difficult for your audience to access the information that you want to share and they want to digest.

6. Have you tested it?

Just as you (hopefully) wouldn't publish anything without proofreading your copy and double checking important facts, you shouldn't send out your newsletter without first checking that everything is functioning properly.

Despite being super versatile and an excellent way to establish yourself as an authoritative voice within your niche, not enough businesses are taking advantage of the benefits to be gained from maintaining a considered newsletter. Give us a call if you'd like to learn more about what a newsletter could do for your business.