| External links: Sourced articles of interest |
|  |
|
|
Is your content worth reading?
When companies begin the process of regularly publishing an email newsletter, they often focus on database building, marketing, and stats. But it is the content in the end that will make or break the newsletter - keeping your readers engaged, interactive and opening again. Good content will also help you accomplish your sales goals - whether it is customer retention, new sales, upsales or branding.
Here is a brief overview touching on all elements of content that should be considered.
First, develop a content formula
Begin by thinking like a publisher and an editor. Set out general topics you plan to include on a regular basis, think about how you are going to source content - e.g. internally, using contributors, etc. Decide on the ‘voice’ or tone for your publication. Set the frequency and plan a layout that can be used as a template for each issue.
Ideas for newsletter content
Once you've defined who will be reading your newsletter, the next step is to get specific with the topics. Here is a list to spark ideas for your own newsletter:-
- Letter from a key individual, such as an expert in your organisation
Q&A column - this could include answers to questions readers have sent in
Industry news, trends & statistics - sector-specific stats are always of value to business readers
A 'tips' article on how to use a product or service - could have a consumer angle
White papers on the state of the industry, or new developments
Customer or company success stories
Case studies - these are always very popular with business readers
Interviews with industry experts
Interviews with key staff - if you are looking to put a 'face' on your organisation
Famous quotes, inspirational thoughts
Fun facts or humour - though you must be very measured in your use of humour
Listings - consumer or industry events, calendar reminders, photos from events
Surveys
Quizzes or Competitions - with a prize incentive; answer could be something found in the newsletter
Customer or client-contributed content
Experts - sourced from inside your company, or invite a guest contributor
Article reprints - with permission and correct accreditation
Resources listings/links - quality links can be invaluable to readers
Breaking news -a real benefit of email is the ability to include last minute content, such as important news.
Presentation of your content
- Email is generally read online on a computer screen, so a simple layout, with clear navigation, is imperative. A table of contents is important for facilitating navigation.
'Scannability' is the keyword. Subscribers scan and make decisions quickly about what interests them, and what they’ll click on.
Five main articles (or topics) per newsletter is a good rule of thumb. It allows people to scan to quickly find what interests them, without getting overwhelmed.
Article word count should be kept between 300 - 700 words; 1,000 words maximum. One way to include longer articles in a newsletter is to provide a 'synopsis' or 'executive brief' of each (100 to 150 words per synopsis) on the front page of the newsletter, with a link to the full article.
In laying out a newsletter, articles should be prioritised, so that placement within the newsletter can reflect the most important information listed first.
Selective use of images - which have been compressed without sacrificing quality - adds colour and helps break up the text.
|
|
| |
|
|
|
