Lately I’ve seen good intentions go bad with regard to e-newsletters. I’m receiving some with way too much text.
A good newsletter will be informative and useful, keeping subscribers feeling compelled to open and read it. With that in mind, it’s good to get to the point quickly, because your reader probably has limited time for reading.
In my personal and professional experience (I subscribe to a lot of e-newsletters), when I get one with volumes of text and no outbound links, I’m lost within the first 2 paragraphs. I usually close it immediately hoping I’ll somehow find time and the constitution to read it “later.”
Most e-mail marketing services give good analytic reports about who opened your e-mail or who clicked links to get more information about featured offers and articles. These outbound links are a great way to capture leads and to understand what your readers actually find of use and worthy of their time. It is, afterall supposed to be for them, not you. If you put the whole enchilada into the newsletter itself, how will you know if your subscriber read the article?
By giving your reader a provocative lead in, that leaves them wanting more, you will find them clicking the link that gets them to the rest of the article, and by the related statistics you’ll know whether your content was engaging.
You can put your full article on your website or on your blog. This concept has many benefits, which I’ll save for another discussion.
Remember…the main point of a newsletter is to engage your reader.
With that intention in mind, you’ll go far.
Until next time,