Email newsletters should be easy on the eye and mind
July 21st, 2009 by Richard
People read email newsletters as they read newspapers and magazines. The eyes skim across headlines to see what of interest is offered. Only after that will people bother going on to fully read articles they find provide information or are entertaining. If you want your email marketing efforts to reap rewards and give a good ROI (return on investment) then you'll need to plan your newsletters carefully.
Visuals are important as cues to give readers a better understanding of what an article is all about. So adding descriptive photographs or graphics is a good idea. Readers find it off-putting when they are confronted with mile-long articles that are a huge solid block of text, so stay at 600 words as an absolute maximum, preferably less. Make ‘breathing spaces’ in the text by breaking it up into smaller blocks of text. Use bold and eye-catching headlines over each block of text. Get creative in your design and your writing.
Focus on relevant
This is an incentive to stop and go over appealing parts. If you have more information that can be covered in the article, point your readers to it with a link. Always make your newsletters interesting enough so that readers want to share it with others. Then you up the anti by providing them with an easy way to forward it to other people.
There is easy to use software for email marketing that has a feature for forwarding to friends that puts a forwarding link in the body of your newsletter. The goal of your whole newsletter is to provide information to readers that are relevant to them and of value.
To achieve this goal your content must be up to date, fresh and worthy to share. In this way your readers will find it of benefit to themselves and be eager to share it and this is your ultimate aim; wide exposure. A good internet marketing agency can run your email marketing campaign for you, taking all the hassle into their expert hands and leaving you to do what you do best – running your business.
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