8 Secrets of a Winning E-Mail Newsletter
Jan 01, 2000
1. Keep it brief. Busy supporters put long newsletters aside to read later, but when old issues stack up, they unsubscribe. Short newsletters-of four screens or fewer-get opened and read more often.
2. Don't be a tease. Saving details for the Web site is fine, but the e-mail has to provide value as well. If it doesn't, supporters will stop opening it.
3. Write for scannability. This is the Internet Age. Everyone's busy. Give it to them straight and quick.
4. Format for scannability. Set margins at 70 characters or fewer to avoid awkward line wrapping. Use every trick in the book-caps, asterisks, dashes, white space-to set items apart.
5. Hurl the URL. For each item, include the relevant URL. Make jumping to your site for details easy.
6. Embed the fundraising. Surround pitches and solicitations with relevant content. Never put a pitch at the top. If readers see a pitch in their preview panels, they're likely to hit Delete.
7. Refine the content formula. Give time-sensitive information (news, action alerts, up-coming events) so readers will want to open your newsletter today. Include reference information (tips, how-tos) so they'll save your e-mail for tomorrow. Add incentives (contests, giveaways, exclusives) to appeal to their self-interest.
8. Remember: Headlines matter. Always write a new headline for each issue and make it stand out.
- By Brett Glass
[originally from http://www.zdnet.com/pcmag/stories/reviews/0,6755,2426001,00.html]
|
