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Email newsletters are one of the fastest growing
communication/marketing tools today. In addition to being a
dynamic, affordable marketing tool, they are also one of the
best ways to promote a web site and give you and your clients an
excuse to capture valuable data to use for other marketing
campaigns.
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However, email newsletters aren't just printed newsletters
delivered electronically. They must be written using a different
style for a unique reading environment. These top 10 points will
help you publish a successful and valuable email newsletter.
1. Remember that your reader is
reading light, not matter (ink).
When reading light
we blink less often and we're unable to adjust text size by
moving the document closer or farther from our eyes. This causes
more eyestrain than reading the printed page.
2. Remember that because of this
potential eyestrain, your reader will more likely scan a page,
looking for key words or phrases to get the information he/she
needs without reading every word. A Sun Microsystems study
determined that 79 percent of people who visit Web pages, for
example, don't read them...they scan them.
3. Remember that you only have a few
seconds to capture your reader's attention. Wow your
reader with valuable information that doesn't have a lot of
introductory material.
4. Write short. Short
means about 50 percent less than you write for a printed
newsletter. Each article should be about two page-downs at the
most with a maximum sentence length of 15 to 20 words, maximum
paragraph length of five sentences, and a maximum article length
of four paragraphs. Remember...these are maximums!
5. Remember to write in a
conversational tone. Newsletters are written with
"friendly authority". Let your personality show
through and readers will more likely invest their time reading
what you have to say.
6. Remember to use lots of bullet
points and numbered lists. Lists are easy to scan and
they help the reader absorb each item one at a time.
7. Remember to limit each article to
a single concept. Add resources such as web sites
where longer articles or more information can be found.
8. Remember that email newsletters
are easily forwarded. Never write anything that you
wouldn't want the whole world (including your competition) to
read.
9. Remember that email newsletters
only cost you your time. Send your newsletter out
consistently and reap the marketing rewards of regular contact.
Email newsletters are one of today's most economical and
successful marketing tools. Use it!
10. Remember that newsletters are
considered a news source. Unlike other direct mail
pieces, newsletters enjoy the same status as newspapers and
other news media. Respect this privilege. Be sure your
information is accurate and newsworthy. Enjoy the marketing
advantage while maintaining integrity to your readers.
About the Author:
Mershon Bell is a
certified personal/professional coach. Visit http://www.mershonbell.com
to subscribe to the Business Woman's Advantage newsletter and
learn about newsletter teleclasses.
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