BUSINESS

January 18, 2023

Mark Bowden

Mark Bowden is a writer who can sound like everybody's best friend. Pop culture references included at no extra charge.

Writing a Newsletter People Actually Want to Read

Newsletters might have taken a back seat to social media and content marketing over the past few years, but like Lazarus rising from the grave, newsletters are once again coming back into favor.

So why newsletters, and why now? These proven marketing tools allow you to get up close and personal with your customers and prospects, all while still promoting your business. In the past decade, social media took on this role in a new and exciting way. But like that ex-boyfriend that won’t stop sliding into your DMs, social media has become a bit crowded. Newsletters offer a direct line of communication without the noise of social media.

But it isn’t as simple as many people make it out to be. Newsletters need to be finely tuned to effectively connect with you audience. When the following five components align, it is like the Planeteers summoning Captain Planet. Nothing will stop you.

5 Components to a Great Newsletter

Brevity (Earth)

It was the best of times, it was the…you know the drill. You aren’t writing  ‘A Tale Of Two Cities,’ keep it brief and get to the point. Newsletters are meant to distribute information and generate action. They cannot do either if the reader is wading through line after line of text. 

Storytelling (Fire)

We aren’t talking about “Once upon a time…” here. In marketing creating a story is nothing more than telling your audience why this is relevant, and why they should care. It should reflect your business goals and have some personality. Leave the robots and AI out of the equation.

Reader Centric (Wind)

There is no “I” in reader. While that might not roll off the tongue, it certainly rings true. Too many newsletters are all about the company, and not about the reader. Keeping it reader focused will keep your audience engaged and it will help with your click rates.

Call to action (Water)

Newsletters are a sales tool. Treat them as such. Every newsletter should have a call-to-action that should scream “CLICK ME! You are missing out.” Don’t hide it in the corner, put it front and center, because whether you want to admit it or not, you clients know why you are reaching out and it isn’t because of the kindness in your heart.

Eye-catching design (Heart)

You don’t have to be an amazing graphic artist to design a clean and contemporary newsletter template. Even if you are a beginner, there are numerous free tools that can help you get started. 

Two things to consider:

1. Consider how it looks on a mobile device. With over 60% of emails are opened via a mobile device the more mobile friendly you can make it the better.

2. Utilize white space. In other words, don’t write blocks of text that are 15 lines long and expect you readers to get through it all. Keep sections under 3 sentences and don’t be afraid to hit your enter key a couple of times between each one.

Still Need Help?

If the advice above wasn’t enough, or if you simply don’t have the time to write your newsletter, consider outsourcing. The Hire a Writer team is filled with marketing and copywriting experts that can help you capture your audience’s attention. Browse our website and connect with us for more information.

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