Writing Newsletters Post GDPRJuly 5th 2018 Sally Ormond GDPR, Newsletters, writing newsletters
After the mad panic to comply with GDPR, you can now safely continue with your newsletter marketing.
They are still a fantastic marketing tool to keep customers warm leads.
Regardless of how long you’ve been marketing in this way, it’s worth going back over how they should be written to make sure your customers (and you ) are getting the most from them.
Without further ado, here are my five newsletter tips.
If you can, tie your content in with topical events or seasonal subjects. Especially if it’s something your readers are going to be interested in.
Making your content relevant to what’s going on around you shows your readers that you’re a company that thinks. You’re not just making contact with them to make them buy (although that would be nice), you are offering them advice that is of value to them.
If the sole purpose of your newsletter is to sell, you will be deluged by a flood of unsubscribers.
Offering articles that advise ‘how to’ achieve something, how to solve a problem or one that gives general advice about something your readers are interested in, will add value to your relationship with them.
Because they’ll benefit from each issue, they are more likely to remain subscribed to your newsletter. Plus, talking about your field in this way will position you as an expert. So when they need help – guess who they’ll turn to?
Short and sweet
The length of your newsletter is critical.
As a rule, it’s best to keep it short – no more than 400 words or so. That way you’ll hold your reader’s attention right to the end.
But don’t just think about the length of your newsletter; also consider the way you write too. Short sentences, short paragraphs, and simple language will make it easier to read.
And of course, don’t forget your strong headline. If that, and the first couple of sentences, doesn’t grab their attention, you’ll lose them.
Now, you might think keeping your newsletter short is going to limit the amount of information you can give.
Let’s say you have an article you want to send out. It’s a vital read for your customers, but it’s over 900 words on its own. Well, that’s where linking comes in. Write a short piece outlining the main issues and then link out to the full article (on your blog or another website) for more information.
This technique keeps your newsletter short and sweet and still provides your readers with the information they need.
Your newsletter also has to be enjoyable to read.
That will not only come down to its content but also how it’s written.
Be human and write in a conversational style. This will make it entertaining and readable. If you can, inject a bit of humour and keep it light. Above all, let your personality shine through.
Newsletters are a fantastic tool. They enable you to keep in regular contact with your customers and enhance that relationship by offering news, tips, and offers.