3 Simple Ways to Make Email Newsletters 10 Times Better
by Tracy Johnson
Whenever you can make simple adjustments to deliver 10 times the results, that’s a pretty good tradeoff, right? How would you like to make 3 simple adjustments to your email newsletters for 10 times growth? Well, you came to the right place.
Email marketing is still one of the most cost-effective methods of marketing and promotion, but your effectiveness depends entirely on how well your message is written, designed and delivered.
Radio station’s email newsletters are somewhat of an ordeal. I subscribe to over 200 of them, and every day I look forward to finding a new idea or a tactic that can be borrowed or stolen.
But the vast majority of the time, I’m disappointed. They’re full of text, written from the station’s point of view and frankly, not very interesting. But there are 3 ways to make your email newsletters 10 times better almost immediately.
First, understand that this is a discipline. It’s going to take some hard work. But, you say, the headline is 3 Simple Ways to Make Your Email Newsletters 10 Times better. Yep.
Still, simple isn’t always easy. Simple usually requires a shift in understanding and definitely demands adjustments.
3 Ways to Make Email Newsletters 10 Times Better
So here’s what you need to do to engage your audience more!
1) Shorten Your Writing
This advice sounds familiar, doesn’t it? Just as you’d tighten a radio break to eliminate anything that doesn’t need to be there, reducing the clutter in emails is sound advice.
Most newsletters are full of way too much text. Start fixing this by shortening each sentence. Check it out yourself. Most sentences are full of extra words.
Here’s an example:
WXXX has your tickets to the upcoming concert featuring Michael W. Smith and Amy Grant on (date) at (time). These legendary performers will be at ( venue) and we’d love to put you in the front row with a family four pack of tickets. To win, just listen to (show) at (times) on (days). And we’ll set you up with a family four pack you’ll never forget.
This makes your head spin, right? What’s important here?
See Michael W. Smith and Amy Grant from the front row…with your family. Listen tomorrow morning at (time) to win.
Much better, right? It’s clear, easy to understand and says everything you need to say. And it has a chance to be read.
Your audience reads on scan. And when there’s too much text, they scan right past your message.
2) Make Every Line Count
Once you’ve shortened the length of each sentence, get rid of the sentences you don’t need.
Try to get each email down to 5-7 lines. Seriously? You can do that if you’re using photos and video to punctuate the newsletter. Photos and video punch up the message and draw the eye to your content. the right graphic can fill in detail gaps. But be sure you’re not filling the image with more text.
This is all about editing. Go through each line and scrutinize it for clarity and understanding. Your goal should be to entice the reader to take an action. You don’t have to include all the details in the email. Just get them to the next step and let your landing page take it from there.
3) Focus on the Goal
Are newsletters still too long? You’re probably trying to do too many things in one message.
Long newsletters or cluttered emails with several topics tend to be ignored. Even if there is appealing information in the content, it probably is saved for later viewing. And if the reader comes back later, you’ve missed the moment to turn them into participants.
Your emails will be more successful when you know the purpose of the email. Focus on one goal and stay focused when creating the message. Then measure your success by tracking response rates to your single, clear message.
If you can’t figure out a goal for the newsletter, prioritize. What’s important to your brand? And how can you move your brand messaging forward? Go with that as the focal point.
Once you’ve finished your email, save it and come back in a couple of hours. Read it again with the goal clearly in mind. Now delete everything that doesn’t move you toward that goal.
See? Not so hard, is it? Put these three tips into practice for your next email newsletter. Or, better yet, review your last 2-3 newsletters. Edit them to be tighter and more focused. You’ll see your results improve immediately.
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