What Makes a Great Email Newsletter? 7 Things You Need for a Great E-Newsletter


These days it is commonplace for many businesses, small and large, to offer customers easy access to a regular e-newsletter. E-newsletters offer businesses a great opportunity to connect with new customers and loyal fans alike. So as with anything, we are compelled to ask: What distinguishes great e-newsletters from all of the rest? How can you maximize the chance that your e-newsletter is read when you might be competing with two or three or more other email newsletters in a busy person’s inbox?

To some degree, a good e-newsletter is kind of like a good beer – excellence is in the eye of the imbiber. Some like it light. Some like it dark. Some like it hoppy and others, fruity. Some don’t like it at all. While some may prefer email newsletters dense with information, facts and figures, others may lean towards an e-newsletter with more pictures than words. Given the fact that a degree of individual opinion is involved in what distinguishes good from great email newsletters, there are still some very core things that you can do to make your e-newsletter stand out from the rest.

1) Offer Excellent Content. You know the saying (credited to Bill Gates) that “content is king”? When it comes to good e-newsletters, it really rings true. People are busy and they have many different choices when it comes to reading material. If you want people to read your e-newsletter the content is going to need to stand out and be consistently great.

2) Use Appealing Design. The value of good design should not be underestimated, even for something as content driven as an email newsletter. Make sure your email newsletter uses appealing and complimentary colors and fonts with design, size and color appropriate to maximize readability. If you are not sure whether the design of your email newsletter is visually appealing, seek out opinions from people in your target audience.

3) Make Sure Your Links Work. A major part of the design of e-newsletters involves links to longer content pieces on specific topics. If you include links in your email newsletter that are broken or do not deliver on the promise of the link title, leading a reader somewhere they did not want to go, you risk compromising your reputation and the perceived quality of your e-newsletter.

4) Triple Check Your Grammar so Errors are Rare. While misspellings, run on sentences, and fragments may be a widely accepted part of texting, tweeting and communicating on social media sites, acceptance for grammatical errors has fortunately not made it to the world of e-newsletters. Incorrect grammar and spelling errors will quickly raise the eyebrows of your readers, and will likely make many doubtful of your authority on any given topic.

5) Use Fresh and Interesting Photos. The power of a great picture should not be underestimated when it comes to communicating a concept, idea, or message. Photos are an important part of creating great email newsletters and the pictures you use should be as original and engaging as possible. Perhaps not surprisingly people are particularly drawn to pictures of people so whenever possible, incorporate the human side of your images with great pictures your readership will relate to and enjoy.

6) Don’t Get Stuck in a Rut. E-newsletters are typically published on a fairly regular basis, sometimes quarterly, and more often monthly or even weekly. After a while, it can become easy to fall into a predictable pattern of content creation for an e-newsletter. While consistency may be good, doing things the same old way every time is not. Resist the urge to get stuck in a rut and make an effort to offer new ways for your readership to get engaged with your email newsletters as often as possible. This might include, for example, a quiz, brief survey, or the opportunity to participate in some type of readership contest. Stay open to new and innovative ways to make your e-newsletter interesting and different.

7) Make it Easy for People to Share with Others. One thing that makes e-newsletters great is the fact that they can be easily shared. Help facilitate people’s desire to share your great content with social media links in your e-newsletter that encourage it. Encourage people to forward your e-newsletter to friends and family and to share articles and information about your e-newsletter on Facebook and other social media sites.

Developing and distributing a great email newsletter can take a considerable amount of time and effort. If you are thinking about an email newsletter for your business, you may want to seek help from an experienced web marketing company to make the process easier and less time consuming. Even with professional help though, your perspective of a business leader will be invaluable in helping to create a great email newsletter for your company.

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