Newsletters are an important form of communication between a customer and a company. But, when your customers’ inboxes are filled with hundreds of emails every day, how do you make sure your newsletter stands apart and doesn’t go straight to the trash can? Belinda Weaver, founder of Copywrite Matters, spoke recently with the Australian Businesswoman’s Network in the webinar ‘Newsletters that Produce Results’. Here are Belinda’s tips on how to get your newsletter opened:
Get to the point in your subject line
When a newsletter is seen in a mailbox, there is very little information available to the recipient on what the email is about. This means that you have to get the right information out there in a very short and precise manner. When you’re writing headlines and subject lines you have to get straight to the point.
“If you don’t get your newsletter opened, then you could be giving away free cash inside and no one is going to know.” – Belinda Weaver, Copywrite Matters
Describe what they are receiving
Describe what the email is about in the Subject Line. In the case of your newsletter, incorporate the word ‘newsletter’ into your subject line.
Remind your subscribers…
Assuming people have subscribed voluntarily to receive your newsletter, they should realise that you will be sending them updates on a regular basis. It is, however, important to remind them that this is something that they have signed up for; this isn’t a promotion, this isn’t spam, this is something that they want and is valuable to them.
Use a recognisable name in the From field
Another important note to make, when writing for your newsletter, is to be mindful of who your message is from. Make sure the name is that of someone they recognise and has a direct link to your company and brand. (Definitely avoid the generic info@ email address in the From field if you can.) While open rates may vary from issue to issue, unless your newsletter gets opened, your customers don’t stand a chance to benefitting from the great content you’re providing. With so many email programs now allowing you to preview an email (or at least the first few lines) be sure to lead with your best stories and information. Do you have any other great tips for getting emails opened? Let us know! Leave a comment below or email us, here This article is based on the Newsletters that Produce Results webinar. Learn more, and access the recording, here. Free access for Premium Members
