Do you want to create high quality newsletters that won’t get stranded in your reader’s inbox? Ask yourself the following questions before, during and after writing your newsletter.
1. Before you begin
Can you make time?
Creating a newsletter is time-consuming work. Although it will become easier after the first few times, newsletters are rarely a quick item to check off. Make sure you have plenty of time to write a newsletter.
Avoid overextending yourself: don’t be too ambitious when you’re just starting out. Start small with a monthly, bi-monthly or even quarterly newsletter.
Is all of the information on your website?
A newsletter is an effective way to let people know about news from your organization. But it’s not the medium best suited for providing detailed information. What’s more, not everyone subscribes to your newsletter. That’s why everything you discuss in your newsletter should be available on your website as well.
Publish news updates, blog posts and project updates on your website first. You can then add a short summary of each item in your newsletter with a link to the web page.
2. Writing your newsletter
Are the images appropriate and inviting?
Add pictures to make a newsletter more attractive. Use photos or illustrations that support your content. If possible, choose images with people in them.
Use images that are easy on the eyes. Too much text in images, for instance, can be distracting.
Are items no longer than 300 characters?
As mentioned above, your goal is to keep your reader’s attention.
Keep the items in your newsletter under 300 characters each. This way you won’t bore anyone who is less interested in any particular topic. They can just skip to the next news item.
Is there a clear call to action?
Add a recognizable call to action, such as a button labeled ‘Read more’ under each news item. The button should link to a web page with more information.
Does the most important item come first?
Whatever you put at the top of your newsletter will get the most attention. This item will receive the most clicks as well. If you want an item to be noticed, open with it.
Does the subject line grab your attention?
People decide to open or ignore an email based on the subject line. That’s why this element of your newsletter deserves special attention.
Avoid subject lines such as “Newsletter June [Organization]”
Your recipient already knows the name of your organization – they can see the sender. The current month or the fact that it’s a newsletter won’t be news to anyone either. As a result, this subject line won’t excite anyone.
Here are some tips for a strong subject line:
- Don’t add a date or month, or the word newsletter
- Use around 50 characters, or 7 words
- Make readers curious by giving away a bit of content
- Ask a question or use numbers (say 7 instead of seven)
Our June newsletter scored above average in terms of views and clicks. My course members told me they were able to use the information to their advantage.
Janet Pasveer
Owner, Roeach
3. Once your newsletter is done
Have you sent a test email to yourself?
After going through so much effort, you might be anxious to get your newsletter out to your subscribers as soon as possible. Restrain that urge for just a bit longer.
First, perform a final check by sending your newsletter to yourself. More often than not, you’ll spot a small mistake.
Is the subject line still as inviting as you thought?
Once the subject line appears in your in-box, it might come across differently than you imagined. Make sure you’re happy with it before sending out the final version. Ask yourself: do I want to know what’s in this email?
Do all hyperlinks and buttons lead to the correct destination?
Click every link and button in your test email to make sure they go where they are supposed to.
Need some advice?
Need some help crafting the perfect newsletter? Get in touch with us.