by Sue James
Publishing an electronic newsletter will be worthwhile for your business only if it is read and appreciated by your audience.
A recent study by the
Nielsen Norman group found that: Users spend 51 seconds reading the average newsletter. The layout and writing both need superb usability to survive in the high-pressure environment of a crowded inbox.
So how do you get your readers to spend that precious 51 seconds reading your newsletter, instead of hitting the delete button? The following tips can help.
S = Space
Make sure your ezine is easy on the eyes. Give everything room to 'breathe', with space around each paragraph and image. Avoid a cramped layout or tiny font - your readers will thank you for it!
U = Useful Content
If your newsletter is a thinly disguised 'advertorial', your subscribers will hit 'delete' after the first sentence or two. And you'll soon be flooded with unsubscribe requests! Try sticking to the 80/20 rule. At least 80% of your ezine should be useful information of value to your readers. No more than 20% of the content should be promoting your products and services.
P = Permission
Send your ezine only to those people who have subscribed or given you permission to include them on your mailing list. Don't add people to your list because you have collected their business cards, or they have purchased one of your products. This will not make you popular! And it may get your newsletter flagged as spam and added to a "black list" somewhere!
E = Edit
The odd spelling or grammar error may slip through, but a poorly written ezine will not do anything for your professional reputation. Check and recheck your copy before sending. Check web links to make sure they work. And finally, before you send your ezine, use a service such as Sitesell's Spamcheck. Re-word your copy if necessary so it won't trigger spam filters.
R = Regular
How often to publish an ezine varies from business to business, and will depend on who your subscribers are. Quarterly is probably not enough to keep you 'in sight, in mind'. More than monthly may irritate readers with overflowing inboxes. If in doubt, ask your readers! Producing an ezine also takes time. So set a schedule that allows you to produce a quality newsletter every time. When you've decided on a frequency, stick to it - consistency is important.
B = Be Yourself!
Ensure it is YOUR voice your subscribers "hear" as they read your ezine. Most people prefer a personalised approach, so be yourself as you write. This will also help to build trust and a positive relationship with your readers - which in turn will help grow your business!
Use the above tips to help you produce a S.U.P.E.R.B. ezine that is read and appreciated.
You'll then have a newsletter that will work for you as an asset in your business!
