If you enjoy leisurely reading, you probably know what you like. From Pride and Prejudice to Vogue, Mark Twain to Men’s Health, there’s usually a specific genre, author or type of publication you can count on enjoying. So when your company sends out a newsletter, is it intriguing enough for readers – who may also be creatures of habit – to stray from their go-tos?
Many recipients just throw out your newsletter altogether (via kitchen or email trash bin) while others may browse the titles – then throw it out. So how do you get MORE people reading MORE of your newsletter?
- Create lists. It’s the tactic that keeps on giving. First off, the title immediately becomes more appealing. Why say “Ways to Save Money this Summer” when you could say “Top 5 Ways to Save Money this Summer”? Rankings and lists create a sense of anticipation, prompting readers to wonder what’s “the best” and “the worst.” Lists are also more approachable – five bullet points seem so much more manageable than five paragraphs, right? Lastly, lists will help your readers remember what they’ve read. They may tell their friends how they read about “America’s 3 Best Museums” – and when they can’t remember No. 3, they may very well send their friends to your newsletter for the answer.
- Don’t plug. The name or subtitle of your newsletter should indicate who is providing the newsletter – then you can discreetly fade into the background. Say you sell auto insurance. Possible articles: “Top Cars for Seniors,” “Should you Lease or Buy?” or “Best Road Trip Routes.” Yes, you can touch on important insurance issues, but do it sparingly. While many “soft sells” in advertising feel like anything but, a newsletter is truly a gentle nudge instead of an in-your-face call to action.
- Use pictures. Text-heavy newsletters will only make your reader feel overwhelmed and/or bored. Break up any areas of extensive text with colorful photos, whether you have a digital or print newsletter.
Newsletters should be fun and informative, offering something without giving any impression of expecting something in return. Be the friendly expert, the neighbor next door who gives sound advice but doesn’t tell anyone what to do – and your loyal readers may very well turn into loyal consumers.
