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An Introduction to e-newsletters

Remember this mantra: Less is More
Think about it. How often do you actually read every page on a website? That’s right you’re busy. Your inbox is full. You want to pick up those little gems of relevant information without having to work to hard to get them. So keep this in mind when designing your newsletter. How you layout your newsletter and what you say in your newsletter should be done keeping this mantra in mind.

So what information should I include in my
e-newsletter?
There is no hard and fast answer to this question. It will depend on your business and the audience with whom you are communicating. But there are some standard ways to present content to make it timely and relevant to your readers:

	Announcements: Timely recent information about your company, products or industry will have an impact on your readers. For instance, a link to an upcoming tradeshow where your company will be exhibiting, a seminar that your company will be sponsoring or a recent industry development that will affect you and your customers.

	Articles: Article related to your products or services or tips that help your readers are the main reason for your client’s subscribing and the best way to keep them. If this information is timeless then you can develop it into a resource library of past articles or external linked sources so your readers begin to view you as a source of information.

	Case Studies: Examples of other client’s who has achieved great results while using your products or services is always a winner. This type of human interest angle will help you build credibility with your readers. These can then be published on your site where readers can also see previously published case studies.

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An Introduction to e-newsletters

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Include this content and readers will be up to date on recent information about your products or services, abreast of topics affecting them and will see how you are helping other clients achieve success by using your products or services.

Making it easy to read
Think of how you read newspapers; the same is true for how we read material on the web, only exponentially so. You skim headlines looking for something that interests you. Only then do you read an article. Photographs and visual cues draw your attention to areas on the page and offer you insight as to the information held within an article. Too many articles within newsletters are very long (greater than 900 words). When writing your article try to keep it below 800 words or less and break each section into smaller, easy to read blocks with bolded headlines over each section. This will encourage your reader to skim your article and stop at each section they find interesting. If you are finding it impossible to trim your article simply find a good point within 800 or fewer words and provide a link to a webpage that contains the article in its entirety.

Sharing your newsletter with others
Always give your readers a reason and a means by which to share your newsletter with others. By providing valuable and relevant content to your readers they will want to share the information with others by forwarding your newsletter. Use GraphicMail’s "Forward-to-a-Friend" feature that inserts a link within the footer of your message so your readers can easily forward your newsletter. The goal is to reach as large an audience as possible by providing valuable, relevant, timely content, and an easy way for your readers to share this information with others.