5 Ways to Improve Your Monthly Newsletter, Today

newsletterWhether you’re sending it out through an email system or a marketing automation tool, here are a few tips to be sure your content is read and engaged with effectively.

  • Lead with what’s interesting: Think of all the companies that send out monthly newsletters… yes, it’s a lot. Craft a compelling subject line and header that tells the reader what they’ll get by clicking through and reading more. We’ve found that stats, questions and counter-intuitive statements are a good place to start.
  • Cut down on the preview copy: Don’t give all the content away in the email — we’re shooting for click-throughs. By including only 3 or 4 sentences of teaser copy in the email, it’s more enticing to visit the shared content itself.
  • Call to Action: You’re the one directing traffic: Make sure it’s clear where you want the reader to go, and never create a dead-end. There should always be a link to another relevant piece of content (not just your homepage).
  • The Sender: Consider creating an alternative email for the CEO or another C-level officer so the newsletter comes from them, but any replies redirect to marketing to filter through. Or, if the CEO takes after Corporate Ink’s Amy Bermar, attach it to their actual email address so that the conversation can always continue.
  • The Design: There are a lot of different routes to take here. But the two most common for this type of content are the Z Pattern and the Gutenberg Diagonal. You can do a quick Google search for these principles or check out my post on the Psychology of Consuming Content.

Remember, universal recommendations should be taken with a grain of salt — after all, your company has an unique audience, and an unique message. It could be that 3 out of the 5 work for you — the only way to find out is to get out there and start testing, measuring and reporting. And if you have any questions on getting the most out of your newsletter campaign, feel free to drop us a line.