I recently had the opportunity to be a judge for an e-newsletter award. The panel looked for certain qualities immediately. Of course, navigability, layout and creativity were key elements. But it the entries didn’t also incorporate the 7 tips below, they were usually headed to the reject file.
Here are 7 Top Tips for making a good e-newsletter great:
- Are the goals for your e-newsletter clearly defined? Yes, you want to ultimately drive traffic to your website, but do you have a monetization strategy for the newsletter itself? There is no good reason to view your e-newsletter product as a “loss-leader.” 10 ways to supercharge your e-newsletter revenue
- Is it mobile user-friendly? Your e-newsletter must look good and function on multiple-platforms if you want reader satisfaction and audience growth, period.
- Have a native ad strategy. Without clear boundaries your native advertising can end up confusing readers. Create a consistent look.
- Is your e-newsletter just a replica of your print/digital edition? Resist the urge to simply re-print/re-post content. Create a distinct identity (within the realm of your brand) for your product so it can stand on it’s own….proudly.
- Sharing capability: E-newsletters need to have some sharing capability right at the top of the page. Email/Tweet the link/Pinterest—whatever works best for your niche.
- Purchasing option: If your e-newsletter has a paid component, always include an option to purchase and order for a friend–and make it easy to see and buy!
- Don’t give it all away. Be sure to mention that there is additional, more in-depth information available on your website. If you share ALL your valuable content and every single feature of your publication within your e-newsletter, readers won’t take the step to go to your magazine’s website. Keep em’ clamoring for more.
So don’t take your little ole’ e-newsletter for granted. Look at new ways to make it fresh, more targeted and more valuable to your audience!
P.S. Here are some past posts on e-newsletters to give you more ideas:
Real-world advice from publishing expert Rebecca Sterner: Building a better e-newsletter
And from Day Communications, President Stewart Day: Optimize this! Effective social media and e-newsletter programming
About this blogger: Diana Landau is the Content Wrangler for Niche Media. A former sales director and corporate marketing hack, she has now found nirvana in writing and wrangling quality content. Diana is a food, wine, art and SF Giants enthusiast…who sometimes gets carried away.
Niche Media has created super niched-out events specifically for magazine publishers for over 12 years. We’ve helped pave the way for the era of boutique events that connect specific audiences and provide great educational, friendly and super-fun environments! Plus, Carl Landau–Niche Media’s Grand Poobah–also created a blog all about creating and marketing targeted events: blog.NicheEventNation.com Check it out!
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