For anyone running a newsletter in the modern world, the most common problem you will face is overcoming users not reading your posting. You could put your heart and soul into creating a high-end newsletter, but if you aren’t targeting the right people with the right message, you won’t get anywhere at all. That’s why we highly recommend that you take a look at our simple solutions below to help you write a newsletter that gets the readers excited once again.
So, where do you start with creating a newsletter that excites?
Only write a newsletter that is needed
Are you only getting into newsletter writing because you feel like it’s what your competition succeeds from? Think again. The only time that you should make a newsletter come to life is when you 100% believe it suits your audience.
You should not create a newsletter if you have no insights to offer. Instead, you should only start up that newsletter when you believe it has something to benefit your readers. Whether it solves questions, provides insight, or gifts them information not found elsewhere in your industry, only create when it’s necessary.
Find your own writing style
As mentioned above, if you simply follow the lead of newsletter generation due to competition, stop. Your newsletter will only succeed if you manage to create something that manifests the views that you hold yourself.
You should not be looking to merely ape and mimic what the competition does. Instead, look at the issue from the angle that you presently have. You could cover much the same topics, but can you offer a different perspective or slant on what is being said?
If so, then you should find it much easier to generate your own style.
Have your own style of subject line
The importance of a good subject line in a newsletter is something that you should never ignore. A good quality of subject line will always ensure that you have piqued the interest of the reader. Whether it’s by offering them value or providing the solution to an issue, you should have your own style of subject line.
A good subject line, for example, is anything from 1-10 words long. Whether you favour asking a question or listing a key benefit followed by a call to action, you should find this works very much in your favour.
The worst thing that you can do when writing a newsletter is promise to offer a new solution to any problem. You should instead make clear what your strengths are, but also what your limitations will be. You might be excellent at providing information and analysis, but comparatively poor at helping people take action with said analysis.
Make sure that your subscribe page sums up the kind of person and professional that you are. If you do that, you are far, far more likely to see positive results that should really make a difference.
When people are not expecting every edition of your newsletter to be a life-changing post, they can accept posts far more readily. That is when you should choose to overdeliver and provide your best value yet. Overpromising and underdelivering is the essence of a business failing. If you do the opposite, though? You will succeed and very much benefit from making that choice.
So, make sure that you look to spend more time trying to concentrate on maintaining expectations before over-exceeding them. If you make your best the expected norm, though, it can set a bar that’s unreachable.
Make good use of references
Another useful part of any good newsletter is always offering links to the sources of your information. If you are claiming that X% of the populace only consider Y, then you have to show where that information comes from. People read your newsletter as they trust your expertise on any given matter; make sure that you do not let them down by providing them with wrong information.
Verify all information to the best of your ability. Ensure that you always offer people a chance to see who is making the claims that you are asserting.
Avoid excess promotions
The problem that you likely have when it comes to writing a newsletter is being too promotional. Around one tenth of your annual output for a newsletter should be promotional. The rest should be value-driven and informational. It should go a long, long way to making sure that you can really change up how your promotions are going to work.
It’s also one of the main reasons why you should keep writing natural. It allows you to show your knowledge and passion for the topic, rather than your knowledge and passion for what can make you money.
How do people get out?
While the art of a good newsletter is keeping people subscribed, what if someone changes their mind? You have to make sure that people can unsubscribe as easily as they joined up.
Make sure that you put the time and effort into building a solution that ensures people can subscribe and unsubscribe with as little effort as is possible. Many newsletters fail because they make people feel trapped, so they start ignoring the content instead. If you make sure people always feel like they are here by choice, though, they’ll stick around. Complex and confusing, but true!
Is there a long-term plan?
Lastly, we recommend that you spend as much time as you can strategizing with your team about how to make your newsletter long-term. So, you could have a plan for a series of newsletter posts to address Topic A, while in the following months you would move on to slowly introducing Topic B.
Avoid going with trends and just moving from one topic to the next. If you have a plan, stick to it; people are signing up for your insight on the topic(s) you are covering today, not what everyone else is covering. Don’t stop mid-series because a big industry event has taken place; if need be, create a secondary newsletter to cover more immediate news.
Don’t let your primary reason for gaining subscribers go to waste, though. Stay on target with the topics that you know, and you’ll benefit in the long-term.