Do you intend on running a newsletter for your business? Then good for you! It’s one of the best places to start for a high quality media addition to your business.
However, the problem with running a good quality newsletter is that you need to have a grasp on its three most important factors:
→ Newsletter titles.
→ Newsletter subjects.
→ Newsletter subject lines.
Without getting these right, your newsletter will fail. So, where do you start with all three factors?
Why do newsletter titles matter?
So, the first thing to touch on is the fact that you are calling it a newsletter. While it’s like the industry name in many ways, you should try and avoid calling your newsletter a newsletter. You should look to give it a more catchy and stylish name. For example, are you only going to post on it once per week? Then avoid calling it a ‘weekly newsletter’ and just go for a ‘weekly’ instead!
It sounds smoother, it sounds more modern, and it lets people know how often to expect an update. If you run a newsletter that only does a post or two per season of the year, call it a ‘Seasonal’ or something like that. Basically, your first and most important aim is to make sure that your newsletter titles are going to feel more or less exactly as they should in relation to what you run.
The title itself matters, too. We’ve covered this in more detail here, but we just wanted to touch on a few important matters regarding newsletter titles:
A good newsletter title should be witty, sharp, and short – it should stick in mind.
→ Try and always come up with something that is related to the industry of your newsletter.
→ Match the name to the theme, the topics covered, and the general level of expertise.
→ Build your newsletter theme around the problem(s) that it should be solving.
→ If possible, try and fit your company name, or your own name, into the title.
Also, try and avoid putting together a newsletter title that is longer than 5 words.
If you keep the above factors in mind, then you should be much more likely to make sure you can build a newsletter title that works. It’s not hard, but the rewards for success are very high!
What about the newsletter subjects?
The subject of a newsletter is a much harder thing to write about. While subjects should not be confused with subject lines, they do have a natural connection. For one, your subject should always be related to the subject line outside of the most unique and particular of circumstances. Basically, if people click on your newsletter due to the subject line, it had best match up with the content that they read within
If you are looking to help make sure that you can build a cohesive newsletter, then you have to keep the following in mind:
→ Unless it suits your market or industry, avoid too many personal stories or indulgences.
→ Make sure that you use formatting and text emphasis to make key points stand out.
→ Always try and include some form of ‘in conclusion’ section at the end of each newsletter.
→ Never write a newsletter post without having a recipient in mind, and a problem to tackle.
→ Make sure that if you are sharing something important, like promos or tips, that it’s advertised.
→ Utilise the power of design and artistry to make your newsletter information easier to grasp.
→ Never write a newsletter page that does not have a clear conclusion in mind.
When you are writing the subject of your newsletter, just make sure that it ticks all of the boxes above. And given your newsletter posts will likely shift in some way from post to post, it very much pays to know exactly what it is what you wish to say when you are producing the content.
Therefore, you should look to take the time to evaluate not just what your subject is, but how the subject relates to the topic, the industry and most importantly of all, the subject line.
Writing quality newsletter subject lines
When you write a quality newsletter subject line, it should ALWAYS come with a clear subject line. Many people make the mistake of always leading with something like ‘The X Solutions That Will SOLVE Y Problem!’
And while it might not sound like the worst subject line, it’s a big ‘e-mail spam’. That’s why so many people fail to get good response and open rates with their newsletters. They use aggressive, clickbait subject lines that actually put people off clicking on your work. First off, try and avoid making your newsletter subject line over 20 words. We recommend anything from 5-10 words is a good newsletter subject line.
Also, make sure you don’t use the word newsletter within the name of your subject line. It can bullet your response and open rates, as most people view newsletters – even ones they join – as being dull. Therefore, you need to try and give them a ready to actually open up your newsletter subject line.
Are you considering sending this newsletter subject to more than one group? Then try some A/B testing. This means sending Group A the subject line you believe works best, and then sending Group B an altered subject line with just about change to alter the message.
If you get used to doing that, you will see what your audience seems to prefer the most. It will also ensure that you can maximise the likelihood of all openings and responses. The main reason why that matters is quite simple, really: your business will benefit from being able to try posting the same(ish) newsletter with only a changed headline.
Need some inspiration about creating a high quality newsletter? Then check out Dugadu, a curated collection of over 50.000 newsletters. This simple solution should help you to see how you can amplify the newsletter that you have today to create something even more impressive in the future. So, what are you looking to use your newsletter for?