How to improve your email newsletters

Guess what? Writing great copy gets your email newsletters read.

Too simple really. But it's true.

Many marketers pay so much attention to the bells and whistles that the content quality becomes last priority.

Yes, segmentation and newsletter design are important elements of electronic direct mail. But top quality copy should be the main event.

Copy is the meal. Design and graphics are the party decorations.

And email copy is your foot in the door. Especially as so many Internet Service Providers now block incoming images. That very first glimpse of copy must pull hard.

So, how can you optimise the effectiveness of your copy? Here are five tips:

  1. Write in a consistent tone to suit your customers. That means you should test different styles and look at response.
  2. Include in your headline an attention-grabbing benefit. Obviously, the benefit will relate to the needs of your customers.
  3. If segmenting, speak to the segment in the email subject line. Help them make the subject and sender connection immediately.
  4. Incorporate profitable keywords in the copy and make your newsletter newsworthy.
  5. Use short words, short sentences and short paragraphs for easy to read copy.

And don't forget to monitor and analyse all your metrics. Metric reporting is still a developing science. But with transparent reporting and honest analysis, key performance indicators will help guide future campaigns.