What makes a good HTML email newsletter?

I'm always amazed at how so many people change when they are the ones writing email newsletters rather than receiving them. Instead of putting themselves in the position of the recipient, they write reams of detailed information relevant only to themselves and wonder why they can't maintain an effective email mailing list. It's not just about the email newsletter software, it's about what goes in it that really counts.

Much of the best practice about writing an effective marketing based newsletter is common sense but is overlooked most of the time. I'm assuming you will already be following the best practice email newsletter protocols such as:

• Double opt-in
• Easy unsubscribe
• Permission based emails

Here are my golden rules for writing effective newsletters:

1. Think of your audience they are busy and have little time or incentive to read your newsletter
2. Make it relevant to your audience - don't send out a vast email to a wide range of people
3. Segment, segment and segment. Much better to send out a really targeted email to 50 people rather than a general one to 500
4. Keep it brief and keep it punchy. Think and write like a journalist. You need to capture people's attention in a headline, not expect them to read a paragraph first.
5. Don't put all of the content online, the reader should be able to get the gist from your newsletter and get more detail from your site
6. Make the links to your site relevant. Include the essence of the message in your HTML link to encourage click-through
7. If you are going to include advertising keep it at the top or at the bottom and don't break up the main body of text with adverts.

And remember email newsletters unlike their printed cousins are not a medium for a lengthy dialogue with your readers. They are there to get a few juicy snippets across or promotions that may be of direct interest to them. If you cannot engage them, each and every time then it's the quickest way to the unsubscribe button.

If you'd like more information on how to run newsletter campaigns or to get a brush up on copy writing for newsletters get in touch with us for more help.

Article written by:
Clinton Porter
Commercial Director, NVisage Ltd