![]() Lead readers back to your site, blog, or social media network for more info. Satisfy your readers with just enough info, but leave them eager to learn more. But remember, friendship is give and take, and you deserve something too. Keeping your content scannable with content blocks, brief blurbs, snapshots, takeaways, or bullet points, and including call to action buttons, will give your readers’ tired eyes some relief. Don’t let that get you down, though - attention spans are spread thin. Guess how long the average person spends reading a newsletter? 51 seconds. If you want to plug a sale or a product in your newsletter, do so like a friend would: “Did you know we’re having a friends and family sale this Saturday? You can save 50%!” and leave it at that. If someone lets you into their home and you instantly transform into a pushy salesman, they’re going to think twice about opening the door for you again. Think of your newsletter as a trusted friend that your reader has let into their “home” (i.e., the inbox). People like to be informed of sales, but selling shouldn’t be the main focus of an email newsletter - send your offers in promo-specific emails. Company news: updates, improvements, new products, awards, volunteer projects, etc.Events, dates to remember, and holidays.Here are some examples of informative content you can include in a newsletter: Looks like an informative newsletter pays off! Starting with just an email newsletter in 2004, Hungry Girl today has exploded into “New York Times” bestselling book deals, a Food Network TV show, and features on “The Rachel Ray Show,” “Good Morning America,” and more. If you love food, but you’re watching your weight, she’s got the know-how on just about everything – including newly released low fat/cal sweets, eats, and recipes. Lisa Lillien, aka Hungry Girl, has an enlightening daily newsletter (with more than 1 million subscribers!). Items about events, deadlines, and other important dates. ![]() Items about personal interests and hobbies.Work-related news or company actions (mentioned by two-thirds of users).But what do people consider valuable content?Īccording to the Nielsen Norman Group, more than 40 percent of users said that each of the following aspects make for valuable email newsletters: ![]() If your email looks like a newsletter, but isn’t full of valuable, interesting, educational content, then it isn’t really a newsletter, nor is it a very good friend. Telling useful and compelling stories is also how we catch up with friends. Be informativeīeing informative and relevant is the be-all, end-all in the newsletter realm. So how do we keep that bond with our customers and ensure we remain connected to our readers? Follow these seven steps and you’ll be golden. “Newsletters feel personal because they arrive in users’ inboxes, and users have an ongoing relationship with them… The positive aspect of this emotional relationship is that newsletters can create much more of a bond between users and a company than a website can.” Your heart is true, you’re a pal and a confidant.” In the world of email marketing, guess whom your customers’ pal and confidant is? Ding, ding! Your email newsletter - and there’s research to prove it!Īccording to the Nielsen Norman Group’s extensive Email Newsletter Usability report (based on 270 email newsletters across 6 different countries), readers feel an emotional attachment to their email newsletters: Do you remember the theme song to “The Golden Girls”? Sing it with us: “Thank you for being a friend.
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