Covering All The Bases: How to Make Sure Your Newsletter Gets Opened and Read
It's not enough to prepare and distribute a monthly newsletter, one that offers information of genuine value to your market. You also have to make sure your newsletter gets opened and read! Covering letters provide reasons for recipients to open, download and read your newsletter each month.
Covering letters are 'advertisements' for each issue of your newsletter. In today's time-starved environment, you have to provide good, solid reasons for recipients to stop what they're doing and invest time reading your newsletter.
You should devote as much care to preparing your covering letters as you devote to the newsletters themselves.
Covering letters provide a bridge, between the recipient's self-interest and the contents of your newsletters. Covering letters should describe how recipients will benefit from reading the current issue of your newsletter. Otherwise, your newsletter may go unread.
There are two types of covering letters: those distributed by email and those mailed in envelopes along with printed copies of your newsletter. Both types should begin with a 'sales pitch.'
--Email covering letters. Use the subject line of text or HTML covering letters to encourage recipients to read attached copies or direct recipients to your web site where they can download the latest issue.
--Mailed covering letters. Include a 'teaser' on the outside of the envelope containing your newsletter and covering letter. Like the subject line of an email, the teaser should promise the benefits described in the covering letter and delivered in your newsletter.
Successful covering letters contain four essential elements:
1. Engagement - Engage recipients by showing familiarity with their problems and goals. Make it obvious that you understand their problems and can help solve them. A subject line or envelope teaser like: 'June, 2004 Newsletter' fails to provide recipients with a reason to read on.
'June Newsletter: Cutting Employee Absenteeism' does a better job of promoting newsletter content and encouraging readership.
The headline and first paragraphs of the email or covering letter should continue to engage by describing, in increasing detail, the benefits recipients will gain from reading your newsletter:
- What problems does the current issue address and solve?
- What goals will the current issue help your readers achieve?
2. Proof - Next, use the covering letter to prove the value of reading your newsletter:
- Case studies - Summarize case studies mentioned in your newsletter.
- Procedures - If your newsletter shows how to do a task, list the number of steps or describe one step in detail.
Whenever possible, include testimonials from individuals or clients who have successfully benefited from the ideas described in the current issue.
3. Next step - Show how to access your newsletter by:
- Opening the email attachment
- Downloading the newsletter from your website. (Make sure recipients can easily locate the specific page.)
- Clicking a link, but also include a URL in case the link doesn't work.
4. Promotion - Encourage recipients to pass along your newsletter to associates and friends who might benefit from its content. Planting the 'sharing seed' each month can play a big role in increasing the size of your opt-in mailing list.
Before distributing, review your newsletter after completing your covering letter. Ask yourself:
- Headline: Does the headline develop the promise made in the letter?
- Content: Does my newsletter actually deliver the promised benefits?
Edit and rewrite your newsletter until you can answer 'yes' to both questions. And then use your covering letter to persuade recipients to open and read your newsletter.
Roger C. Parker knows the secrets to promoting your business one page at a time. Find out the simple way to keep in constant touch with your customers, while saving you time and money. Visit OnePageNewsletters.com for your three free reports.
How To Write Powerful Newsletters, Offline And Online
The theory of writing for newsletters is very similar to that of writing for press releases and other media work, but with newsletters there is one crucial difference. Whereas with an external publication you're quality-controlled by someone outside your organization (the publication's editor) who is therefore independent and autonomous, the equivalent person connected with an internally produced newsletter is either you, or someone else who gets paid by your organization.
How To Write Effective Ezine Ads... And Then Some
When writing an ezine ad, there is a big mistake that most people make when writing an ad. That is, they try to sell something in those ads, and there is a good reason why you don't want to do that.
Become an E-Book Author ... Make Money From Your Knowledge!
"E-Book" is short for Electronic Book---an organized set of content delivered in an electronic format. There are many different types of e-books including packaged executables, PDF, and formats for the handheld computer.
The Future of Email Newsletter
The future of email Newsletter - Llando Ford 07.28.
The Disintermediation of Content
Are content brokers - publishers, distributors, and record companies - a thing of the past?In one word: disintermediation.The gradual removal of layers of content brokering and intermediation - mainly in manufacturing marketing - is the continuation of a long term trend.
Three E-zine Alternatives You May Not Have Considered
During the free e-zine publishing teleclasses I offer every month, I always get a few people who say to me, "You know, publishing an e-zine sounds great, but I just don't think I have the time to do it on an ongoing basis." Or, "I'm not sure if I'll have enough content to publish an e-zine.
5 Keys To A Successful Ezine
There are 5 basic keys you need for your ezine to be successful and here they are though not necessarily in this order.1- HostingYou need good reliable hosting for your website.
The Sure-Fire Ways To Increase Your E-zines Readership!
You Have Won! Hold an ongoing prize drawing in your e-zine. The prizes should be something of interest or value to your subscribers.
Does Your Business Need a Newsletter?
Have you ever thought about it?If you don't have a business newsletter yet, have you ever thought of the importance of having one?Why is it so vital to one's healthy business dealings?Let's explore some important factors even if you do have a newsletter.If you are not yet using a newsletter as a part of your marketing efforts, then you are missing out on new potential and already existing customers becoming valuable long-term buyers.
Are Your E-Mails Bouncing? Hard Bounces, Soft Bounces, and Everything in Between
Are you doing "the bounce"? No, it's not a new hip-hop dance. A bounce, or bounce-back, is an e-mail that is returned to you because it cannot be delivered for some reason.
Who Is Your E-zine Really FROM?
One morning this past fall, I was going through my e-mail inbox, relentlessly deleting junk mail. As you're likely well aware, many spam messages are made to look like they're from a real person.
Tips on Using Constant Contact to Create Your Company Newsletter
If you run your own business like I do, you don't have much time to spend fudging around with new programs. Here are some tricks I picked up while using Constant Contact's email marketing software to create my company newsletter.
How to Get E-zine Subscribers From In-Person Events
While I run my business completely online, I really enjoy attending in-person events and seminars here in Los Angeles and around the country. I'm sure you find these events valuable too.
Free Ezine Advertising That Works!
When I say free ezine advertising, I'm not talking about the free ezine ads that some publishers offer, this technique is FAR more powerful than that.One of the best ways to get free traffic to your site, is to write articles for ezines.
Email Newsletters: The Header
Managing Subscriber addresses: At the top of your email message you see the header, where you insert addresses and a subject heading. It all looks simple enough, but there are some tricks and tips you should know, and one very important warning.
Learn How to Choose a Great Topic for Your Newsletter
Since you're going to write your newsletter on a regular basis, it's essential that you choose a topic you're passionate about. Otherwise, it will be too boring and difficult for you to keep writing a valuable, informative article every day, week, or month.
The Nitty-Gritty Of Ezine Publishing
I sat here this morning, and decided to work out exactly how much time I use on creating my weekly ezine, and I almost kinda shocked myself. I`m not the ONLY publisher who refuses to automate, so please, after reading my hours, spare a kind thought for all those other publishers out there that do everything manually, and who really take the time to get down to a personal level with their subscribers.
What Makes An Ezine Worth Reading?
What makes your ezine hot stuff? With literally thousands of ezines online today, how can yours stand out or is it doomed to stay in the junk mail folders??The first thing to think about is, what is your ezine about? Do you have a clue? If you don't know then you can bet a million dollars that your readers haven't the slightest idea what you are talking about.Define what your purpose is in the first place.
Your First Newsletter: 5 Sure-Fire Ways to Annoy People
I read a lot of newsletters. Some are great and some are not so great.
American OverDrive - LCDs in LDCs
OverDrive - an e-commerce, software conversion and e-publishing applications leader - has just expanded an e-book technology centre by adding 200 e-book editors. This happened in Montego Bay, Jamaica - one of the less privileged spots on earth.
|home | site map|