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How to create an effective email newsletter for internet marketing

The typical form of newsletter is a one-way communication where you provide information to customers, such as product updates and announcements. Creating a successful newsletter can be extremely rewarding. Subscribers and customers respond with glowing feedback, online sales jump and your customer relationships and brand loyalty deepens. Here are some useful tips that might help in creating a successful newsletter.

Before you start, think through these things:

What is your goal in sending the newsletter?
Do you want to market your site, or your product?
Who will be reading the newsletter?
Do you have a list of people who have subscribed from your site?
Are they young, old, well to do, rural?
What can you say in the newsletter to achieve your goal?
How do you connect your readers to your product? (Whether the ‘product’ is your site or your sale.)
How often do they want to receive this information?
What format will you use to distribute the newsletter, will you sue text format or HTML?

Design Scannable Newsletters
According to recent study by usability expert, Jakob Nielsen, about 50 percent of readers skimmed or partly read the newsletters. Only 23 percent of readers read the newsletters all the way through. The remaining 27 percent were never opened. So make the text easy to scan by:
# using short paragraphs
# using bullet points
# including plenty of white spacing between topics
# highlighting topics with uppercase or bold text in HTML newsletters

Write the newsletter in a conversational tone so that it flows smoothly and it is easy to read. Readers want to know what you’re talking about. Don’t weary them with puns and jokes that make them dig for the punch line. Get straight to the point of what you want to say. Make room for a special tip or secret that they won’t find easily anywhere else – even on your site. This keeps up the interest and keeps you from losing subscribers.

Include topics of interest to your readers. The newsletter is for them, so include topics they care about. For example, if you own an accessories shop, you could include an item about how to choose the right purse for a casual outfit or 10 ways to tie a scarf. If you are financial planner, you might include a list of useful websites where they can track their investments or monitor retirement savings.

Add sign up forms to your website and email accounts. this gives you more than one way to get new subscriptions. Have a link on the newsletter itself to send to a friend . This way their friend will get a complimentary copy from a trusted source and with the link on the newsletter to subscribe can now subscribe if they choose.

Don’t send your newsletter in HTML format, unless your reader specifies it. HTML email takes longer to download, and not all email programs read them properly.

Spell check, proofread and edit thoroughly! Be meticulous in grammar. If you can, have someone else proofread it. It’s hard to catch your own mistakes. Text editors, such as TextPad, include a spell check function. If yours doesn’t, then copy and paste the text into Microsoft Word (assuming you have it). Make sure you have the “Check spelling as you type” option switched on.

Test the newsletter on few e-mail addresses to check for errors and other issues before sending to the entire distribution list. Keep track of results and reactions to your newsletter to come to an understanding for further tweaks and corrections.


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