To Create Engaging Newsletters, Know Your Audience

The hassle-free ability to keep in contact with your customers is one of the revelations of the digital age. E-mail newsletters give you a direct line to people who already like your service, and allows you to keep them updated with what is going on.

At least, that is how it seems until you go to put fingers to keys and type out that newsletter. They never write themselves, and even though the first two or three might have seemed easy, maybe you find yourself running out of original material. Or, maybe you haven't seen the response from your newsletters you were hoping for.

Know Your Audience

Above all, it is important to know your audience. Are they already fans of your brand? If so, filling your newsletter with a lot of propaganda may not hit home with them. Why waste time preaching to the converted? Instead, focus on giving them relevant, useful information they want.

Narrow Your Focus and Focus on Each Client Persona

While it may sound like folly to an individual having trouble creating one e-mail newsletter, perhaps the answer is publishing two. If part of the struggle is keeping your e-mail newsletter pertinent to different groups of customers, composing one for each subsection may help you. Focusing on specific groups or persona’s which allows you to drill down farther on topics.

“It is good practice to send several versions of your monthly newsletter in order reach different client needs.”

Remember to focus on keeping it entertaining as well. If your newsletter reads dry, no one is going to be interested, no matter what it contains. That doesn't mean you should fluff up your articles, but do not be afraid to inject some humor. A light, easy-to-read newsletter typically is the one that is going to get read fully.

Give Away Something for Free… Or at Least a Bargain

Your customers also want access to special opportunities. Each newsletter should offer some kind of incentive to reading it. It doesn't have to be something big, just a little motivation to keep them reading.

Finally, listen to your subscribers. Do they want an e-mail link that they click on when they are ready to read, or do they want the whole newsletter contained in the e-mail? Are pictures helping get your message across, or are they slowing down load times? If your newsletter is truly for your customers, take their feedback to heart when they give it.


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