Create a Consistent Structure for Your Newsletter
A Web Copywriting Tip by Nick Usborne
Most newsletters contain a number of separate elements of content.
Maybe a few announcements, an article or review, a product or service introduction. The content varies from newsletter to newsletter.
Chances are that very few subscribers will want to read every word of each issue. And some will watch out for particular features – like the article or product announcements.
Because people will look for different elements in each issue, it is important that you help them by creating a consistent structure for each issue. Put each element in the same sequence each time. It also helps if you have a short “contents list” at the beginning of each issue.
This way people can quickly scan the complete list and click or scroll directly to the content they want to read first.
Over time, a growing familiarity with your newsletter structure will help build the loyalty of your readers, because each of them will know where to go first in order to find the information they find most useful and valuable.
Nick Usborne is a copywriter, author and speaker. You can access all his newsletter articles on writing for the web at his www.ExcessVoice.com site. You’ll find more articles and resources on how to make money as a freelance writer at www.FreelanceWritingSuccess.com.