Does anyone read your business e-newsletter? How do you get your clients and prospects to open that email? In a previous post, I asked if you were sending a holiday newsletter for your business. Here are a few timeless tips to help you get your newsletter read.
Grab Attention with a Compelling Subject Line and Headline
Remember that the singular purpose of a subject line is to get readers to open the mail. The purpose of the headline is to get people to start reading. That’s it.
Research has found that the most compelling subject and headlines cater to:
- The three greatest human goals: to make or save time, effort or money
- The three greatest human desires: lust, greed or comfort
- The three greatest human teasers: curiosity, scarcity or controversy
For the holidays, tweak a classic headline into an email subject line:
Cool Tools for the Yule
Finding the ______________That is Uniquely You
Good News for 2014 and _____________
How to Bounce Back from ______________
Or, tweak one of the seven classic “List” headlines to draw readers into your story:
- Do You Recognize the 7 Early Warning Signs of _________?
- 10 Ways to Beat the _______________
- Five Familiar _________
- Six Types of _________ Which Group Are You In?
- How to __________— 3 ___________ Ways
- 12 Secrets of _______________
- 76 Reasons Why It Would Have Paid You to _____________
Here are a few more tips to help you put together a professional business newsletter that demonstrates your expertise – for the holidays, or any time of year:
- Include a banner (with consistent branding) – If you already have a blog or website, use the header (or a version of it) as the newsletter banner. Be sure to use the same font throughout the newsletter and format your content for easy reading.
- Include a side-bar bio and photo of yourself. Yes, even in a holiday newsletter, you should include a biography. Don’t assume your readers will automatically know who is sending the newsletter.
- Consider writing one compelling story, about 1000 words, that will engage your readers. The topic or theme can be incorporated in the headline. Be sure to use personal pronouns in your story (“I” statements) and talk about experiences with clients.
- Use images that evoke curiosity, humor or desire. (Note the image I included in this blog post.)
- Include a call to action. This could range from, “Congratulate ___ on their success”, to, “Contact me for more information.”
Remember that a newsletter isn’t designed to sell something directly, but to build trust and confidence in the professional. But without the ability to get to know you, the reader isn’t inclined to take the next step. In fact, the next step isn’t clear since there isn’t any offer.
If you’d like more help with creating your newsletter, download our Shortcuts to Publishing an e-Newsletter.