Writing an e-mail newsletter to engage people and encourage clicks isn’t as simple as it sounds. While print newsletters and online newsletters of the past updated people about the latest events, audiences expect more these days. Re-think your approach to newsletters so that you can attract the attention you want online.

As part of our email marketing resources for beginners, here’s what you need to know to adapt:

Don’t Get Too Crazy with Fonts, Headers, and Layout

Since people may click on your newsletter from their mobile devices or from computers of various sizes, stick to an easy-to-read font and standard header sizes. The text should preferably adapt to screen sizes or be perfectly sized in columns for zooming in. Make sure there is enough contrast for people to read the content online. Create a professional-looking grid layout that will work with varying lengths of content.

Offer Content that Provides Value to Readers

Instead of only summarizing events or what you would like to see people do, also provide content that gives readers something to learn. Offer educational or entertaining information that makes audiences think more deeply about your brand. You might offer stories, insights, or predictions. The content shouldn’t be too salesy, but could demonstrate to the reader the value of your business or organization.

While online newsletter articles don’t need to be too in-depth, you’ll want quality content that makes sense for someone to read quickly yet thoroughly. By writing mostly informative and some promotional content, you are communicating that you respect the time and attention of your audience.

Strive for Short Subject Lines

When sending the email newsletter, keep the subject line of the email short, catchy, and to the point. That way, people don’t feel burdened upon seeing the latest newsletter in their inbox. Make the subject lines relevant and interesting to audiences. The more context, the better.

Get Personal but Not Overbearing

Think about ways to make your newsletter content resonate personally with readers. Your articles may offer empathy, compassion, or support to readers. Give people helpful suggestions or resources. You might identify specific people in your audience in an email newsletter, depending on permissions and the level of privacy people seek. Remember, e-mail newsletters could be read by a wide variety of people, so keep it friendly for the public and don’t write something that could seem awkward.

Proofread to Maximize Readability

Read and re-read your writing before sending the email newsletter so that it sounds clear, with a specific tone and reader in mind. If your writing seems convoluted, this could prevent readers from getting through the newsletter. If you have contributors to your newsletter, it helps to have someone edit or proofread their work for clarity. Since attention spans tend to be shorter online than they are in person, plan to write accordingly. You may want one or two long stories along with a bunch of shorter articles.

Give Convenient Ways to Connect

Consider encouraging people to share your newsletter with others if appropriate. You might also remind people of your social media channels and ways to connect online. By adding user-friendly features to your email newsletter, you can inspire people to spread the word.

To learn about the email marketing features of RedCappi, contact us.