What Does Your Database WANT From Your e-News?

Once you’ve decided your top goal (or 2-3 goals) for your e-newsletter, then you’re ready to plan your content. You might decide that your goal is best achieved with a ‘state of the market’ report, a set of useful tips, an opinion piece, an article, a how-to, corporate news, a product spotlight, an event, or even a testimonial or case study.

For every idea you generate, ask yourself: will this help me achieve my e-news goal? Will this set of tips encourage people, for example, to click on the ‘More tips’ link taking them back to my website? Will this  article enhance my reputation as an expert in my field? Will this infographic make them laugh and then forward/share or look forward to my next e-news?

When you have aligned your goal with what you are going to say to your database members, then remember these 10 top things readers want from your e-news:

1. Links that take them where they want to go. Send them to the correct page on your website, even if it means you need to create a new one (a landing page).
2. Chunked content. Use subheadings, numbering, bullet points, indents – and be succinct. Avoid large blocks of text which are very off-putting for many readers.
3. A good subject line. This is the first hurdle – getting them to open and read. Use a catchy subject line that tells your readers what will be inside. Be interesting. “February Newsletter” or “Latest Events” are boring. Click for a great article on this topic.
4. At-a-glance menu. Your readers are busy and your e-news is probably one of several they will receive that day. If they’ve opened it, throw them a bone by offering an ‘In this newsletter’ menu at the top so they can scroll or click down to the article that’s of interest to them.
5. Call to action. Offer them somewhere to go if they like what they’ve read. This should tie in with your e-news goals. It might be a ‘Request a quote’ or ‘Share this article’ or ‘Like on Facebook’ or simply ‘Read more.’
6. No hard sell. You can inform about sales, discounts, deals, freebies, product features and benefits or new services, but don’t do a hard sell. Hard sells are annoying. Information is acceptable. For example, avoid an approach of: “This is the best hot water bottle ever!” Instead, try “Six ways you can feel warmer this winter.” Bring your readers along with you; don’t tie them in chains and drag them along!
7. Deliver what is promised. If you have used a strong subject line or article heading that promises your readers a solution to one of their problems, make sure you are delivering that solution in your e-news or article. Don’t promise a solution and then deliver another promise.
8. Don’t over-communicate. Think about what works for you logistically in terms of writing and sending an e-newsletter, and also think about what you would want from a subscription. Would you really want a daily e-news from a business you subscribed to? Use other places – social media, for example – to tell your day-to-day news and be respectful about how often you email your database.
9. Original content. Don’t be tempted to resend last June’s e-news if you can’t think of anything new to say. Think outside the box and return to your goals. Add value to your database’s inboxes. Don’t clutter them with yesterday’s news.
10. Be professional. Avoid attaching PDFs, which are not often opened simply because of the hassle factor or because people are suspicious of attachments. Use a purchased mass mail program or even a free one like Mail Chimp; make it look good with your branding and logo; and schedule it to send at a suitable time for your readers.

Your turn!

What was your best performing e-news and why do you think it worked? Please comment with your reply.