Small Business Marketing by Jillian Shaw Marketing, Advertising & Public Relations for the Small Business

How to Write E-Newsletters That Aren’t Annoying

E-Newsletter Marketing for Small Business

There’s nothing more annoying than an e-newsletter that just regurgitates information that can be found on your small business’s website.  Or that offers zero incentive to be on the recipient list.  Or that is twelve pages long.  Here are a few tips for writing well in your e-newsletters:

  • Write new content.  It has to be useful and something you haven’t produced elsewhere.
  • Offer an incentive.  It’s annoying when an e-newsletter gives a ‘special offer’ that is the same as the one you put out on your twitter feed, and linked to on your website.  If your e-newsletter is going to be worth subscribing to, give me something I can’t get anywhere else.
  • Chunk your info.  Don’t just write paragraph after paragraph of information.  This isn’t a stream of consciousness writing assignment.  It’s an e-newsletter.  So set it up like a real newsletter would be, with sections and bullets and the like.  If your e-newsletters aren’t that fancy, that’s okay, just be sure to break up the copy into logical, digestible chunks.
  • Tease your next issue.  If it sounds interesting, I’m less likely to unsubscribe.
  • Cross-reference your info.  If you’re giving a preview or sneak peak or something that your reader may want to learn more about, be sure to reference where they can do that.  Hopefully, it’s on your website.
  • Promote your other lines of communication: Website, Twitter feed, Facebook fan page, direct mail list, and anything else you have.

And that’s your quick-reference e-newsletter writing pocket-guide.

Jillian's Currently Reading: Guerrilla Marketing, 4th edition: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business
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