Recently I have been posting questions in Ecademy and LinkedIn to find out what people think about e-newsletters. The answers have been varied and very interesting, plenty of material to write some articles, fuelled by diverse attitudes and individualistic insights.
One thought is that e-newsletters need to be well crafted and sent to the right people. Unlike paper newsletters, they are not a medium for lengthy and multiple information. They are not constructed for leisurely reading-time or many chapters; the computer screen is not suitable for reading, as the light makes eyes tired and swimmy, concentration difficult to focus and, basically, we don’t have time to read newsletters when there’s a full in-box requiring our attention.
E-newsletters should contain only one subject that is relevant, wanted, needed and interesting. If readers consider it good value, gain knowledge and can see how it would affect them and their business, they are then more inclined to look forward to the next issue. The missives that go on for pages, endless scrolling down to find the crux of the concept, or, like many American versions, constantly needing to provide alternative examples to make their point, will not only turn people off but will result in maybe some valid information being missed amongst the padding.
There’s a misconstrued idea that your e-newsletter needs to be full of content. This is not the case: ideally one subject is adequate, as really it should be used to slam home a valid point via quick scanning methods into this time-starved world. You could tell your readership about a particular post you’ve uploaded onto your blog, where you can elaborate more fully, and also have the benefit of receiving comments as feedback.
And then there’s your readers – are they right for your newsletter, or is the content of your newsletter relevant to them? You need to consider their time and how much is it worth. Are you providing information that is worth reading, offering time-value benefits to their business, providing contribution that stands out from the rest, presented in a punchy, poignant and potent method to make your audience think, understand, react and come back for more? As long as you are providing equal merits in a quick-read format, then your newsletter will succeed.