5 tips for unique newsletters
Does anyone even read newsletters and mailings anymore? Maybe you're the kind of person who doesn't unsubscribe from annoying promotional newsletters and prefers to delete ten emails in your inbox every day? And then sometimes there is one that you do read through or at least click on. How come?
You're like me. I am usually too lazy to unsubscribe from the numerous newsletters and yes, maybe now and then there is one that makes me curious. Mostly those are then the ones that trigger a feeling in me. Most recently, I deliberately signed up for the "Magic Monday" newsletter from bestselling author and life coach Lars Amend, which sweetens my day every Monday morning - a real added value for me. Which brings us to the topic. What makes a good newsletter text and what do you have to keep in mind when writing?
Your subject line must rock
Subscribers decide in milliseconds whether to click on and open a mailing. A promising subject line is the be-all and end-all. "Fall Newsletter 2020" - Would you open this email? Probably not. What counts is relevance and interest, how about "Book 4 nights for the price of 3", for example? That's better. You need to give your customers a short and concise answer in the subject line as to why they should open the email. Here you will find simple tipson how to formulate the formulate the ideal subject line and how a successful preheader should look like.
Your text needs structure and the most important thing always comes first
You should think about what you want to say and achieve in the newsletter. Each section of text should be easy to understand and offer added value to the reader. Less is more, both in terms of text and design. Short, concise sentences, direct address of the reader and always a call-to-action at the end. The central message, which can also be the call-to-action, must immediately catch the eye.
Use active instead of passive and verbs instead of adjectives and nouns
This applies to journalistic texts as well as newsletter texts. Active sentences are always easier to understand and focus on the reader. "You" and "You" instead of "We" and "I". Try it out, the text immediately seems different. Also, avoid too many adjectives and noun phrases. Nouns (endings on -heit, -keit and -ung) occur mainly in "bureaucratic German" and make texts unnecessarily complicated. Rather use strong verbs!
Avoid spam words
Some spam filters scan not only the subject line and preheader, but also the newsletter text. Therefore, you should better avoid words like "free", "free of charge", "no spam", etc.. It is also better to leave out special characters and capital letters.
Show feelings
My personal secret tip for writing successful newsletters and mailing texts. Why do people on social media tend to like pictures of you, your dog, your cat or your dream vacation instead of your content? Quite simply, they trigger a feeling in your virtual counterpart ("Oh, how cute," "Oh, I'd love to be there right now," etc.). These emotions also need to be addressed in texting. What we capture emotionally is more likely to be read. Therefore, try to bring a little more personality and heart into play. It doesn't have to sound emotional, but can also be funny or thoughtful. With authenticity and authentic texts you will always convince!
All this is too much work for you and you would rather have your newsletter texts written by a professional? No problem! Just get in touch with me.
Until then, all the best and good luck with your next newsletter!