4th May 2018 Claire Hawes

How to write a newsletter that gets opened and read

By the time you reach the end of this page you’ll know how to write a newsletter that actually gets opened and read.

So you want to publish a newsletter?

You yearn to be front of mind of your prospects and customers. And to position yourself as an authority in what you do.

But at the same time, you worry about the amount of work involved. Moreover, if the result you’ll achieve is worth the effort you put in.

I thought so. Here’s the thing.

In reality, an email newsletter is a low-cost way of getting your messages out to your readers.

What’s more, writing email newsletters gives you the potential to reach a wider audience as readers can share your content.

Measurability is a given, as sophisticated reporting is a feature of the majority of email service providers.

Better still, well-written email newsletters generate enquiries, so ultimately they pay for themselves.

So what’s the magic formula to writing an email newsletter that gets opened and read?

Keep reading, and you’ll find out.

How to get newsletters opened

First off grab your readers attention with a clear, concise and actionable subject line. For example: “10 ways to…”

Be warned, whatever you do don’t use the word ‘newsletter’ in your subject line. It’s guaranteed to put readers off.

How to get newsletters read

As with any content you create, headlines make or break your copy. So give your newsletter a catchy name that makes it clear what your reader can expect from your newsletter.

Equally important is to include a subheading. It gives you a further opportunity to show your reader the value of reading your newsletter.

How to get readers interested in your content

Be clear about who your reader is.

Then remember email is a one-to-one medium. Write in a voice that talks directly to your reader. Don’t try to write for the many.

How to build relationships

Start with an opening note, because a personal letter written by a real person humanises your communication.

What to write about

The first thing to remember is:

  • 80% of your content should be written to help your reader.
  • 20% of your content can be about your company.

With this in mind, here are some useful content ideas:

  • Share your blog posts
  • Answer customers’ questions
  • Tell a customer story
  • Share some industry news
  • Publicise events you are attending

How to build trust

Regular communications establish you as a go-to resource. As a result, they build your authority in what you do.

So set up a schedule and stick to it.

And finally

The likelihood is your reader will open your email on a mobile device.

  • So keep your paragraphs short (2-3 lines).
  • Make sure your font size is easy to read.
  • And test your email newsletter to make sure it renders correctly.

The bottom line is this. To write newsletters that get opened and read:

  • Be clear about to whom you are writing
  • Write in a human voice.
  • Choose topics that are useful and helpful to your audience.
  • Keep to a regular schedule so that you can establish yourself as a go-to source.

So take the next step.

Good luck and let me know how you get on.

And finally

If you would like help writing newsletters, then do get in touch. I have some cost-effective newsletter packages for businesses. Drop me a line to get information about pricing.

Claire Hawes, copywriter and owner of The Content BoutiqueAbout Claire Hawes

Claire Hawes is a marketing communications copywriter. She enjoys writing engaging copy that helps businesses to get noticed and attract enquiries. Claire’s experience mainly lies in the business to business sector. Her clients include both businesses and digital marketing agencies.