• The KISS principle - Keep It Simple Silly
  Email newsletters need to be clear and concise and not over busy. If you are getting your web designer or graphic designer to create your template - beware. They enjoy showing off their tricks and fancy stuff which might look pretty but not necessarily get your email newsletter read.
• Content is still King
  Map out what you'll say in future newsletters and then write the articles in advance. You can always add/change them when it comes time to using them. Writing the content at the last moment, or 'making some do' because the newsletter is due, is a recipe for email newsletter failure and subscriber drop-off.
• Less is more
  People are busy. Keep your articles to no more than 400 words. But this doesn't mean you have to use 400 words - in fact use less if you can. There is enormous skill in being able to communicate information using fewer words than using many words. "If it reads easy, it was writ hard" - Ernest Hemingway
• Proof read
  If you are the one person responsible for writing your newsletter, always get someone else to read your newsletter. Someone in the office, a customer, anyone ... you can become 'shop blind' to the content, and the 'mis-takes'. Try printing out the eNewsletter to proof read it.
• Have an on-line link
  Always provide a "read on-line here" link for every newsletter. That way people can view the newsletter in its full glory even if they don't 'download their graphics' or the newsletter is viewed off-line.
• Having your eNewsletter separate to your website has advantages
  Another good reason for out-sourcing your eNewsletter. One of my client’s website was off-line as their hosting went down. They had been campaigning to get on-line bookings for an event but with no website a few days before the RSVP they could not take bookings. Because I use a different host to them we were able to send out an email to their database telling people about the techo problem and asking them to book via a phone number - an administration nightmare BUT ... the event was a sell-out!
• Not always email
  Two business colleagues recently had babies and I sent them each a gift I thought was suitable for them and their new baby. Of course, I didn't send an email to welcome the new babies which had me thinking ... is email always the best way to make contact? Yes, it can save time, but every now and then why not pick up the phone, send a fax or even drop in for a visit!
• Get a good photo
  People like to hear from people not companies. A photo helps the communication be more person-to-person. And use a picture that you actually like, and looks like you ... forget the glamour shots!
• First timers message
  If you add new subscribers to your email newsletter list, you must tell them where their email came from. We had a client who added 237 emails one month - but their newsletter was set up so that those NEW subscribers had an added introduction saying "Welcome to your first newsletter" and a blurb about where their email was obtained. This dramatically reduces unsubscribes. In fact ... only 1 of the new 237 subscribers did unsubscribe.
• Landing pages
  Another way to measure the effectiveness of your eNewsletter is to create a landing page that is specific to your newsletter, or even the topic your newsletter is about. This allows you to measure how many responses you are getting to your website from your eNewsletter (you do this through your web stats). Of course, don't make the landing page available any where else. And don't include your general website site address in the eNewsletter if you want to truly measure accurately.
• Measure 'click throughs'
  Of course you want to know the open and read rate to gauge how effective your newsletter is. The forwarding rate tells you what Word of Mouth marketing you are getting from your newsletter but it is often useful to measure 'click throughs' as well. This will measure how many times a link within your newsletter is clicked. This is crucial if you are sending the type of newsletter that wants people to visit a website or an on-line presentation.
• Click fraud can block 'click throughs'
  Many spam filters and firewalls are now able to detect if the actual hyperlink is going to the URL that is in the text. For this reason if you are measuring 'Click throughs' try not to link them to actual URLs. Instead link them to words i.e. "Click here to go to our website" rather than www.greatlook.com.au.
• DON'T hand out your business card, ask for theirs
  When meeting a new contact, an effective networking trick is to ask for their business card. Ask them if they'd like to receive your free newsletter (tell them the benefits of receiving it in WIIFM language) and then send them a welcome email saying they have been subscribed. Or better yet have your email newsletter system set-up so a welcome email happens automatically.
• Never share your email newsletter database
  I know it's obvious but never put your database in the 'To:' field. This is the fastest way to lose professional credibility and give away your database.
• Dead or alive?
  When counting your email addresses in your contact list ask yourself "How many of these are active?". You might have 2700 emails but only half of them are to active recipients. And when you track your newsletter, deduct the bounces from the sent total to get a true readership figure. Delete emails that keep bouncing - sending repeated emails to bounced addresses can label you as a spammer.
• Think Quality NOT Quantity
  When it comes to your list size, don't get too hung up the number of email addresses, instead focus on the quality. How many bounce back? How many are active? How many respond to your newsletter? What is the open rate? What is your unsubscribe rate?
• Ask for email addresses
  Most customers will happily fill out a form giving you permission to email them on a regular basis. People are more likely to want to hear from local businesses rather than the nationals. There are huge possibilities here for florists, beauty salons, hairdressers, mechanics, cafes and restaurants.
• Contact your readers regularly
  Decide how often you are going to publish your email newsletter and then ... stick to it. People will become accustomed to you sending them information and if you have a large break - they could forget they subscribed and label you as spam. And if you are dramatically changing the look of your newsletter - colours, logo etc - make sure people know it is still from you by telling them to expect a 'new look' next issue.
• Don’t make it hyperlink city
  Hyperlinks may be great but the old saying "too much of good thing" applies. Do not fill your article with hyperlinks. You must give the reader some information without going to other websites, even yours.
• Don't be too tricky with your links
  Your hyperlinks can be mistaken for normal text if you use different colours other than the easily recognisable underlined bright blue. I always recommend keeping the hyperlink underlined although colour changes are becoming a little more acceptable. If you do change the colour, use a hover instruction in the CSS that helps to hi-light your hyperlinks.
• Include an unsubscribe or FUF (functional unsubscribe facility)
  Put this clearly on every email newsletter to comply with spam legislation. This is also referred to as opt-out. Automated removal is safest (via list management). An email link or reply with the subject of 'unsubscribe' is acceptable but make sure you honour these requests.
• From who?
  Under the spam legislation ASI (accurate sender information) must be clearly displayed - this is your company details including on-line and off-line contact details. Check which email address appears when people hit reply too. Don't be too 'tricky' or 'cryptic' with your subject line or it could look like unsolicited email.
• Size does matter in email
  Check the size of your newsletter or message. You might be on super fast broad band but your readers might be on a slower dial-up. Send yourself a test and check the size in your in-box (right click and look under properties). Preferably ... keep your newsletter under 200KB (Kilobytes). I personally try to keep it under 50KB.
• It's only "High Priority" for you
  If you send your email newsletter from your email reader DO NOT use the high priority function. This will only discredit you as a sender ... let's face it ... how many eNewsletters are really that urgent!
• Does the subject still apply?
  When you reply to an email, it is useful to change or add to the subject line. Eg. "Monday meeting" when replied to could become "Monday meeting - unable to come". Especially if you have been sent an email with an old or irrelevant subject - add a subject in the reply.
• Sign off ... every time
  We all know how useful email signatures are yet so many people don't take advantage of this simple way of advertising with every message. Set your messages to always include your signature, especially on forwards and replies. (If using Outlook or Outlook Express do this in Tools then go to Options and look for the Signature tab) Do not assume that the receiver knows your details - so many times I've wanted to pick up the phone to speak to the sender but there is no signature on the reply.
• Have more than one email signature
  Have on file, ready to add to your emails ... a generic one suitable for all email (make this your default), a casual less stuffy one for friends/family, a seasonal one you can change wording i.e. Happy Easter and also have a text one for replying to text emails if your default signature is a HTML one.
• Use BCC
  Never use To; or CC; for multiple addresses when sending bulk messages. Instead always use BCC (blind carbon copy) to keep your multiple e-mail addresses hidden. You can fit many addresses by cutting and pasting them into this section. Can't see BCC? If you are using Outlook or Outlook Express and you can't see the BCC field, go to the view menu in a new message and click 'show all headers'.
• Avoid "Undisclosed recipients"
  When sending to a group of email addresses in the BCC (which is the correct way to do it) always put yourself in the 'To:' section. Seems a little more personal this way.
• Don't send blanks
  Never send an email message with a blank subject (no subject). Not only is it inconsiderate, as the receiver doesn't know what it is about, but you could be deleted. Spam often comes with no subject.

« Return To Articles & Tips