How to Connect with Your e-Newsletter Readers

By Melanie Kirin, e-Newsletter World Conference Director

Are you making the most of your e-newsletters? 69% of studied e-Newsletter readers said that they look forward to receiving at least one e-newsletter, and most readers said an e-newsletter had become a part of their routine [NN/G Email Newsletter Usability Study].  More than websites, social media, and traditional media, e-newsletters create a bond between the sender and the recipient. How can you impassion your readers and future readers? Make it, and keep it, about the users. Here are four ways to do just that.

Phone-friendly design guidelines

1.  User Generated Content:  Read blog posts, such as industry blog sites, and the associated reader responses to find compelling content for your e-newsletters.  Joe Pulizzi gives all the pros and cons here.

2.  User friendly subscribing and unsubscribing:  Don’t hide the unsubscribe link.  If some readers don’t want your content, let them go. This will give you more accurate data regarding your readership, and you won’t be wasting time, money, and effort reaching out to people who aren’t interested.

3.  User designed content and structure for mobile readership:  Many e-newsletters are scanned on mobile devices during ‘down times’, so ensure the design of your message is developed for mobile scanability. Next month we will take a detailed look at mobile design and talk details.  This graphic from Mass Transmit has the basic guidelines to get you started.

4.  User defined length and frequency: How long and how frequent?  If it is all about your readers, ask them.  Then deliver, test, and refine. Create usability groups, segment your content by user group, and continue to test the outcomes of your efforts.

Have a technique that has worked well for you and your market? Talk about your  successes and join the conversation @ LinkedIn.


Other articles in Niched Out – January 2012:

• Ad Sales Mania: Boost Ad Sales with a Unique Value Statement
• Custom Content Oz: Open New Revenue Steams with Custom Publishing

• Success Story of the Month: Texterity’s Help with Rich Media and Mobile Paves Peloton’s Road to Success

• Niche Notes

• Niched Out Magazine of the Month: Manure Manager
• Email Marketing Tip of the Month

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