Just like any other form of writing, newsletter writers can fall into traps that result in mistakes. Many of these mistakes occur because of incomplete knowledge about the craft, or the medium you’re writing for. Though newsletters are written for e-marketing, it is very different from writing for web pages or websites. The reason is that online visitors choose to visit a website on their own to read the content. Newsletters are delivered to the email of subscribers who are, more often than not, disinterested in them. So, you’ve to be a smart writer to engage the attention of the reader and carry it through to the end of the newsletter.
In this process, mistakes can be counter-productive. A very common error is to use an impersonal newsletter. It is not just the style of writing that expresses indifference in making a personal connection with the subscribers. The initial salutation must contain the receiver’s name. It is very much possible to do that with the latest technology in database management. You can insert the first name of the subscriber and address the newsletter as ‘Dear Bob’ or ‘Hello Ryan!” This makes the subscriber feel a sense of belonging to the brand or your client. While writing the newsletter, maintain this personal touch. Write in the second person narrative, using ‘You’ for the subscriber and ‘We/Us’ for the brand you’re writing for.
Tone down the marketing message. Newsletters that pitch products and services too vociferously invariably end up in the Trash or Spam box. Dilute your marketing motive with carefully and masterfully crafted prose. Let the reader enjoy the experience of reading the newsletter. No one likes something to be pushed down their throat. It would be much better if you wrapped your marketing words and phrases in lucid, engaging content. You cannot force a person to read the entire newsletter or click through on the web links and anchor texts that you provide. You have to convince the person through the artistry of your language. The desperation to sell must not come across blatantly in your newsletter copy. Maintain a healthy balance of 80% content and just 20% of marketing lines.
Make the newsletter pleasing on the eyes of the subscriber. Proper grammar and syntax is a must-have. Proof-read your copy before the post-writing work like inserting hyperlinks and images. Get rid of spam words or those that trigger spam. Cleanse your newsletter creative off words like ‘offers’, ‘deals’, ‘girlfriend’ etc because they are most likely to set off alarm bells on the spam management software that email service providers use. If your content is packed with spam or ‘spammy’ words, your newsletter does not get a reader! It goes straight through to the spam box. Repeated instances will result in your IP address getting blocked. Moreover, leave white spaces in the newsletter for easy reading. Cramping every possible corner with words repel the reader because there is too much to read and the subscriber has other emails to attend to.