The response of readers to your newsletters completes the process. If your newsletter receives an adequate number of readers clicking on web links inserted in the copy, you can take the credit for writing a fine copy. At the same time, readers not showing any kind of interest in responding in some form or the other spell bad news for your newsletter. When readers click on anchor text links, or any other web link on your newsletter copy, it is counted as Click through Rate (CTR). This is usually the yardstick to measure how people have responded to your writing. The higher the percentage, the more successful your work is.
Now that you have a fair amount of idea on how your newsletter is more likely to be measured, let’s take a quick look at what readers are looking for in your writing. Firstly, newsletters have to make an interesting and engaging read. Newsletters come as email, so the chances of readers sending it to the Trash folder is high if your writing is drab and monotonous. No matter what the topic you’re writing on, ensure that your newsletter is packed with smart ideas put forward in a comprehensive manner. Do not go overboard by showcasing your writing abilities. Readers are not interested in your armory of writing weapons. They want quality content. Period.
Secondly, while writing newsletters place your anchor text links judiciously. Anchor texts are those hyperlinks that you insert over a word or phrase within the content. Don’t pack in too many of these web links together. That distracts the reader. It also confuses the readers because there is too many of them demanding their attention to click. Moreover, the fluidity of your content is hindered. Online marketers will surely want to use many anchor texts. As a writer, you need a certain amount of editorial control. Use anchor texts sparingly. That will increase the CTR and also please the average reader. For example, in a paragraph of the length that you’re reading now, you should not use more than 2 anchor texts.
The length of a newsletter is of vital importance. Remember a basic difference between a newsletter and web page content. An online reader goes to a web page to read it; a newsletter comes to the inbox of a subscriber. So, it is normal human psychology for readers to be more impatient about newsletters because he’s eager to read the other unread emails waiting in his inbox. What does such a reader do with a really long, winding newsletter? He chucks it aside and reads the other emails! A newsletter writer has to be cautious about the length. Do not go around in circles to get to the point. Use action words that urge the reader to respond. Keep the reader’s attention under your grip. Your skills in persuasive content writing will be tested to the hilt when you’re writing newsletters.
This is a guest post by Brett who works for Virginia health insurance and also a passionate blogger.