It is obvious to you as a writer that your newsletter is not the final act. When you read about the click through rate that you have to attain or the response that you have to bring out from your reader, you are well aware that your newsletter serves a deeper purpose. Newsletters are successful if the writing is of a certain standard and quality. At the same time, it is worth mentioning that your newsletter, and the content, comes to nothing if the reader just reads, appreciates your language and moves on to the next email in the inbox! Newsletters are meant to kick start a response, if not a lead generation process.
Newsletter writers have a dicey role to play. On one side of the coin you have to write a witty and conversational copy that grabs the attention of the reader without trying too hard. By the last phrase one means the use of verbose text and erudite words. Your writing has to be lucid but entertaining. On another side of the coin you have to push across an idea or concept in a convincing manner. One can defeat the other if you are not careful as a writer. Your newsletter is meant to serve a commercial purpose. That is achieved by the response that you get out of the reader in the form of a click. That click could be on the Services web page link or the More Info web link.
What is the next step in a newsletter campaign? You need to know the next step that your writing has to build up. The purpose of sending across newsletters to subscribers and existing customers is to inform them about recent developments in prices, features of products or services and other updates from the brand you are writing for. Your newsletter must contain the germ of this response. It is through the click on your newsletter that the reader will get to the website of the client or a relevant landing page. This will provide the products and services listed on the website with a unique opportunity to see (OTS). If the reader likes what he finds on the website and makes a purchase, your newsletter finally attains what it had set out to do.
At this point you might be thinking that it is unfair that a click through, if not a purchase, will substantiate the hard work you put in to write the newsletter! Well, that is what commercial writing is all about! Make no mistake here: your writing is not being undermined in any way. In fact, if your writing is not beyond the ordinary, readers will not bother to click and visit the client’s website or landing page. So, in other words, your newsletter introduces the online lead generation process. Failure to deliver on the very first step takes the subsequent ones out of the equation! That is another reason why you must wake up to your responsibility as a newsletter writer: the introducer to your client’s brand.