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Top 7 Points to Remember When Writing a Winning E-mail Newsletter

By Mershon Shrigley

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Email newsletters are one of the fastest growing communication/marketing tools today. In addition to being a dynamic, affordable marketing tool, they are also one of the best ways to promote a web site and give you and your clients an excuse to capture valuable data to use for other marketing campaigns.

However, email newsletters aren't just printed newsletters delivered electronically. They must be written using a different style for a unique reading environment. These top 10 points will help you publish a successful and valuable email newsletter.

However, email newsletters aren't just printed newsletters delivered electronically. They must be written using a different style for a unique reading environment. These top 10 points will help you publish a successful and valuable email newsletter.

  1. Remember that your reader is reading light, not matter (ink). When reading light we blink less often and we're unable to adjust text size by moving the document closer or farther from our eyes. This causes more eyestrain than reading the printed page.

  2. Remember that because of this potential eyestrain, your reader will more likely scan a page, looking for key words or phrases to get the information he/she needs without reading every word. A Sun Microsystems study determined that 79 percent of people who visit Web pages, for example, don't read them...they scan them.

  3. Write short. Short means about 50 percent less than you write for a printed newsletter. Each article should be about two page-downs at the most with a maximum sentence length of 15 to 20 words, maximum paragraph length of five sentences, and a maximum article length of four paragraphs. Remember...these are maximums!

  4. Remember to write in a conversational tone. Newsletters are written with "friendly authority". Let your personality show through and readers will more likely invest their time reading what you have to say.

  5. Remember to use lots of bullet points and numbered lists. Lists are easy to scan and they help the reader absorb each item one at a time.

  6. Remember that email newsletters are easily forwarded. Never write anything that you wouldn't want the whole world (including your competition) to read.

  7. Remember that email newsletters only cost you your time. Send your newsletter out consistently and reap the marketing rewards of regular contact. Email newsletters are one of today's most economical and successful marketing tools. Use it!

Mershon Shrigley is a personal/professional coach who works with men and women to help them achieve their dreams and reach their full potential. She is also a nationally-known newsletter expert and publishes a free monthly online newsletter, The Business Woman's Advantage for women (or anyone!) with entrepreneurial spirit. Mershon also teaches a number of teleclasses on a wide variety of subjects.

For more information or a complimentary coaching session, contact Mershon at shrigley85@aol.com or visit her website at [http://www.womansadvantage.com/bwa/].

To subscribe to her newsletter, go to her website or send an email request to: bwa-request@listhost.net and put "subscribe" in the body of the message (without the quotes).

Source: http://Top7Business.com/?expert=Mershon_Shrigley

Article Submitted On: May 12, 1999