E-Newsletters-Trash or Treasure?

Most of us receive dozens of e-zines, e-newsletters or e-bulletins in our inbox each week. Many of these are just “spam” – useless advertising messages that seem to jam the inbox all the time.

But sometimes, in the pile of inbox rubbish, you get something that is worthwhile – an e-newsletter that is worth reading and full of interesting information.

So, the important thing to think about is that some e-mail pieces and e-newsletters are read, if they are well written. You need to write them in an interesting way and include useful, valuable information and you will develop a loyal following. This loyal following, in time, will turn into a significant increase in your sales.

Some of these emails that appear in your inbox can be written either in plain text or in HTML. Which one is best?

Should you use HTML or plain text?

It depends on your circumstances. Newsletters in plain text are usually the best option, but HTML is also acceptable these days. HTML can be very expensive, so if you have only a small budget, you may not be able to afford the design fees for a HTML version.

You will find there are “for and against” for each type. HTML looks more professional on the one hand, but it is does not the appearance of a personalized email, so there’s every likelihood that it may not be read.

Which one you use depends on your situation and the type of business you are in, your client profiles and what you hope to achieve with your e-newsletter.

It is important that your e-newsletter contains interesting articles and that the information is easy to read.

Hints on writing your e-newsletter articles:

1. In an introductory paragraph introduce subscribers to what they will learn

2. Include interesting headlines which are enticing and curiosity-building.

3. At the start of the email, you could include a “what’s inside” section.

4. You can include a paragraph which links through to the full article on your website

5. Include a list of past articles at the bottom with links to your website

6. Your lead article should be a very short, “quick tips” article so people can view at least one article without clicking through to your site.

7. Include special offers, contents and surveys to involve your audience.

8. You can also include links to interesting resource sites they might appreciate.

9. Your e-newsletters should not be used solely for promoting special offers or selling stuff, because people don’t appreciate that and you’ll lose many of your subscribers if you do.

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