The Advent of E-news
The emergence of e-newsletters has brought several benefits. Nonprofits can keep their supporters updated on program progress and successes. Small businesses can maintain communication with a growing customer base. Corporations can tailor messages and deals according to customer preferences. And, associations now have a low cost vehicle to share organizational news and industry developments in real time.
But, e-newsletters have many drawbacks – mostly for the recipient. Cluttered mailboxes now burst with solicited and unsolicited newsletters. And, not all e-newsletters are created equal. From excessively long articles to migraine producing color combinations to useless information, you never know what you’re going to find in your mailbox.
In October, I delivered a presentation during the First Friday Networking Breakfast at the Women’s Business Center of Northern Virginia about this very topic. Having received dozens of e-newsletters from business associates, I’ve seen it all. From a kaleidoscope of colors to confusing features to…well…useless content – there is a lot of room for improvement.
E-news is used to inform, build and maintain relationships, and keep a business in the minds of target audiences. However, most e-newsletters fall short due to one or more of three mistakes:
- Failure to provide valuable content
- Excessive amounts of content
- Faulty design elements
After one or two e-newsletters that offer little value or are simply difficult to read, the recipient won’t open the message much less click on the article links. Readers will be more likely to open the e-newsletter if you address these shortcomings.
Value-added News
If your e-newsletter focuses exclusively on sales or fails to provide useful, related information, then you’re missing an incredible opportunity to connect with your audience. That’s not to say e-news shouldn’t contain promotional announcements or coupons. However, cultivating relationships leads to trust, which will eventually lead to first, second and third tier sales. The “hard sell” doesn’t accomplish this. Lead with an article that provides value-added information. For example, a pet store’s November e-newsletter might include information on how dogs and cats play, and what toys and treats encourage different types of play and exercise. And, coincidentally, the pet store might be sure to carry the featured items in the store for the holiday shopping season. Spend time planning e-news to ensure it will both meet your business goals and provide valuable information to your readers.
Digestible Content
Electronic communication is popular because it fits into today’s fast-paced, activity-filled lifestyles. A bridal store that leads with “18 Steps To A Perfect Wedding” is only setting itself up for failure. Who has time to read all of those tips? There are 40 more messages to scan and 20 responses to draft before hitting the hay…and it’s already 11:30 p.m.! The bridal store would do better to break up the tips into categories, presenting only three to four tips at a time and focusing on narrow topics. Not to mention the fact that there are now five or six story ideas for upcoming issues rather than just one for this month’s issue. Give readers brief, practical information that’s refreshing to read.
Accessible Design
When a reader has to process six different colors – including an eye-popping shade of red that clashes with a sunflower yellow background – he experiences sensory overload. The design you develop should match your logo or company colors. Include only three or four complimentary colors or hues, and avoid jarring combinations. The way you use color should communicate purpose and help guide the reader through the e-newsletter. And, be sure to resize images. Nothing says “delete me” like a message that won’t load because it contains huge pictures and graphics. In short:
Now, following these principles won’t guarantee that you distribute the most successful e-newsletter in the history of mankind, but applying them will make your e-news more user friendly. And, your customers/clients/associates may just look forward to reading each issue.
Want to see some examples? Take a look at these:
Ruby’s Adornments News
Point Page from G.L. Honeycutt Consulting, LLC
Need an easy-to-use tool? Check with your Internet service provider or try one of these services:
Weirding Word (SM), a division of G.L. Honeycutt Consulting, LLC, helps you communicate your ideas and information more effectively through tailored editing, freelance writing, publication and web design services.
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