There are many ways to liven up an HTML newsletter, and the following four ways are guaranteed to keep the customers wanting to come back again and again to find out what is in the next issue.
First, always keep the content fresh and write it with the reader in mind. When companies write newsletters that are primarily focused on the product, they are forcing a hard sell to the reader. If they consider that the reader may want to know more about how the product is used, or how it makes their lives easier, it will go a long way to brining the customer into the idea of buying sooner than later. It is possible to outsource the newsletter content to a freelance writer or a series of writers. As long as an outside person is able to capture the voice of the company, the content being written by someone outside of the employee marketing department is not a problem.
Second, use real life situations to describe how the product is to be used. If a company has a product and the customer only has access to a photo of it online, then the customer may not be able to easily imagine how to best utilize the product. It is possible to use customer testimonials, and survey customers to see how they have had interesting experiences using the product. If the customers see other people using the product, the customer gets an idea of how that particular product will solve their problem. It will also create value for the customers, and make them less hesitant to buy the product.
Third, give the customer links to ancillary information. Many times the customer has a question while reading the content of the company newsletter. By offering hyperlinks to definitions or to other pages, the content is easily read without leaving the landing page.
If the customer has a question, and is able to find an answer right on the page being read, it keeps the customer on the page longer. For example, if a company is selling vitamins or health food related supplements, and mentions the names of unfamiliar ingredients, the customers would benefit from a hyperlink that provided a general definition of the terms. This way, the customer is able to keep reading and get the most out of the content without navigating away from the main page.
Fourth, it is helpful if the page is broken up into sections, and the newsletter contains bullet points and other short versions of text. The readers will tire of reading straight text, written like a novel. If the reader also has access to text with bullet points, numbered lists, and interesting photos and graphics – they will read with more interest and not be bored by the layout of the page. The attention span of most people is very short. There are so many other obligations competing for their attention. If the salient points are summarized in bullet points, the reader can find this information quickly and make the best decision to buy the product advertised.
Jamie Colbs is a html email newsletter templates best practices activist advocate for Benchmark Email , a leading Web and permission-based email marketing service.
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There are many ways to liven up an HTML newsletter, and the following four ways are guaranteed to keep the customers wanting to come back again and again to find out what is in the next issue.
First, always keep the content fresh and write it with the reader in mind. When companies write newsletters that are primarily focused on the product, they are forcing a hard sell to the reader. If they consider that the reader may want to know more about how the product is used, or how it makes their lives easier, it will go a long way to brining the customer into the idea of buying sooner than later. It is possible to outsource the newsletter content to a freelance writer or a series of writers. As long as an outside person is able to capture the voice of the company, the content being written by someone outside of the employee marketing department is not a problem.
Second, use real life situations to describe how the product is to be used. If a company has a product and the customer only has access to a photo of it online, then the customer may not be able to easily imagine how to best utilize the product. It is possible to use customer testimonials, and survey customers to see how they have had interesting experiences using the product. If the customers see other people using the product, the customer gets an idea of how that particular product will solve their problem. It will also create value for the customers, and make them less hesitant to buy the product.
Third, give the customer links to ancillary information. Many times the customer has a question while reading the content of the company newsletter. By offering hyperlinks to definitions or to other pages, the content is easily read without leaving the landing page.
If the customer has a question, and is able to find an answer right on the page being read, it keeps the customer on the page longer. For example, if a company is selling vitamins or health food related supplements, and mentions the names of unfamiliar ingredients, the customers would benefit from a hyperlink that provided a general definition of the terms. This way, the customer is able to keep reading and get the most out of the content without navigating away from the main page.
Fourth, it is helpful if the page is broken up into sections, and the newsletter contains bullet points and other short versions of text. The readers will tire of reading straight text, written like a novel. If the reader also has access to text with bullet points, numbered lists, and interesting photos and graphics – they will read with more interest and not be bored by the layout of the page. The attention span of most people is very short. There are so many other obligations competing for their attention. If the salient points are summarized in bullet points, the reader can find this information quickly and make the best decision to buy the product advertised.
There are many ways to liven up an HTML newsletter, and the following four ways are guaranteed to keep the customers wanting to come back again and again to find out what is in the next issue.
First, always keep the content fresh and write it with the reader in mind. When companies write newsletters that are primarily focused on the product, they are forcing a hard sell to the reader. If they consider that the reader may want to know more about how the product is used, or how it makes their lives easier, it will go a long way to brining the customer into the idea of buying sooner than later. It is possible to outsource the newsletter content to a freelance writer or a series of writers. As long as an outside person is able to capture the voice of the company, the content being written by someone outside of the employee marketing department is not a problem.
Second, use real life situations to describe how the product is to be used. If a company has a product and the customer only has access to a photo of it online, then the customer may not be able to easily imagine how to best utilize the product. It is possible to use customer testimonials, and survey customers to see how they have had interesting experiences using the product. If the customers see other people using the product, the customer gets an idea of how that particular product will solve their problem. It will also create value for the customers, and make them less hesitant to buy the product.
Third, give the customer links to ancillary information. Many times the customer has a question while reading the content of the company newsletter. By offering hyperlinks to definitions or to other pages, the content is easily read without leaving the landing page.
If the customer has a question, and is able to find an answer right on the page being read, it keeps the customer on the page longer. For example, if a company is selling vitamins or health food related supplements, and mentions the names of unfamiliar ingredients, the customers would benefit from a hyperlink that provided a general definition of the terms. This way, the customer is able to keep reading and get the most out of the content without navigating away from the main page.
Fourth, it is helpful if the page is broken up into sections, and the newsletter contains bullet points and other short versions of text. The readers will tire of reading straight text, written like a novel. If the reader also has access to text with bullet points, numbered lists, and interesting photos and graphics – they will read with more interest and not be bored by the layout of the page. The attention span of most people is very short. There are so many other obligations competing for their attention. If the salient points are summarized in bullet points, the reader can find this information quickly and make the best decision to buy the product advertised.
