A very cheap, yet powerful way for communicating with your prospects/clients. 10 Basic points.

2. eZine Marketing - 10 Points
On Writing Your Newsletter
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• Follow 10 simple rules of thumb, and you’ll soon
be writing great newsletters and reaping the
rewards.
• Company newsletters can be an amazingly
successful marketing technique. Whether you
want to up-sell or cross-sell, establish your
brand or establish your authority, or simply reach
a wider market, a newsletter can do the job for
you.

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• You just have to make sure you write it right.
• Television, radio, and print advertising are
often too expensive for many businesses to
justify – especially small businesses.
• Fortunately, there is an alternative. Today’s
internet and email technologies make
company newsletters a very inexpensive, yet
surprisingly effective, form of advertising.

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• When it comes to newsletters, big
companies and small are finally competing
on a level playing field.
So what is an email newsletter?
• An emailed newsletter serves much the
same purpose as a traditional company
newsletter.

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• Think of it as a short newspaper – but instead of
relating to a town, city or country, it relates to
your business.
• You can include articles on new products or
services, awards, recent success stories and
case studies, promotions, specials, share price
rises, company events, research…
• And if it’s a quiet month, you can simply write
articles that might help your customers out.

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10 Steps to Success
• Follow 10 simple rules of thumb, and you’ll
soon be writing great newsletters and
reaping the rewards…
• 1) Keep It New! Your readers won’t waste
time reading something they already
know, so make it news they can use.

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• 2) Keep it personal: Always use your reader’s
name. Make sure when someone signs up, you
get their name, then use it in the subject line, in
the greeting, and anywhere else you can.
• 3) Know your reader: Find out what your reader
is interested in. Do some pro-active research,
invite response, or find an email marketing
solution such as Aweber that tracks the links
your readers click on and keeps a history of their
activity.

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• 4) Let them know you: Let your personality shine
through. Readers are far more likely to become loyal if
they feel they know you. Always include a bit of you in
the newsletter, whether it’s humour, personal details,
personal anecdotes, or personal views.
• 5) Subject is Headline: The subject line of an email
newsletter is like a front-page headline in a newspaper.
You need to draw the reader in, so make it engaging and
relevant (maybe promise a benefit) but no more than 25
characters so your reader can see it all before opening
the email.

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• 6) Use a Title bar: Make the most of the title bar
to add visual appeal and establish brand
awareness.
• 7) Make it ‘scannable’: Most people don’t read
online – they scan. Make sure you use easy-toread bullet points and sub-headings. Don’t lose
your reader’s attention. Reading is physically
more difficult online, so make sure you’re
concise. Use links to other places instead of
writing long articles.

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• 8) Use White space!: If your page is too busy,
you’ll lose your reader. Give them a chance to
absorb valuable information by dedicating about
30% of your screen real estate to white space.
• 9) Easy unsubscribe: Make your unsubscribe
easy to find. If it’s obvious, they’ll feel safe and
can then appreciate the content. To many
people, the ease of unsubscribing is an indicator
of the integrity of your company.

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• 10) Forward to a friend: Include a link to
encourage readers to forward the
newsletter on to their friends and
colleagues. Find an email marketing
solution which allows you to do this and sit
back and watch your database grow!

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