Write Engaging Email Newsletters
I’ve signed up for a lot of newsletters, but one of the best in my opinion is Jane Friedman’s ‘Electric Speed.’ It’s written by a writer and publishing industry professional for other writers and professionals, and shows the power of crafting effective communication for the right audience.
What do I like about her newsletter? It’s full of writing-related tidbits, alongside general life hacks and promotions for her affordable workshops on every aspect of writing and publishing. It’s this mix that makes it truly engaging, and make me excited when it arrive in my in-box every other week.
Here are lessons I learned from her newsletter, plus some general tips I’ve learned myself through my own email marketing journey. Let’s take it from the top down, starting with the subject line and ending with the footer.
Get creative with your subject line. Keep it short. Ask a question. Use descriptive words. Write it in a way that draws the reader in. My hope with this particular email is that you are curious about writing your own, and were drawn in by the subject: Write engaging email newsletters.
Keep design and copy minimal. 500 words is a good length. As far as design, there’s a trend emerging to keep it ultra-clean. I’ve mimicked Jane’s email by having a small header, then simple text on a white background.
Write with voice and personality. Long gone are the days of corporate-sounding communications. Think of yourself as the main character in a novel, and write from that perspective.
Balance education and promotion. The best newsletters are heavy on the first, light on the second. Strive for at least 50% information, even up to 90%. And feature your promotions last.
Stick with one call to action. Again, keep it simple, not overwhelming readers with too many choices.
Be consistent. Pick a frequency (weekly, ever other week, or monthly) and stick with it.
Use the footer for your contact information, and anything else, like a head shot, a short bio, and links to social channels.
Break from your format now and then. For the holidays, consider a gift guide. For particular holidays, go a bit heavier on promotion. If you post a lot of content to your blog and social media, use a ‘roundup’ email newsletter that links to all of your amazing, relevant content.
Test, test, test. Before scheduling your send, always send yourself a test copy of the email, checking that all links are working. Use your computer’s narration feature to read the text out loud to catch any repeated words or awkward phrasing. Use Grammarly to check for typos and grammatical errors.
If you want to check out Friedman’s email newsletter, the link is here.
As always, Happy Designing!
Jon
P.S. I am available for one-on-one consultations and instruction in graphic design and all things marketing. Contact me for more information.
Photo by Brett Jordan on Unsplash
About Jon Hébert
I’m a former newspaper editor, radio DJ, art director, and rock n’ roll front man who ventured into graphic design as a hobby. After receiving my art and design degree from LSU, I worked at several marketing firms before opening Jon Hébert Creative in 2003. I’ve since helped hundreds of clients with their graphic design, digital strategy, storytelling, and more. I’m also a musician and writer.
Created without the use of AI.
