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Online Newsletters – who doesn’t
have one? It seems like you can’t open your Inbox any
day of the week without getting at least one new email
newsletter. You subscribed to them, but how many do
you actually open and read? And how many prompt you
to action?
At Freestyle Web, we manage
a number of e-newsletters via our email management tool,
Brightwire. This means that we’ve seen a lot of e-newsletters
over the past three. Some of them are very good, and
some of them could be better. This week I thought I’d
share with you what kind of email formats we’ve found,
during the course of our work, makes an e-newsletter
effective.
Design ideas
- White space
- Subheadings and Bullets
- Putting your key message
into one column
- Using key captions
- These are the first
things readers see, and entices them to read on
- Text in sans serif font,
such as Arial or Univers, not serif fonts (Times New
Roman)
- No more than 2-3 pictures
or graphics, otherwise the file size could be too
large for some readers
Content ideas
- New
work/contracts and new client wins
- Company
Events
- Research
of interest
- New
staff profiles
- New
products and services
- Community
Involvement/Non
- profit
organization sponsorship
Once you have your e-newsletter
up and running it is absolutely crucial you monitor
its effectiveness. If your email management program
does not have this facility, consider moving to one
that does.
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