We are a print marketing agency, and love creating beautiful print newsletters. However, I will say for the record that we do not recommend sending an email version of your print newsletter.
Marketing via print is a different beast than marketing via email
For example, unlike your print newsletter, your email “newsletter” shouldn’t be fancy with lots of graphics and fonts and prettiness. That’s all good and well for your print newsletter, but not for email.
Because email is a very personal, one-to-one mode of communication.
When you email a friend, or even a colleague, do you add a big pretty header at the top? Or write your message in a two-column format? With headlines? And a cute stock image?
No. No, you don’t.
If you want to connect with your subscribers, and make your message feel personal, then you write it as if you’re writing to a real person. A fancy, highly formatted email like that screams “Advertisement! Mass email! Delete me!!”
If you want to learn how to do email marketing the right way, subscribe to Ben Settle’s email list. His training is second to none. And, as a bonus, his approach to marketing may just change your life.
Now back to email newsletters...
If you still insist on emailing a multi-topic newsletter, don’t announce it’s a newsletter in the subject line: Our January Newsletter!
Give it an interesting a headline, for heaven's sake. If you can’t come up with one, reuse a headline from the content.
Also, consider using just one article from your print newsletter, and make that the topic of your email.
Again, this is because emails are very personal, so you want your email to sound like it is coming from you, not from your marketing team. A single topic or message is more likely to come from one person. A multi-topic email is a team effort.
An email message that requires dedicated and focused attention from the recipient runs the risk of being deleted or skipped over to read later. But forgotten about.
People already have short attention spans when it comes to print media. That attention span is even shorter in digital media.
Finally, just like with all marketing, there should always be an offer and a call-to-action in every email. Sure, email might be free compared to print marketing. But, unless you are always actively moving the prospect forward to the next step, you are wasting your time and their time.
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