Most of my content creation these days is writing newsletters to clients. As newsletters are becoming business models on their own, more and more brands are investing in them. The good news is that businesses are constantly looking for experienced writers to create them.
I love writing newsletters because they combine creative writing, curation, and research.
Here are some of the lessons I learned from writing newsletters to clients:
- The most important KPI is the open rate: The open rate is a measure of how many people opened your newsletter out of the total number of recipients. It’s crucial because if people don’t open your newsletter, you are wasting your time. A good KPI is anything over 40%.
- Pay attention to the Email title: The subject line is the first thing recipients see, determining whether they will open your newsletter.
It should be short, witty, and relevant to the content. Adding an emoji can also help make it stand out in a crowded inbox.
- Write a fun intro: The opening paragraph sets the tone for the entire newsletter. It should grab the reader’s attention and make them want to keep reading. A fun intro can include a personal anecdote, a joke, or a surprising fact.
- Include humor: Humor is a great way to connect with your audience and make your newsletter more enjoyable. It can also make your brand more relatable and memorable.
- Add value, then promote your products: While promoting your products is essential, you should first provide value to your readers. This can be in the form of useful information, industry insights, or helpful tips. By providing value, you build trust with your audience and increase the likelihood that they will take action on your promotional messages.
- Pay attention to visuals: Add engaging images and infographics, and experiment with different media formats like audio and video.
- Send it at the same time, same day: Consistency is vital when it comes to newsletters. By sending your newsletter at the same time and day each week or month, you train your audience to expect it, and they are more likely to engage with it.
Writing newsletters is a fun and rewarding experience I highly recommend to any writer or content creator. If you are a freelance writer, try to expand your writing formats beyond an article or a blog post and include newsletters in your portfolio.