Ok, so you're all set to be sending out an email newsletter each month - you have a template, you have a content writer and somebody who will proofread and check rendering and you are all up to speed on the latest in opt-in email marketing practices. The only thing left to do is to write the content and sent it out. This is a great place to be in, from an email marketing perspective, because you are in a position to take all the factors that will affect your success into consideration before you begin. Obviously, one of the biggest factors that will determine your success will be reader response, and once you send a newsletter out there isn't anything you can do to affect the readers response. For this reason, reader response is actually something that you need to take into consideration from the time you sit down to write or research your newsletter content.
Email marketing writers should be at least passingly familiar with the demographics of the audience for which they are writing. Age, geographic location, marital status, these sorts of things are not always available when you're dealing with Internet-based sign ups, but there may be these or other types of information that are available. Whenever you have access to information about your readers, take advantage of it. For example, if you know that the majority of people reading your newsletter are families or business professionals, or missionaries or students then you can extrapolate some of their interests and common experiences. This will help you develop your voice as well. The ability to write to your readers and give them the sense that you know them can be very powerful in building stronger relationships. You will also want to consider the different relationships that the readers will have you with. Are you writing to customers? Business contacts? Employees? Are your readers interested for academic reasons, personal reasons, business reasons, etc?
Your own goals should obviously factor in as well. Considering what you are trying to achieve through your newsletter will help you find your way to content that will make that happen. For example, there is a difference in the way you approach writing your newsletter if you are trying to sell a product than if you are looking to explain the latest scientific research about whale habitats. You should also think about creating the kind of content that your ideal reader would be interested in reading. Obviously you want to avoid isolating existing readers and so while you make sure to include content of interest to those already loyal to you, seek to create the kind of newsletter that your future desired readers will sign up to receive.
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Email marketing writers should be at least passingly familiar with the demographics of the audience for which they are writing. Age, geographic location, marital status, these sorts of things are not always available when you're dealing with Internet-based sign ups, but there may be these or other types of information that are available. Whenever you have access to information about your readers, take advantage of it. For example, if you know that the majority of people reading your newsletter are families or business professionals, or missionaries or students then you can extrapolate some of their interests and common experiences. This will help you develop your voice as well. The ability to write to your readers and give them the sense that you know them can be very powerful in building stronger relationships. You will also want to consider the different relationships that the readers will have you with. Are you writing to customers? Business contacts? Employees? Are your readers interested for academic reasons, personal reasons, business reasons, etc?
Your own goals should obviously factor in as well. Considering what you are trying to achieve through your newsletter will help you find your way to content that will make that happen. For example, there is a difference in the way you approach writing your newsletter if you are trying to sell a product than if you are looking to explain the latest scientific research about whale habitats. You should also think about creating the kind of content that your ideal reader would be interested in reading. Obviously you want to avoid isolating existing readers and so while you make sure to include content of interest to those already loyal to you, seek to create the kind of newsletter that your future desired readers will sign up to receive.
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