Eye-catching e-zines
Everyone who’s anyone has got themselves a web newsletter and with good reason. With a little bit of our ActNow know-how, web newsletters can help you keep those compulsive skimmers, scrollers and deleters coming back for more.
Submitted
10/28/2009
By
actnow
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Updated
12/2/2009
Photographer : curiouslee @ flikr
With so many websites out there it can be difficult to ensure people come back to your website on a regular basis. Perhaps it’s time you made it easier for them. By offering your online posy the chance to receive periodic updates straight to their inbox, you’re saving them the trouble of remembering you.
E-zines allow you to chase up your users instead of hoping they'll return of their own accord. It’s a simple and effective way to keep them posted on any new events, services or products you’re offering whilst forcing your brand name into their inboxes, and minds. In short, it’ll up your chances of users coming back for more.
But what will I write?
Technically, whatever you like. However, it’s probably best to keep your brand image in mind when picking and choosing content. Write pieces that reflect your organisations values and that your readers can relate to. Always do your homework, and stick to what you know.
When writer’s block sets in, try fishing around for article ideas in your inbox, the headlines or other people’s newsletters. For the super time-pushed (or the super lazy), you can always try these ready-made e-zine articles on for size. Ask your readers what they want to see, and if the creative juices just won’t flow, try asking them to contribute. If you’re users are equally unexcited about developing content, then they’re probably not as thrilled by your e-zine as you’d like – perhaps it’s time for an e-zine content overhaul.
I’m no Shakespeare
Not a problem. You don’t have to be an amazing writer to make it work. Here are some tips that will help you have an engaging and successful e-zine in no time.
1. Keep it short & sweet
No one likes a rambler, so your new e-zine writing motto is “succinct and specific.” By all means be opinionated, but make sure that you stick to the point. A longer article shouldn’t actually be long – a 600 word target is generally a good benchmark. If you need to say more, you can always hyperlink the rest of the article to your website.
Remember that you’re writing for skimmers, scrollers and deleters, and that the model e-zine is always readable at a glance. There’s no such thing as going overboard with the headlines and subheadings, and these should always be given pride of place. Break up the content, and don’t try and fit every idea into one edition. Three to four segments should do the trick.
2. It’s all about bonding
Make it personal. You want your readers to know you, trust you and remember you. By writing like you speak, you’ll keep a consistent tone and add some personality to your e-zine. Likewise, signing off at the end and including plenty of info on what you’re organization is up to will make your e-zine seem less like a generic marketing campaign.
3. Toot your own horn!
An e-zine newsletter is all about putting your best foot forward and telling the world about all the great things you’re doing, and how people can get involved. Plaster your brand all over the place, and then put yourself on show in your articles. ANTAR and Oxfam are doing a great job of getting readers to interact by including a quick and easy call to action wherever possible, such as donating, volunteering or signing petitions.
4. Dress for the occasion
Your e-zine is a reflection of your organisation, so you want it to look good. Though colours and photos can be great, integrate them into a simple design that makes your e-zine easy to navigate. If you’re not much of a web-savvy designer, then there are plenty of downloadable templates floating around online. These are great to help you get started, but taking the lead and customising these with your logo, colours and style will make you really stand out from the crowd.
5. Keep ‘em coming
Sending out your e-zine once every blue moon is the first step to undoing all your hard work. The trick is to find that delicate balance between pleasant regular updates and over-enthusiastic spam attacks. Every four weeks is the standard approach, but match your time frame to your ability for coming up with A-grade content.
6. Learn from the best
Cyberspace is overflowing with e-zines, and the best way to learn, or suss out the competition, is to read what’s already out there. If you think what we’re doing is working, take it on board when developing your own e-zine!
This work is licenced under an Attribution licence.
© 2008. First published on actnow.com.au
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