Hints & Tips no.3
What’s in it for me? This is the question that the majority of users want answered when they open a newsletter. As we are all well aware there is a lot of competition when it comes to a reader’s inbox and you want to make sure that your newsletter gets read (or rather scanned as that all people have time for). A few suggestions:
- all essential information needs to be presented as text, use graphics to add impact. This is especially true if you have a special offer included in the newsletter.
- make sure that important information is presented on the screen as the newsletter opens rather than tucked away at the bottom – again very relevant if you have a special offer – alternatively ensure that there is a content list to grab your readers’ attention.
- as mentioned above, images add impact but they need to be kept small so that they do not take an age to load. There is plenty of free software available for resizing images if you do not have Photoshop or a similar commercial package.
- if the reader needs to link through to a fuller article, special offer etc., ensure that the call to action is clear.
- avoid sending newsletters at peak holiday times!
