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Newsletter #702: The “How To Create A Quick E-mail Newsletter” Issue

{Welcome back to the Damn, I Wish I Thought of That Email Newsletter.  This is text of the great issue all of our email subscribers just received.  Sign yourself up using the handy form on the left.}


The “How To Create A Quick E-mail Newsletter” Issue

   1> Keep it short and sweet
   2> Make it frequent
   3> Focus on the table of contents
   4> End with something light and fun


1> Keep it short and sweet

Nobody reads more than four paragraphs in an e-mail message. Keep your newsletter to one page or less. If your newsletter is too long, people will save it to read later and may never get around to opening it again.

The Lesson: Shorter is better.


2> Make it frequent

Your newsletter should be at least biweekly. If you want to break through e-mail clutter, people have to recognize your newsletter. If they don’t know when to expect it, they won’t look for it. Send it weekly and it will be a regular treat they’ll look forward to.

The Lesson: They’re called “periodicals” for a reason.


3> Focus on the table of contents

Pay attention to what appears in the Outlook preview window and the first screen of a handheld. Make sure people will see the value of your newsletter and the key points at the very beginning. If your readers don’t see something worth reading in the first inch, they won’t scroll down to read the rest.

The Lesson: If the value isn’t obvious, they’re going to delete it.


4> End with something light and fun

The goofy stuff gets forwarded. Here’s a picture of a monkey:

The Lesson: Weird gets word of mouth.


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