How to write a killer email newsletter

Email newsletters are a critical part of marketing.  If you have a growing email database, just how do you write a killer email newsletter?

It’s all about content and context.

Once upon a time, not that long ago, a good old email was a fabulous and fast alternative to a good old letter. It still remains today, the one of the only places where people are in control, not algorithms. Your subscribers have actively made the effort to sign up and receive an email from you. They can easily opt out too if disappointed.

This blog post isn’t about the killer headline and what proportion should be text or images, it’s about words.

  • The most important part of the newsletter is the ‘letter’
  • Write as if you are writing to one subscriber
  • Develop your ‘tell’
  • Make your story a good one

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Owned, Earned, Rented, Free, Shared and Paid

You may hear these words a lot in social media. It conjures up real estate, I know. We are talking about different playgrounds in which your audience lives and your digital and social media marketing activity efforts inevitably fall into.

The reason why it’s important to understand their meanings is so you don’t fall into the trap of putting all your marketing efforts into areas that you have limited control over. In saying that, each owned, earned, rented, free, shared and paid space are not mutually exclusive nor independent. All will find a happy home within your marketing mix.

Real estate is probably a great metaphor.

A smart investor wouldn’t spend all their time and money into a rented property that the landlord could sell beneath their feet, or put the rent up, or paint bright magenta, or decide to change the rules with little or no warning. 

In more detail, let me try to explain them all, in no particular order.

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  • One of the best ways to sabotage your content is to not tie it to your goals. Know why you’re creating content.
    Ellen Gomes

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