Why is Writing an Email Newsletter so Difficult?

We recently had a client take on the task of writing their company monthly email newsletter. When it came down to it and she sat down, writer's block set in. She found herself spinning in circles, not knowing where to start or how to execute. It’s just an email. How hard can it be?

Writing newsletters is hard. But, the effort is worth the value. I’ll share some ways to help you overcome the newsletter writing blues, and give tips so you can execute the next one like a pro with the information below.

Start from the Bottom and Work Your Way Up

One approach I’ve found super helpful is to sit down with a blank piece of paper and begin jotting down ideas, phrases, points to include, etc. I promise if you do this exercise, the dots will start connecting and your ideas will unfold and expand. Feel free to add sketches, doodles, groupings just to let your mind wander. 

Here are 10 tips to help you write compelling content for your email newsletters:

1. Pick a theme

Where you’re at in your business can help define a theme you want to tie into your content. Is it seasonal? Is there a common thread? Is it a topic? You can do this within your newsletter with the subject line, intro paragraph, images, subsequent blocks of copy, and closing. It will make things “flow” nicely from one section to the next, and stay cohesive.

2. Relevant Topics

Your readers want to know what’s going on right now, not last year. The topics should not only be timely, but also help answer a question, solve a problem, and be relevant.  

3. Quality matters

Your readers are interested in your point of view, expertise, and knowledge in your industry or business. If your email newsletter is filled with grammar errors, you’ll quickly lose credibility as a thought leader. Make sure you send your newsletter through the proofing ringer. Typos are not cool.

4. Talk to your reader

Make it personal. Tell a story. Instead of talking down to your audience, talk to them. Use phrases and point of view like “you” to do so.

5. Make it easy to read

Make your eNewsletter easy to read by using blocks of text and divvy up the way you are delivering the content. Your readers will scan the information, and then dive into each section of your information. Using bullet points, images, subheadings, and shorter sentences can help with scalability.

6. Balance information

Advertising should be kept to a minimum, so your readers can skip over them if they’d like. And, while you might offer products and services, you should never make it the focus of your newsletter. Your subscribers want to learn from you, not hear about everything you offer under the sun. Strike a balance; your readers will appreciate it.

7. Stay consistent

Consistency is key. When you decide how frequently you’ll send your eNews, stick to a schedule. Whatever you choose, make sure you’re providing valuable information. Otherwise, what’s the point?

8. Set expectations for subscribers

When someone subscribes to your newsletter, let them know what will be covered and how often they can expect to hear from you. That way, when it delivers to their inbox, they’ll know exactly what will be included when it arrives. Communicating this information up front will help reduce unsubscribe and spam rates, too.

9. A catchy subject line

Lame subject lines will keep your readers moving right on past your email. Catchy, creative, enticing email subject lines will likely result in a click from your recipients = the goal. Ask a question, be edgy, and be sure to change it up with each newsletter your send. After all, it’s the invitation for the click, so make it a compelling one.

10. Keep it concise

You’ve got a lot to say, I get it. But, the purpose of your newsletter is not to be a word vomit, brain dump, word disaster. Did you know you don’t actually want your subscribers to stay reading your email? You want them to go to your website or blog. Yes, really. Keep your copy short and provide enough of a “teaser” to encourage them to click and learn or read more. 

Writing is all about telling a story. When you start on your next email newsletter, keep this in mind. You don’t need to get it right the first time. Write the first draft, take a break, and come back to it. It’s all about fine-tuning and finessing – knowing the difference between doing your best and fussing.