5 Reasons Why Only SOME Newsletters Get Read

It’s a simple truth…

Some newsletters seem to attract readers like bees to honey – whilst others seem to struggle to find a marketplace of accepting and interested subscribers. But why?

What’s the big difference between success and failure when it comes to publishing your own newsletter? And what should you aim to do, if your goal is to build an army of loyal subscribers?

For the first time ever, acknowledged newsletter expert, Michael Green, reveals his top five hints for creating your own winning newsletter or Ezine publication.

#1. CONTENT

If you edit a newsletter and think you can muddle through without top quality content, then think again!

Let’s look at it this way. With so many newsletter titles out there today – especially on the web – the choice for readers is almost endless.

Your audience is more subtly aware of the quality of your editorial, articles and content, than you may think.

So don’t skimp when it comes to finding top quality contributions for your publication. It should be obvious, but great content matters, perhaps more than ever before.

#2. STYLE

Great newsletters all have one thing in common. They display style and personality.

Wait a minute…can a newsletter really have a personality?

You bet. In fact, it must have a personality, or it’s simply doomed to fail!

Your readers *really* need to appreciate what your publication is all about. Which perspective are you approaching your subject from? Are you light-hearted or serious? Do you display the traits that can foster trust from your readership?

Don’t leave your readers in any doubt about your market position.

Display style and personality in every issue and be sure to allow your readers to share in your spirit.

#3. FREQUENCY

A big difference between newsletters that get read, and those that get trashed, is that the good ones are nearly always published to a regular schedule which is advertised in advance and understood by their readerships.

So determine a publishing schedule, let it be known, and rigidly stick to it.

If you want others to take your newsletter or Ezine seriously, then you need to work your way into your readerships routine.

A regular publishing timetable helps you to achieve this goal and so “frequency” is an important feature in achieving success for your newsletter.

But remember, frequency doesn’t mean that you have to commit to publishing every day or every week. It just means that you need to set a schedule that is fully predictable for your readers.

That could just as easily be quarterly.

#4. CREDIBILITY

Stop and think about any newsletter that you personally happen to read on a regular basis. Now ask yourself: “What is it that really makes me read this newsletter?”

The answer is invariably that you believe what’s written in it.

That’s right. Newsletters that you like, all have a high “credibility factor”.

So be cautious about just allowing anyone to be a guest article author. Check ‘em out first, be comfortable that the knowledge that they are imparting is really first-class.

One bad article published in YOUR newsletter or Ezine could destroy YOUR credibility with a reader forever. So thoroughly vet everything you publish.

#5. INTEGRITY

Perhaps the most important factor in establishing your newsletter as a trusted source, is your ability to create real integrity for your publication.

What does this mean?

Well you’ve probably read newsletters, particularly those on the web, which forever seem to be pushing some new resource right in your face. And you know straightaway that there’s obviously something in this for the editor.

Actually, they’re probably pushing an affiliate program or some kind of joint-venture.

Nothing wrong with that of course. But try to avoid turning your entire newsletter or Ezine into one long relentless advertising pitch.

I’ve read a lot of newsletters that start out well for a couple of issues, but then descend into one long sales spiel by the third edition.

So follow the FIVE GOLDEN RULES of newsletter success and you’ll soon turn your own publication into a newsletter that gets READ, not one of the many that gets instantly TRASHED upon arrival.

Good luck with your newsletter or Ezine.

Comments, questions or suggestions? Please leave a comment below!

Cheers,

sig-ros

Comments

  1. says

    hey Ros, great points on having emails opened and read. I especially resonate with the last one. I personally only stay subscribed to marketers that I see as having little integrity to see what they are up to. I have no intention of buying from them. Once, someone proves that he or she is a bad guy / bad gal, that’s it.

    But on the other hand, If I see a marketer as having integrity, I’ll be more open to paying favorable attention to their email.

  2. says

    Excellent post and tips to remember. Being the Author of a newsletter and wanting to appeal to your readers consistently isn’t always as easy as it looks. A personable, warm and cheery, “down to earth” kind of voice certainly gets their attention as opposed to sounding mechanical and robotic.

  3. says

    Hi Rosalind/Michael,
    This is the best, clearest article I’ve read on successful article writing.
    I try to do this with my article but have to admit that frequency is my biggest challenge. Getting a quality article out every week is my challenge. I’d rather wait until I have the quality than rush out something quickly that does not measure up. What do you think?

    • MG says

      Hi John,

      Thanks for the feedback. Appreciated.

      I’d say that your #1 task is to “get something out there”. What happens too much of the time is that people resist actually pushing something out of the door through fear of failure. If my newsletter article (or anything else I’m doing for that matter) isn’t absolutely perfect then what will people think. However, I’m here to warn you that this attitude is expensive!

      Basically it’s far better to put something out there and receive a half a dozen emails letting you know there’s a typo, than not to have written at all because:

      1. Everyone wants to deal with someone else who’s human and you’ve just proved you are.

      2. It gives you the opportunity to comment back or fix the problem and this creates interaction which again people like.

      3. A problem reported, but then fixed, will give you greater consumer loyalty than having done it perfectly the first time.

      Now I’m not encouraging you to get everything wrong, but I think you see my point.

      So don’t let perfection be your worse enemy and UP the frequency of your newsletter publication.

      Michael G

  4. says

    Thank you for always delivering on all five points of concerns for Newsletters to Be Read.
    I am slowly gaining ground to further my inadequate ‘set up’ soon to be a reality…My NewsLetter I will call ‘News You Can Use’
    Thanks Rosalind
    Best
    Johan

  5. says

    Hi there,

    I think a lot of people forget about list building and I believe it’s because it is hard work, you must stay focused, schedule rather than post immediately and build it initially.

    It is kind of like having a second blog in a way, These tips are great though, thanks :)

    Thanks
    Dave

  6. Ray K. says

    Thanks Roz. Very timely reminder, as I was just sitting down to write the next newsletter :)
    Personally, I like it when you occassionally go of the “deep end “and speak from your heart.
    That’s truth and integrity, and yes it may offend some, and so what………

  7. says

    Hi Rosalind,
    Great post. M. Green formulates the absolute must principles of newsletter writing. Unfortunately he didn’t expand the content part, like the article must be interesting and novel, has some humor in it as well as a personal touch and unexpectedness.
    Rosalind, although I’m receiving your newsletters many years for now (starting from 2007) this is the first time that I post a comment. I want to say thank you for the considerable information that you generously provided during these years.
    One more thing about newsletters. Back in 2007 I wanted the learn from the gurus as much as possible, so I’ve subscribed to about 20 newsletters. Now I have only 2 , yours and from Allan Gardyne.

    • Michael Green says

      You’re right. Rosalind and Allan are simply the best people to follow online. Great experience and knowledge. And written from the heart, without always trying to sell you something.

      Ashot, you also make a good point about the content of articles. There was only so much that I could fit into the article above. If you go ahead and follow Rosalind’s link above, next to the How To Write A Newsletter Toolkit box – and go onto my salespage you’ll find the subscription link in the letter (or it should appear after 15 to 20 seconds).

      Request the How To Write A Newsletter mini-course from there and you’ll get more of the detailed content you’re after, including content of a newsletter, layout, etc.

      Enjoy.
      Michael Green
      How To Write A Newsletter

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