Henderson - As a retiree, we know how important it is to make sure your money stretches as far as possible. Imaging how much more powerful this message would be: "Dear Ms. Schedule an appointment with an investment consultant today to discuss your best options to make your retirement as comfortable as possible."Īssume you actually have data about your reader's age or status in the workforce. If you are already retired, though, there is still more you can do to make the most of your money. In fact, the earlier you start investing in the future, the better off you will be when it gets here. "You don't have to be near retirement age to start thinking about saving. For example, if you own a bank and are hoping to encourage people to invest in retirement accounts, a generic intro might read: That doesn't mean just using subscriber names but going beyond that to show how applicable your content is to the readers themselves. If you have a lot of information about your newsletter subscribers, one of the best ways to get your readers to actually bother with the intro is to personalize the content. We are celebrating by offering 30% off your next service if you book by August 30." However, consider the fact that the following message is just as effective only drastically more likely to be read since it cuts out the fat and gets straight to the meat: "With the kids heading back to school soon, it is the perfect time to book your next massage at Hey Now! Spa. Speaking of fall, with the kids heading back to school in only a few weeks, this is the perfect time to book your next massage at Hey Now! Spa, and we are celebrating the upcoming season by offering 30% off your next service if you book by August 30." Either way, we are glad fall is just around the corner.
It could be the dreadfully hot weather, or it could be the fact that the Braves have not won a single game since May. "We don't know about you, but we feel like this summer has been dragging on forever. For example, you might be inclined to introduce your newsletter by saying: What to include in a short but effective intro will vary depending on to whom you are sending your message and the purpose of your newsletter, but it is important to focus on cutting out the fluff no matter what else is in the message. So, how do you make the most of something that is obviously so much less important than the rest of your newsletter? Make it as short and sweet as possible and be sure not to include any critical information in the intro that could be completely overlooked by those people who skip the introduction altogether. That 33% of readers may, in fact, determine whether or not to keep reading based solely on what the introduction says, and do you really want to ignore a third of your readers just because they are in the minority? In fact, studies show that the intro of a newsletter is one of the most overlooked sections, with over 67% of users completely bypassing the intro and skipping directly to the content.įor some newsletter writers, that is enough indication that they should skip the intro altogether, but consider that the other third of users did read the intro. You might be inclined to believe that newsletter introductions are the most important part of a newsletter just as the introduction of a news story or book is the most important factor in determining if people will read on, but you would be sorely mistaken.
The Importance of Newsletter Introductions
BEST EMPLOYEE NEWSLETTERS HOW TO
How you got the subscriber's email address and how to unsubscribe (assuming the person did not sign up specifically for a newsletter).You should also incorporate many of the same details used in a first message to a subscriber, including: While you may still want to use some of the newsletter introduction ideas, it is also a good idea to mention that this is your first issue and request feedback from your readers. It doesn't matter if you are introducing a newsletter to employees, existing clients or new potential customers - you need to put a lot of thought into this first issue. Since you obviously want people to continue reading every issue, you will want to make an effort to set up expectations about the future content of your messages. When creating your first newsletter issue, you should spend a little extra time creating the introduction, as this is your chance to make a connection with your readers that may result in their looking forward to future messages, deleting all your emails or unsubscribing altogether.
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