How often do you read email newsletters? If you're like me, it has become a habit to unsubscribe from as many as you can, except maybe for one or two. Most of the time, newsletters are a pain. I sometime find useful information in one of them, but please, please, if you have to send me one, send me something interesting, simple, easy-to-read, and to the point.
Sadly, most newsletters I see are terrible. They are so inexpensive to send that many organizations don't invest much resources in designing
good newsletters. Newsletter senders, please get inspired by these few principles below, or run the risk to be an annoyance to your reader. Please STOP WASTING MY TIME.
Purpose: Beyond the click-through rate
The way newsletters are made has not evolved much in the last years. However the way people interact with online information has, emails included. The amount of information we read online, in particular, has increased drastically (
14% of all information hours Americans receive come from the Internet (p. 18)). Users are learning to be more selective with the information they grant their attention to. With the amount of emails we receive everyday, consider your newsletter as a potential annoyance for the recipient, and a sign of trust on their part when they open it. This trust is precious, hard to earn and easy to lose. Sending a newsletter just to send a newsletter is the easiest way to lose it. For many people, your email is the visible face of your organization. If you think it's only one more email, you're missing out the context. Your email is a statement about who you are and how you view your relationship with the reader.
You can't design your email with in mind the click-through rate as ultimate goal and measurement of success. It's a valuable metrics, but more important is that your reader keeps trusting you enough to open your next newsletter. If he or she doesn't, you lost them. How to do then? Focus on pleasing your reader - just like you would if you sent an informative email to a friend. Don't try to trick them with deceiving offers, don't try to get their attention if your content is not worth it. Respect their time!
Good little content
I'm sure you want to tell me all about your business, but don't try to force feed it to me in an email: it is not the right medium! That's what websites are for. It may seem radical, but in newsletters good content is little content. Give me
one or two content items, no more. If you have no way to prioritize between four news items, it's likely that none of them are worth sending a newsletter about. Maybe you should consider blogging instead - readers can consult your blog whenever they like, they can even subscribe to a RSS feed. Send an email only if you have something important to share, and in that case, share only that, all the rest is noise. Nothing stops you from linking to your blog, why not even with the titles of the last three posts published.
Just consider how
you read your emails; do you often spend more than 7 seconds reading an email not personally sent to you? Me neither. So if you take my time with an email, make sure you have top A content for me, not B not C. It's okay to share B quality content on a blog, it is not okay to waste my time with it in my inbox.
Empty space is soothing
The good thing with little content is that there is more space for
nothing. AAAH what a waste? No, empty space is a rare commodity on the web, everyone trying to fill each pixel with value-creating content. There is great value to
nothing. First, in the noisy web, it is resting, and users appreciate this comfort (look at the success of Google's homepage when competitors were filling their pages with news, ads and fluff). Second, space contrasts with content, so it emphasizes it without having to use noisy tricks like
bold,
italic,
colors... And third, empty space loads pretty damn fast with every connection :-) In short, empty space is not nothing! Designer Mark Boulton has written a
good article on the use of whitespace.