It’s been a long time since I’ve posted, but this topic has drawn me out from underneath my teetering inbox: electronic newsletters. Everybody’s doing them, or wants to. Why? We’re getting lean and mean. High-gloss print pieces are expensive and require longer lead times. Often we don’t have time to think past the next cup of coffee that will sustain us through the next sprint to the end of the next project.
So, are we spinning our wheels? What are the best practices? Are people even reading these things?
Well, because your Webmaster loves you, I went to great lengths to type “e-newsletter best practice” into Google. I found this gem: It’s time to raise the bar on e-newsletter best practices.
The best advice is item #1: Content is King. Seriously folks, this is 80% of the battle. Content trumps fancy design every time. If you’re pressed for time, groom the content. Get an editor to look at it. See if you can take out words. Make it punchy. Make it lean. Design is the art of subtraction and good writing is the art of reducing the number of words and making each word carry its weight.
This article is rich with good advice and required reading whether you’re thinking about doing a newsletter or want to improve your current newsletter.