What makes a good newsletter?

Enjoyable to read - offers interesting, relevant or useful information)
Easy to sign up to - not too many hurdles to jump by asking for too much information.
From a “good source” - known for expertise in the field, or a well-known brand.
Easy to navigate - well designed, looks good, easy to read more then one article.
Well written content
Easy to share and pass on to others
“Saves time”
Provides automatic updates
Offers exclusive content (special offers not available anywhere else)
Arrives at times that are convenient

Here are some actual comments from a survey on this topic.

“Keeps me informed about things that I wouldn’t otherwise research.”
“Reminds me of things I would otherwise forget.”
“Teaches me new things I’d otherwise pass over.”
“I do not have to fetch the information actively. I can just sit back and get the information I need”
“Free”
“I can click delete if I don’t want it.”
“Current information could lead to a competitive edge.”

Why people DON’T like a newsletter they receive.

No useful content - nothing useful, no special offers, no new information.

Hard to read - maybe it’s one big image that’s blocked and appears to be an empty email. Maybe the design and layout of the text makes it hard to read and decipher.

Ignores permission - comes too frequently (or feels like it does) - or more frequently than promised. Or, the sign up appears to generate lots of third party mailings.

“Hello, are you ready to buy?” Each newsletter gives the same feeling you would get if you walked into a shop and five sales people descended on you immediately to ask you if you are going to make a purchase. The newsletter is all sales, no information. All pressure, no enjoyment.

Should you store your newsletter on your website?

Many of you will have seen newsletters that provide an executive summary of various articles with a link at the bottom of the article to read the full text. Is this a good idea?
From my experience the answer is a definite yes. Let me give you the main reasons why we recommend this to our clients and in seminars we run.

It makes the newsletter shorter and it is easy for the reader to scan the articles.
If you have click thru technology in your newsletter then you can gauge which article creates the most interest. This is very helpful market intelligence.
When the reader lands within the newsletter section on your website you can direct them to other articles, products/services and various calls to action. So by using this simple method you have generated increased traffic to your website.
Marketers will also be able to see which links lead to conversions, etc. The information tracked can also inform segmentation or follow up emails - and will definitely help with creating ever more relevant and targeted content with each send.
Finally there is evidence that short punchy newsletters - without a lot of repetitive product information - have more likelihood of avoiding filters - thus reaching the inbox of your mailing list.

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