This semester I started my first internship at an agency located in Scottsdale, Arizona. One of the agency’s primary tasks is to send out weekly newsletters for each of their clients. Because they’re sent out so frequently, we had to develop a better strategy to entice our audience.
These are some of the things I’ve learned:
People respond to visuals that are powerful, persuasive and eye-catching. Show your audience what you mean and your message will come across quicker and clearer.
Have a good reason for writing your newsletter, and seek some sort of engagement from subscribers. Emails without purpose irritate subscribers, and as result, are often not read and/or deleted.
Your subject line is your first impression with a subscriber ― give them reason to open it. Lure them in but keep it concise. Ask yourself if you would open an email with the same subject line.
Analytics have become standard for every email newsletter platform. Familiarize yourself with these tools to find out the best time to post. Organize your lists of subscribers based on their different needs.
If you’re having trouble getting started, compare the industry average with your average engagement. This way, you can track any increases and figure out your own recipe for success. You can also check if your subscribers access the newsletter via desktop or mobile device more. Tailor your newsletter accordingly.
Links are an easy way to give subscribers the option to explore your website. Strategically placed links create more opportunities for engagement.
My final suggestion is applicable to any project: make sure to manage your time. Even the best of us procrastinate at times, but if you try compose the newsletter the day it’s sent out, it’s more than likely you (or your client) won’t be satisfied with your work. Even if you only have 15 minutes to work on it each day, you’ll be happy you started early.
Now that you have these tips, the only thing left to do is write!
Alena Sanderson is a junior at Arizona State University and is majoring in public relations with a minor in Spanish. In summer 2016, she got a taste of arts and culture interning at the Heard Museum and she currently interns with the McRae Agency in Scottsdale, Arizona. Having been awarded “Most Likely to Become Famous on Social Media” in high school, she is very excited to serve as social media director for her PRSSA Chapter.