How to Make Sure Your e-Newsletters Get Read

Posted on Nov 8, 2011 by Kerry O'Malley

Gauge Your Results with Enewsletter Metrics


People are reading what comes into their email in-box.  In a recent GlobalSpec survey, 56% of the engineering, technical, manufacturing and industrial respondents surveyed said they subscribed to three or more e-newsletters.  The same survey revealed that 46% read e-newsletters either daily or several times a week.  Those are some impressive statistics for industrial marketers looking for more direct ways to get their message out to prospective customers.

E-newsletters have four main components: headline, copy, links and images. Read how to maximize each component to create e-newsletters that actually get opened!

1.  Headline

Headlines shouldn’t be general or vague.  They should persuade, intrigue, or promote specific benefits.

Here are some examples of strong headlines:[list]

  • Save Time with New Valve:  Perform Maintenance In-Line (promises to make the readers’ job easier and save time)
  • Increase MTBF by Changing Wear Ring Material (save money and increase production by switching products)
  • Complimentary Material Sample (free offers always grab attention)
  • New Tower Packing Provides Higher Capacity  (product offers important benefit)
  • Lubricant Products on Sale this Month (save money with the urgency of a limited time offer)[/list]

2.  Copy

There are three main types of copy in e-newsletters.  The first is oriented toward a specific product, service, or application.  The second educates, by delivering information that positions your company as an “expert” at what you do.  The third simply conveys any type of update or news related to your company or employees

Follow these tips for all three:[list]

  • Be brief and benefit-oriented
  • Stay away from features and detailed specs; you’ll have something to give them later
  • Write directly to the reader, using words like “you” and “your”
  • Try asking questions that address potential problems: “Concerned about lost production when pumps are pulled from service for repairs?”[/list]

3.  Links

Your ad should contain links that give the reader direction and let them know what they will find on the other side of the link.  Here are some examples of links designed to capture leaders from qualified prospects:[list]

  • Download the White Paper
  • View the product demo
  • Order a sample[/list]

4.    Images

Make sure the images you choose are visually interesting and relate well to the subject matter.  They should be high quality and professional looking.  If you’re selecting an image for another website make sure the image meets the publisher’s specs for file type and size.  It’s also a good idea to have the image link to a page on your website.  Keep in mind that the same images could also be used in printed marketing pieces such as ads, brochures, trade show graphics, etc. – and don’t limit your options by purchasing the smallest (least expensive) file available.  Try to think about how you can maximize the use of any artwork you purchase, and plan ahead.

What type of image should you use?[list]

  • If your article concerns a product, include a crisp, clear image of the product or a close up of a section of the product.  If the article is promoting testing of the product, you may instead want to include a chart showing test data.
  • When the topic is a service, include a picture of the service being performed or an image that “brings to mind” the service.  For instance, an article about engineering services could include a picture of a casual business person working at a computer.
  • If you’re promoting a White Paper, brochure, or other printed materials, you can create an image of the cover of the piece that links to the download of the publication.[/list]

Author: Kerry O'Malley

Marketects was founded in 1999 by Kerry O’Malley, a proven marketing communications professional in international, manufacturing companies. Working on the “other side of the desk,” she hired ad agencies to manage her employers’ advertising and P/R programs. Frustrated over the lack of attention and level of enthusiasm she was looking for in the marketing agencies she worked with, Kerry realized that there was a definite need for a full-service marketing firm that specialized in working with industrial companies. She resolved that her clients would always receive the highest level of service possible and never feel like the last kid chosen for the team.

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