Letter perfect
Three tips for writing engaging e-zine copy
The battle in the inbox is getting more antagonistic: The number of new or unread messages brawling for readers’ time has grown 300% since 2006, according to a study by usability expert Jakob Nielsen.
How can you compete in the clash to get your e-zine read?
1. Make it relevant.
The No. 1 reason people unsubscribe to e-zines: irrelevant content, according to Lyris. Some 67% of those surveyed said they quit an emailed newsletter because there was nothing in it for them, according to the #LyrisROI chat.
So find the WIIFM in your story. And don’t expect subscribers to stick around for a series of ads and updates about how great your organization is.
2. Don’t send it too often.
The No. 2 reason people unsubscribe? Because they receive emails too frequently. Some 64% of those surveyed said frequency was the problem with email subscriptions, according to Lyris.
3. Make it easy to scan.
Subscribers spend an average of 51 seconds on an e-zine, according to a study by usability expert Jakob Nielsen.
For email updates, the numbers are even more brutal: According to Lyris, people spend just 8 seconds on those.
To get the word out to these skimmers and scanners, lift your ideas off the page with scannable display copy.
Reach readers online
Want to get the word out on the Web?
- Get it off your desk: Bring Ann’s team in to write Web copy for your organization.
- Polish staff skills: Bring Ann to your organization for a Web writing workshop.
- Boost your own abilities: Work with Ann to polish your Web writing skills with one-on-one writing coaching sessions. And find out about Ann’s upcoming webinars on writing for the Web and social media.
- Learn more: Read Ann’s Web writing learning tools. And get free writing tips every month when you subscribe to our e-zine.
- Join the club: Get the whole story in the latest issue of Rev Up Readership. And find dozens of tipsheets on reaching readers online at RevUpReadership.com.
