Subscribers want information they can’t get anywhere else
Content remains king in e-zines: Subscribers are looking for valuable, targeted information they can’t get anywhere else, or content delivered in a new and useful way.Indeed, if subscribers can get the same content in two e-zines, they’ll choose their preferred source and ignore the competition. So check out your competitors’ e-zines, and carefully define your e-zine’s value proposition to your subscribers.
- Produce new research. What have you learned from A/B testing; content analysis; research into industry award winners; a review of your own results — not to mention surveys or usability studies?
- Offer a free sample.com offers a free knitting pattern for a scarf, for instance.
- Summarize and synthesize. If you can’t create the content, put your unique spin on it. Lots of news sites offer e-zines, for instance. But Politico’s Morning Energy news digest offers quick synopses that keep subscribers up to date while saving them time.
- Add personality. And Nextdraft.com offers its own take on the day’s news. Same content. But Nextdraft distinguishes itself with a funny, engaging tone and scannable format.
Whatever you do, don’t compete against yourself. If users can get your newsletter content via social media or an app, why should they opt in?
How do you craft unique e-zine content?
Sources: Kim Flaherty, Amy Schade, and Jakob Nielsen; Marketing Email and Newsletter Design to Increase Conversion and Loyalty, 6th Edition; Nielsen Norman Group, 2017