Give subscribers the scoop, early insights
One of the great things about e-zines is that they’re fast. And that’s one of the things people mention most about liking email: that it delivers up-to-date information.
Here are three ways to make your e-zine and email blasts more timely:
1. Craft timely newsletter content.
- Early warning. Deliver the scoop on concert tickets before they go on sale, for instance.
- Urgent updates. Windows closing? Make sure readers are ready with last-chance updates. Starbucks, for instance, sends out an email blast when rewards points are about to expire.
- First glance. Subscribers to Esquire and New York magazines also sign up for the periodicals’ e-newsletters, although they contain the same content as their print cousins. Why? Because subscribers get the information faster that way.
2. Tie content to news events, seasonal information.
You say your topic itself isn’t so timely? Then?
- Steal a tip from the PR pros. Make your story timely with a ripped-from-the-headlines or seasonal angle. Roto-Rooter, for instance, sent out an e-zine in early October with a tip for avoiding plumbing problems caused by pumpkin pulp or seeds.
- Consider your subscribers’ own seasons. BabyCenter asks subscribers to share their due date on the sign-up page. Then it delivers an e-zine called, “My baby this week.”
- Don’t forget your international subscribers. Thanksgiving doesn’t mean the same thing in Turkey as it does in Texas, for instance. And, write the Nielsen Norman Group’s Kim Flaherty, Amy Schade and Jakob Nielsen, “It won’t be the same season in Sydney as it is in Seattle.”
3. Add urgency to subject lines.
And don’t forget your subject line: Urgency may be the most effective approach for getting readers to open, click through and read.
How are you making your e-zines and email blasts timely?
Sources: Kim Flaherty, Amy Schade and Jakob Nielsen; Marketing Email and Newsletter Design to Increase Conversion and Loyalty, 6th Edition; Nielsen Norman Group, 2017