Steal these tricks from theSkimm
What’s the secret to a successful email newsletter? Make ’em laugh; make ’em think; make ’em Skimm.
In other words, make it interesting, relevant and easy.
That’s the formula e-zine theSkimm uses. You can steal a trick from theSkimm and produce an email newsletter that’s:
TheSkimm makes the news fun to read, from the subject line to the final column:
- Subject line: “Seize the Hump” for a Wednesday release
- Quote of the day: “Brad Pitt” – A nametag at an Oscars luncheon worn by none other than … Brad Pitt. You’re doing amazing, sweetie.
- Headlines: “See EU Later,” “Iowa-nna Be President,” “Whatsapp With This”
- Voice: It’s cheeky, inside-y, fun.
TheSkimm offers news you can use to live your life better. That is, it delivers as much news as you need — and no more! — to be able to keep up with the conversation over lunch or cocktails.
TheSkimm best realizes this promise in its quick, breezy guides, like:
“Thing to know” also gives that inside-y, news-you-can-use-to-look-and-feel-smart tone.
My favorite thing about theSkimm, though, is how easy it is to read. You see that ease in the newsletter’s:
1. Positioning statement. Check out the e-zine’s No. 1 selling point
“Making it easier to live smarter”
2. Readability. TheSkimm is easy to read because of its:
- Length. You get a day’s top news and features in about 1,275 words, or a 6.5-minute read.
- Paragraph length. At about 26 words a paragraph, theSkimm looks easy to read.
- Sentence length. At about 12 words per sentence, it’s easy to understand.
- Word length. TheSkimm is also easy to process, with words averaging 4.8 characters.
- Reading ease. It’s easy to read, too, with a reading ease of 62 on a scale of 1 to 100.
- Reading grade level. Weighing in at the 7th or 8th grade level, this e-zine is accessible to most folks.
3. Skim-ability. TheSkimm is named for its skim-ability, after all! I especially like the way the e-zine breaks down the lead story.