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How Can I Make Sure Readers Enjoy Our eNewsletter?

Subscribers will be more likely to enjoy reading your eNewsletter if:

• The format reflects the way people read online.
• The content is personal, timely and valuable.

By focusing on these areas, you can ensure subscribers satisfaction.

Online Reading Habits

Most people scan online text, which is much different from the way they read printed text. Your eNewsletter should capitalize on this reading style.

To increase article readability consider using:

• Bullet points and lists.
• Subheads.
• Short lead-ins or teasers to attract readers to click into articles.
• Graphic elements to break up text.
• Tables and charts to simplify complex data.
• Powerful quotes highlighted to draw interest.
• Shorter paragraphs to avoid a "gray wall" of text. Ideally paragraphs should be no longer than seven lines long.
• Short sentences.
• Articles that average 300-600 words each.

Content is King

Content is the single most important driver of eNewsletter readership. When planning your article topics, answer this question from your readers' point of view: "What's in it for me?"

One way to answer that question is to review your valuable reader information based on the eNewsletter views and clicks reports. The reports provide "real time" intelligence about readers. What are the most effective articles? Your readers will typically want more information on that subject matter. In addition, what readers are not clicking into is just as important. It may be time to rethink some low click article topics.

Armed with your reader preference data, you can personalize article content to make it more relevant. Start by asking some questions:

• What educational topics do my readers want or need?
• What information will help readers with their jobs?
• Will the article information help readers solve a problem? Save money? Increase efficiency?
• What fresh, original or timely information are of interest to my readers?
• Does this information position our company as a leader?
• How does this article address my readers' overall needs?

Understanding your readers' job titles and industries can help indicate how much experience they have and the level of technical content the articles should contain.

Compare your content to other publications targeting the same audience. Is your eNewsletter providing information readers may not be receiving elsewhere?

Ready to work on your company eNewsletter? Let the experts at Proven Systems help you with the process. Simply call 800.720.5398 or visit www.ProvenSystems.com.

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