Newsletters are a really valuable marketing tool. You can generally make the assumption that people want to hear from you if they’ve bothered to sign up to your mailing list. Getting people to actually read your newsletter can be a difficult task, though. There are lots of tricks you can use to increase your chances of a good readership.


Keep in mind the motivation your readers had for signing up for your newsletter in the first place. Your newsletter should stay true to their interests. You will be sending out your newsletter with a particular aim for your business in mind be it to alert to a new product, or provide information on your services. However, the content you send should always have your readers in mind and be aimed at their needs and interests. What’s in it for them?


How often do you send your newsletter? Unless you are a ‘daily deals’ type business, sending newsletters too frequently will make your readers disengage. Similarly, sending one newsletter a year will mean people forget about you, perhaps even that they signed up for your newsletter in the first place. The last thing you want is for people to flag your newsletter as spam. Work out a schedule that you and your readers can deal with. One newsletter a month, fortnight or week might be suitable frequencies, depending on what and how much you have to say.


Your newsletter should be a simple pleasure to read. Make your content known from the subject line to grab your readers’ attention. Your newsletter, like a website, is scanned rather than read, so write for the internet.

It can be harder to engage a newsletter reader than a site visitor. When a visitor to your site scans your content they are generally looking for something in particular. When they scan your newsletter they may be hoping something relevant might jump out at them before they hit delete. In many cases, this can take place before they’ve even opened the email if you’ve chosen a dull or spammy looking email subject.

Does your email pass the squint test?
If you look at your email with unfocused eyes, does it look appealing and easy to read?
Squint Test


We’ll make the assumption here that you’ve read and follow the advice on how to write for the internet. With your writing on target, there are only a few more things that you need to consider when drafting your email marketing.

  • Keep it short and to the point. No-one wants to read a novel while clearing their inbox. If you have a lot to say, you might consider breaking up your newsletter into different topics and sending out one small, targeted email per week instead of one gigantic one every month.
  • If you do decide to put a few different topics in the same marketing email, you can make sure your customer is focussed on the parts they are interested in by your use of relevant images and headings.
  • Consider providing small summaries of your topic or articles and linking it back to your website. It will help with your SEO. As a bonus, it also means that instead of giving the customer a single piece of information, they may see something else that generates their interest on your website. With SEO in mind don’t forget to be specific about what you’re linking to. A link sending you to our eCommerce platform will generate a lot more SEO juice than click here to view our online store information.
  • Use a landing page where appropriate, it may be beneficial to your aim to have a page dedicated to increasing the likelihood of your intended conversion.
  • If you have an online store, don’t forget to feature a product or two. Arpastart eCommerce’s advanced email marketing module includes a feature that allows you to add specific products to your newsletter just by selecting the product name.
  • Check the mobile view. Make sure that it looks just as good on a phone or tablet as it does on your desktop.


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