There are lots of company newsletters dropping into Inboxes these days, but many of them end up being swiped straight back out again.

So how do you make sure yours is the one that gets noticed and opened?  How do you make sure that the effort that goes into writing them converts into customers who act?

Here are my top 5 tips:

  1. Grab them from the beginning – craft an irresistible subject line

Your newsletter headline literally needs to stop your reader in their tracks.  Use it to grab their attention and entice them so that they can’t resist opening it.

Be creative, but clear.  Focus on the most interesting angle of your content.  Using a question is one good way to start.

But make sure you stick to the truth.  A newsletter is about building trust.  Readers won’t be impressed if you hook them in, only to find that the actual content of your newsletter is completely unrelated to your headline.

  1. Write for your audience

As a successful business, you will know who your audience are.

So, when you write your newsletter, whether it is for existing or potential customers, write especially for them.

How old are they?  What are their interests?  What do they care about?  Answering questions like these before you decide on your newsletter content will help keep it relevant to your readers and help make sure they read it.

Depending on who your audience are, you may consider including newsletter items such as: current news that affects your industry or specific industry news, FAQs, how-to articles, reviews and testimonials, upcoming events, promotions that will save readers money or a feature on a new product.

  1. Give your readers something

Readers are more likely to keep reading newsletters if they feel like they’re gaining something from it.

So, make yours both valuable and interesting.

You might provide free information, knowledge from an industry expert, useful tips, content that creates a personal connection and builds trust, current deals or discounts available to subscribers or free webinars.

  1. Tell readers what to do next

This is known as a call to action (CTA).  It’s great if people have read your newsletter, but next, you need them to act.

You may want to encourage subscribers to follow you on social media, to repeat an order or register for an event.  Or you may want new readers to continue interaction and subscribe.

Whatever its purpose, keep your CTA short and preferably make it a button or hyperlink.

Some good examples include: ‘Follow us’, ‘Order now’, ‘Curious?  Read on’, and ‘Leave a review’.

  1. Keep newsletters regular

You want to send out newsletters often enough to stay in people’s minds, but not so often that you clog up inboxes and annoy people.

Whatever frequency you decide upon, plan ahead and stick to your strategy.