How to Format Your Newsletters

Create a Consistent Structure for Your Newsletter

A Web Copywriting Tip by Nick Usborne

Most newsletters contain a number of separate elements of content.

Maybe a few announcements, an article or review, a product or service introduction. The content varies from newsletter to newsletter.

Chances are that very few subscribers will want to read every word of each issue. And some will watch out for particular features – like the article or product announcements.

Because people will look for different elements in each issue, it is important that you help them by creating a consistent structure for each issue. Put each element in the same sequence each time. It also helps if you have a short “contents list” at the beginning of each issue.

This way people can quickly scan the complete list and click or scroll directly to the content they want to read first.

Over time, a growing familiarity with your newsletter structure will help build the loyalty of your readers, because each of them will know where to go first in order to find the information they find most useful and valuable.

For other valuable articles about writing online from Nick Usbourne, visit http://excessvoice.com/index.htm and his blog at http://nickusborne.typepad.com/.

Nick Usborne is a copywriter, author and speaker. You can access all his newsletter articles on writing for the web at his www.ExcessVoice.com site. You'll find more articles and resources on how to make money as a freelance writer at www.FreelanceWritingSuccess.com.

Comments

[Anne]

I wonder if this suggestion -- be consistent in where you place what -- is good for blogs, too? It sure is confusing when a blog I'm following looks different every time I open it.

[Patsi Krakoff]

Good point, Anne. I would say consistency in any written medium is a good thing. Readers know where to look, what to expect. Blogs can be changed easily, so maybe the blog you are trying to follow has a whimsical author who likes change. In any case, most blogs have a standard layout because the software creates templates. Then again, sometimes a change can wake readers up and get them to pay attention. Thanks, Anne for participating on this blog.