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‘June Newsletter: Cutting Employee Absenteeism’ does a better job of promoting newsletter content and encouraging readership.
The headline and first paragraphs of email or covering letter should continue to engage by describing, in increasing detail, benefits recipients will gain from reading your newsletter:
-What problems does current issue address and solve?
-What goals will current issue help your readers achieve?
2.Proof – Next, use covering letter to prove value of reading your newsletter:
-Case studies – Summarize case studies mentioned in your newsletter.
-Procedures – If your newsletter shows how to do a task, list number of steps or describe one step in detail.
Whenever possible, include testimonials from individuals or clients who have successfully benefited from ideas described in current issue.
3.Next step – Show how to access your newsletter by:
-Opening email attachment
-Downloading newsletter from your website. (Make sure recipients can easily locate specific page.)
-Clicking a link, but also include a URL in case link doesn’t work.
4.Promotion – Encourage recipients to pass along your newsletter to associates and friends who might benefit from its content. Planting ‘sharing seed’ each month can play a big role in increasing size of your opt-in mailing list.
Before distributing, review your newsletter after completing your covering letter. Ask yourself:
-Headline: Does headline develop promise made in letter?
-Content: Does my newsletter actually deliver promised benefits?
Edit and rewrite your newsletter until you can answer ‘yes’ to both questions. And then use your covering letter to persuade recipients to open and read your newsletter.
Roger C. Parker is the $32,000,000 author with over 1.6 million copies in print. Do you make these marketing and design mistakes? Find out at www.gmarketing-design.com