Covering All The Bases: How to Make Sure Your Newsletter Gets Opened and Read

admin, 02 August 2012, No comments
Categories: Ezine Publishing
Tags: , , , ,

It’s not enough to prepare and distribute a monthly newsletter, one that offers information of genuine value to your market. You also have to make sure your newsletter gets opened and read! Covering letters provide reasons for recipients to open, download and read your newsletter each month.

Covering letters are ‘advertisements’ for each issue of your newsletter. In today’s time-starved environment, you have to provide good, solid reasons for recipients to stop what they’re doing and invest time reading your newsletter.

You should devote as much care to preparing your covering letters as you devote to the newsletters themselves.

Covering letters provide a bridge, between the recipient’s self-interest and the contents of your newsletters. Covering letters should describe how recipients will benefit from reading the current issue of your newsletter. Otherwise, your newsletter may go unread.

There are two types of covering letters: those distributed by email and those mailed in envelopes along with printed copies of your newsletter. Both types should begin with a ‘sales pitch.’

–Email covering letters. Use the subject line of text or HTML covering letters to encourage recipients to read attached copies or direct recipients to your web site where they can download the latest issue.

–Mailed covering letters. Include a ‘teaser’ on the outside of the envelope containing your newsletter and covering letter. Like the subject line of an email, the teaser should promise the benefits described in the covering letter and delivered in your newsletter.

Successful covering letters contain four essential elements:

1. Engagement

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