How often do you receive emails and then immediately delete it without opening or reading it? It takes only a few seconds to scan an email and decide whether it is worth reading or not. Although newsletters might sound simple to use there are indeed a few tips for improving yours as an effective marketing tool to ensure that it does not end up in the deleted items.• Be Consistent
Did you know that statistics show that up to 69% of users indicate that they look forward to receiving at least one newsletter and most users said a newsletterhad become part of their routine? The value of consistent frequency and a send date/time for your newsletter (i.e. every fourth Thursday at 12h00) serves to both build a sense of expectation among your audience and give yourself and us a structure within which to plan and produce a successful newsletter. Haphazard scheduling will not be effective.• Be Focused and Relevant
Decide on a content framework for your newsletter. What will the content consist of? It could be three articles that are in line with the focus areas or services of your firm and one firm related article that either focusses on a professional or team. Add a did you know or tips section that readers will start looking forward to. Are the topics you choose relevant? Think about your client and how your newsletter can be relevant and helpful to them.

• Be Creative
Adding an article about staff or a fact about your firm will go to the heart of why people will want to read your newsletter. Make it interesting. It is all about relationships and adding a human factor to your news will show clients and potential clients that your firm is more than just in it for the money and technical jargon. The subject line is the first thing that your audience read and can make the difference between an opened newsletter and a deleted one. Keep it short so that the message is conveyed and catches the reader’s eye when going through many emails in their inbox. Headings of articles are critical. You can have a brilliant article but if your heading is not interesting enough it could be missed. Content and headings are therefore equally important.

• Be Brief
In a world where we are bombarded with content and advertising it is important that your articles are brief and relevant. The average person spends 51 seconds reading your newsletter. People do not have time to read lengthy articles. Less is more – keep it focused without any ‘noise’ so that it is easily ‘scannable’. Do not write articles that are too technical in nature. You could bold some of the keywords to stand out where necessary. Summarise the articles to catch the attention and lure your recipients to read more on the blog on your website.

• Name your Newsletter
Just like a newspaper or magazine has a name, it is important to give your electronic newsletter a name too. This differentiates you from your competitors. The name of your newsletter should reflect what your readers might gain from reading the newsletter. A newsletter packed with valuable information can cover so much ground and accomplish many things so avoid just calling your newsletter just newsletter issue 01.

• Call to Actions
Decide on the call to action for your newsletter and make it easy for readers to click on them. Include phrases that will get them engaged such as “Read more” or “Share this.” Keep in mind that you do not want to overwhelm your readers with multiple call to actions. Ensure that your newsletter is not cluttered with too many links.

Electronic newsletters are very effective for keeping current clients loyal and by creating top-of-mind awareness amongst potential clients. Your newsletter should be easy to digest in both content and design. The point is to inform, educate and build a relationship with your audience to position you as the firm and professional of choice. When you get this right and you start to connect with your clients your newsletters will become an email they look forward to receiving and will readily share it with friends, family and colleagues!

For more information contact Emmerentia Fick at

This article is a general information sheet and should not be used or relied on as professional advice. No liability can be accepted for any errors or omissions nor for any loss or damage arising from reliance upon any information herein.

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