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4 Ideas To Boost the Readability of Your E-Newsletter

If you’re going through all the thought and work that it takes to produce and distribute an e-newsletter to your customers, you want to make sure that they will actually open and read it.

Whether you’re planning to add a new e-newsletter to your marketing toolkit or want to revitalize your existing newsletter, you’ll benefit from the following tips to make this marketing piece even more inviting:

Make Sure Your Content Is Focused

Don’t try to cram every aspect of your practice into a monthly newsletter. Instead, choose an informative topic that can solve a problem for your readers. You can always supplement the main subject with small snippets of related information. Here are 2 examples:

  • Main article: “Preventing Children’s Sports Injuries.” Add small sidebars on “Turf Toe” (football season is here!) and “Choosing Children’s Athletic Shoes.” Add a schedule for your local high school football games.
  • Main article: “Bicycle Safety Riding Tips.” Supplement this piece with links to local biking trails and state bicycling laws for both riders and drivers. Include a discount coupon in partnership with your local bicycle shop.

Don’t Oversell Your Practice

A good rule is to have 90% of your e-newsletter be made of informative content with 10% promoting your business. You’ll certainly want to do a Call to Action – more on that below – but don’t overwhelm your newsletter with it. One exception – if you have a major exciting event occurring at your practice, such as the addition of a new attorney or offering updated state-of-the-art technology for your patients, brag away!

Use Eye-Catching Subject Lines

Avoid using the same email subject lines each time you distribute your e-newsletter. Seeing “Family Foot Care Newsletter” in your busy readers’ Inbox won’t entice them to open and read it. Instead, mix it up and give your readers a hint as to your content. A subject line like “Get Happy Feet with These 5 Tips” will tempt the reader to open your email.

Include One Major Call to Action

An e-newsletter is, after all, a marketing tool, so make sure you include one major call to action. Include a strong statement with keywords associated to your topic that links readers with related content on your website. It’s okay to include 1 or 2 additional subtle calls to action. For example, you can add “Read more in our related blog post” and link to that blog page. Also, each newsletter should also have a “Forward to a friend” button as well as links to your social media pages.

E-Newsletters Are One Component of a Well-Rounded Marketing Strategy

Blue Orchid Marketing offers custom-written marketing communications including e-newsletters designed for your internal marketing needs. Our newest product offering, practiceXeleration, focuses on external marketing by placing your practice on more than 69 local directories and creates weekly custom blogs and social media posts to ensure your practice is found on internet searches. It’s a service you need to stay competitive.

To learn about our internal marketing solutions (email drip campaigns, e-books, e-blasts, recall campaigns, e-newsletters, birthday and holiday e-cards and Virtual Assistants) and external marketing solutions from practiceXeleration, please call us at 203-746-5901ask for David – or send an email to DavidB@BlueOrchidMarketing.com.