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5 Things You Need to Know About Creating Awesome eNewsletters

5 Things You Need to Know About Creating Awesome eNewsletters
From Recruiter - August 29, 2016

eNewsletters are powerful marketing and communication tools for several reasons. They can drive sales and leads, lead to a larger social media audience, increase traffic to your website, and serve as great places to repurpose content. They are crucial for maintaining an engaged audience, but you can lose a lot of people if you drop the ball.

A survey of 277 hiring professionals conducted during May and June of 2016 by Recruiter.com and my company, Come Recommended, found that eNewsletters are among HR and recruiting pros favorite content formats.

So, what makes a successful eNewsletter?There are five crucial elements:

1. Focused Themes

A bad eNewsletter is scattered and unfocused. If readers open your newsletter and see 10 different unrelated messages, they will be turned off. Instead, you should stay focused on one theme. You should have a very clear, straightforward goal in mind.

Lets say you have a new performance tracking feature you want to demo for hiring professionals. The content in your newsletter should be related, so make sure everything you share via the newsletter aligns with performance tracking. For example, you could share content that explores the challenges that companies face when it comes to annual performance evaluations.

2. Balanced Content and Design

Content needs to be concise and to the point. Our survey found that 22.5 percent of HR professionals prefer content that is about 390 words long and takes approximately three minutes to read.

Your subscribers dont want to open an email and see a Dickens novel. Large blocks of text head straight to the trash bin.

Adopt a clean, minimalist design. There should be plenty of open space and the content should be organized into sections with small blocks of text. The readers eyes should comfortably follow the flow and feel of your eNewsletter.

Regarding the content, you need to find a balance between educational and promotional. Most of the content you produce and share through eNewsletters should be educational. Readers want your expert advice on employer branding more than they want your sales pitch.

Thats not to say you shouldnt try to promote your products or services. Keep promotional content to around 10 percent of the newsletter. When every newsletter has some form of sales content, you may come off as spammy;the only click youll get will be on the unsubscribe button.

3. Strong Subject Line

How are you attracting readers to your content? Our survey found that your headline is the most influential element in getting readers to your page.

Your subject line is just like your headlineyour make-or-break point with the subscriber. It can be tough to stand out in your readers overflowing inboxes.

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