2 most effective words to use in an email + what *not* to put in your e-newsletter


Don't write this
A "Publisher's Note" from a recent issue of an e-newsletter I received said something to this effect:

Big mistake
Don't admit to your readers that you're tired and running out of ideas, even if you are.

It is NOT the responsibility of your readers to write your e-newsletter for you, nor to come up with topics or even specific article ideas.

Yes, your e-newsletter or ezine is for your readers. But it's your job to be entertaining and to make it easy for your subscribers to get at least one nugget of information from each issue.

If you're really out of ideas, then switch gears for an issue or two.

Tip to get feedback from your readers
Run a survey quizzing your readers on what challenges they're facing in their business that are relevant to the topic of your e-newsletter.

You can report back in the next issue with your survey results (people just love stats... ) and you'll also know what readers are most interested in.

And the 2 most effective words...
to use in an email are: Download Now

Have you noticed? Readers want something instant (hence the "now"), easy and tangible. Email is ephemeral. A PDF excerpt, mini report, top tips sheet, etc. has heft to it.

... interesting feedback from consultant & author Marcia Yudkin on my suggested 2 words:

She suggests using the phrase "Download today" in order to avoid triggering spam filters.

Marcia runs MarketingforMore.com and also publishes a terrific weekly ezine: Marketing Minute. (Sign up at the URL above.)

It's one of my must-reads. Short, text-only and almost always has a useful nugget.

After you prompt a response
But think like a marketer, please, before handing over your tips report to those who eagerly click through for the download..

If you're using those words in a text ad or email promotion, politely ask subscribers for a bit more information (company name, Web site, phone number, for example) before they get to your download page.