As a social media marketing executive at The Yardstick Agency, I’m no stranger to the digital content battlefield. But recently, I took a journey into new territory: newsletters. In a quest to stay ahead of the curve of social media and the ever-evolving world of AI, I bravely signed up to around 20 of them.
What followed was a descent into inbox chaos – battling heavy, jargon-filled emails, to gaining genuine insight. It quickly became clear that when it comes to newsletters, there are those that connect, and those that simply clog.
As I ruthlessly unsubscribed from the latter, I started to pinpoint the key differences. So, in my unqualified opinion, here’s what I’ve learned about crafting newsletters that actually get read and, more importantly, deliver value.
1. Lost in the jargon jungle
Issue:
Many newsletters that landed in my inbox felt like they were written for robots, not humans. They were packed with technical jargon that left me scratching my head and offered little practical value for someone working in marketing.
Solution:
Forget the fancy talk. The newsletters that shine explain complex ideas simply, like you’re chatting with a mate over a pint. Imagine explaining a tricky concept to your gran – that’s the level of clarity we’re aiming for. Tech terms? Only if you explain their purpose, and real-world impact.
2. All feathers, no flight
Issue:
Some newsletters were full of hot air, and not much else. They may have looked pretty, but they didn’t offer any real insights, actionable advice, or fresh perspectives. It just felt like a waste of precious inbox space.
Solution:
Forget the fluff. Newsletters need to deliver real value, not just pretty pictures. Give us tips we can use, thoughts that make us think, or resources that actually help. Tell us why it matters, not just what it is.
3. The Great Wall of Text
Issue:
Battling through my inbox was like trying to climb a mountain of words. Dense paragraphs and lack of structure made them incredibly difficult to read, let alone skim for key information.
Solution:
Less is often more. Break up text with headings, subheadings, bullet points, and white space. Make it easy for readers to skim and quickly grasp the main points. Images, where appropriate, can also enhance readability and engagement.
4. Lack of personality and structure
Issue:
The newsletters I struggled to digest had an inconsistent structure, making it difficult to anticipate what to expect. They also had an impersonal tone, making the content feel less engaging and more like a corporate broadcast.
Solution:
Develop a consistent format for your newsletters. This could include regular features, sections, or a specific way of presenting information. Inject personality into your writing – let your brand voice shine through. This human touch makes your newsletter more relatable and enjoyable to read.
We can help you produce interesting, engaging newsletters for your clients
By focusing on clarity, value, and a human touch, we can transform inboxes from places of dread to sources of genuine insight and connection.
Let’s be honest, not all emails are created equal. If you want yours to be the good kind, the Yardstick team can lend a hand. Our newsletter experts are ready to chat. Email hi@theyardstickagency.co.uk or call 0115 8965 300 to get in touch with us.
