Is Your Newsletter a Must-Read?
Published on March 28, 2008
In a Web 2.0 world of blogs, podcasts and social networks, the humble newsletter might lack sex appeal. And while the notion of a newsletter might not be overtly enticing, it can still prove an effective channel for communicating with your customers. Trick is: make it a must-read publication. According to Simon Glickman and Julia Rubiner of Editorial Emergency, the best have four common traits:
- A distinctive voice that cements the brand
- Pithy, interesting information
- A lively layout
- Interactivity
Editorial Emergency gives a gold star to The Colorado Wine Company's weekly newsletter. Here's what they get right:
- A playfully irreverent tone accurately reflects a shop where themed evenings include "The White Trash Wine Tasting," with pairings like Pinot Gris and "Le Pig in Blanket."
- There's some rich content here. "Owners John and Jennifer Nugent tell their tales of the grape with self-deprecating humor and genuine passion," say Glickman and Rubiner.
- Their interactive polls are great. Editorial Emergency asks if wine-expert critiques of the Cabernet Franc were "total b.s." or only "partly b.s."
The Po!nt: The Colorado Wine Company's newsletter is both entertaining and worthwhile; do the same with yours to reinforce your brand.
Source: Editorial Emergency. Click to read the post.
by Oliver Feakins
