One way to communicate with your members is through a newsletter. Many associations release monthly newsletters to advertise events, announcements and share news. However, just compiling this content isn’t always enough to compel members to actually read your newsletter. Lisa, our VP of Marketing at our sister company, ArcStone, wrote a great post on the “best practices for writing a newsletter that your members will actually read.” Here are our takeaways:
1. First is first, subject lines
You worked so hard to create an interesting and informative newsletter – make sure your efforts aren’t wasted by a lousy open rate. If you want a good open rate, “make sure your subject line compels your audience to open the email” (Lisa). Be creative by mentioning an exciting announcement or upcoming event instead of the bland “newsletter 2017” line. Go even further by segmenting your email list so your subject lines can specifically target different groups of people within your organziation.
2. Enhance content with a great design
So, they’ve opened your newsletter – what’s next? Content is key but be sure your newsletter is “visually pleasing” as well. “Incorporate photos and color to break up the lines of text and use a font size and style that’s easy to read” says Lisa. Not only will it be easier for the reader to digest but they’re more likely to continue reading. If you send out frequent newsletters, we suggest using a template or create a draft to save time and keep your brand / design consistent. If you use AMO, you can save a version of your newsletter in “message drafts” in the member management module.
3. Compelling Content
“The most compelling story your [organization] can tell is your own” (Lisa). Your newsletter may be filled with information on upcoming events and member announcements but make sure to leave room to tell a story. Your association / non-profit is likely doing so many great things in the community – share that progress in a compelling story that may provoke donations or an increase in membership.
4. Highlight inspiration members / volunteers
“Set up a spotlight feature in each issue that lets readers get to know someone who supports your organization,” says Lisa. Not only will this enhance your stories and put a face to name or cause but could also help your marketing efforts. If a member or a friend of theirs is featured in the newsletter, they may be moved to share it with others, thus increasing your reader visibility.
5. It’s all about timing
Many associations release a monthly newsletter; however, just because one organization does it, does not mean that that kind of frequency is right for your group. If you don’t have enough to say for a monthly newsletter or notice your emails have a low open rate, it may be time to reevaluate your strategy. “It’s important to put measures in place to test your response rates” (Lisa). Don’t leave your strategy up to guesswork; collect data on your efforts, analyze properly and you’re much more likely to succeed.
“Newsletters can be a great way to remind your supporters of the work your organization does… With the right approach, you can turn your newsletter [into] a marketing tool that gets your donors and volunteers excited about what you’re doing.” – Lisa