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220 Part IV: Getting the Word Out without Advertising

Publishing opt-in electronic newsletters

Opt-in is a term that refers to promotional e-mails that have been requested
by recipients, unlike dreaded (and often illegal) spam e-mails that are sent to
people whether or not they want to receive them.

Opt-in e-mail is the only way to assure that your mailing is both legal and
capable of retaining the recipient’s goodwill. One of the most successful ways
to invite people to opt in is by offering to e-mail them a free newsletter with
information on good deals, useful tips, and advice.

Why e-newsletter readers subscribe
People subscribe to online newsletters because they want highly targeted,
immediate solutions to their needs, problems, or situations. They aren’t look-
ing for general, chatty information. Nor do they want newsletters that go on
and on, or arrive too often.

Instead, they want

ߜ Work-related news from their employer or business organization, or news
pertaining to their personal interests and hobbies.

ߜ News about prices, sales, and special offers.
ߜ Advance notice of upcoming events.

The key word is news. Keep your newsletter current, informative, relevant,
timely, and to the point, and readers will look forward to its receipt.

E-newsletter writing etiquette
People expect online messages to speak to them in a one-to-one voice.

As you write your newsletter, write like you talk — clearly, with good gram-
mar, and to the point. Be casual but not overly informal; be relaxed yet still
businesslike. (Think of the difference between boardroom and Friday-casual
office attire. One is relaxed, and the other is buttoned-down, but both are still
appropriate to the business environment.)

In terms of length, keep daily or weekly newsletters to a screen or less, and
allow biweekly, monthly, or quarterly mailings to run only as long as the con-
tent is interesting and newsworthy.

Designing and publishing your e-newsletter
Design your newsletter for readers who skim.

As e-mail volume continues to swell, readers spend less and less time reading
individual messages thoroughly. Instead, they glance through content, reading