Creative Marketing Solutions: Fresh, Effective Strategies for Attracting Clients and Customers from Marcia Yudkin
  Binge-Learn Courses Seminars Products Coaching About Home
Receive a PDF copy of The Marketing Attitude with your free subscription to The Marketing Minute.

Your email address is kept private!

Learn how to become a marketing consultant in 10 weeks

Contact us



Tips for Email Newsletter Staying Power from 
The Marketing Minute 

by Marcia Yudkin

In June 2015, The Marketing Minute published its 900th issue.  The following reflections were written to celebrate Issue #500.

With the ever-rising tide of email most business users are experiencing, the challenge to gain space in prospective customers' in-boxes and to sustain their loyal readership over time is growing, too. Now that my free weekly email newsletter, The Marketing Minute, is celebrating its five hundredth issue (yes, that's more than nine years!), I'd like to offer these guidelines for creating a newsletter that can outshine the competition.

1.  Be brief. When subscribers know that a publication that's just arrived in their in-box will take more than 20 minutes to read and digest, they get into the habit of putting it aside till later. It's two more short steps from that to deleting it without reading and then unsubscribing. The Marketing Minute is just 180 words or so each week, truly readable in one minute. Subscribers tell me again and again they appreciate its conciseness. 

2.  Be fresh and different. It's imperative to offer content that readers aren't getting elsewhere - original ideas or anecdotes, an entertaining spin on industry news, surprising case studies or controversial advice.

Commission an Objective Expert Review of Your Ezine
Ask me to evaluate one issue of your newsletter or one promotional email to your customer base. I'll tell you where you're on target and suggest improvements that maximize the odds of readers understanding and responding to your message as well as the odds that they'll remain on your list. An email review is $297. Recently I did one of these for a British seminar company, and they quickly had me analyze the weak points of five more of their emails.  Order your ezine review today.

3.  Focus on readers. Few people care about your company's dog, your travel schedule, a computer meltdown or unusual weather in your part of the world. It's true that a personal tone appeals to readers, but usefulness to readers is the key to an email publication's longevity.

4.  Make a sample copy available. You don't have to bare your entire archive of past issues for free (I don't), but let visitors to your web site see at least one representative copy of your publication before they subscribe. Even though you're not charging for your ezine, people don't want to expend even a little bit of energy on something they might not like.

5.  Limit promotional contents. No more than 20 percent of your email newsletter should be special offers, with 80 percent or more consisting of substantive, non-promotional material. Depend on repeated exposure over time rather than offer upon offer in each issue to turn readers into buyers.

Copywriting Course

Learn to Write No-Hype Copy
Six-week self-study course teaches you to wow people into buying through the power of well-chosen words.  Includes challenging and varied assignments to practice on, with answers from the instructor and participants.  Replace incomprehensible jargon with reader-friendly, motivating content.  Copywriting course.

6.  Stay on schedule. Since the ulterior motive behind an email newsletter is building a positive reputation with one's customer base, stop-and-start scheduling of a newsletter undermines perceived reliability. Consistent publication boosts credibility. 

The Marketing Minute originated as the written version of a one-minute weekly spot for a TV show seen on WABU TV in Boston and other New England stations, and I'm delighted that well over a thousand of my charter subscribers remain with me so many years later. Follow these guidelines and you too could become one of the online publishers with staying power!

Copyright 2005, 2015 Marcia Yudkin.  All rights reserved.

Purchase anthologies of the best Marketing Minutes.

Create information products that bring while-you-sleep income.

Commission an objective, constructive review of your web site.


Inspired! by Marcia Yudkin
Publicity Ideas from Marcia Yudkin
Copywriting Techniques from Marcia Yudkin
Web Site Makeovers from Marcia Yudkin
1999 - 2016 Creative Ways  P.O. Box 305  Goshen MA 01032. 413-563-4134  Marcia Yudkin
Privacy policy: We never share your e-mail information. Period.
Follow Marcia on Twitter | YouTube
Free Newsletter | | Speaking | | Consulting | | Mentoring | | No Blog | | Affiliates