Should you get personal in your newsletters?
Ilise Benun
Business Coach & Mentor for Designers, Copywriters & Creative Pros. Let me help you get better clients with bigger budgets.
Here's a post from Deidre Rienzo. web copywriter.
I didn’t do this on purpose…but I got the biggest response rate ever because of my latest newsletter—about my dog. I asked people to reply with pictures of their pets, and they did! There was so much cuteness in my inbox—it made me smile all day long. I didn’t realize that this topic would start so many conversations and that I would get to know people better. But that’s exactly what happened!
I always try to write about topics that give people a better view into who I am. Authentic is best. And whenever clients ask me, “Should I get personal in my newsletters?”—my answer is always yes (to different degrees depending on their audience).
I think Jill Anderson said it best in her article for HOW, What is the difference between a blog and an email newsletter?
Email newsletters are for getting personal. An email newsletter is exclusive. People need to sign up to get it. Use it to say, “Hey, I’m a person, here’s what I’m up to…” You can toot your own horn, share business happenings, and even personal happenings. A newsletter is push marketing (because you push it into their inboxes)…Since it’s a great two-person conversation-starter, make sure to use your reader’s first name: Dear Jill…
While Jill also has a really great theory for how blogs and newsletters should work together (which I often recommend to clients)—I personally break the rules by using my newsletter as both. Since my business is so personal (it relies on people feeling comfortable and sharing openly with me), I’m cool with everyone getting an inside view.
Not using newsletters to give readers an inside-glimpse? I think you should.
Not using newsletters at all? Add that to your goals for 2016! Newsletters are a great way to keep the conversation lines open—and in my case, get an inbox full of puppies, kitties, and even one adorable goat!
Owner at Lynn Ericson Fine Art
8yI think there is a difference between giving personal details and being personal. Your writing style and your slant on the information you're providing should reflect your personality, as a phone call would. In that sense, being personal is a good thing. I would want to hear about your life details only if they're worked into the point of your piece--both Deirdre and Michael Katz are very good at this.
Director of Operations
8yI completely agree. I want to know the person behind a newsletter, or a blog or the person who I am working with. We are all humans and the best business relationships get stronger when you show your HUMAN side.
Advertising | Marketing professional Let’s create something great together!! 💫
8yI definitely feel that injecting a few personal notes about the attorney I write newsletters for is very valuable. It makes her more approachable, more genuine and reminds our readers that she is a real person. It communicates empathy and compassion.
Copy Editing ✎ Line Editing ✎ Nonfiction ✎ Self-Help ✎ Memoir
8yThanks Ilise, I've been thinking about this a lot lately, and chatted with Michael Katz about it as well. I appreciated these perspectives.
Cooking up award-winning graphic design consulting, strategy, brisket and tostones • Logos & Branding • Brochures • Annual Reports • Print & Digital Ads + Certified Women-Owned Business
8yBased on what Deidre had written on your site I made my Valentines Day email personal and the response to me (vs read rate) was much higher than the norm.