Blogs, emails and newsletters

Never content for content’s sake. Writers Who craft compelling commentary, insights and stories that make people want to keep reading.

Writers Who’s Guide to Writing a Great e-Newsletter and Blog Series

A email marketing or newsletter strategy is an incredibly effective way to keep in touch with your customers and clients. Through an email newsletter, you have direct access to former and prospective clients inboxes and can offer up to date company developments. With the right content, a newsletter will position you as an authority figure in your industry.

Creating an email marketing strategy 

Email marketing has repeatedly shown to have one of the highest ROI. An engaged email marketing database is also a fantastic asset to build within your business. But coming up with email content and creating emails that are worth opening, clicking through and sharing (as opposed to ignoring, binning and unsubscribing) is a bit of a science. 

Email newsletter writing inspiration

Writers Who have produced many newsletters for our clients in various industries. We provided investment insights and compelling commentary on global stocks for the boutique investment firm, Insync Fund Managers, targeting high net worth offices. We craft longform market analysis for the agents and leaders at Ray White Lower North Shore, and provided weekly property market commentary for homeowners and prospective buyers in Brisbane's prestige markets for Queensland's leading agent, Matt Lancashire. We speak to investors and brokers via email for Sydney Wyde Mortgage Managers. We crafted nurture campaigns for Clarendon Homes. We delivered a change management communications strategy via email for real estate brand Harcourts across Australia, New Zealand and South Africa. We also interviewed national finalists for Agricultural Shows Australia for use on their website, social media, publicity and email newsletters to increase exposure.

The core elements you have to get right in the email crafting process

  • Subject lines (these can make or break the success of an email)
  • Core copy (delivering something so useful, so interesting you want to share it)
  • Breakout messaging (using eye-catching phrasing in key positions)
  • Subheadings (drawing the reader through the email)
  • Email format (putting the pertinent stuff in the right place)
  • Team testing (making sure the experience is flawless before you hit send)
  • Reviewing responses (for insights on what resonates and what detonates).

If you have those ingredients right, you’re already on the path to success. But what should you send, and when?

The three types of emails every company should employ 

  • Periodic emails (weekly, fortnightly, monthly, quarterly… even daily for some companies); 
  • Campaigns (promoting a particular topic, theme, offering or service and can be season or timeline driven, run a sequence over time towards a key metric or milestone)
  • Automations (triggered by a particular client behaviour or action and take them on an intended journey over a period of time)

And the million dollar question is: what should those emails contain? Well, the answer is probably right under your nose. The advice you’ve already given clients verbally; the ideas you’ve shared with colleagues, the response you have in conversation to macro or regulatory events. Literally, the things that have already come out of your mouth; the videos you’ve shot, the training sessions you have run, the blogs you’ve posted, the listicles full of advice, client reviews, case studies, the white papers you’ve published, the press coverage you’ve achieved. There are multiple emails in every single piece of content you’ve ever generated - you just haven’t stretched the content to its limits. 

With our clients, we curate as much as we create for emails. After building a content matrix of four key messages or themes that align with the business strategy, we leverage new and existing ideas to create blogs and newsletters that are worthy of our reader’s attention and serve as catalysts for dinner table discussions. That’s our barometer for great. Are people sharing it, are clients mentioning it?

Tips for planning an email newsletter

  • Determine what the end goal of the newsletter is. This will help shape your content;  
  • Timing. When are you going to send your newsletter?; 
  • Consider the frequency in which you send a newsletter. Too often and readers could get annoyed;
  • Come up with a catchy subject line. If you want a successful opening rate, you’ll need to create one that is not only descriptive, concise, and captures the curiosity of your reader.

Tips for writing a newsletter

  • Keep your newsletter between 200 and 600 words in length;
  • Be conversational, but ensure that the contents of your newsletter is highly relevant to your client base and adds value to their lives;
  • Use different headers and images to break up copy;
  • Drive readers back to your website by asking them to click through to find out more details.

Tips for newsletter headlines that work

The problem solving email, for example: How to survive/deal with/overcome [subject].

The idea behind this subject line is you have a solution for your prospect’s challenge or problem. 

  1. How to survive the recession
  2. How to deal with long Zoom meetings
  3. How to survive a stroke
  4. How to overcome insomnia
  5. How to deal with disorganised colleagues

The familiarity email, for example: The biggest mistake [subjects] make.

The idea behind this subject line is it focuses more on the negative things that your prospect or subscribers have to avoid in order to get the results and the outcome that they desire. 

  1. The biggest mistake financial planners make.
  2. The biggest mistake first homebuyers make.
  3. The biggest mistake entrepreneurs make.
  4. The biggest mistake bloggers make.
  5. The biggest mistake emcees make.
  6. The biggest mistake renters make. 

The quick win email, for example: The fastest way to [subject] or here’s a shortcut to [subject].

We live in a world of instant gratification. If we want something, we want something now. 

  1. The fastest way to get a home loan.
  2. Here’s a shortcut for learning to ski.
  3. The fastest way to get a return on cryptocurrency.
  4. Here’s the shortcut to starting a business.

The personal advice email, for example: How I [subject].

Case studies wrapped up in advice based on experience. It’s hyper personalised and is a real winner.

  1. How I grew my TikTok channel to 40,000 viewers.
  2. How I made friends in my thirties. 
  3. How I eliminate headaches.
  4. How I write quality content quickly for my business.

The personal outreach email, for example: About your [subject] or I have a question about your [subject].

These subject lines generate a lot of curiosity. When your readers read a cliffhanger subject line like that, what is going through their minds are, "What's wrong with my subject? Is there something wrong with my subject? Do you know something that I don't know? Do you have advice for me on the subject?" It’s very powerful. 

  1. About your diet
  2. About your website
  3. About your business
  4. About your friend... 

Tips for finalising your newsletter

When you’re finished writing the newsletter, it’s important to review your copy to ensure there are no spelling mistakes. Take one more look, and ensure that all of the information is correct. Better yet, assign an editor or two to review the final version before it’s published.

Better blogs bring in more business

If you think blogs are for backpackers on a Contiki tour - your definition is outdated. Blogging is an essential part of every business's content strategy. 

It’s important for delineating your core messages, demonstrating your point of difference, expressing your subject matter expertise, strengthening your SEO and validating your reputation through case studies. Corporate blogs are a pretty standard asset in any company’s digital strategy but I can understand that having responsibility for keeping a blog high quality, fresh, fascinating, and full is a daunting task. 

So here are some tips for getting it right. 

1. Start with the headline - it is absolutely essential for being read at all.  It doesn't matter how amazing a blog post you write, if you don't write a good headline, no one's going to read the rest of your post. 

Think: a great guide to (topic), ten ways to (process), the biggest mistake people make when...

2. Write a fabulously obscure and intriguing intro par. It’s a bold statement that hooks in the viewer and implores them to read more. 

3. The body of the blog needs a few key “organs” to function well. It needs

  • A point. You have to be making an argument of some sort, explaining a misconception, illuminating a process, advising a way to get something right… blogs that don’t do this just insult their reader and remind Google that your website content is not authoritative enough to drive traffic to. Use your blog boldly to publish messages that need to be heard. It's your company's online book - make sure it's a proud presentation of everything your brand stands for.
  • Smart subheadings that capture key words, use them often 
  • Short paragraphs (6-8 lines max between subheadings), but have plenty of them
  • Embedded video, images and hyperlinks (well labelled for google searches can find them)
  • And a conclusion. Lots of blogs are so flaccid and meaningless - literally written just for the sake of filling a space on a blog) - that there’s no conclusion to be made and no reason to even bother because the reader has long since clicked off your blog

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