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  • Leilani Haywood

How to Write an Email Newsletter People Crave

With the coronavirus pandemic forcing us to do more online, suddenly some companies are realizing the importance of communicating with customers like myself. One company that admitted today never sending an email newsletter to customers is my mortgage company, M&T Bank. I took one glance at the email and closed it immediately.


Another company I shop from sent me an email that I read several times. Why did I immediately close M&T Bank's email and read Shapermint's email several times? Learning what made me close M&T Bank's email and open Shapermint's email offers clues for effective email marketing.


Content connects to where I'm at

Shapermint's email newsletter offered a short lesson on water color painting. M&T's Bank's "Timely Topics" was an aggregate of content I'm already reading on other sites. The articles featured in "Timely Topics" are "Coping With Anxiety" and "Working From Home." I'm literally being inundated with content about coping with anxiety and working from home. I would like to escape from this!


Shapermint's "Here For You" series focuses on offering content to help me cope with being homebound. After reading the first email about making restaurant quality ramen, I went to a local ethnic market, bought the ingredients, and made the dish following the video. The most recent email hit my inbox after I told my son I wanted to try watercolor painting.


Delight the reader

I was delighted to open the email with the subject line: "Step By Step Watercolor Class." I feel like Shapermint understands my angst being at home and wants to help me cope. I feel like the series title, "Here For You" is genuine.


M&T Bank's email got opened because I thought maybe it was a surprise announcement that they were giving me a break on my mortgage. Nope, the email was a repeat of what I'm already reading with an boring title, "Timely Topics." If the email was from a person, I would interpret it as, "I don't care about you. I was told I have to put this together and here you go." I get nothing from reading this email newsletter and I will mark it as spam.


I know I have to pay my mortgage which is probably why there was zero personality from "Timely Topics" from M&T Bank. However, I've spent maybe about $200 this year with Shapermint. And I will continue to shop them and not do any comparison shopping for their products because I feel like they truly care.


Bottomline, if you're going to go through the effort of copywriting and sending an email newsletter, show that you care for the person reading it. Offer them something - a relief from a rough day, humor or a tip. Above all, don't regurgitate what they are already being inundated with. You'll be marked as spam going forward.


Go the extra mile by including content your reader craves. Shapermint's well-produced short videos is a nod to the fact video dominates as content. Don't repeat. Be original.

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