When you write a newsletter like I am doing, obviously, you want as many people as possible to open it and read the content.
The first thing you need to think about is the headline. The newsletter is being delivered by e-mail, so there are really only two things that people look at once your e-mail is in their inbox.
It’s the name of the sender and it’s the headline (subject) of your e-mail.
The name of the sender is probably just as important, but I haven’t been testing it, I have only been using my own name, and that’s really it. I guess I could have written “slymarketing” or something completely different in order to brand my blog or what I do (Internet marketing tips), but I am going with my name (at least for now) – it makes it a little more personal.
When it comes to the headline, there are several things you can do.
First, you can write the name of the newsletter (Internet Marketing Tips) and add the date or the number of the issue, like “Internet Marketing Tips #1 – September 2008”.
Second, you can use an interesting part of this particular issue. For instance, if this issue (or part of it) is about “How to Improve Search Engine Ranking with Google”, you could use this as the title of your e-mail.
Third, you can use whatever comes to your mind to attract your subscribers. You can be creative and just write something like “discover the ‘lost’ Internet Marketing files”.
I have tried various techniques to get attention, and at the moment, I am actually really not sure what to do.
I think that using the “Internet Marketing Tips” technique might be a good one if people are really waiting for your newsletter and if your newsletter has some kind of reputation. But if not, you might want to consider using a title related to this particular issue. If they find the headline interesting, most likely they’ll find your newsletter interesting as well.
If you go with the third option, you might get people to read your newsletter, but if your newsletter is not awesome, you might scare them away. Your headline might not be related to your content, and this might get some people upset and unsubscribe. But sometimes it might be worth a chance, because it’s all about testing.