Newsletters were used by Jon Davey to help build his business and promote his contact network. Jon manages ‘Business in Berkshire’, a business and social network across multiple social media channels.  He’s got these valuable tips on writing newsletters for you.


Jon Davey

Jon Davey of The Berkshire Blog

Don’t overload your reader

When you first start putting newsletters together, there can be a tendency to want to include everything you can in each email. The reality is rather like a good meal. It’s best not to ruin the steak by offering too many chips and too rich a sauce. Focus on having one main topic, maybe a second relevant story, but then simply list any other titles with links to the stories so that those readers with a bit more time on their hands can spend time digesting your great content. However good your email, 99% will just have time for one story, one link before their brain says, “You’d best move on, that deadline is looming, stop procrastinating.”

Help your reader digest and move on

If your content is ‘to die for’ then having a small taste of the good stuff means that the reader will come back for more when they have the time, or at least they’ll mean to! BUT, allowing them to move on quickly will ensure that when you call in real time the reader will be happy to take your call. This time should also be used efficiently for both parties; they’ll not take a second call if you waffle on. Busy people are busy for a reason, they are making money for their companies, so respect this and say what you have to say and allow them the freedom to move on; if they have a few minutes, they will kick back and spend the time with you, enhancing your relationship even more.

Initially you have a third of a second to make an impact!

How many emails do we all get? Too many is the answer. So you need to make the title work for you. It needs to create some type of reaction in the reader so they at least open the email. If you’ve done a good job in the past, your name might be enough (I like to think so anyway!). The reality is that you need to engage them within a blink of an eye as they scan through; once opened you will have three seconds to keep them, then 30 as they think, “This appears jolly interesting, best read more… ”

What makes a good subject line for your email?

This is totally dependent on who your main audience is for the newsletter. If it is of general business interest then something topical with an appropriate leaning. If the topic is serious then best stay on message but if you can add a touch of humour, do so, as 99% of subject lines will be trying too hard to sell something. By adding a light touch you add a refreshing approach.

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