5 remedies for a lackluster e-newsletter

Try these approaches to add some zip to your e-zine and—egad!—prompt people to open it and read it.

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It’s fashionable, but perhaps not accurate, to say email is dead. Think about how many emails you receive and send every day versus tweets, or versus instant messages (at least work-related ones). You soon realize you want your stuff in someone’s inbox.

So it’s time to rethink the e-newsletter (or e-zine) and bring your audience into your digital world.

Here’s what to rethink:

1. Make it all about the content.

Your e-newsletter should be eye-catching and fun. Content has gone from being something to read to providing an “experience.” Your audience doesn’t need panoramic views of resorts, but they do want content that makes them feel something. Make it visually interesting with pictures and videos, and carry branding from your website to the e-newsletter. Feature unique content such as reviews, hot topics, information they can’t find anywhere else, and exclusive deals and discounts.

Make the subject line interesting. Convey what’s in it for the reader. Personalize and localize, and avoid words such as free, help, and discount that could trigger a spam filter.

2. Make it social.

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