Perhaps we should start with who should not write your e-mail newsletter. Avoid making the obvious choice of using someone in your PR or marketing department, since most people who are great at writing sales and promotional copy are not typically adept at writing interesting content that will hook readers. Often, these professionals will find themselves drifting into the inevitable habit of selling or promoting products and services, or writing from the company’s perspective. Instead, use these internal resources to help you understand your target audience and develop your story ideas, then turn over the duty of crafting the actual newsletter copy to a writer.
It should go without saying that it makes no sense whatsoever to have the tech guys who send the e-mail write the e-mail—even if you are writing to a tech audience. Would you have your printer write your direct-mail piece? Anyone involved with technology or design should not be involved with writing.
The Best Option: A Freelance Writer
Unless you have professional writers on staff for other reasons, your best option is a freelance writer. This is a professional or journalist who is skilled at turning out creative, high-quality content. Freelance writers cannot only provide the talent you need, but they are also quite affordable, because they aren’t employees and work on an as-needed basis. This is often the best option for creating great e-mail newsletters without straining internal resources or increasing headcount.
Find a freelance writer who is somewhat familiar with your area of business or the topics you want to write about. Although he or she shouldn’t be expected to know all of the details, a good writer should be able to do in-depth research (including tapping your public relations, marketing, tech guys and other executives in your company) and find material for the newsletter. While freelancers are not as great a risk or investment as full-time hires, you still want to screen them thoroughly. Read some of their published writing samples and check references.
It is best to use only one writer for either your whole program or at least for each individual newsletter so that the tone and style of your newsletter will be consistent and will work to enhance your brand. What’s more, a regular writer will also become familiar with your audience, which will lead to more effective writing.
To find a good freelance writer, ask for references from your PR and marketing department, or go online and check some of the many posting boards that advertise the services of professional freelance writers.
Matt Blumberg is the driving force behind Return Path, an e-mail performance company. Collaborating with him on this project are his colleagues, e-mail strategists Stephanie A. Miller and Tami Monahan Forman. This article was excerpted from their new book, “Sign Me Up! A Marketer’s Guide to Creating E-mail Newsletters That Build Relationships and Boost Sales (iUniverse Inc., 2005) © 2005 Return Path, Inc. All rights reserved.
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