| Email newsletters are clogging your
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| | already be caught in the web and destined
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| inbox. And it's not just you. It's
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| | to read the whole thing.
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| everybody. Email newsletters are a great
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| | For those of us who send out periodic
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| way for people to stay in touch with
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| | email newsletters, there are a couple
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| their audiences and everybody knows it.
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| | lessons we can learn from all this. For
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| And that means everybody has a newsletter
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| | starters, if you're using a standardized
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| and they all want you to sign-up, giving
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| | newsletter template, consider changing to
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| them your email address along with an
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| | a less structured and more conversational
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| invitation to email you with whatever
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| | format. And by the way, this includes the
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| they might be offering.
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| | title. Don't reference "monthly
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| This is not entirely a bad thing. Fact
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| | newsletter" in the subject line. Instead,
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| is; we're receiving more free information
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| | use something more timely and unique. Use
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| than we ever have before. All these
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| | a title you would write to a friend,
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| merchants are trying to capture our
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| | something that looks more personal.
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| attention and gain our trust with
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| | Anyone who uses Outlook knows that the
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| valuable content. And of course, we have
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| | preview pane allows you to glance inside
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| to option to sign up for whichever
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| | the email before actually opening it.
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| newsletters we might be interested in so
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| | This is where the standardized format can
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| the information we're getting is
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| | really hurt you. If the contents are just
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| essentially by request. But the sad
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| | straight text and appear more
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| reality is that most email newsletters
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| | conversational, the chances of having the
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| never get read. In fact, a recent study
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| | email opened goes up dramatically. And a
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| found that only 19% of email newsletters
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| | strong timely subject line adds to that
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| ever get looked at. That's bad news for
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| | probability as well.
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| those writing them.
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| | Once the email is open or at least being
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| If you've had any experience with email
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| | viewed through the preview pane, make
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| newsletters, you'll know that they tend
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| | absolutely sure your opening sentence or
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| to fall into two buckets. In the first
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| | two are dynamic and captivating. Make
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| bucket, you'll find the cookie-cutter
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| | sure those opening words are well-written
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| newsletters with standardized formats,
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| | and that they clearly define the value
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| nicely crafted colorful layouts,
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| | available to the recipient if they read
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| interesting sidebars and perfectly
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| | further. This is the biggest mistake of
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| positioned articles. In the second
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| | standardized newsletters. They always
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| bucket, you'll find the emails that come
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| | have some boring standardized text at the
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| to you regularly from a provider you
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| | very top. Don't do it. Make sure your
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| signed up for but that look more like a
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| | opening sentence is unique for each
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| personal text email than a formal
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| | newsletter and encourages the recipient
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| newsletter. And as it turns out, these
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| | to continue reading.
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| two approaches deliver very different
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| | Taking this approach may reduce the
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| results.
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| | perceived formality of your newsletter
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| The probability of having a
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| | but it will definitely increase the
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| conversational text-based email read are
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| | number of people who read it. Don't get
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| far greater than having a standardized
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| | caught up with the formality issue. If
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| and html-formatted newsletter read and
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| | you're presenting valuable information,
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| it's because recipients perceive the
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| | your clients will respect you plenty. The
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| former as a personal message and the
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| | sad reality happens when you send out
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| latter as spam. Of course, it doesn't
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| | valuable information and nobody knows
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| take long before they realize that the
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| | because nobody read it. You're better off
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| supposedly personal message is spam as
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| | catering to people's natural curiosities
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| well but if the opening sentence or two
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| | and writing your periodic newsletters in
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| are captivating enough, the recipient may
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| | a casual and personal way.
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