If you distribute regular newsletters to a large number of subscribers, but very few people bother to open them, then your message isn’t being read to its full potential. To give your subscribers more incentive to actually read your newsletters, consider adding more valuable content to them. Valuable content comes in many forms, but of these forms articles tend to be the most readily available and cost effective.
Depending on the length of your chosen article, you will have a few options to choose from when deciding how you’d like to include it in your newsletter. You may choose to add the full article to your newsletter or run a series of snippets from one article throughout a number of newsletters. Other times it may be better to add just the first portion of the article in your newsletter with a link directing your subscribers to the page on your website where you’ve posted the full article.
Each of these methods has its own benefits and drawbacks. For example, more people may choose to subscribe to your newsletter if they know they’ll be able to read the full article in one place. This is why including articles in their entirety can be the most effective for boosting your number of subscribers. Be sure to make your past newsletters available so that potential subscribers will know to expect full articles if they subscribe to your newsletter.
Keeping the full article in your newsletter as opposed to on your website will also allow you to buy reprint articles without having to worry about being penalized by Google for having duplicate content. Reprint articles are far cheaper than unique content and since Google won’t be indexing them, they are perfect for newsletters. In case you were wondering, the odds that someone will have previously read a specific article is astonishingly low – even if it already appears on several other websites.
The second way you may choose to include an article in your newsletter is to break it up into several parts and release it as a series. This is especially useful for
longer articles and your subscribers’ anticipation for the next segment can be more than enough reason for them to open up and read your newsletters. Only use this method if you frequently send out newsletters, however, because the anticipation for the next segment will only last for so long.
It is also recommended that you only use unique articles when releasing them in a series over a number of newsletters. If your subscribers figure out that the rest of the article can be found elsewhere, they will be less likely to wait for your remaining newsletters and instead might search for the article online and read it on a competing website.
The third and arguably most common way to include an article in your newsletter is to copy the first portion of the article into your newsletter and link it back to your website. By adding enough of an article to hook your subscribers and then linking to the full article posted on your website, you will be able to direct curious readers to your site and increase your overall hits.
The only drawback to this method is that less people are likely to subscribe to your newsletter if they are already able to access all of the same content on your website. This can be an excellent method, however, for newsletters that have the sole purpose of informing subscribers about new and updated content on your site.
Because it can be a difficult task to convince subscribers to actually read your newsletters, it is usually worth adding more valuable content to them. By adding more valuable content like articles, your subscribers will be more willing to open your newsletters to see what interesting content is waiting for them inside.
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