Does Your Newsletter Need More Personality?
In recent years, e-mail newsletters have become less staid, more casual, even chatty. Associations Now columnist Ernie Smith notes that their evolution has created questions about whether association e-newsletters need to follow suit. Such services as Substack and the content management platform Ghost have emerged to give tiny niche newsletters a subscription-based business model. The result? There's a lot more content jockeying for a share of your morning e-mail scroll. "For newsletters by more traditional organizations," Smith writes, "the secret to standing out given the added e-mail competition may be to embrace some more voice-friendly strategies." His recommendations include: give primary ownership of the e-newsletter to one person; two, work on your voice-to-information ratio; and, three, make sure the voice matches the content.
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