Nancy Miller, RP Copywriting 

OK, show of hands: who checks their email once a day? Three times? Six times or more? 

That’s why you need to start an e-newsletter. BOOM! (I’m tempted to just drop the mic and walk away at this point, but I’ll carry on.) 

You may think newsletters are old school, but the fact is they still work. In a study in which consumers were asked which medium they’d like to receive updates from, 90% preferred an email newsletter, while only 10% picked Facebook. And when it comes to click-throughs, another study found that email click-through rates are six times that of a tweet. 

Need more convincing? Here are some other great reasons to think about starting your own e-newsletter. 

Let me introduce myself. Oh, wait, I don’t have to . . .  Typically, your newsletter subscribers already know you. And if you’re trying to sell something to someone, it’s much easier if you’re a recognized commodity. 

Newsletters keep you top of mind with clients   No matter how established you are, a newsletter can help you maintain a presence. The more often your clients, or potential ones, think of you, the easier it is to differentiate yourself from other businesses.  

E-newsletters support other marketing   You may have the best blog on the planet, but every now and then it will get overlooked. A newsletter is an opportunity to offer a round-up of recent content or direct links to specific blog posts. And, of course, you can use your newsletter as a form of direct marketing by offering time-sensitive deals or monthly specials.  

Use your newsletter to build your brand   Creating a relationship with customers is always beneficial. Use your newsletter to let clients know what’s happening in your business – maybe introduce a new employee, tell them a story about a unique job or include a photo of the new office fish. Make a connection. 


7 tips for writing “click-worthy” emails: 

  1. Establish your audience and your goals.  
  1. Keep it focused with one primary call-to-action.  
  1. Keep your copy and design minimal: less is more.  
  1. Make it easy to read, and don’t make your readers read too much.  
  1. Keep it useful: not every newsletter has to sell something. In fact, many shouldn’t.  
  1. Keep tabs: use a distribution program that shows what’s working and what’s not. By looking at results on opens and click-throughs, you can start to figure out how to adjust accordingly.  
  1. Most importantly, keep it real: be genuine. 


Until February 28, RP Copywriting is offering 50% off your first month of any email marketing program, which includes writing, design and distribution. Email to find out more! 

Nancy Miller is a professional copywriter with RP Copywriting, Vancouver Island’s largest copywriting and content marketing firm. Learn more at 

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