Internet Newsletter's Tone of Voice

One of the main goals of newsletters is to inform subscribers of news and events and urge them to visit your website for more information. They are essential items in any online promotion strategy, and you won't find a single major website that doesn't use this marketing tool to their advantage. Apart from other important elements that determine the success of a newsletter, such as the informational value, graphic aspect and user friendliness, there is another item that many webmasters and newsletter publishers overlook is the tone of voice of their newsletter.

Addressing Your Audience

As with any advertising campaign, a newsletter should have a very clear target. In other words, the person writing the newsletter should have a precise audience they are writing for. The writer has to address the needs and expectations of the target audience. If your public is formed mostly of people new to the Internet or to any high tech topics you might have, try to adapt the tone of voice to that. Make sure to place small explanations of less popular terms, even if you or the writer know exactly what they mean. Acronyms such as HTML or LCD or any other "techy" terms should have a parenthesis explaining what the letters mean.

Adapt your Message to the Readers

The form and content of the newsletter should always be flexible enough to adapt to your major subscriber group. If you run a surfing website, try to have a surfer write the newsletter. Address the surfers in a more relaxed, laid back and engaging way. You don't have to use the word "dude" but you should avoid fancy academic terms as well. On the other hand, if you run a home security agency website for example, you will want your newsletter messages to inspire confidence and professionalism. The surfing newsletter should have more photos of surfers and waves, while the home security one should have less graphics and more statistics and recent news.

Using a Call to Action Technique

The web is full of calls to action, both in newsletters, web pages or advertising banners. "Click here" or "follow this link" are all calls to action - they ask the web surfer to act in a certain way. Regardless of the nature of your newsletter, a call to action is essential if you want to drive the subscriber to visit your website. One common way of convincing eNewsletter readers to follow a link to your website is to offer them 80% of the information in the newsletter, and promise them the remaining 20% on your website. Of course, this has to be a truthful promise - don't trick anyone in visiting your website as that will only work once, while your purpose should be to create a loyal group of subscribers. You can also insert links throughout the content of the newsletter. However, the most important place to insert a link is at the very end of the main text. By the time they reach this area, the readers will already be curious enough about the subject and they will want to explore the topic further - give them this chance by directing them towards your website.

The tone of voice can be considered the "soul" of your newsletter - it can be the one that makes it unique and original. The tone of voice can give a new shape to purely informative content and "brand" it as your own.

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