Voice and Personality

Establish a voice or editorial personality – whether newsy,
serious, gossipy or funny – that is synergistic with the
image you want to portray and connects with your audience.
Remember that email newsletters aren't email promotions
designed to stimulate immediate action. Sales and
promotional copy don't suit e-newsletters. Nor does the
traditional tone of broadcast corporate communications.
Think of your newsletter as a one-on-one conversation. Just
imagine sitting in a coffee shop talking informally with a
customer. That's the starting point for your approach--a
more personable and appropriate "human" voice will come
naturally. Drop the jargon, drop the sales pitch, be as
honest as you can, and talk like a human being.
You can have as much or as little personality as is
appropriate. Consider adding a brief editorial, a comment or
two, an editor's note, a couple of lines of commentary, a
touch of opinion; adding a little human element here and
there. Sign editorials, give authors a byline, or list some
names down in the administrative section of each issue to
which your readers can relate to.
From Line
Whether a person’s name, name of the newsletter or company
name – determine what will resonate best with your readers
and stay with it.

Subject Line

“Vol. 1, Issue #8” or “Company News” are not enticing
subject lines. They are certainly consistent and simple, but
they don’t tell your readers anything that will motivate
them to open your email. Your subject line is your calling
card - entice your readers with the most interesting or
intriguing information in your Newsletter..