Frankly, I don't care how many awards your newsletter might win for its design or its writing.
This is the thing: there's one criterion that is far more important: is it bathroomable? Do you customers take your newsletter into the bathroom?
It's said that the original Sears catalog was printed with a hole at the corner of each page so it could be hung in the bathroom. People would read it and when...err...done, they would tear off a page and use it instead of bathroom paper.
Hope the ink didn't come off.
If you can make your newsletter bathroomable, you've created a successful relationship-building tool.
- People consider its content worth reading.
- They consider it worthwhile keeping your newsletter in the house (instead of quickly passing it from mailbox to trash).
- The content is interesting enough - the newsletter is engaging enough - to keep the reader interested in those...special moments.
So how can you make your newsletter bathroomable?
- Make sure the content is about what interests your readers.
- Make the language easy to read.
- Include a mix of articles - informative, entertaining, intriguing.
- Include a puzzle or quizzes.
- Be certain your newsletter adds value to people's lives.