Today I have a great guest post for you from Levy Williamson a very talented up and coming author. Enjoy!
Email newsletters must follow a precise protocol. It can be difficult to create a template that works, since unlike person-to-person emails, you will have to speak to a large and very diverse audience you’ve never met. However, when it comes to technical topics, there’s a whole new layer of challenges that need to be dealt with. Technical matters may seem difficult to work with.
On the one hand, you need to find the perfect balance between offering useful details and informative content. On the other hand, you should avoid getting too technical, unless you risk putting off your less experienced readers. Sometimes, technical topics can seem rather dry. It can become tiresome to some readers. But writing a newsletter for technical business topics is not necessarily as difficult as it sounds. All you have to do is take it step by step.
Ask a Non-Technical Expert for Input
If your business has a broad audience that includes both experts and non-experts, it can be difficult to create a newsletter that everyone can enjoy. If you are technical expert tasked with writing this newsletter, you may find it hard to guess what readers can and cannot understand. Or what is common knowledge and what isn’t.
You can glance at these Plant Assessor technical newsletters for inspiration. They manage to create newsletters that are not too technical, but that still successfully present the essence of the topic. There are other examples freely available online. You can use these newsletters as guidelines, and with a rough draft in hand, ask someone outside your field for tips. Or better yet, you can ask a content writing expert to create newsletters for you. Just provide them with an outline of the topics. Content writing experts know how to breach the gap between a company and their customers or partners.
Create Separate Newsletter Templates
An easy solution when it comes to appealing to both expert and non-expert readers is to maintain two separate mailing lists. The tone and writing style should be adapted for each audience. Finding a balance between the two runs the risk of either boring technical experts or confusing non-experts.
It may be difficult to assess which contact goes into which list. Instead of trying to guess the level of expertise of your reader, it’s much easier just to ask when you request their permission to add them to your mailing list. Of course, you should always try to keep your newsletter as simple as possible and leave the detailed technical explanations for your website.
You can also give your readers the option to choose the newsletter themselves.
Create Clear Subsections and Provide a Summary at the Beginning of the Newsletter
Newsletters have to be scanned quickly, so readers can easily decide whether they have time to look into it or not. When it comes to technical topics, a clear layout, divided by subheadings and bulleted lists, is all the more important. Because technical business problems can often become quite complicated, even for professionals. And the purpose of a newsletter is to deliver the most important points of a series of subjects in an easy-to-use format.
Once you’ve established the topics and headings, you can create a very brief summary at the top of the email. This is only necessary if your newsletter is long and can’t be skimmed through in a couple of seconds.
Creating subheadings and dividing your newsletter can also help you when it comes to readability. You can divide it into two sections or so. One section can be dedicated to general interest news. Preferably, this will be the first. The other can be reserved for more in-depth news and technical details. Make sure to specify which is which.
Provide Only a Basic Outline of the Main Topics
You should never try to stuff your newsletter with as much information as possible. Newsletters should provide readers with a basic outline of the topics you discuss. The detailed posts should be left for a more appropriate medium, such as a blog.
Technical subjects can be challenging to summarize in just a few essential lines. If you have several topics that cannot be simply explained in the email, consider adding fewer topics in the newsletter. That way, you can take more time to discuss the subjects that require more attention. If you have a crucial topic you want to talk about, you may want to consider creating a separate newsletter just for that. Make sure not to spam your readers with emails, though. There’s no explicit rule when it comes to the frequency of newsletters, but you should try not to send more than one a day.
Highlight Main Topics in Your Subject Line
Highlighting the main topics in your subject line is a good practice for any business newsletter. It gives your readers a clear picture of what to expect and it also tells them how much time they should set aside for reading. Many times, receivers avoid reading newsletters simply because they feel they’re too busy to do it.
When it comes to technical topics, this can also help them navigate through the content more quickly. Indicating the topics that are going to be discussed in-depth is going to help them see the connection between these main subjects and other news pieces you’ve added. Choosing highlights is going to help you as well. It’s going to give you the main idea around which you can structure the rest of the content.
Create a Layout You Can Maintain
When choosing the layout of your newsletter, make sure it is structured so you can reuse it. Readers appreciate consistency. In time, they learn where everything is and know where they should look for the information they are interested in.
If you continuously modify your layouts, you may end up driving away readers who are trying to be time-efficient. Therefore you should stick to a very simple design with a clear structure. Tailor your subjects to the template rather than the other way around. Your readers will appreciate it.
No matter what topics you have to discuss in your newsletter, you should always maintain basic email etiquette. Writing technical business topics is essentially no different than any other kind of issue. Any subject can be difficult or easy, depending on your approach. As long as you maintain a friendly yet professional tone and follow these tips, you cannot go wrong.
Author bio: Levy Williamson is a Junior Content Marketer and a dedicated contributor who’s steadily setting the path for an expert business writer’s career. He drives his inspiration from those great business trend setters everybody envies, the undying marketing innovators of our history and the anonymous tech developers and brilliant growth hackers of the future.