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Writing Memorable Newsletters: Spreadability

Spreadability is the ease with which your ideas spread from person to person. It's two basic modes are newsletter forwards and workplace conversations. For readers to deem your newsletter of high value it needs to provide ideas that readers can use. Ideas that readers can apply in their own workflows, share with others in their organization or share with their professional networks are ideas that will keep subscribers reading each and every issue that you publish. Once you have the content ideas and you are properly using Themes with Focus and good Summaries it's time to make sure that those ideas are spreadable.

Practical Tips:
Tell Stories: Tell stories of how readers have used, discussed and spread your ideas. Use a sidebar column to profile readers and what and how they are learning from your newsletter. Readers will see how others are benefitting from your newsletter and be inspired to do the same.
Encourage Forwarding: Always include a forward to a friend mechanism. Readers may not use it but it plants the idea in their head that it's OK and a good thing to forward your newsletter to colleagues. Users may forward your newsletter using the forward function on their email application. While this isn't trackable through your email newsletter application it is the spread of your content and newsletter branding.
Blog Them: Continue the discussion about your ideas and content on a corporate blog. Once you move your readers from your newsletter to your blog it's just one click to move them to your corporate site. A blog is a good place for more information about your email newsletter content. You can receive feedback via comments, conduct polls, and drive other behavior through a blog.

Related:
Writing Memorable Newsletters: Summaries

Writing Memorable Newsletters: Focus
Writing Memorable Newsletters: Themes
Writing Memorable and Spreadable Email Newsletters
Storytelling vs. Story-Crafting
Why a Reader Forwards an Email Newsletter

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November 9, 2005 in award winning magazine, award winning newsletter, blog publish, Blogging Tools, Blogs, Building B2B Relationships, Building Customer Community, Building Customer Intuition, bulk email marketing, Business editorial, business magazine, Business Marketing, Business newsletter, Business publications, Business relationships, CMO, company blog, Web/Tech, Weblogs | Permalink

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