your brand. In order to write great newsletters, you need

為了寫出優秀的電子報，你要先知道電子報的目的是什麼

to start with the end in mind. That means, you need to know what it is you want your

也就是說，你要知道你希望你的讀者在看到電子報之後有什麼行動

readers to DO when they read your newsletter. This is your call to action and every newsletter

所有的電子報都有它的行動呼籲（call to action)

needs one. Examples of a call to action can be to:

行動呼籲的例子包括：

Use a coupon code RSVP to an upcoming event

使用折價密碼回覆一個即將舉辦的活動

visit your website to read about new products once you've established your call to action,

讓他們訪問你的網站觀看新商品資訊等等。當你決定了你的行動呼籲之後

try to think about how you can lead readers to it without sounding too pushy.

試著想想該怎麼讓讀者接受你的呼籲，而且不會覺得你態度太強硬

Next step - the subject line. Like you, your subscribers likely scan their

下一步：標題。你的訂閱者就跟你一樣喜歡掃一眼信箱之後

email inbox looking to clean it out and delete unwanted mails. Don't give them an excuse

刪掉那些他不想讀的信。別讓他們有刪你信的藉口！

to delete your newsletter! When writing your subject line, use these rules of thumb:

當你選擇標題時，記住幾個基本法則：

People are more likely to open emails with a timely or enticing premise in the title.

人們比較容易打開那些標題看起來吸引人而且與時事相關的信

Good subject lines are attention-grabbing and thought-provoking. Our August Newsletter

好的標題能抓住讀者注意力並刺激其思考。 像是「我們的八月電子報」就是一個很爛的標題

won't do the trick. Your subject line should be between 5

你的標題應維持在五到七個英文詞

and 7 words long. Don't use all capital letters and be

千萬不要全部用大寫，並且謹慎使用驚嘆號

wary of using exclamation points. They can make your email look like spam and many email services will block it.

驚嘆號會讓你的郵件看起來像垃圾信件，甚至可能被系統擋下來

What's the best practice? Before you hit send, read the subject line to yourself and

所以最好的策略是什麼？在送出信件之前，對自己唸出標題並想想：

decide - would I open this email? Next, choose great images for your newsletter.

我會打開這封信嗎？下一步，選擇一個好的圖片插入你的電子信

They should be relevant to your business, interesting or beautiful to look at. (Or you

圖片必須要跟你的企業相關，並且有趣或美觀(或許小貓或嬰兒)

can just use kittens or babies.) Pictures are a great way to catch your readers' attention

圖片是抓住注意力並鼓勵他讀者讀下去的元素之一

and encourage them to keep reading. When coupled with a catchy title, they can go a long way in increasing open rates.

好的圖片加上吸睛的標題，可以大大提高你電子信的開信率

What's the best practice? - Use compelling, original images in high resolution. Or kittens.

實際上的最佳策略是什麼？ 使用有說服力、原創的高畫質圖片，或小貓

Content is key to achieving your goal! Not sure how to produce good content? Here are

內容是達到你目標的關鍵！不知道怎麼製作內容嗎？我有一些撇步：

a few tips: Make sure your newsletters share either

確保你的電子信分享的內容至少包含即時性、教育性

timely, educational or valuable content. Don't write fluff just to fill the page.

或價值性三者其一。不要用空洞的內容填版面

Break your newsletter up into short paragraphs with headers. Long paragraphs can cause readers'

把你的電子信分成一個個小段落並附上副標題，因為太長的段落

eyes to quickly glaze over. Get to the point. Write only as much as you need to get the

會讓讀者快速失焦。講重點！寫出你想傳達的訊息就好

message across. Keep jargon out. Don't try to show off;

不要使用艱深術語，不要炫耀你知道這些詞，這不是你的期中報告

it's not a term paper. Use a casual, but professional tone. Be friendly and informative.

使用老嫗能解又不失專業的口吻，盡量友善且知性

What's the best practice? Fill your emails with interesting and relevant

最好的實際策略？用與主題相關的文章、提供的小技巧

articles, tips, links to great websites or inspirational ideas. Vary the content in each

以及連接到其他好網站的連結做為電子信的內容。每封電子信要有不同的內容以保持新鮮度

of your newsletters to keep them fresh. Write content worth reading.

書寫具有高可讀性的內容

Finally, when sending out your newsletter, remember to think about timing and frequency.

最後，當你寄出電子信時，記得考量寄出時間與頻率

Don't exhaust your subscribers with constant emails. They'll unsubscribe. On the other

不要疲勞轟炸你的訂閱者，他們會解除訂閱。 另一方面

hand, if you promised a monthly newsletter chock full of tips or coupons, keep your promise

如果你答應要出充滿小建議與折價卷的每月電子信，請遵守承諾持續寄信

and stick to a regular schedule. Send out newsletters in the morning, ideally

在早上的時候寄出，最好在週間

on a work day. That way, they have the best chance of being read. Emails sent on Friday

這樣能提高信件被讀的機率。 週五中午寄的信件很容易

afternoon can easily get buried in your subscribers' inboxes over the weekend.

被埋沒在週末堆積的信件之中

What's the best practice? Send out your newsletter once a month or once

所以最好的實際策略是什麼？每月或每季在週一或週二早晨寄出。

a season on a Monday or Tuesday morning. Ready to get started? Check out Wix's ShoutOut

準備開始動手寫信了嗎？請到 Wix's ShoutOut 網站

and start creating great newsletters!

開始寫電子信吧！