“Do people read your email newsletter”
I asked an executive I met recently this question. “Certainly do”, he replied. “I had 3 complaint emails from clients last month; each telling me there was a spelling mistake ‘centre stage’ in my newsletter.”
After a long discussion on the newsletter being a frontline strategy in business communications, I agreed to proofread his newsletter ‘with compliments’.
The executive was not happy when I presented him with my assessment. Issues went from his opening address of “Dear “ (no-one obviously), to complete lack of logic and flow, incomplete advertising information, inconsistent font, cramped text and so on. I did eventually find his key messages buried deep within the text of his three pages and I felt lucky. [Read more…]