You Too Can Have an Unforgettable eNewsletter Name
 Pop Quiz: Of all the eNewsletters you've read on the Web, can you recall the name of even one of them? If not, that's not surprising. When it's time to determine the name of your eNewsletter, you want to find something that's memorable so that readers will remember your organization, products and services. A great eNewsletter name:
- Grabs readers' attention
- Is immediately associated with your organization or product
- Accurately sets reader expectations about what they'll get in the content
Keep your focus
Start by clearly defining your focus, which should correlate with the content on your Web site. An example might be Hot Rod Times for a eNewsletter about cars. A focused eNewsletter name gives your subscribers advance notice about the product they'll receive.
Remember your audience
Try to use language that will directly connect to the interests of your readers. For eNewsletters targeted at boards of directors and leaders of issue-oriented organizations, action is the name of the game. Create a title that conveys the all-important concept of "getting it done." Scholarly or scientific audiences might appreciate names with an intellectual twist on their topic. Employee eNewsletters might have more playful or entertaining names.
It's okay to play … within reason
Unlike major media publications that use serious names, eNewsletters allow for a more personal connection — and that means you can be more creative when coming up with a name. But don't go overboard and think you have to make a pun or choose a name that's a reference to an obscure or inside joke. If your readers have to wonder what the name means, they may also be confused about the purpose of your eNewsletter. Unless the creative connection in the name is truly obvious, straightforward names are the way to go.
Keep it short
Using a concise name is crucial. Keep the eNewsletter name between two and four words, with a total length of fewer than 60 characters. This guideline is important because most email systems will truncate subject lines that exceed that length.
Doing the obvious
Once you have some ideas, take a cursory look around the Web to see whether the eNewsletter name you want is already in use. Google "newsletter directories" and take some time to peruse what's already there. A unique name will separate you from the crowd, and won't dilute the impact of your name.
You can also narrow your word choices by looking at keywords that add value to your title, such as "Advice," "Ideas" and "Secrets." Picking the wrong words might alienate readers. (For strong words that can add punch to your eNewsletter name, see the Tip of the Month article in this issue.)
There's no wisdom in rushing a name that's meant to make a lasting impression, so come up with four or five proposed names — then set the project aside for a day. Taking your time will help you evaluate your choices objectively. Then, after you've settled on a potential name, check with outside parties, such as co-workers, friends and family. Ask them what type of content they'd expect to receive when they read the proposed name of the eNewsletter. Whatever name you choose, make sure it represents the image you want to present and accurately sets your readers' expectations.
Sending the right message to your readers doesn't have to be a full-time job. We can help. Contact the professionals at Proven Systems at (800) 720-5398 or info@provensystems.com.
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