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Friday, October 25 2013

How To Write A Payroll Service Newsletter


Publishing a newsletter for a payroll service is relatively simple. Or is it?  Just because you have Word and a graphic  design program, doesn’t make you a copywriting or design expert.  In fact, sending out "just any old thing" can often times do more harm then good.  Especially when it comes to e-mail marketing.


Here are some tips to help you write and publish a professional newsletter for your business.


Tip #1: Your Content Needs To Be  About Your Target Audience, NOT YOU. The first thing you need to know is that an e-mail marketing newsletter is all about your subscribers. When writing a newsletter, ask yourself these questions: 

  • Will the content be informative to the reader?
  • Will the reader what to share the content with his or her coworker?
  • Will it help the reader with their job or task at hand?  

Tip #2: People Only Spend 52 Seconds Reading A Newsletter. According to Constant Contact, people spend less than seconds reading a newsletter.  That being said, keep your newsletter short and simple.  To do this, take our approach as outlined in this tip.  Use a primary headline, copy, sub headlines and copy.  This way a reader can skim the document to read the bulk of your message. 


Tip #3: Know That 60% Of Your Open Rate Is Directly Related To Your Subject Line AND Sender's Name. Fact: 60% of your e-mail's open rate hinges on your subject line and the sender's name (are they are trusted source). Don't forget to keep your subject lines catchy, short and specific. You also want to avoid using characters like an exclamation mark as it can trigger certain spam filters.  


Tip #4: Write Intriguing Subject Line. One of the key elements we coach our payroll service clients on is to focus their subject line/content on the reader. This could be subject lines/articles like: 

  • 10 Quick Tips To Save Your Business Money
  • What Most Businesses Look For When Hiring A Payroll Service
  • The Top 10 Payroll Mistakes And How To Avoid Them

Tip #5: Provide Subscribers A Risk-Free Offer. If you want to generate a sales leads from your newsletter, add a risk-free offer box to the bottom of it. Although you may have a risk-free offer in mind, the key to a really successful offer is to make it completely irresistible to your target audience. Examples include:

  • Try Us Completely FREE For XX Days
  • Free Payroll And HR Audit ($X Value)
  • FREE Employee Background Check ($X Value)

Tip #6: Know That A “Newsletter” Is Only One Component Of Your e-Mail Marketing Strategy.  Many owners in the payroll service industry think that sending out a "newsletter" is all they need to do when it comes to their e-mail marketing strategy. The key to your success is providing timely and relevant information that is easy to read for the subscriber. Here are other examples of campaigns:

  • Sales Letters
  • Customer/Prospect Surveys
  • Press Releases
  • Holiday Cards
  • Articles From A Third Party Source
  • Ancillary Service Promotion
  • Special Office Hours
  • Grand Opening/Anniversary Special

About The Author

Glenn Fallavollita is the President of, a Division of Drip Marketing, Inc.  He founded Drip Marketing, Inc. in 2002, and serves as CEO, lead copywriter and strategist.  He is also instrumental in developing the curriculum, format and expansion of Drip University - the training arm of Drip Marketing, Inc. and  His work, insight and creative talent has been the catalyst for the delivery of more than 30 million e-mail campaigns on behalf of his clients.

To learn how we can help your payroll service increase its sales, visit us on the web at or call us directly at (856) 401-9577. 

Posted by: Glenn Fallavollita AT 11:30 am   |  Permalink   |  Email

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