Writing Newsletters is a communication tool still used effectively by a lot of companies. To write a good newsletter is however a bit more complex that just stringing up a few sentences – even if you are a grammatical genius.
Here are a few tips to keep in mind when writing your newsletter:
- Who is your audience?
Before you do anything else it is important to consider your audience. Who are you writing for? Will they want read your newsletters? What would they want to read about?
Gather information on demographics and topics that would interest them. This will determine the shape of your newsletter. Very important – Content must be relevant to your audience.
- Create your template
As part of your template you should include different sections. Some of these sections can repeat with every issue, some of them should be unique. Having sections that repeats in upcoming newsletters creates familiarity with the person reading the newsletter and they will know what to expect and where to look for a certain element or section.
Examples of sections that can repeat are Intro, Welcome Message, What’s New, a standard footer, etcetera.
- Content – Choose your topics
After you have done all your homework on your audience and their demographics and set up your template, you can continue with writing the content for your first newsletter.
Choose topics that are interesting and relevant. For example, if your audience are woman over 30 you probably shouldn’t write to them about ‘pimping my ride’ nor would an article on ‘shaving your beard’ be received with enthusiasm. Focus on what would be interesting to them.
- Use images
To make sure your newsletter gets read you should make it visually engaging. If there is just a lot of text people will bin it on sight.
Use quality pictures relevant to your content. Scatter them throughout your newsletter to brake the flow of the text a bit. Images should not just be stock standard, but should tell people about your company. If you feel images are a bit boring, try a different perspective or look for a different take on things. Just be careful not to use copyrighted material.
You can also use different fonts, text or colour to highlight certain aspects of your newsletter. This is important for the people that are strapped for time and are only scanning your text – highlighted items will catch their attention.
Don’t use more than 3 fonts though, as you don’t want your newsletter to look like your pre-schooler drew it (you might like it, but others won’t).
- Quality is Key
Make sure that not only your writing is of good quality, but that every element (including the images) of your newsletter is top notch. Your newsletter is a window into your company and you want it to be a good one! Few things create such a bad impression as a low quality, badly compiled newsletter.
- Proof read
I can’t stress this enough. Proof read, proof read and proof read again! Mistakes can cost you readers and clients. There are just no excuses for spelling mistakes or a misplaced header. It is also a good idea to have someone else in the company take a look at it as well. Different people spot different mistakes.
After you have proof read it, proof read it again!
Lastly it is a good idea to include an email address for people to send feedback to, or even include a few questions in the form of a survey. Feedback is a very important measuring tool. Without it you won’t know what your readers think.
Then take that feedback and implement it in your next newsletter. Listening to readers suggests that your company is a company that cares, it creates loyalty and trust. Not only will your readers appreciate it, but you will also end up with a better newsletter. A newsletter providing the info that the readers want and need, a newsletter that will be read.