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Strategic Marketing

Is Your Newsletter Memorable?

Picture of five letterboxes.

The Best Ways to Utilize Newsletters: 

Companies have so many options for reaching out to their internal and external audiences. One effective, but sometimes forgotten, tool is regularly scheduled and consistently produced newsletters. Whether monthly or quarterly, digital or print, a newsletter gets directly into the hands (or email box) of your target audience. It need not be long, but it should be done well. Here is a check-list of newsletter tips and suggestions to help you communicate with your prospects, customers, employees, vendors or other stakeholders.

  1. Make the newsletter attractive. Use borders, backgrounds, appealing colors, eye-catching images, easy-to-read fonts and white space. Remember, a newsletter is an extension of your brand and should be consistent with your look and feel.
  1. Create content that is clear, concise and well-organized. Readers are busy and they need information in snippets, not long treatises. Of course, proper grammar and punctuation are essential. Have several people proof your newsletter before distributing it.
  1. Focus on benefit-oriented ideas and topics. Think about what problems you solve for readers. Include a list of resources, special events and websites where readers can get more information.
  1. If producing a print newsletter, use the services of a professional graphic designer. A graphic designer will create the format, color theme and artwork so that you just need to drop in copy. Remember, content needs to be interspersed with graphics to make the newsletter readable, engaging and memorable.
  1. When sending a newsletter by email, include links, but not attachments. That way, readers can select only the content that interests them and your message will have an increased likelihood of avoiding the recipient’s junk folder.
  1. Provide an “opt out” option for when recipients do not want to continue to receive your newsletter. That’s not just the law—it’s a sure sign of a professional.

There you have it. If your company newsletter doesn’t pass this litmus test, it’s time to go back to the drawing board. The truth is: no one wants to produce a poorly written newsletter, but there are many of them out there. If your marketing plans call for developing and producing a newsletter or revamping a current one, the tips and best practices above will help you create an engaging, dynamic product of which you can be proud.

About the author

GERRI KNILANS

GERRI KNILANS

Gerri Knilans is the president of Trade Press Services, marketing communications strategists since 1995. Trade Press Services helps clients stay connected to their target audiences with the right message, at the right time, using the right medium. For more information about building your business, increasing name recognition in the marketplace, developing a competitive edge, and becoming a recognized industry leader, please call (805) 496-8850 or visit the company website at www.TradePressServices.com

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