Email Newsletter Insights

Why Should You Create One?

Newsletters are one of the least expensive -- and most effective -- public relations tools that exist for drawing attention to a business or Web site.

By sending out a quality newsletter on a regular basis, you can keep clients, potential clients, the media, and other important sources updated about your business.

Frequency of mailing builds familiarity, and familiarity inspires return visits. Plus, the effort of creating a newsletter itself speaks volumes about your commitment to the subject. It also positions you as an expert and a valuable resource.


So, Let's Get Started

Begin by choosing a format and naming your newsletter

To save time and money later, decide early on: Will the newsletter be emailed or printed? If it's the latter, will it be 2 pages, 4, or more? Printed in black and white, 2/c, or 4/color? Do you need a logo? What about a designer to give the newsletter a stylish look? All that affects the total cost.

Since I'm not the greatest newsletter namer, the no-brainer advice I offer on the subject is 1) include the topic of your site in the title and 2) use the word News or one of its synonyms that also indicate timeliness.


Do You Need to Do Background Research First?

If you're going to write a newsletter for someone else, you need to understand their business first. In my last newsletter assignment, not being an expert on the the printing business, I started by asking the clients to supply information that could quickly acquaint me with what they do. I requested they send me printing trade papers, yearbooks, and highlights of their own correspondence, preferably pitch letters.


Interview Your Client -- Or Yourself

After reading the background information, draw up a list of questions. Ask:


Structure a Table of Contents

In developing a table of contents,think like an editor: Try to assemble a diverse and lively assortment of newsworthy pieces. Some articles can be long, others short. All need to be different in tone and content. How can you start?

Think of all the elements you see in a newspaper:

Now, adapt this mix to your subject matter.You don't have to write the full story at first. Just come up with headlines that reflect the content that will follow. Then map out which items will go on each page of the newsletter.Once you know the editorial line-up, it's time to start writing.


How Much Will Fit?

Unless your newsletter is oversize, assume you'll have room for 3-6 items per page. Some as short as a sentence or two might look good in a bigger typeface, set as a pullquote or "factoid."

If you include photos or illustrations, you won't have as much room for text. But images will help attract your readers' attention. Take advantage of that fact by making sure every image has a caption.


Plan to Get a Response

Consider building a response mechanism into the newsletter. It could be as simple as a box with a broken rule. Readers can sign and fax or mail it back to you for a free subscription. Or it could be designed to serve as an entry blank for a contest -- which traditionally lifts response. Either way, reader responses build a database of potential customers who've expressed interest in the company.


Issue I, Volume I

If you're starting your first issue, devote a column to introducing your newsletter and telling readers its mission and frequency. Include background on your own credentials and your business services. This can later be edited down and used as "boilerplate" copy that goes on the bottom of every issue.



Some newsletters carry mastheads, others just a return address. If promoting your name is important to you -- or you'd like to give credit to anyone who helped you with the newsletter -- list them in the masthead with a title.


Want to Discuss?

If you've found this information useful but want more specific advice, individual consultations are available via email.

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