Creating an effective newsletter takes more than simply having an idea.
Many companies provide newsletters strictly online and not in printed
form. As a result, many prospects and customers may never receive or open
a valuable newsletter.
To create an effective newsletter, you should follow these steps:
1. Have a purpose – Is this newsletter going to be for prospects?
customers? or both? What is the purpose of the newsletter? Will the
newsletter be a way of sharing new information or to reinforce a previous
communication? Do you want the newsletter to drive a particular behavior?
If so, how will your prospect/customer respond?
2. Stick to a schedule – Nothing is more frustrating to an avid
reader than an inconsistent delivery schedule. When you deliver your
newsletter in a timely manner every week, every month, or every quarter,
you develop a sense of reliability and consistency among your audience.
This speaks volumes about your company.
3. Segment your newsletter – The most effective newsletters are
targeted. This means that the content of your newsletter is personalize
for a particular audience. If you face multiple segments (prospect vs.
customer, marketing professionals vs. advertising executives, etc.)
then you may consider ‘versioning’ your newsletters to provide
the most relevant content.
4. Keep your layout simple – Don’t try to be fancy. Your
primary objective should be to have your newsletter read from cover
to cover. Spend your time creating targeted content and over intricate
design and layout.
5. Gather relevant content from the market – Ask your readers
to contribute content. Solicit feedback form vendors, partners, and
professionals. When the content is created by those who read it, you’ll
be sure to capture the most relevant topics and information.
6. Provide a hook – In addition to providing relevant information
on pertinent topics, you’ll also want to include something that
readers will look forward to every month. Perhaps it’s a puzzle,
cartoon, or case study.
7. List your upcoming specials, offers, and events – Use your
newsletter to distribute exclusive offers. This will build loyalty and
reinforce the benefit of reading the newsletter each month.
8. Ask for comments – The best way to improve a newsletter is
to ask recipients how to improve the newsletter. Provide an email address
or ask them to call. This is a great way to continually improve your
newsletter and a great way to let your readers know that their opinion
is important.
9. Write content at a 6th grade level – Make your newsletter a
quick read, allowing individuals to skim, highlight, and refer back
to it throughout the month. Newsletters that are too wordy, lengthy,
or overly verbose aren’t as effective as those that make finding
the right information easy.
10. Manage your list – Be sure that your mailing list is up-to-date.
When distributing your newsletter, watch for returns. Compare your customer
list with your newsletter database on a regular basis if they’re
in separate files. Doing so will keep your costs at a minimum while
insuring that you’re touching the right audience.
