Developing an Effective Newsletter

Learn how to create newsletters for your prospects and customers.

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.