How to make sure that your newsletters get read

March 28, 2012 · Print This Article

It is one thing to produce a company newsletter but you need to make sure that it gets read and not thrown into the trash. A newsletter needs to generate leads and awareness but it cannot do this if it is not read. A newsletter should capture the attention of the reader, either through its design or content.

There are some simple steps that can be applied when designing a newsletter that will increase the chances of it being read. The first of these is to make sure that the title of the newsletter grabs the reader’s attention. A generic title which includes the company’s name may not be the best choice – rather play on the company’s name and come up with a title that is catchy and clever.

Secondly, the newsletter articles should be objective and while it can be used to promote a company’s products, it shouldn’t sound like a brochure or sales pitch. Newsletters are a ‘soft’ marketing tool and should provide both general and interesting information as well as a small amount of sales hype. It is best if the articles are about current issues in the relevant industry, with a paragraph at the end of the article detailing how one of the company’s products or services can help address any challenges.

Ensure that the front page article is something of interest to the readers. This will draw them into reading the newsletter so the most relevant article for the reader should be on the front page. It often happens that the news in the industry isn’t really relevant to the company, so some thought needs to be applied to what should be the feature story.

Wording your newsletter

Newsletters should be focused on communication – use simple, easy to understand language and always assume that the reader does not have any knowledge of the topic. Always proofread your newsletter before sending it out and try to have another person look at it as well. Simple mistakes can be irritating and leave a sloppy impression.

A picture does speak volumes, so try to use at least one graphic per page. These can be an image, a chart or tinted boxes behind a quote relating to the article. Readers will look at a graphic and a headline before deciding to read an article and they are vital because these elements can break up large chunks of text, which can be off-putting.

Choose environmentally friendly paper and inks, such as recycled papers and soya based ink (and remember to include a block at the bottom of the newsletter to boast about this). Green issues are becoming increasingly more important for consumers and some may even shun the newsletter because it is not environmentally friendly.

Putting these tips into action when designing a newsletter will greatly increase the possibility of it being read and not simply thrown into the trash.

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