Newsletters 101

What Is A Newsletter?

A newsletter is an informal publication, simple in format and style, and provides specific information to a defined audience. Since the contents of a newsletter are targeted to a specific audience, it is more likely to be read in its entirety.

Newsletters are also short in length. For online newsletters, the length needs to be restricted to one or two pages since the majority of Web users tent to skim their reading material. Newsletters for the Web usually contain industry news, tips, profiles, how-to information, promotions, and features on the industry.

Why Send Newsletters?

• Newsletters are an inexpensive way to advertise your site
• Your previous or prospective customers will regularly see your name, making it more likely they will use your product/service again
• Newsletters enable a "soft sell" - the customer doesn't feel pressured to buy

Something to keep in mind...

You need to spend adequite time to be creative and write a newsletter that people will want to read.

Where To Begin

Ask yourself the following:

1. What is the primary purpose of this newsletter?
2. Who is my target audience?
3. What are your readers like?
4. What do they need to know?
5. What would they like to know?
6. What motivates them?
7. How can they benefit from my newsletter?
8. What will be the objective of my newsletter?

Name your newsletter

The name of your newsletter should immediately bring to mind the subject or the source of the newsletter. Short, original, lively names are easier to remember by your readers. Always keep in mind the objectives of your newsletter and your target audience.

Be consistent

Newsletter readers like consistency. They like to be able to instantly recognize where the newsletter came from, be able to locate their favorite section, and know when they will be getting this newsletter. This encourages your readers to form an emotional link to your newsletter; they will want to read it when they get it.

1. How often will your newsletter be sent? (bi-monthly, monthly, weekly etc.)
2. Will your newsletter be free or will there be a subscription cost?
3. Who will be writing the content and how much time will they need?
4. How many pages will your newsletter be?
5. Will you be including links to or advertising for other businesses related to your services? If so, how much will you charge these businesses for advertising?

A consistent format will build familiarity for your readers and enable them to locate their favorite sections easily. A set format will also save you time because you just follow your preset style without reinventing the wheel for every newsletter you send.

Ask yourself the following:

• Will my newsletter have columns? If so, how many?
• Will my newsletter need graphics/photographs to make it visually appealing? If so, where will these be placed in my newsletter?

What To Do About Content

If you are the creator of your newsletter content, make it easier on yourself by doing the following:

1. Create an annual plan of what content you would like to write or should write (survey your client for what they would like to read about) and spread these topics over the course of the upcoming year or two.
2. Develop regular features, lessoning the burden of coming up with completely new ideas.
3. At the end of each newsletter, give a “what’s next” by including links to promotions on your website or link to more articles on the subject you wrote about.
4. Keep a file of “filler” information to put into your newsletter if you have writer’s block (example: graphs/charts, calendar of events, fact of the month, testimonials, How To Articles, Hot Idea Lists, Industry Trade Articles, Interviews of customers/employees/experts etc.)
5. Give the subscriber a good reason to subscribe
6. Sell the content by getting testimonials from a second party
7. Provide incentives (free services, downloads, reports etc.)
8. Write for other newsletters and link from them to the newsletters on your site
9. After a year of sending out your newsletter, ask for a reader survey for feedback on your content and suggestions for future issues. Some examples of questions include:

• Did you find the articles useful?
• Do you like the layout?
• What would you like to read about?
• What sections of the Newsletter do you like the most? Least?
• Are the sections too long? Short?

How You Know Your Newsletter Is Successful

Before you send your newsletter, it is good to set a goal and track the success. Examples of realistic goals for a newsletter are as follows:

• Bring in new customers
• Build friendships with existing customers
• Sell more to existing customers
• Drive traffic to your Website
• Reinforce your specialty
• Establish expertise and credibility
• Encourage word-of-mouth referrals
• Inform and educate
• Save time selling
• Attract members
• Publicize to the media
• Network with a vendor

To track the success of your newsletter, you can set up a promotional code for each newsletter. You will then be able to see how customers funnel into your site and from where. Then you will be able to direct your efforts to areas that bring more success.

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