The Purpose of a Newsletter

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The purpose of a newsletter is to provide information related to a product or service to a targeted audience. Newsletters, done effectively, can also create a company’s credibility and build an organization’s identity.

The first thing a business should be concerned with is determining the audience for their newsletter. The audience is anyone who would benefit from the information contained in the newsletter. For example, targeting your newsletter at people who are interested in buying your product sends the message that you value their commitment to the company and its products.

You’ll also want to include sending the newsletter to your employees and mentioning them as well. This is noteworthy because you want to send the message, not only to your employees, but also to your customers, that you also value your employees and the work they do. A list of names and titles of managers in your organization is one way to add a personal touch to your newsletter. Identifying employees of the month or giving special recognition to a team of employees can also be advantageous.

Building a mailing list to use in your newsletter is not as easy as it sounds. Consider using information from business cards, customer information records, trade show attendance, or membership lists. You might even consider buying a mailing list from a company that specializes in this area and understands who your target audience would be.

Exploring catalogs that are specifically geared toward newsletters is one way to get ideas for creating your own design. You’ll want to look for newsletter posts that match your company’s style.

Generating a newsletter can be time consuming and expensive. You will need to determine if your newsletters will be generated using internal employees and their skills, or if you will hire an outside agency to design, create, publish and send your newsletters. You’ll also need to consider whether your newsletters will be sent via email or regular mail. These are questions the answers to which will determine the cost, length and frequency of publishing your newsletters.

At a minimum, newsletters should be published quarterly so your customers see a constant source of information and updates about your company or product line.

Because you want your customers to look forward to your newsletter, your newsletter headline should immediately grab the reader’s attention. Careful consideration should be given to how you want it to appear. Your headline represents the content of the story and draws the reader in. Examples of headlines that help attract a reader are; Memberships exceed last year’s goals, the product eliminates years of aging, the company wins the real estate award, and the new product saves you time and money.

Sometimes a headline can be developed after the story is written. When developing an idea for your title during writing, just make sure both the title and the story are consistent.

It’s also important to be consistent with your use of fonts and colors. It allows your customers to immediately recognize who the newsletter is from. Your newsletter should be well balanced between fonts, colors and the use of illustrations. Too many or too few illustrations can be problematic in that the reader is looking for more or is put off by having too few. You will also need to consider presentation and readability. ask yourself; Is there too much white space? Are there too many colors or not enough color? Are there too many different fonts? Is there too much information or too many topics under discussion? Does the newsletter remind customers about your products or services?

There are many things to consider when writing your newsletter, but the most important thing is to recognize and be respectful of your audience. You should also allow your budget some leeway and promote your products and services in a way that is not only pleasing to the eye, but also interesting.

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