Top 10 tips for a great newsletter

There are some newsletters that are so fantastically done, you can’t wait to share them with everyone you know. Others feel like regular inbox punishment (and tend to be the ones you just can’t get rid of).

There’s no doubt that a great newsletter can boost your brand, build customer loyalty, and expand your customer base. But how do you make sure your newsletter is worthy of your audience’s attention? Follow these top ten tips – and you’ll be well on your way.

1. Keep it new
A newsletter is a great place for company announcements (new staff, services, projects, or plans), industry updates (interesting trends, good market opportunities), a new website – you get the picture. Just make sure you don’t use your newsletter to rehash old information or things that your customer can always find on your website.

2. Speak to your readers – and no one else
If you have the resources to customize newsletters – use them. Let your subscribers choose the topics that interest them – and then deliver on the content. If you just send out one newsletter, that’s OK – but make sure it’s relevant and interesting. There are too many customer newsletters that share HR news that only employees would care about, and discuss topics that the audience has no interest in.

3. Be yourself
No one enjoys corporate drivel. To make sure people actually read what you have to say, make sure your company personality, values, and tone of voice shine through. Don’t have an established tone of voice? Find out how to discover yours.

4. Craft a great headline or subject line – every time
Let’s face it: most of us do judge books by their covers. A newsletter is no different – the first impression is everything. If you’re sending a printed newsletter, make sure the stories have great headlines, a clean layout, and interesting images. If it’s an electronic version, your email subject line has to draw the reader in. Try to keep it to 25-50 characters (the shorter the better) so the recipient can read it all before opening the email.

5. Let them react
If you send e-newsletters, the statistics on clicks-per-article can clue you in to what works and what doesn’t. But you’ll be even better off if you create an open dialog with your readers. Let them give you feedback and suggest story topics – and your newsletter readership is sure to grow.

6. Let them unsubscribe
There’s nothing more frustrating than a mailing list you can’t get off of. Make it easy to unsubscribe – and your customers will attribute your user-friendly attitude to your company as a whole.

7. Make it scannable
Imagine if your favorite magazine or newspaper suddenly arrived with no headlines and tiny type throughout. You’d get an instant headache – and never read it again. Newsletters are no different. People like to scan the stories quickly – then dig deeper into the good stuff. So use headlines, sub-headlines, bulleted lists – anything you can to break up the content and make it easy on the eyes.

8. Plan well
Make sure your newsletter is consistent – in its frequency, quality, and quantity of content. Think about what is realistic for you and how much “news” you can actually put together. On the other hand, don’t underestimate your company: chances are, there are some great case stories just waiting to be written. Your newsletter can help you bring these out into the open. And while your audience will appreciate consistent delivery and quality, make sure the content is pleasantly surprising and diverse.

9. Write well
A newsletter can be a lot more laid-back than a corporate brochure, right? Yes and no. While your language can be less formal, it still has to be eloquent and flawless. So use active verbs. Vary your sentence length and structure. Reduce passive voice. Use language your audience understands. And always, always do a final proofread.

10. Encourage sharing
The beauty of e-newsletters (and any online content, for that matter) is “forwardability.” Add links to encourage your readers to share the whole newsletter or individual articles. Make it easy for new readers to subscribe. And voila – you have got a self-powered marketing machine!

---

Need help with your newsletter?
We’ll be the first to admit that producing a great newsletter requires resources. If you’ve got the ideas but need some help with execution, the Eye for Image team can help. We write loads of newsletters for great companies in all sorts of industries. Learn more about our newsletter services.