In today’s corporate environment, communication is important. Whether it’s keeping customers and employees in the loop about what’s happening with your products, services, or upcoming events, good communication is key to a successful company. We’ve got tons of ways to connect with everyone, from old-school print to the vast world of the Internet and social media.
This article zooms in on one great way to keep everyone in the know – newsletters. Let’s explore why these little updates are a big deal for making connections and helping your company grow.
Table of Contents
What is a Newsletter?
A newsletter is like a mini-magazine with short articles that are interesting to a specific group, like a company’s customers or employees. These articles often include pictures or graphics to make things visually appealing.
Newsletters usually come out regularly, like every week, month, or so. They can either be printed and sent by mail or created and sent online.
Now, what’s the point of a newsletter? It does a few things:
- Shares what’s happening and what’s important
- Teaches you new things or updates you on existing knowledge
- Alerts you to important information you need to know
- Sometimes, it throws in some entertaining news to make you smile
Main Components
Going back to the basics is essential, whether you’re creating something new or giving a makeover to an existing publication. It’s a smart move to rethink the core elements because they tend to evolve over time.
Understand Your Audience
Start by understanding your audience. Is your newsletter just for your team, or do you share it with customers and suppliers? Consider the age group; are they older, younger, middle-aged, or a mix of generations? Asking these questions helps define your audience, shaping the content and style to make the newsletter more interesting.
A Mission Statement
Craft a mission statement for your company’s newsletter to define its purpose clearly. Make it concise, just one or two sentences. This statement will serve as your guide. It will make sure the content stays on track and remains interesting to the audience while avoiding irrelevant areas.
Content
Consider the content of your newsletter by first understanding its purpose and audience. If the audience is specific, tailor the articles to match their interests. For instance, a sales team’s newsletter might focus on quick-read articles about selling tips, sales goals, and upcoming meetings. A broader audience, like your entire staff, may prefer articles covering staff changes, benefits, corporate programs, and other developments.
For customers, topics like new products, services, incentives, and discounts might be more relevant. When selecting subjects for articles, ensure they align with the newsletter’s purpose. Stay focused; for example, if the goal is to inform customers about new products, avoid including details about internal meetings. Keep it purposeful and engaging.
Budget
Establishing a budget for your newsletter involves considering various factors. You have to decide whether the work will be handled by in-house staff or external vendors. The chosen distribution method, whether print and mail or electronic, also impacts the budget. To guide your budgeting decisions, ask yourself the following questions:
- Who will initiate the design? Can someone on your staff manage this, or will you need an external designer?
- Who will write the content? Do your staff members have the time and expertise, or do you require a professional writer?
- Who will proofread for errors? Relying solely on spell-check programs is not enough; someone with strong proofreading skills should review the content for accuracy.
- Who will choose images/charts that complement the content and handle the layout? This may involve the same person who initiated the design or someone else using a template.
- How will the newsletter be distributed? While electronic transmission is cost-effective, consider your readers’ preferences. Some may still prefer printed copies. Survey your audience to determine their choice.
Style
Consider the visual appeal of your newsletter because even the most well-written content can lose its charm if the layout appears cluttered or visually dull. A tidy layout, a touch of color, and strategically placed graphics can significantly enhance your publication.
Choose a type style and size that’s easy for your audience to read. For headings, sans-serif typefaces like Arial or Calibri are recommended for their attention-grabbing nature. For body text, choose serif-style typefaces like Garamond or Times Roman, known for better readability. Adjust the font size and spacing based on your audience’s age. Generally, older audiences prefer larger fonts or increased spacing. Ensure a clean and uncluttered layout. Consider the balance of text and visuals to keep readers engaged.
Typefaces & Colors
Stick to a consistent typeface strategy. Use one typeface for the main text and another for headers and subheads. Most typefaces offer various styles, like bold or italics, allowing flexibility without losing consistency. Avoid the use of multiple typefaces within an article. It can make your newsletter look chaotic, perplexing, and challenging to read. When selecting typefaces, align your choices with your mission. For instance, if your mission is to share only business news, steer clear of casual typefaces like Comic Sans.
Introduce color, even if it’s just one color along with black. This addition brings vibrancy to your publication and instantly captures attention.
Graphics
Enhance the visual appeal of your newsletter with graphics like photos, graphs, and charts. They break up the text, making articles more engaging and readable. When selecting or creating graphics, ensure they fit into the context. For instance, a company’s recent statistics may benefit from an informative chart. A story about a current project could be better illustrated with project photos. Remember, your audience reads more than just your newsletter. To make your newsletter stand out, give it a unique and distinctive look. This way, your audience will not only want to read the content but also eagerly anticipate each edition.
Nameplate
The nameplate, located at the top of the newsletter’s front page, showcases its name, date, volume or issue number, and the company name and/or logo. It serves as the publication’s introduction. It sets the tone for readers, as it’s the first thing they see. When creating your nameplate, it’s highly recommended to choose a clever and memorable name for your newsletter. A creative name captures your reader’s attention.
Pick a typeface that aligns with the one used for headers and subheads. Consider incorporating color or using reversed text (white letters on a dark background) to make it visually appealing. Organize the additional information neatly below the name for a polished look. Make that first impression count.
Masthead
The masthead serves as a directory. It lists your company’s owners, departments, officers, and contact information (address, phone, fax, email, and website). It typically includes details about the newsletter’s editor, their contact information, and the mission statement.
Consider the following important aspects of the newsletter’s format or structure:
- Most printed newsletters adhere to a standard size of 8 1/2 inches x 11 inches. Electronic newsletters follow a size designed to work well on various devices
- The number of pages depends on your audience and the type of news you plan to share. Starting with four to eight pages is a good idea, and you can add more later if needed. For printed booklets, pages must be added in multiples of four
Format/Structure
Consider the following elements when structuring your newsletter:
- Go for one, two, or three columns to avoid crowding the page
- Determine the width of page margins and the space between columns. For instance, choose one-inch page margins and a half-inch column margin
- Decide whether columns are justified (even on the right) or ragged. While justified columns may look neater, they can make text harder to read
- Choose whether paragraphs start flush left or with an indent. Consistency is key
- Include symbols at the end of articles, headers and subheads, page numbers (folios), ruled lines, charts, and photographs
- After deciding on these elements, create a style sheet documenting your choices. This serves as a guide for you and your team, ensuring consistency. Consider creating a template to streamline the process for future editions of the newsletter
Press
Before publishing your newsletter, whether in print or electronically, consider the following:
No matter how many times you review the text, you might miss something. Have someone with fresh eyes check for grammar, typographical, and spelling errors. Your newsletter reflects your company’s quality of work and service, so ensure it looks good and reads well.
Once your newsletter is finalized, decide whether to print and mail it or distribute it electronically based on the choices made during budgeting.
Consider using recycled paper, especially if your company emphasizes its commitment to “green” projects. There’s a variety of paper types with varying costs. Environmentally friendly options may involve additional complexities and costs related to chain of custody issues. Your printer can guide you on the available options in your area. If going for recycled paper without specific labeling requirements, consider adding the recycled logo and a note stating that the newsletter was printed on recycled paper.
For electronic distribution, two basic options are available:
Convert to PDF and Email
Design your newsletter using standard office software or design-specific software, then convert it to Adobe Acrobat PDF for emailing. This allows viewing on various devices and easy printing.
Use an Email Marketing Service
Utilize online email marketing services like Constant Contact to design and send the newsletter. This option also supports viewing on different devices and easy printing. E-mail marketing services offer a variety of design templates that can be customized to match the appearance of your newsletter. These services typically include a “safe unsubscribe” feature. It allows users to adjust their subscription preferences.
When using PDF, be mindful of potential email size restrictions. Aim to keep your PDF file below 2 MB to accommodate readers’ company limitations.
Date & Email Address
Regardless of your chosen option, consider sending your newsletter from an email address like [email protected]. Using the newsletter or company name as the sender rather than an individual’s name helps distinguish your newsletter from regular business emails.
To facilitate organization, maintain a consistent subject line, such as “Your Newsletter’s Name for MM. DD. YYYY”. This makes it easier for readers who prefer sorting their emails into folders.
Have a vision for your business? Let us help you get started! At EvolveDash, we’re passionate about helping businesses grow and evolve in the digital world. Our team is here to help every step of the way, from developing custom mobile apps to creating personalized websites.
With a proven track record of helping over 100 satisfied customers and 450 completed projects, we’re confident we can help you achieve your goals too. Let’s turn your business vision into success!
FAQs
- How often should I send a company newsletter?
Newsletters are often sent on a regular basis, like weekly or monthly. The timing depends on the content and audience needs. It’s important to find a balance between staying in touch and not overwhelming your readers.
- What is the best format for a newsletter?
Newsletters can be printed or digital. Choose the format based on your audience’s preference. Digital formats are often cheaper and easier to distribute, but printed ones may still appeal to certain groups.
- How can I make my newsletter more engaging?
Focus on a clean layout, use appealing visuals like images or charts, and keep the content relevant. Tailoring the tone and topics to your audience’s interests also makes the newsletter more engaging.
- Can I include promotions in my newsletter?
Yes, especially if your audience is customers. Promotions, discounts, or updates about new products/services are great ways to keep your readers informed and encourage action.
- What should I avoid in my company newsletter?
Avoid cluttered designs, irrelevant content, or overly long articles. Keep the focus on what’s most useful or interesting to your audience to maintain their attention.
