What should I put in a newsletter?

Newsletter 2

Newsletters have long been a useful way to communicate information about your business with others – whether designed for your customers, potential customers and suppliers or for staff in-house.

Why write a newsletter for your business?

Producing a newsletter allows you to write about your company in your own words and choose which aspects of your business you’d like to promote.

Now that they can be distributed electronically, newsletters can be produced at a relatively low cost. Although they require a certain commitment of time, they can be a very effective marketing tool – reminding clients that you are around, showing your expertise and allowing you to send out offers and useful information about your company.

What should I put in my newsletter?

First, think about the end user. Would you want to read a newsletter that simply listed a company’s successes?

The trick is to get the right balance between opinion pieces, articles that give useful advice such as ways to save money or those that explain terminology, and useful news stories, such as new products or accreditations. It’s also a good idea to add a personal touch by including staff profiles or news about charity events.

A newsletter is the sort of thing customers will scan through while they are having a cup of tea, so the articles need to be easy to read and not too long. Good design and layout can help with this – for example, a long article can be broken up with boxes and side panels.

Customers should also be encouraged to engage with the company through the newsletter, for example by including special offers, competitions or a Q&A where they can write in about particular issues.

What sort of language should I use in the newsletter?

This very much depends on the audience, but in general, newsletter content tends to be informative but informal.

Imagine you are sitting down to chat with a client: you want to show a professional face and get across your expertise in your subject, but at the same time you don’t want to baffle them with industry jargon.

How do I get people to read the newsletter?

If you’re sending it electronically, choosing the right header is key. After that, good clear design will help – and of course interesting and relevant stories and articles.

Bear in mind that a newsletter littered with spelling mistakes and grammatical faults will put some people off so it’s always worth getting a professional to write or at least proof your newsletter before it goes out.

How do I know if people have read my newsletter?

Sending your newsletter out via a service such as MailChimp allows you to monitor full details of those who open it and who clicks through to your website or other links. It will also help you manage your mailing list as you can see when emails have bounced, suggesting people have left the company.

It’s free to set up a MailChimp account and the instructions are easy to follow – plus there are several different templates you can use.

Should I employ a copywriter to write my newsletter?

Ask yourself this: do you have time to come up with the ideas, chase the information and write up the articles? Or are you likely to start with enthusiasm then let the newsletter fall by the wayside as you get busy?

Furthermore, can you explain what you do in simple language? As a copywriter, my role is to get the information across in an accessible way for my clients’ customers. This is especially important with technical subjects.

Staff members who are experts in their field, can still provide a rough draft or bullet points for the copywriter to work from; in other cases they will give the copywriter the subject heading and they will do the research. Either way, the newsletter can still have a staff member’s picture and name at the top of the article.

 

If you’d like to find out more about how a newsletter can help your business by engaging with customers, contact Michelle@key-words.co.uk or call 01484 430 288 and I’ll be happy to chat through the options.

 

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