At Standing, we often work with our clients to produce and distribute newsletters, whether intended for customers, employees, donors or board members.
After thinking through the strategy behind the creation of a newsletter, we consider several more tactical approaches to ensure the newsletter’s content remains relevant and well-communicated.
Let’s face it. Most people just don’t have time to read a newsletter these days. That’s why keeping the topics and information relevant and easy-to-follow for readers is vital. I’ve compiled a list of tips we implement as we create newsletters for our clients and hope you may find some of them helpful as well.
- Include short, compelling stories. This is especially important for enewsletters.
- Bullet points and subheads allow readers to:
- quickly skim the enewsletter; and
- easily gather information without having to read the entire newsletter.
- Don’t forget to give readers other options to connect with you – Facebook, Twitter, LinkedIn, company blog, etc. And, encourage readers to share your newsletter if it’s online (“Forward to a Friend”). Also include an option to sign up to receive newsletters on your company’s website as well as for the electronic version in the printed version of the newsletter, if applicable.
- Be realistic about the amount of content you can share in each issue. You don’t want to be left with filling a newsletter full of “fluff.” Remember that the more frequent your newsletter is, the shorter it should be.
- Consider articles that can act as mainstay pieces in each issue of your newsletter so you can prepare and be thinking about material to include for future issues.
- Think about how to include infographics to share information. For example, can you create a pie chart or graph to quickly share information rather than writing paragraphs about your most recent cost-saving measure?
Do you have any additional tips to add? What strategies for compiling newsletters have you found most effective?