How to create a newsletter

Newsletters are a great low cost way to promote your business. Almost every business can benefit from sending customers and prospects a regular newsletter. You can also send it to other important influencers and the media. Newsletters help you to build a relationship with your customers and prospects so that they know like and trust you.

Use these tips and guidelines to help you develop an effective newsletter.

Frequency.

Frequency is most important. Decide how often you will send the newsletter. Ideally once a month is best, quarterly is good, twice a year should be the minimum. Be wary of creating a programme that you cannot stick to. Create a schedule and keep to it. Plan time in your diary for writing and distributing your newsletter.

What’s in a name?

A two to four word name is good. You could use the market you operate in, for example, Gardening tips, Golf tips. You could identify the readers you are aiming at, for example, Pet Lovers. Be creative but make sure it is relevant. If you choose a creative name it may not be understood. Many companies stick to their business name but this can be improved by highlighting the benefits of the newsletter.

Production.

You may want to produce both an electronic version and a paper version. The paper version can be used as a mail out to prospects whose email addresses are not available, sent with orders and invoices, or displayed in business centres etc.

How long?

About 1,000 words or two sides of A4 are ideal. Remember frequency is more important than the amount of content.

What not to write.

Technical jargon, sales hype and blatant plugs. A restaurant should not boast about its food but could instead give a favourite recipe. Do not assume your readers know what abbreviations stand for.

Accountants could use their newsletters to explain recent tax changes and advise readers what to do in the light of these changes. Personnel consultancies could provide advance information on new or changes to employment law. They could explain recent tribunal rulings and the implications for their clients.

Hotels could advise of forthcoming events and special offers. Web designers and graphic designers can draw attention to their latest projects and provide hints and tips on effective design and copywriting. Every business could provide a question and answer section of commonly asked questions. You can ask your readers to submit questions for future issues as well. Hints and tips are also a useful feature that could be included.

Include details of any forthcoming events, like exhibitions or seminars you are attending. Ensure that your newsletter has all your contact details and a concise description of your products or services. Make it easy for readers to respond.

Need some inspiration?

Use the article database sites on the web to give yourself ideas, then put your own angle or spin on the subject. Ask people what would interest them? Reprint articles from other newsletters remembering to credit the author. Ask people in related fields to write articles for your newsletter. Study newsletters from your competitors to get ideas.

Who to send to.

Send to people you want as customers. Carefully develop a mailing list, customers, friends, family, business associates, local media, and national media. Keep working on your list. Submit articles to article databases.

Eye opening

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Want help from Gareth to grow your business? Give him a call on 01226 290288 or email gareth@gapmanagement.co.uk

About Gareth Morgan

Marketing adviser and consultant who helps businesses to increase sales and profits with practical and cost effective marketing plans and actions.