10 Tips for a Top Class Newsletter
It is said that it costs 6 to 7 times more to acquire a new customer than to keep a current one.
So once you have a customer, make sure you nurture them. By staying in regular contact, you will be the first person they call when they require your goods or services again. And if you do a really good job, they will also refer you to friends and associates! A newsletter can be an extremely effective way of building a relationship with your customers.
Following are some tips for developing a first rate newsletter:
1. Send your newsletter on a regular basis, and send it out when you say it will be. A rule of thumb is to keep in touch at least 12 times per year.
2. Everyone is busy! The majority of people will scan your newsletter, so make sure it is easy to scan:
• Use short paragraphs
• Use bullet points
• Use headings and subheadings
• Include plenty of white space
3. Sounds obvious, but make sure your newsletter contains “news”. It needs to provide information of value to your customers. Know your target audience and include real advice and helpful tips that they can use, so that they actually look forward to receiving it.
4. Your front page article needs to draw readers in. Put the most attention grabbing information on the front.
5. Proof read, proof read and proof read. A newsletter full of mistakes will not give your customers confidence in the professionalism of your business. This is the most time-consuming and boring part… but never overlook it! It is vital!
6. Use a template so that each newsletter has a consistent look and feel. Your customers will come to look out for it. Changing each issue will cause confusion.
7. Keep your newsletters simple.
• Use two or three different fonts at the most.
• Restrict your use of boxes and backgrounds.
• Use headlines that are short, catchy and easy to read.
• Don’t overclutter with pictures and photos.
• Let your personality shine through.
• Keep your writing casual and non technical. Write as though you were talking directly to each individual.
8. Use colour to capture attention. Your newsletter will be competing with other colourful newsletters, papers and magazines. A splash of colour will help it to stand out.
9. Use at least one graphic per page (photos, charts, diagrams, or a shaded box behind the article) – these will catch people’s eye, make the article look more interesting, and provide a break from solid blocks of text, making it much more inviting to read. Most photos will require sharpening (colour, contrast, and/or brightness adjustment) with image editing software before they are inserted into your layout.
10. If a printed newsletter is too expensive, consider an e-mail newsletter (more about this in a later newsletter)
Things to do in April
- Start a newsletter! Plan your content for the first few issues so that it does not become a last minute job.
- Make use of our special newsletter offer to get you off to a good start.