Online ads, digital promotions, and e-newsletters bombard recipients daily.
Much of this information is being deleted or filtered out without ever being read. Because of this, printed newsletters are making a comeback, and more businesses are using them to keep their customers current with what is happening.
Regardless of whether the company is already sending out a newsletter or debating on starting one, it is good to learn new ways to improve it. Here are some tips to help improve printed newsletters.
Offering exclusive information in a newsletter or a special incentive for signing up can help increase the mailing list and encourage recipients to read it.
Information can include unique advice from the CEO, advance notice for special announcements, or information someone can only receive if they read the entire newsletter. Special incentives can include discounts for products or services, gifts, or invitations to special events.
When writing articles for the newsletter, it is essential to make them fun to read and provide valuable information.
By offering valuable information, readers become informed about products, services, or events, which lead to future sales. Encourage employees to contribute and write articles to provide more variety in writing styles and topics.
Create newsletter articles for the individual needs of specific groups.
Writing for targeted groups may require multiple newsletters to achieve; however, it may be worth the investment if a business targets multiple groups of people. For example, a major real estate company may want to create two newsletters, one for those who need real estate information to buy or sell homes and then a second newsletter for real estate agents.
Color attracts the eye and draws people in, encouraging them to continue reading.
Color animates everything, and one of the most popular newspapers — USA Today — implements lots of color in its papers. Use color to complement the article topics and other images within the newsletter.
In addition to using color to attract readers, the placement and use of images and photos will help draw readers.
Many will look at images and read their captions first before reading the article. Use photos and images that help better explain an article and be visually attractive for newsletter skimmers. One tip to keep in mind is to use the dollar bill test. It should be possible to place a dollar bill anywhere on the newsletter, and it should be touching an image.
Though having a printed newsletter to read in hand is preferred by many, some still want access to the same information online.
Create a section on the website to include links to PDF files or online versions of the newsletter. For example, The Disney Company has printed The Mickey Monitor for years to send out quarterly to annual pass holders to its theme parks. However, the newsletter is also accessible online.
Nonprofits and groups are also offering printed newsletters online as a virtual reference. When signing up for the newsletter from Widowed Persons Service, recipients can select to receive a printed newsletter or one via their email.
When done correctly, a printed newsletter can attract attention and be an excellent tool for a company. Regardless of the newsletter’s purpose — boost sales, attract new clients, or educate employees — there is sure to be a return on the investment associated with the costs of printing the newsletter.