Regular newsletters are a fantastic way to keep in front of your market. With every issue, you have the opportunity to solidify your credibility, likability, and trustworthiness, and reinforce your brand identity. And if you’re doing it right, that’s exactly what will happen.
Of course it needs to look great – a clean, attractive design with your corporate look, white space that makes it easy to read, and pleasant, colourful pictures that capture attention.
But what, exactly, should you put in there? How much news should actually go into a newsletter?
News they can use – This should make up the majority of your newsletter, at least 80%, and includes articles, tips, and industry announcements that teach your readers something they didn’t know or reinforces something they already knew. It has clear applications they can take action on immediately, and plenty of resources (including your products and service) to help them do it.
News about you – If your newsletter was targeted well, your reader is genuinely interested in what you do, and will eagerly want to hear your latest news. Reward their interest with sneak previews of new services, special offers, advanced notice of upcoming events, or other “insider” or “subscribers only” information. Even if your reader simply found your newsletter left behind in a boardroom or on a city bus, if you’ve provided some news they can use, they will usually keep reading.