How to Write a Readable Newsletter

April 26^th 2012 Sally Ormond newsletter marketing, writing newsletters

Regular newsletters are a great way to keep in touch with your customers and add value to your relationship. They can be used to convey information, opinions, top tips and offers. But generating a regular stream of information can seem daunting and is one of the major factors that puts businesses off using this valuable sales tool.

But it doesn’t have to be daunting, all you need is:

A great template that looks professional
An easy way to generate a constant stream of valuable content

Is there really an easy way to produce a continuous stream of content?

Keeping your ideas flowing

The creation process follows 5 simple steps:

Choose 3 topics for the main body of your newsletter (or as many as you wish)
If your design has a side bar, find about 3 regular topics to fill it (e.g. recent testimonials, tips, quotes etc.)
Interview industry experts or research a specific topic of interest to your readers
Write your own articles
Proofread it several times before sending

1. Main topics

The main articles will make up the bulk of your newsletter. In the above list I suggested 3, but you can use more or less if you prefer. One thing to remember though is the length of your newsletter. Ideally, it would be around the 400 word mark. So if you have a lengthy article that you want to include, why not just include the first paragraph and then link through to the complete article on your website or blog.

Of course, they don’t have to be long articles. They could just talk about the latest news or events that are coming up.

2. Side bar

This is the ideal place for quick snippets of information. You could use this space for regular items such as most recent testimonials, thought for the month, announcements, top tips etc.

3. Interviews or research

An interview will really add depth to your newsletter by adding an expert’s insight into a particular topic that your readers are interested in. Likewise, researching and writing article is a great way to add value to your readers, and don’t forget to add any external links to information they might find useful.

4. Writing process

Always write your articles in the second person to build rapport with your readers and don’t forget links out to other websites that will provide useful and relevant information. To keep the ideas flowing, keep a pen and pad with you at all times, you never know when inspiration may strike, or when a conversation will spark ideas.

Another important element to your newsletter is your call to action. Whether it’s a link back to your website, a competition, or a piece asking for their opinion, your call to action will make your newsletter a two way street whereby you offer great information and your readers interact with you.

Of course, they can only get in touch if you show your contact details prominently - and if you’re a limited company, make sure your registered address and company number are also included.

If you can, write it several days before you want to broadcast it. That way you will have time to review it to make sure the content provides the message you want to convey.

5. Proofread

This is the final and probably most important step.

The last thing you want to happen is to hit send only then to find a typo.

By writing your newsletter a few days before you need to send it, you’ll have time to review and proof it properly.

Done well, your regular newsletter will help build relationships, add value and maintain regular contact with your customers.