Style/Format

Establish a format and layout of your Newsletter that is clean and simple, with elements of the Newsletter (table of contents; "Tips", subscription information, etc. located in the same spot each issue).

Content

Figure out what your readers want and give it to them. Seek continuous improvement by obtaining reader feedback and monitoring click-through rates to determine what types of articles are most popular.

Another dilemma that we all confront is too much information and too little time. The newsletter’s job is to keep readers on top of trends and the latest developments in the industry. Aim for articles and feature stories to meet one of the following criteria by including either: major industry occurrences, forward thinking industry ideas, education on issues or new techniques, or business opportunities.

Whether your customers work out of a corporate or home office, employees need answers to questions and tips for improving business activities. E-newsletters provide you with an opportunity to point out work inefficiencies, and share relevant best practice. When you create a newsletter, try changing your focus from selling products and services to solving your customers’ problems. Think about what they need and give options they don’t know exist

Frequency

Determine how frequently your readers want to hear from you/receive your Newsletter – and what you can commit to. As a thumb rule, a weekly newsletter is ideal. However, don’t launch a weekly newsletter if you are not absolutely certain that you can distribute a quality Newsletter every week. A fortnightly newsletter is a good option too.

Timing

Test and pick a day and time that works best ...and stick to it. Readers should almost be able to set their watches by the receipt time of your Newsletter.

Make it viral

Provide information readers can act on or that stimulates reaction – forwarding it to friends and peers, stimulating purchases or requests for additional information. Make it easy for readers to forward articles and information to peers and friends. Provide a "Forward to a Friend" link that enables readers to forward the Newsletter with a personalized note.

Search

Make it easy to find articles of interest and back issues. Provide a table of contents and links to articles within the newsletter and to resources and past articles on your site.

Printing

Consider providing "printer-friendly formats" on your web site.

Personalize

At minimum address the reader by name. The most successful newsletters have a human being associated with them and a personality. If possible, your Newsletter should be "written by a person" at your company, not the company.

Write in layman terms with simple vocabulary

Not everyone has the vocabulary that you and editors do. Use words that are easy-to-understand, and if you do use technical terms, provide a definition that people can relate to. There is nothing more frustrating then a definition that makes less sense than the word itself.

Test

Test the Newsletter on few email addresses to check for errors and other issues – before sending to the entire distribution list.

If you lack experience in print media, seek out assistance if you know someone in the field. If not, don't worry – the above mentioned basic principles apply. Plan to research your material thoroughly and avoid factual or editing errors, as they will make you seem less credible.

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