Tom Levers

Generating business with newsletters… easier than it looks!


                                                                                                                                                    Email newsletters are a great way to get people to think of you first. But only if you do it right!

  • How do you ensure your e-newsletter is the one people look forward too?

  • How do you ensure your e-newsletter carries impact and influence?  

Many marketers want to do a newsletter but often it is an overwhelming task. I recently tackled this project with a release of my first company newsletter to the Microsoft Global Field Organization and our System Center Partners and potential Alliance Partners.

 See Click Here To Read BridgeWays Newsletter

 When designing and writing this newsletter I continually referenced these guidelines:

 1.      Avoid overly ambitious newsletter programs – requiring many people, more time, and money than the marketing budget can comfortably invest. Disappointment is certain to result when you bite off more than you can chew.

2.      Keep your audience in mind, always know your topic and know your audience and make an effort to learn and write about what is relevant and important to them!

 3.      Choose a distinctive, benefit-oriented title – newsletter success begins with the nameplate, the stylized treatment of your newsletter’s title that appears on the front page of each issue. Your newsletter’s title should serve as an icon, or visual symbol, signaling the content of your newsletter. A title consisting of a few short words is better than one containing several long words. Short titles and words permit the use of a large type size. Instead of a long title, consider breaking the title of your newsletter into two parts; a short, key word set in a large type size supported by a longer subtitle set in a smaller type size which amplifies its meaning.

 4.      Choose the right margins and column layout – white space is the least-expensive ways you can make your newsletters more attractive and easier to read… or use stock photos to add a finish professional look. White space begins with generous margins. Always provide sufficient “breathing room” at the tops and bottoms of your pages. If you are using a three-column layout, omit text from the first column and devote it to photos, pull-quotes and short topics. If you plan to include a lot of photographs in your newsletter, include a scholar’s margin, a narrow column along the outside edge of each page. This builds white space into each page and provides space for a variety of different-sized photographs. Small photographs can fit entirely within the scholar’s margin; other photographs can extend into it from the adjacent text columns.

 5.      Be consistent – Choose a single typeface for all of your headlines and limit headlines to two sizes. Use one size for headlines of primary importance; another, smaller, size for headlines of lesser importance. This adds visual variety to your page and helps readers quickly identify the most important topics, yet avoids a disorganized image. Make your headlines stand out by choosing a typeface that forms a strong visual contrast with adjacent body copy. For example, use sans serif headlines (i.e. Helvetica) to introduce body copy set in a serif typeface (like Times Roman).

 6.      Insert frequent subheads – subheads add visual interest to your articles and make them easier to read by breaking long expanses of text into manageable, bite-sized chunks. Each subhead provides readers with a convenient entry point into your article. Readers are likely to skim your subheads and begin reading when they encounter something that attracts their interest. Often the best result is from setting subheads in the same typeface used in the headlines, only smaller. Using the same typeface for headlines and subheads simplifies and unifies your document. Place more space above subheads than below them. This emphasizes the break between the previous topic and the next topic.

 7.      Make body copy as easy to read as possible – body copy should be as transparent as possible. In most cases, this is achieved by using a typeface, one that doesn’t draw undue attention to itself. This allows the message to emerge. Whenever possible, choose a familiar serif typeface. Numerous studies have shown that serif typefaces (like Garamond, Palatino, and Times Roman) are easier to read than sans serif typefaces (like Helvetica). This is because the serifs guide the reader’s eyes along from letter to letter. Consider setting body copy text flush-left/ragged-right. Flush-left alignment is characterized by equal word spacing and lines of unequal line length. This creates interesting pools of white space at the end of each line which further opens-up each line. The equal word spacing of flush-left/ragged-right type allows readers to establish a rhythm, making their job easier. Always hyphenated flush-left/ragged-right text, however, to avoid extremely short lines followed by very long lines or lines that form diagonals or other shapes along the right margin.

 8.      Choose the right punctuation and spacing – prospective clients will gauge your professionalism and ability to satisfy their needs by the way you handle subtle details like punctuation and spacing. Avoid hitting the space bar twice after periods at the ends of sentences, as this creates distracting gaps—especially noticeable with justified text. Likewise, avoid hitting the Enter or Return key twice after paragraphs, as this creates distracting horizontal bands of white space between paragraphs. Instead, use your Paragraph formatting command to add Space After equal to one and one-half lines of text.

 9.      Align visuals with column boundaries – avoid photographs that columns into adjacent columns. This creates text wraps, narrow columns characterized by awkward word spacing and excessive hyphenation. Aligning photographs with column boundaries emphasizes the structure of your newsletter and makes it easier to read.

 10.   Use color with restraint – exercise restraint when adding a second color. Concentrate color in a few key locations, such as the background of your nameplate or your firm’s logo. Color often works best as a background element, rather than as a foreground element (i.e. text.) Avoid using a different color for each issue. This often confuses readers, (destroying issue-to-issue unity and familiarity), makes your job harder and increases printing costs. The different text and visuals on the front cover of each issue should be enough to differentiate each issue.

 11.   Detail your newsletter – detail your newsletter by going through it (use someone else to proof if you’re the creator), line by line, making 🙂 sure that simple errors haven’t crept in.

 12.   Simplify your design – strive for simplicity. Eliminate unnecessary boxes, borders and rules. Use a single headline typeface and type size throughout your headline and avoid the temptation to use too much bold or italics within your body copy. Clutter detracts from your message. Every change in typography, color or layout detracts from your reader’s ability to concentrate on your message.

 13.   Look for reader feedback, always – talk with a new sampling of readers after each issue. Do a formal readership survey on a regular basis. Track what’s happening. Why work on the newsletter if it is NOT achieving the objective.

 14.   Remember that your list is everything so cherish and respect it – make sure you know exactly whom you’re sending your email newsletter too. You can divide the target audience into categories (segmentation), and decide on what approach to take with regard to each of these categories.

 Conclusion – You can improve your newsletter’s ability to generate new business by establishing realistic goals and working as efficiently as possible. Newsletters demonstrate value that solves the day-to-day problems of readers, helps them stay on top of industry trends, and saves time by distilling practical information such as real-world best practices and industry advances from many sources. Newsletters can very easily become customers’ and partners trusted information source on specific business problems. Trust helps you to position your company as a credible source, which in turn retains your customers, and alliances.

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