Company newsletters are nothing new. In fact, creating and sending company newsletters is probably the most traditional approach in any communication strategy.
However, times are changing. Although there is still space for newsletters in the communication field, it’s become crucial to ensure that your newsletters are top of the range.
So, how do you create a newsletter that doesn’t just spam someone’s inbox? Think of these three important guidelines the next time you draft a newsletter:
You need to provide content that is worth reading. The person reading your newsletter needs to gain either knowledge or pleasure from reading the information presented. Although your newsletter will most likely contain important (and in some cases, boring) information, you should refrain from putting your reader to sleep. Here are some tips on how to make your newsletter worth reading:
Think infotainment: Include content that entertains and informs.
Dare to be visual: Make use of infographics and pictures throughout your newsletter – it’s almost impossible to be too visual.
Keep it short: It’s been stated that the average human attention span is approximately 8 seconds – that’s shorter than a goldfish! So limit the pages of your newsletter to no more than three pages.
Since it’s already become apparent that you are compiling a newsletter for busy, inattentive people, it’s important to keep things simple. The moment your reader needs to Google a word used, or a scientific/financial fact or term stated in your newsletter, you’ve failed.
Think about how you would explain something to a child. Here are five tips to consider:
- Use numbers instead of percentages
- Use bullets instead of long paragraphs
- Use colourful infographics with limited text
- Use simple words and phrases
- Don’t try to impress, rather try help them to understand
Once the content and design phase of your newsletter is done, it’s time for you to get your newsletter to your readers. You should have a strategy in place that will help you reach your target audience.
Enter the amazing world of online technology…
Here are the platforms you can use to make sure your newsletter is delivered and accessible:
Website: Load your newsletter on your company’s website. Remember to update the news feed of your website to inform members of the latest newsletter.
Email: You can mail your newsletter as an attachment to your target audience or you can send them the link to the newsletter already loaded on your website.
Hint: Create a teaser mail with interesting snippets, and embed the link to the full newsletter.
Mobile: Send the link to your newsletter directly to your readers’ mobile devices. Remember to ensure that your website/newsletter is mobile friendly so that people can read it directly from their devices.
There are several reasons why newsletters are a traditional approach – the most important reason being that it is a reliable form of communication. Also, since humans are creatures of habit, you can bargain on them expecting that monthly or quarterly piece of communication in their inbox. The trick is to stay creative and ahead of the pack. Bring your newsletters into the 21st century.