Creating an Effective Business Newsletter

For many businesses, a monthly newsletter is the most effective means of communicating and building relationships with clients. It is an effective marketing tool and can also provide you with fresh content for your website. It’s best to keep your newsletter short and sweet, delivering important information about your business in an entertaining way. Engaging newsletters are those that appear on time, look attractive, and are easy to read. These following tips can help you review the success of your current newsletter or create a newsletter to promote your business.

Commit to Consistency
Consistency is the key. This is achieved by limiting the number of pages. A one page, double-sided monthly newsletter is better than a ten-page newsletter that appears quarterly or every other month. You want to gain exposure and build awareness among clients and prospects. You can send shorter publications more frequently and reach a greater number of prospects. Avoid large-scale newsletters that require lots of time and money.

Create an Attention-Grabbing Title
Your newsletter's title should be a nameplate, or visual symbol, relating to the content of your newsletter. It should be a few short words as opposed to several, long words. Short titles permit the use of a larger type size. Consider breaking the title into two parts; a short, key word in a large type size supported by a longer subheading in a smaller type size which elaborates on its meaning. Make sure that your nameplate emerges as a distinct visual element, separate from the following headlines and text.

Make Headlines Easy to Read
Make your headlines as short and telegraphic as possible; edit, then edit again. Also include subheadings to add visual interest and break long columns of text into manageable chunks. Use front page articles to draw in readers.

Make Body Text as Easy to Read as Possible
The body text should be as plain as possible. Choose a serif typeface; studies have shown that serif typefaces (Georgia, Palatino, Times New Roman) are easier to read than san serif (Verdana). Try setting body copy text flush-left/ragged-right.

Use the Correct Punctuation and Spelling
Proofread, proofread, proofread. Prospective clients will judge your professionalism by the way you handle small details like punctuation and grammar. Avoid hitting the space bar twice after periods at the ends of sentences—this creates distracting gaps. Furthermore, avoid pressing the Enter key twice at the end of a paragraph. This creates distracting white space.

Provide Clear and Meaningful Captions
Captions are one of the most noticed parts of your newsletter. Use them to identify the content of each picture, chart, and table, and also to explain their relationship to the adjacent text. Avoid long captions in small type size, and use a contrasting typeface.

Use Color with Restraint
Exercise restraint when adding more color. Concentrate color in a few areas, such as the background of the nameplate and the logo. Color works best as a background element.

Simplify the Design
Strive for simplicity. Eliminate unnecessary boxes and borders. Use a single headline typeface and type size throughout your headline and avoid using too much bold or italics within your body copy.

Choose the least number of pages that offers you the space necessary to "tease" readers into contacting you for more information. Commit to simplicity and efficiency. To make an effective newsletter you need to stick to a schedule that is consistent. It does not matter if it is once a week or twice a month; just make sure that you adhere to your schedule.