The newsletter is a format of informative material, respectively a marketing element in written form. It is usually small in size (1-2 pages) and has several functions: it informs, attracts, retains and creates consumer habits.
It can be sent internally, to colleagues in a company, or externally to collaborators / customers / suppliers.
Along with the blog, it is one of the most important tools for regular information on news in the company, industry or related fields.
A newsletter can be structured from images, text or video elements, if it is sent in electronic format.
In the text, in addition to the information considered relevant for a certain period of the company’s activity, useful links can be inserted to: blog, other media products, social media networks, etc.
The first rule to keep in mind when editing and writing a newsletter is relevant content.
Articles must include:
- Graphic elements
The most important aspect is that the newsletter establishes the trust between the provider and the consumer of the information. That is why all the elements must work in a coherent and valuable whole for the reader.
The title must be appealing and remain in the minds of readers (it may be related to the industry, field, niche for which it is written or it may be an innovative, creative, out-of-print one).
Remember: he is the first hook to which the reader will connect.
It should be a summary of the most important idea in the chapter it summarizes. And it also works as a hook to continue the text.
It is a link between various parts of the article, news, graphics.
It’s like a little teaser for what’s to come. In other words, it is a piece of information that creates the desire to move on with reading.
Attention: not all texts must include a title, intertitle or subtitle.
Depending on the size and complexity, all of the above or just the title may be required (this is required).
The most important rule in writing texts is to gain and keep the reader’s trust in the delivered material, in its entirety (to include only pure information, not filler text).
These must be maintained permanently, even if not constantly and at the same intensity, from the beginning to the end of the newsletter.
Therefore, it is important that they are relevant to your audience category. Here we return to the importance of market research and the most accurate profiling of the audience structure.
However, it is important to know as well as possible the audience you are addressing and the information should be written as concisely and informatively as possible. Under no circumstances should we lengthen the texts longer than necessary.
How long should an informative text be? Very simple: the more ideas the text has, the more phrases it must contain. An idea = a phrase. Pure information is not a novel or an opinion piece.
It is strongly recommended that the newsletter have a well-established frequency (once a week is ideal).
If we have nothing to deliver that is relevant and valuable, it can be bimonthly, monthly, quarterly, or even annually.
What information should the newsletter contain?
First of all, the novelty elements regarding the business: what is newly launched, what promotions are active, what is new from suppliers, what additional services are made available to customers, what news are in the industry / niche, useful tips, FAQ, news that they are related to the business, press releases, PR elements, anything can draw attention to the company in the most relevant and positive way.
The information should refer to the reader, not focus on the needs of the company (what are the value differentiators! The newsletter should not convey general information about the company and its needs).
Also, do not forget to insert the general contact and / or social media contacts, for each issue.
- Each piece of information provided must include a call to action.
- Remember that the newsletter is another sales tool.
- Although it does not have the elements of a classic sales tool, it has an important role, and through the information provided, it can “push” the reader to the desired action.
The graphic part is also very important.
First of all, the chosen template must be in maximum accordance with the domain, niche, the topic to which it is addressed.
The images must be adapted to the text and complete it. In addition, items such as memes, cartoons, and links to feature films can be used.
Secondly, the company logo is another graphic element that must remain in the reader’s memory and that must be inserted in each newsletter. Along with the name, the slogan, this is a very important branding element.
Tips and tricks for using the newsletter
- It must be sent to all subscribers on the site, social media, company employees, external collaborators
- It should be promoted on all social media networks when it launches, with a small teaser (it can be some of the most relevant information contained in it or a fact that arouses interest – it can be a “you know that”)
- Pay attention to the general trends of the market and the target audience (what “consumes” the target audience, what offers relevant competition and what are the most interesting trends of the global market)
A valuable newsletter should include:
- Informative and relevant content (clear, concise, attractive writing)
- Strictly address the target audience (not a general audience)
- It has a strong visual (attention to graphics)
- Attracts with strong titles
- It has a clear “call to action” on each element