I have been creating and editing newsletters for 10 years and while newsletter creation isn’t an exact science I’ve become very adept at creating newsletters that customers not only read, but enjoy reading. Here are the 7 most important things I have learned over the past decade and I’m sharing them with you for free!

  1. Custom Masthead and Tagline. Make your newsletter stand out. When it arrives in your customers mailbox they should be able to tell its from you the second they see it.
  2. Personality. One thing I typically notice when I receive newsletters is they contain no personality marketing. Your customers want to hear from you, not just receive a generic company newsletter. Let them get to know you.
  3. Q & A. No matter what industry you are in there are probably 10 frequently asked questions that you hear on a regular basis. Encourage your customers to submit questions for you to address, allowing them to interact with you.
  4. Make your customers “Stars”. Include sections in your newsletter letter that point welcoming new customers. You can even pick a customer to highlight each month.
  5. Contain An Offer. This is a great way to help track the readability of your newsletter. You don’t have to have a huge offer in your newsletter to get people to respond. Something as simple as a free report like this one can introduce a customer to a new product or service that you are offering as well as provide them with great information!
  6. Formatting. Don’t underestimate what good formatting can do for your newsletter. I have seen a variety of newsletters where they want to squeeze too much in and they reduce the font so it’s barely legible. If your clients need a magnifying glass to read it you have a problem. Unless you have a disclaimer in your newsletter, anything being read should never go below a 10 point font size. It should also not be double spaced with 2 inch margins and full of nothing but pictures. Make it worth your customers while to read it.
  7. Good Content. Every newsletter should contain three types of content: Relevant, Semi-Relevant, and Non-Relevant. There should also be no more than 40% relevant content in each newsletter. The purpose of a newsletter is to remind customers that you’re still there, not to pitch them on sales page after page.
  8. Fun! Above all your newsletter should be fun for your customers to read. If it reads too much like the Wall Street Journal, chances are your customers won’t ever pick it up, let alone open it. While it’s important to include articles that pertain to your business, don’t be afraid to have a little fun with the newsletter. Include a puzzle or a short story you may have read that you think your customers would enjoy.