Internal and external newsletters serve different purposes. Providing a good mix of articles from the topics listed below will ensure your newsletter is a hit with employees, clients or customers.
Message from the president (editor, sales manager, etc.)
Profile training programs
Company activities articles and photos
Community involvement and awards/volunteer opportunities
Focus column on departments
Company history
Calendar of industry events in your region or across the country
Ongoing glossary of industry terms
Descriptions of career paths and internships in your field
Company appearances at trade shows/conventions
Non-competing resource list
Spotlight articles on associations that represent your industry
Environmental or recycling changes made by your firm
Profile of a subscriber or partner
Profile of a customer
Profile new employees or new departments
Behind the scenes spotlight
Resource list, i.e. Web sites, white papers or training opportunities
“Winner Circle” to recognize the success of customers
Industry trends spotlighting something new
Reader survey with subscribers input posted in subsequent issues
Conference coverage reporting noteworthy conference sessions
Testimonials from customers
Quiz game or trivia game with prizes awarded for correct answer
Editorials on the state of the industry from “big names” in the field
Technological updates in your field
Books by and about your field
Cartoons or customized comic strips
Friday
Getting Your Newsletter Past the Gatekeepers and Into Your Readers’ Hands
Although internal and external newsletters have differing communication goals, they share the common goal of getting into the intended reader’s hands. Before you design your newsletter, determine how the piece will be distributed. (See “Does Your Means of Newsletter Distribution Fit Your Newsletter’s Purpose?” on our website’s articles page.) Subtle design nuances associated with each method of distribution can make the difference between your publication making its way to the desired audience or ending up in the trash.
Gatekeepers abound in every business. Secretaries weed out “junk” mail, cleaning people remove excess paper from break rooms, and mailroom clerks route incoming mail to appropriate departments and often make judgments on its importance. Having your newsletter stand out above the clutter involves more than high-impact editorial content; it also requires a look that tells the gatekeeper “I am important, pass me along.” The following are a few suggestions that may help expedite the delivery of your next publication.
Design Self Mailers Carefully for a Higher Pass-Along Rate
Newsletters designed as self-mailers generally receive higher pass-through rates because they have no envelope barrier and receive no competition from separate enclosures. The name and address of the intended recipient is printed directly on the piece, eliminating the possibility of mishandling in the mailroom. Routing boxes placed on the mail panel may even increase readership, as they indicate that the newsletter should be passed along to others who may benefit from reading it, suggesting added value to the recipient.
You can design a self-mailer to be sent either flat or folded. Newsletters weighing up to 3.3 ounces and folded down to 8-1/2 inches by 5-1/2 inches can be mailed first- or third-class for the same rate as a piece in an envelope. Yet the odd size has a tendency to differentiate the piece from stacks of mail that we all get every day. If you are able to budget more for postage, newsletters mailed flat are even more eye catching and tend to have an even greater response rate than those that are mailed folded.
Flag the Envelope to Help Ensure Delivery to Your Readers
Self-mailers are not always appropriate. If your newsletter contains sensitive information that you don’t want everyone along the way to read, or if you must include more than one item in your mailing, an envelope may be needed. In those cases, try putting “flags” on the envelope, such as “Personal and confidential,” “Your subscription enclosed,” or “Dated material inside” to convey the message that the addressee requested and is even expecting the mailer. If possible, print the flag in a different color from the rest of the envelope to help grab the attention of the gatekeeper and final recipient.
Create Internal Pieces that Catch the Eye
If your newsletter is distributed to employees through internal mail systems or in common areas, such as break rooms, your challenge involves making the newsletter intriguing enough to draw attention. Considerations of size for postage rates and mail panel designs that will elicit delivery are not necessary. Instead, you should emphasize the nameplate and actual size.
Tabloid designs are extremely effective for this type of newsletter because they look more like a newspaper’s format, and people are trained to look through newspapers for important information. Nameplates that incorporate unusual shapes, such as sweeps and oddly shaped letters, will enable the publication to take on an identity of its own and separate itself from other company literature.
“Getting past the gatekeeper” is a game that people have been playing for decades. No matter which form of distribution you choose, you should design your newsletter for maximum impact. Taking the time initially to brainstorm ways to increase readership will strengthen the effectiveness of the communication goals you set for your publication.
Gatekeepers abound in every business. Secretaries weed out “junk” mail, cleaning people remove excess paper from break rooms, and mailroom clerks route incoming mail to appropriate departments and often make judgments on its importance. Having your newsletter stand out above the clutter involves more than high-impact editorial content; it also requires a look that tells the gatekeeper “I am important, pass me along.” The following are a few suggestions that may help expedite the delivery of your next publication.
Design Self Mailers Carefully for a Higher Pass-Along Rate
Newsletters designed as self-mailers generally receive higher pass-through rates because they have no envelope barrier and receive no competition from separate enclosures. The name and address of the intended recipient is printed directly on the piece, eliminating the possibility of mishandling in the mailroom. Routing boxes placed on the mail panel may even increase readership, as they indicate that the newsletter should be passed along to others who may benefit from reading it, suggesting added value to the recipient.
You can design a self-mailer to be sent either flat or folded. Newsletters weighing up to 3.3 ounces and folded down to 8-1/2 inches by 5-1/2 inches can be mailed first- or third-class for the same rate as a piece in an envelope. Yet the odd size has a tendency to differentiate the piece from stacks of mail that we all get every day. If you are able to budget more for postage, newsletters mailed flat are even more eye catching and tend to have an even greater response rate than those that are mailed folded.
Flag the Envelope to Help Ensure Delivery to Your Readers
Self-mailers are not always appropriate. If your newsletter contains sensitive information that you don’t want everyone along the way to read, or if you must include more than one item in your mailing, an envelope may be needed. In those cases, try putting “flags” on the envelope, such as “Personal and confidential,” “Your subscription enclosed,” or “Dated material inside” to convey the message that the addressee requested and is even expecting the mailer. If possible, print the flag in a different color from the rest of the envelope to help grab the attention of the gatekeeper and final recipient.
Create Internal Pieces that Catch the Eye
If your newsletter is distributed to employees through internal mail systems or in common areas, such as break rooms, your challenge involves making the newsletter intriguing enough to draw attention. Considerations of size for postage rates and mail panel designs that will elicit delivery are not necessary. Instead, you should emphasize the nameplate and actual size.
Tabloid designs are extremely effective for this type of newsletter because they look more like a newspaper’s format, and people are trained to look through newspapers for important information. Nameplates that incorporate unusual shapes, such as sweeps and oddly shaped letters, will enable the publication to take on an identity of its own and separate itself from other company literature.
“Getting past the gatekeeper” is a game that people have been playing for decades. No matter which form of distribution you choose, you should design your newsletter for maximum impact. Taking the time initially to brainstorm ways to increase readership will strengthen the effectiveness of the communication goals you set for your publication.
Monday
Increase Readability by Using White Space Effectively
You’ll enhance the effectiveness and beauty of your newsletter when you correctly balance copy and visual elements with white, or empty space.
By adding white space, you open up your pages, making them easier to read. Used as a frame, white space also makes photos, Illustrations and other visual elements more attention grabbing.
So avoid the temptation to fill up every empty area with copy or other design elements. Boost your newsletter’s effectiveness by using white space to add spaciousness and minimize clutter.
By adding white space, you open up your pages, making them easier to read. Used as a frame, white space also makes photos, Illustrations and other visual elements more attention grabbing.
So avoid the temptation to fill up every empty area with copy or other design elements. Boost your newsletter’s effectiveness by using white space to add spaciousness and minimize clutter.
Wednesday
Improve Your Results with the Eight Secrets of Successful Marketing Newsletters
An effective marketing newsletter generates a positive response from readers, enhances your organization's image and, above all, boosts your organization's bottom line.
To ensure that your publication accomplishes all three goals, follow these basic guidelines:
Educate and Inform
Provide readers with information that helps them make sound decisions. Talk is cheap — education has value.
Avoid Fluff and Nonsense
Factual information wins customers' confidence and respect, which in turn encourages repeat business. Yet each fact you include should support your newsletter's underlying marketing goal.
Emphasize the Benefits to Your Readers
Readers will care more about the information in your newsletter when they see a benefit. For example, stories about how specific customers save money or solve difficult problems will move readers more than simply reporting that a new feature "is more cost effective" or describing the increased stress tolerance of a new manufacturing device. Including a photo of a customer will help readers identify with the message even more.
Target Features to Reader Interests
In addition to increasing the publication's appeal, such features help build credibility for your newsletter by demonstrating a willingness to address "hot topics" or immediate concerns. You can identify appropriate topics by asking salespeople what objections they encounter most frequently, listing concerns that customers have expressed, and reading letters to the editor in other industry publications.
Practice Moderation with Personnel Stories
A photo and a couple of paragraphs will help readers "get to know" the people who make up your organization. After that, you're probably wasting space that would be better devoted to information that is more practical.
Create Designs and Layouts Appropriate for Your Industry
Above all, make sure your newsletter is accurate and easy to read. Remember, you're trying to convey information effectively, not create an artistic masterpiece.
Don't Combine Your Marketing and In-House Newsletters to Hold Down Budget
Just as a "man can't serve two masters," a newsletter can't effectively accomplish two such different goals. If you can't afford both types of newsletters, just do the marketing publication. When your marketing newsletter succeeds, you'll probably get the money you need for the internal version.
To ensure that your publication accomplishes all three goals, follow these basic guidelines:
Educate and Inform
Provide readers with information that helps them make sound decisions. Talk is cheap — education has value.
Avoid Fluff and Nonsense
Factual information wins customers' confidence and respect, which in turn encourages repeat business. Yet each fact you include should support your newsletter's underlying marketing goal.
Emphasize the Benefits to Your Readers
Readers will care more about the information in your newsletter when they see a benefit. For example, stories about how specific customers save money or solve difficult problems will move readers more than simply reporting that a new feature "is more cost effective" or describing the increased stress tolerance of a new manufacturing device. Including a photo of a customer will help readers identify with the message even more.
Target Features to Reader Interests
In addition to increasing the publication's appeal, such features help build credibility for your newsletter by demonstrating a willingness to address "hot topics" or immediate concerns. You can identify appropriate topics by asking salespeople what objections they encounter most frequently, listing concerns that customers have expressed, and reading letters to the editor in other industry publications.
Practice Moderation with Personnel Stories
A photo and a couple of paragraphs will help readers "get to know" the people who make up your organization. After that, you're probably wasting space that would be better devoted to information that is more practical.
Create Designs and Layouts Appropriate for Your Industry
Above all, make sure your newsletter is accurate and easy to read. Remember, you're trying to convey information effectively, not create an artistic masterpiece.
Don't Combine Your Marketing and In-House Newsletters to Hold Down Budget
Just as a "man can't serve two masters," a newsletter can't effectively accomplish two such different goals. If you can't afford both types of newsletters, just do the marketing publication. When your marketing newsletter succeeds, you'll probably get the money you need for the internal version.
Tuesday
Six Editorial Elements that Generate Results
Like any successful project, a newsletter is a collection of small details that add up to a whole greater than the sum of seemingly simple parts. Often the hardest part is to decide what to include in the newsletter. If it contains only pictures of employees, praise for your company, and details of interest only to your staff, you probably are wasting every penny spent on the project.
Here are six types of stories that can benefit your company, while keeping the interest of your reader. The rules work whether the publication is aimed at your customers or your in-house employees.
Hard news
This is the key to making your newsletter seem to be more than advertising. Hard news must be of real value to the reader. Include items that are new and of interest to the reader and your industry. Look at the front page of your local newspaper for examples.
Features
These articles constitute an in-depth look at a particular product, problem, or situation—any topic that appeals directly to the reader-as-customer. Features tell a story—rather than being “the news,” they are about the news.
Editorials
Not only do opinion pieces unabashedly share your ideas and rally others to your point of view, they also contrast with the “news” articles, giving them credibility. Make sure editorials are attributed to one or a specific group of individuals, not the entire company. Ask for feedback on opinions expressed in these stories.
Regular columns
More informational (think Q&A or process descriptions) than hard news or feature stories. Under the byline of an expert in your company, columns work two ways: by giving the readers information that you want them to have and by making the company columnist an expert simply by presenting him or her as one.
Advertising
Advertising lends credibility to the rest of the newsletter. If you want to introduce a new product, for instance, you can use an ad to make sure it is noticed, and also do a straight news or feature article about the product. When compared to the advertisement, it seems more believable.
Letters to the Editor
Feedback such as letters to the editor demonstrates your responsiveness to the readership. You can respond to complaints with frankness. Also, letters to the editor offer an opportunity to solve problems and lend another note of credibility to the rest of the newsletter’s content.
Here are six types of stories that can benefit your company, while keeping the interest of your reader. The rules work whether the publication is aimed at your customers or your in-house employees.
Hard news
This is the key to making your newsletter seem to be more than advertising. Hard news must be of real value to the reader. Include items that are new and of interest to the reader and your industry. Look at the front page of your local newspaper for examples.
Features
These articles constitute an in-depth look at a particular product, problem, or situation—any topic that appeals directly to the reader-as-customer. Features tell a story—rather than being “the news,” they are about the news.
Editorials
Not only do opinion pieces unabashedly share your ideas and rally others to your point of view, they also contrast with the “news” articles, giving them credibility. Make sure editorials are attributed to one or a specific group of individuals, not the entire company. Ask for feedback on opinions expressed in these stories.
Regular columns
More informational (think Q&A or process descriptions) than hard news or feature stories. Under the byline of an expert in your company, columns work two ways: by giving the readers information that you want them to have and by making the company columnist an expert simply by presenting him or her as one.
Advertising
Advertising lends credibility to the rest of the newsletter. If you want to introduce a new product, for instance, you can use an ad to make sure it is noticed, and also do a straight news or feature article about the product. When compared to the advertisement, it seems more believable.
Letters to the Editor
Feedback such as letters to the editor demonstrates your responsiveness to the readership. You can respond to complaints with frankness. Also, letters to the editor offer an opportunity to solve problems and lend another note of credibility to the rest of the newsletter’s content.
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