Read the e-mail before you send it. Reading your e-mail through the eyes of the recipient will help you send a more effective message and avoid misunderstandings and inappropriate comments. As well as allow you to correct any spelling or grammar mistakes.
Do not request delivery and read receipts. Don't annoy your recipient before he or she has even reads your message. If you want to know whether an e-mail was received it is better to ask the recipient reply to your e-mail so you know it was received.
Do not overuse the high priority option. If you overuse the high priority option, it will lose its function when you really need it. Also, even if an e-mail is a high priority, your message will come across as slightly aggressive if you flag it as 'high priority'. If something is really important, it is best to pick up the phone and call someone.
Just a few. I'll send more tomorrow ...
Monday
Understanding Newsletter Lingo
While the content of a newsletter is the main focus for most readers, the behind-the-scenes production is equally important. Newsletters possess a certain anatomy with each part having a name and serving a specific function. And by reading a newsletter through a different eye, you’ll be able to speak newsletter lingo in no time at all.
Setting the Content Stage with the Front Cover
The front cover is made up of several components that serve as an introduction. And serving as the newsletter marquee of sorts is the name of the publication termed the nameplate. Often seen in the form of a logo, the nameplate identifies the publication and often features a motto or slogan. The nameplate also sets the tone of the newsletter as well as the company it represents. Aside from establishing a new company identity, it’s important that the nameplate show consistency from issue to issue.
Often found under the nameplate are the horizontal or perpendicular lines known as barriers and rules. These lines create a separation of the various components on a page making it easier to read.
The folio is also found on the front cover and lists the volume number, issue number and date of publication. Below the folio is typically the table of contents. Common components of the table of contents are the tab or dot leaders - the row of dots that run from the title of article to the page number where the article is located.
Keeping the Audience Captivated Beyond the First Page
Along with intriguing headlines, the article titles may also include other elements to draw in readers such as a newsletter deck. A deck is used to build up the headline and is made up of one or more lines of text located between the headline and body copy. Frequently located above the headline of regular columns are kickers, which are short introductory phrases.
And at the top of each subsequent page of the newsletter is the running head, or name of the publication. Running heads help give the publication a consistent look and feel.
Other writing apparatus used to enhance the message throughout the body copy include subheads and pull-quotes. Subheads break up the article into more bite-sized parts, which keep the reader from feeling overwhelmed with the amount of information. They also help maintain interest in the article. Pull-quotes are another especially effective tool in enhancing the article’s message. Not only do they capture the reader’s attention, they also summarize the main point of the article.
When an article has been continued on a different page, a jumpline, such as continued on page three, lets the reader know where the rest of the article has been placed within the newsletter. And to signify the end of an article, many newsletters include a little graphic at the end of the last sentence known as a dingbat or endmark.
Also found beyond the first page (usually on the second page) is the masthead - a panel that highlights copyright information, the publication’s schedule and purpose, and the publisher’s contact information.
Wrapping it all up on the Back Cover
Many of the same elements seen throughout the interior pages of the newsletter are also featured on the back cover. However, a prominent space is reserved for the mailing panel if the newsletter is a self-mailer, meaning it will be mailed without an envelope. The mailing panel generally takes up about one-half or one-third of the back cover.
Newsletter lexicon provides a universal language for those creating the publications. It also provides a means for consistent newsletter structure, which makes for a smoother reading experience.
Friday
What Do You Want Your Newsletter to Accomplish
Promotional Newsletters
This type of newsletter is frequently used by businesses to promote a product or service. It is also known as a marketing newsletter. A promotional or marketing newsletter is typically sent to current or prospective customers free of charge. Although not a sales pitch, the promotional newsletter does striveto turn prospects into customers and customers into repeat customers.
Relationship Newsletters
Examples of this type of newsletter are customer newsletters, club newsletters, employee newsletters, Church newsletters, and alumni newsletters. They focus on the shared interests of the target audience. Typically distributed at no charge, some organizations may send newsletters only to paid members.
Expert Newsletters
Usually subscription-based, these newsletters generally focus on a specific topic and the recipient is someone who has specifically requested the information in the newsletter and is willing to pay for the information.
Some newsletters may have characteristics of more than one group.
Thursday
Newsletters Get Results
Newsletters get through the gatekeeper, get passed along and kept more than other mail.
Tuesday
More Tips to Increase Your "Pass-Through" Rate
Even after you've thoroughly compiled a mailing list, your newsletter must reach its intended recipients to generate the response you're seeking. Remember, new readers will not be as familiar with your company or publication as are current subscribers or clients.
To increase the "pass-through" rate, the likelihood that your newsletter will end up in the hands of its intended reader(s) and not in the trashcan, try:
• Three-hole punching your newsletter. This feature creates the impression that the newsletter is worth saving — increasing the chance that your newsletter will get to its intended reader.
• Jotting a quick note on the envelope or mailing panel. A "hope you enjoy" note is a personal effort that can mean the difference between the in-box and the waste-basket.
• Including a "route-to" box on the mailing panel or envelope. List all the departments you'd like to receive your newsletter, with small check-off boxes next to each listing.
• Including a personalized cover letter for first-time readers. Such letters provide another opportunity to introduce yourself, your company, and your product or service to your new reader.
Get more newsletter tips and ideas at www.newsletterfactory.com.
To increase the "pass-through" rate, the likelihood that your newsletter will end up in the hands of its intended reader(s) and not in the trashcan, try:
• Three-hole punching your newsletter. This feature creates the impression that the newsletter is worth saving — increasing the chance that your newsletter will get to its intended reader.
• Jotting a quick note on the envelope or mailing panel. A "hope you enjoy" note is a personal effort that can mean the difference between the in-box and the waste-basket.
• Including a "route-to" box on the mailing panel or envelope. List all the departments you'd like to receive your newsletter, with small check-off boxes next to each listing.
• Including a personalized cover letter for first-time readers. Such letters provide another opportunity to introduce yourself, your company, and your product or service to your new reader.
Get more newsletter tips and ideas at www.newsletterfactory.com.
Friday
Streamlining the Newsletter Production Process
If you’re looking for ways to make your newsletter production more efficient, review each stage of the process to find ways to accomplish this goal without compromising the quality or effectiveness of the publication. Here are a few things to consider:
Reducing Rewrites
• Get all of your facts the first time and avoid having to return to the Internet or interviewees to flesh out incomplete references, data, or sources.
• Use an economy of words. Tight copy saves space and promotes greater readership.
• Create a company style sheet to reduce inconsistencies and editing and proofreading time.
• Proofread carefully. Making corrections after the copy goes to the design stage or printer is expensive.
• Compile a list of common errors to use when proofreading. Use the Proofreading Checklist in the Newsletter Factory Toolbox as a guide.
• Copy changes can cause the layout to change significantly. Have writers sign off on the final copy before it goes to design to reduce unbridled changes once the newsletter layout is in progress.
Budget-Conscious Photography
• Invest in a quality digital camera and take photos yourself. Hire a professional photographer only when necessary.
• Buy royalty free stock photography on Web sites such as istockphoto.com and shutterstock.com.
• If you produce several publications, get more mileage out of your photos by reusing them.
Printing Practicalities
• Don’t cut back on a prepress proof from the printer, it’s an important element in the proofing process because you might miss a typo or other mistake if you eliminate this step. Also use the Printers Checklist in The Newsletter Factory Toolbox.
• Print two sides, if possible.
• Don’t overprint. Plan to keep only a few back issues for your files.
• For even more information on printing, see How to Pull off Your Print Job without a Hitch on The Newsletter Factory website.
Controlling Distribution Costs
Evaluate the distribution method you use to make sure it’s the most cost-effective and suitable procedure. See Does Your Means of Newsletter Distribution Fit Your Newsletter’s Purpose?.
Make sure your distribution list is free of bad addresses.
• Use self-mailers if they are practical for your publication.
• Mail bulk rate instead of first class, if possible.
• Print the mailing permit directly on your newsletter to avoid additional costs at the mail house.
Getting into the habit of cutting corners without cutting quality is easy with a little know-how. And ensuring your newsletter is produced efficiently adds to its credentials as a worthwhile investment for your company.
Reducing Rewrites
• Get all of your facts the first time and avoid having to return to the Internet or interviewees to flesh out incomplete references, data, or sources.
• Use an economy of words. Tight copy saves space and promotes greater readership.
• Create a company style sheet to reduce inconsistencies and editing and proofreading time.
• Proofread carefully. Making corrections after the copy goes to the design stage or printer is expensive.
• Compile a list of common errors to use when proofreading. Use the Proofreading Checklist in the Newsletter Factory Toolbox as a guide.
• Copy changes can cause the layout to change significantly. Have writers sign off on the final copy before it goes to design to reduce unbridled changes once the newsletter layout is in progress.
Budget-Conscious Photography
• Invest in a quality digital camera and take photos yourself. Hire a professional photographer only when necessary.
• Buy royalty free stock photography on Web sites such as istockphoto.com and shutterstock.com.
• If you produce several publications, get more mileage out of your photos by reusing them.
Printing Practicalities
• Don’t cut back on a prepress proof from the printer, it’s an important element in the proofing process because you might miss a typo or other mistake if you eliminate this step. Also use the Printers Checklist in The Newsletter Factory Toolbox.
• Print two sides, if possible.
• Don’t overprint. Plan to keep only a few back issues for your files.
• For even more information on printing, see How to Pull off Your Print Job without a Hitch on The Newsletter Factory website.
Controlling Distribution Costs
Evaluate the distribution method you use to make sure it’s the most cost-effective and suitable procedure. See Does Your Means of Newsletter Distribution Fit Your Newsletter’s Purpose?.
Make sure your distribution list is free of bad addresses.
• Use self-mailers if they are practical for your publication.
• Mail bulk rate instead of first class, if possible.
• Print the mailing permit directly on your newsletter to avoid additional costs at the mail house.
Getting into the habit of cutting corners without cutting quality is easy with a little know-how. And ensuring your newsletter is produced efficiently adds to its credentials as a worthwhile investment for your company.
Subscribe to:
Posts (Atom)