EMAIL NEWSLETTERS are very often not read. In fact they are often deleted without them having been opened. They more often than not, end up in spam/junk mail folders and eventually get deleted for good. Many businesses are now realising this and are going back to the good, ‘old fashioned’ printed newsletter, sent out as direct mail, ie; in the post to a specific, named recipient who you know will more than likely receive it and open it. This means your newsletter is much harder to ignore and throw away.
The rewards you could reap could not only be an increase in sales but improved employee morale and more enhanced customer service levels. Either way, your newsletter should generate a return on your company’s investment. And the more cost effective your newsletter, the greater the return.
Here’s some tips:
• Your newsletter’s articles should have a specific objective. Avoid using “fun” articles that don’t accomplish anything unless they are specifically linked to your customer's or employee's interests.
• Articles in in a customer newsletter might be chosen for their ability to draw-in potential customers, boost sales, encourage repeat business and improve customer loyalty.
• Articles in an employee newsletter might be used to spur-on workers towards a common goal, provide recognition, improve morale within the business etc.
Sharing:
If you’re a dealer or retailer, you probably receive some advertising money from your suppliers when you include their products in your ads and flyers. Take advantage of this advertising money by featuring your suppliers’ products in your newsletter too, either through an article or as a display advertisement or as an ‘advertorial’, an ad backed up with an editorial story.
Reduce postage costs by sending your newsletter out with your invoices. You can save a fair bit on postage if you include your newsletter with another mailing you are planning. Using an A4 sized newsletter means it can be folded so it will fit inside your invoice envelopes.
Size does matter – part 1:
A four page, A4 newsletter is by far the most popular format for a company newsletter to send out to clients and customers. Sometimes a single A4 sheet printed both sides is adequate. Remember, if you are targeting busy business people, keep your newsletter brief, relevant and to the point.
Size does matter – part 2:
On the flip side, an internal, staff newsletter may need a lot more pages. News about staff and their achievements both personally and business-wise will fill more space. I create one every quarter for my client Radio Taxis, a black cab company in London. They realised that their drivers don’t do email that much, are obviously on the road most of the time, and so they asked me to design, print and distribute their A4, 30+ page newsletter every quarter. You can see what it’s actually like and even flick through it online by clicking here.
DC-Graphics can design and print a quality newsletter and even get it mailed out for you. This leaves you with time to get on with what you do best – your job. If you're thinking of creating a printed newsletter from scratch, then you will need to write a graphic design brief so that your designer knows your goals and aspirations. Check out my Gallery Pages 1 - 4, my online portfolio of work. Then contact me here for a quote or to send me your brief.
