Ready to create your company newsletter?

Online newsletters (also called ezines) have become easier to create with the availability of templates and tools like Constant Contact. All you have to do is add your text to the template and send it to your readers.

Although there is a lot of discussion about blogging vs. newsletters, you can have both. Generally, with blogging, readers must visit your site to read your content. You can have your blog delivered to readers through an RSS (Really Simple Syndication) feed, for example. However, you will have to update your blog regularly or you will not generate readers.

Why have a newsletter?

Marketing – send information about your company’s products and services

Promotion – promote your books or talks

Touch base – keep in touch with friends and family

Share information – submit informative articles and tips

How often should you send your newsletter?

It depends on your goal and your readers. For example, a marketing newsletter may be published once a week, but a newsletter sent to the family may be published once a quarter. If you are an author promoting a book, you can submit information on book signings and tours several times a month. A business that wants to use a newsletter to build customer relationships may choose to do so once a month. Whatever the frequency, try to stick to a schedule so that your readers are eager to receive your newsletter regularly.

Formatting

Articles in online newsletters should be variable in length: 250 words or less. Reading online is different from reading a hard copy. People tend to scan rather than read every word. Use lots of white space and bulleted lists. Stay away from large blocks of text. Add “clipart” to create visual interest.

Templates

Marketing tools like Constant Contact provide templates for newsletters and announcements. The formatting work is done for you; all you have to do is add the copy. Use MS Excel or a text file to import your list of readers, then schedule your newsletter to go out.

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If it’s a company newsletter, you can add employee or customer interviews. You can also write articles on topics related to your industry. If you have a website, having content will help your site rank higher in search engines. You can repurpose your newsletter content by posting it on your site and sending it to other publications.

Article Directories

If you don’t have time to write, consider using free content from an article directory. Be sure to include the author’s signature and personal information. When someone else’s work is used, the author retains the rights. Do not put your signature on your work unless you have a “work for contract” agreement. That means the author sells you the rights to his work.

Article directories are also a way for business owners to market their services. Having articles on the web helps to generate traffic for your sites. If you are looking to market your products and services, consider posting your own content to a directory.

First, decide on a title for your article. It should engage the reader immediately and give them an idea of ​​what they will read.

Here are some headline formats:

Ask a question: “Do you know how to write a headline?”

Give a command: “Write that article today”

Show how: “How to write an article in 30 minutes”

Highlight one benefit: “Boost your business with a newsletter”

Use numbers: “Five Quick Tips for Articles” (Odd numbers are supposed to do better. Try it for yourself!)

When creating your own articles, it is a good idea to include helpful links for your readers to learn more. You can have articles start in your newsletter, then make the reader click through to finish reading on your site.

Keep your article focused on a specific topic or premise. You will lose your readers if you ramble and try to cover too many points. Not sure how to propose topics? Write down a few keywords and make a list of what comes to mind. Don’t be afraid to extend yourself to different ideas, each one can lead to another article.

You can also include short, paragraph-sized “announcements” in addition to articles. The most important thing is to provide your readers with informative content.

Creating a newsletter is much easier than you think. You can choose from templates and marketing tools. Just add content and you are on your way!

Copyright © 2008 Deborah A. Bailey