Writing a newsletter? You need these message and design tips

Years ago, Matthew Bregman asked a colleague to write three paragraphs for a newsletter on a company  recycling project. The employee spent days holed up in a conference room, and a week later produced four or five pages on the subject. The organization ran the story in the company newsletter, but he doubts anyone read the article besides the two of them.

The techniques of effective email marketing also apply to newsletter marketing. Photo courtesy of www.websolpro.com

The techniques of effective email marketing also apply to newsletter marketing.
Photo courtesy of http://www.websolpro.com

These days, consumers usually find corporate newsletters they subscribe to in their email inboxes, skim over the shapes, colors and content, and delete the email. Editors and writers put much thought and detail into creating a successful newsletter that catches and maintains a reader’s attention, but the first and foremost step in creating a successful newsletter is conducting an audience analysis and keeping the reader’s goals and interests in mind. Strategy is key in keeping consumers updated about organizational affairs. The following points are crucial in producing a newsletter that will be opened and read:

  • Produce real news suited to the audience’s interests
  • Use aesthetically pleasing layout that follows design rules
  • Measure, measure, measure performance

Communicate the message, not the art

While appealing layout is the first step to catching attention, it is not the end goal of the newsletter, write Bowles and Borden (275.) The most important step in creating effective newsletters is having news to communicate. Don’t spam your audience with sales or deals or self-promotion, because if you’ve destroyed your credibility, your readers will go elsewhere.

Don’t waste your audience’s time – efficiently give them the information they want to see, otherwise they won’t keep reading. Don’t write five pages on a story when it can be condensed into one page, because readers have little time. Determine what the audience wants to see in the newsletter, and cater the message to their preferences. The audiences may differ: some may interested in cutting-edge technology, while some may be stakeholders in a corporation, but all receive the newsletter because they want to stay in the loop. For a newsletter intended for younger people, use sans-serif fonts because they are more casual and easier to read on screen, which is where that crowd will likely be finding their newsletter. For an older crowd or a print newsletter, serif fonts will be easier to read and are more suitable for that audience.

Re: Can I have your attention?

Once the newsletter’s message is devised for the audience, marketing and branding tips are essential to catching initial attention. The video below explains the importance of a catchy subject line in an e-newsletter. Include a nugget of news in the subject to attract interest and show readers that your newsletter contains real content.

When producing an e-newsletter, Media Buzz recommends not exceeding 90 kilobytes. Spam filters generally claim emails with attachments exceeding 100 kilobytes, and attachments with too much data are slower to download and may deter readers from clicking the link or following through on reading.

Additionally, all four design principles should be applied to newsletter layout, whether print or electronic (266):

  • Balance: The design doesn’t have to be symmetrical, but include white space and color
  • Proportion: The ratio between elements on a page should be 3:5
  • Contrast: Have a focal point, with smaller elements that don’t detract from the central image or text
  • Unity: Carry the same design themes throughout all pages
This newsletter adheres to all four design principles. Photo courtesy of www.downthelinedesign.co.uk

This newsletter adheres to all four design principles.        Photo courtesy of http://www.downthelinedesign.co.uk

Does it measure up?

Determining metrics for readership is the last step in creating a strategic newsletter. Software such as GroupMail Email Newsletter Software measure open rates for emails and can play a large role in creating effective future newsletters. Click-Through rates measure the amount of clicks on a link divided by how many times the impression is shown, and provide an effective metric for measuring newsletter readership. For an email newsletter, a Click-Through Rate of 10 to 20 percent is considered successful.

The number of unsubscribe requests per month also allow insight into the most successful and most boring newsletters. Editors should use these metrics to determine effective strategy, messages and layout for future newsletters to gain the highest readership possible among identified key audiences.

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Speaking more than a thousand words

The Pulitzer Prize photographs in the Newseum feature decades of winning photography.

The Pulitzer Prize photographs in the Newseum feature decades of winning photography.
Photo by Abigail Jaffe

When a news story breaks 5,000 miles across the world, a journalist is there to cover it. Armed with questions, a smartphone and a quick tongue, journalists ensure the news reaches the public within several minutes or hours.

But long after the reader skims the text, the pictures remain, the powerful ones forever embedded and seared into the memory.

The best and most stunning photos we remember are awarded with the Pulitzer Prize, the most prestigious prize in photography. Pictures of humans in their most vulnerable states, featuring raw and extreme emotion, are what capture our attention and move us to action.

The Newseum’s Pulitzer Prize exhibit enables the range of human emotion to its fullest. Viewing the sheer number of photos in the gallery, which capture the height of emotion, is an awe-inspiring experience.

Spurring laughs and tears

As a public relations student, I’ve learned the value of social media and aesthetics, as well as the potential of appeal to emotion. There is nothing as powerful as photos of people at the height of euphoria, depression, anxiety or worry to accompany blocks of text.

After my visit to the Newseum this Sunday, what I’ve been taught in the classroom rang true in the real world. As I watched laughing groups of people enter the exhibit, they quieted as they began to absorb the photos. Some brushed away tears and others sighed, and I realized the power of a fellow human’s facial expression forever seared in ink.

Eddie Adams' words are the introduction visitors receive to the Pulitzer Prize photography exhibit.

Eddie Adams’ words are the introduction visitors receive to the Newseum’s Pulitzer Prize photography exhibit.
Photo by Abigail Jaffe

Approaching a competitive workforce of professionals safeguarding reputations that we call public relations, I want to incorporate powerful photography into what I do. Crisis management should be a prime recipient of this trend, because people want to witness far-flung events through their computer screens or morning newspapers. Photos of people’s homes singed by wildfires or buried under banks of snow speak volumes and quiet dissent.

In a world where human interaction is rapidly declining, the plight of strangers still holds an eerie sway over us and contains the potential to spur laughs, tears and calls to action.