Tips for Creating an E-Newsletter

For keeping customers abreast of current news, announcing new products or services, or just showing off some of the work you've done, there is no better way to pull it all together than with a newsletter. While there are cheap ways to produce a newsletter (the word "copier" may come to mind), your audience is naturally more drawn to a sleek, colorful design.

The problem? Cost. It's ain't cheap to print a four-color 2-4 (or more) page newsletter on a regular basis. And add to that expense the price of postage.

The solution? It's all about the Inbox. Create your newsletter, save it as a .PDF document, and with a couple of clicks you are able to distribute by email a professional, colorful, -- and best of all - FREE newsletter!

Here are some things to consider when creating your E-Newsletter:

1. Before you run to your accountant with this money-saving idea, first consider your audience. There's no point in creating a virtual publication if your target, by in large, is computer illiterate. So if you manufacture hearing aid devices, canes, or incontinence products, you may want to rethink your strategy. (Yes, it is a stereotype. But having had extensive experience working with older people, I think it's a fair assessment.)
2. Keep in mind that someone may find your newsletter so intriguing, that he or she will want to print it. Don't let this discourage you from using color, but do keep your text inside a half-inch margin.
3. Come on strong, or you will quickly become spam. If your first couple of E-newsletters don't engage your audience, you can say adios to the Inbox and hola to the Deleted folder.

"Engaging?" one might say. "No problem. Each month I'll include a fun fact about my famous childhood rock collection!"

(And for everyone else looking for ideas...)

- Highlight any awards or recognition your company may have received since the last publication.

- Have a section for announcements. Do you have any trade shows or "how-to" classes coming up? Are there any sales or promotions in the near future? Don't miss an opportunity to promote yourself.

- Do you have work to show off? Include a success story with before and after photos, if applicable.

- Try writing a column on news or tips relating to your industry. For example, a funeral director might write a column entitled, "Choosing a Burial Outfit for Your Estranged Dead Aunt." No? Okay, how about an auto mechanic writing a column called, "Sounds Your Car Makes That Mean You Should Definitely Pull Over."

- Employee of the month? Trite -- but it does kill two birds with one stone, what with filling up space and recognizing the people who slave for you.

These are just some possibilities. You best know your industry and your customers, so choose what will be interesting to them.

I want to close this hub by telling you what you should ALWAYS include in your E-newsletter (hopefully in a consistent manner and style):

1. Identifiers - your company name, logo, and slogan if applicable.
2. All contact information, including address, phone numbers, fax number, website, and email address.
3. Instructions on how to un-subscribe to the E-Newsletter.

Follow my tips for creating a good E-Newsletter, and hopefully your reader will be paying less attention to item number three.