subject: Key Facts About Newsletter [print this page] Newsletters are an important part of a companys promotional activities. It is a publication which is distributed periodically to the clients. There are various forms of newsletters. Newspapers and leaflets are two main types of newsletters. In addition to them there are e-Newsletters which are sent through e-mails. The trend of e-Newsletters has gained popularity considering its convenience.
Types of newsletters
1. Promotional newsletters
These newsletters are designed to promote products and services of a company. Popularly known as marketing newsletter, it is sent by the company to its existing line of customers or potential customers. It is important to understand that marketing newsletters are not directly sales marketing. It aims at sustaining the loyalty of the present customers and covert the prospective ones to real-time buyers.
In case you wish to publish newsletters often it is recommended to create single page newsletters. This is good for cutting down the cost. You can even go for postcard newsletters. There are several commercial printing companies which offer newsletter printing. It is advised to take their help.
You have the option of individually mailing the newsletter or attaching them with monthly invoices.
2. Relationship newsletters
These are newsletters which are meant to build and reinforce relationship among the receivers. Employee newsletters, alumni newsletters, club newsletters and church newsletters are some prominent examples of relationship newsletters. These newsletters are usually distributed at no charge.
It might be that the set of people handling newsletter publishing changes. To avoid problems it is advised to maintain consistency in the newsletter format. It is better to create and design an easy template which can accommodate any number of write-ups and photographs.
3. Expert newsletters
These newsletters are subscription based. They are sent to those people who have exclusively requested for the newsletter by paying for it. These newsletters are focused on one or two specific topics. With expert newsletters, it is important to focus on the balance of good design and good content. Though creativity can be employed in these newsletters however, make sure that the font and design goes well with the content. The purpose of the newsletter should be emphasized.
In case the newsletter is filled with too much of text, make sure to use the design carefully. Large blocks of text should be avoided. This makes the newsletter boring.
These newsletters are lengthier than the marketing newsletters. Thus, make sure to provide navigational aids. For e.g. content, page numbering etc.
In case photographs are an essential part of your newsletter, make sure that you choose a printing method which complements the photographs. Unclear photographs can be excused in club and school newsletters. However photography based newsletter should have good image quality.
Newsletters are not sales material
Newsletters can be used as good advertising tool. However, it is important to understand that newsletters are not meant for direct sales strategy. Newsletters should be designed in a way to promote you brand to the reader. They should have information useful for the reader. It is advised to underestimate the sales motive in a newsletter. Remember that a newsletter should not look close to a sales flier, brochure, product list or your companys letterhead.
