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How to craft a newsletter

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How to craft a newsletter
November 12, 2018 Carefree Crafting 3 comments

Making phone calls or sending emails to your students’ parents is an essential part of classroom management. We must make sure we are using classroom management to build partnerships at home so that student learning is supported from all areas of their lives. But calling every student’s parent or sending individual emails can be an extremely time-consuming classroom management procedure. If you’re interested in sending the same message to all of your students’ parents at the same time, you might want to try creating a classroom newsletter.

Classroom Management: Why Send Home a Newsletter?

Sometimes the message little children share about what’s going on at school is confusing or skewed. Sometimes teenaged students share complaints, or (if they’re like me as a teenager) nothing at all. A newsletter helps to bridge the communication gap from school to home, going from teachers directly to parents.

This direct communication is essential for ensuring parents are on exactly the same page as teachers. Teachers can share about the classroom and learning, which helps parents know more about what’s happening in their children’s lives on a daily basis. This also goes a long way in developing trusting relationships, as parents feel like they are a part of what’s occurring in the classroom.

Parents’ knowledge of what’s happening in class helps to reinforce student learning, too. Parents can pick up where teachers leave off, and continue the process of education at home along the same standards as the classroom.

Ultimately your newsletter can help stimulate conversations between parents-students and parents-teachers. Parents can talk to their children about what they’re learning, and can feel more open to asking questions to teachers. The doors of communication swing wide open when parents are empowered with information about their students’ learning.

What You Could Include

Here are some practical suggestions for what you could include in your newsletter to parents:

  • What students will be learning. This helps to prep your parents for how they can be a part of the upcoming learning process.
  • What they have been doing. Give a report on what skills and content their students should recently have learned about.
  • Pictures. Take photos of your classroom activities periodically and include them in the newsletter. The visuals supplement the words and give parents a direct view into what a day in the classroom looks like.
  • How parents can help. Beyond just giving a report on what students are learning, give parents practical suggestions for what they can do to help their children at home.
  • Reminders and announcements. Include important upcoming dates for field trips, tests, project due dates, assemblies, or other events parents should know about.
  • Invitations. Want to bring parents into your class or have them help out in some way? Let them know in your newsletter! Definitely invite parents to follow up with you personally about their individual student, too.
  • News about school/community. Extend your content beyond your classroom and consider what is going on around the school community parents might want to know about.
  • Timeline. What time period does this newsletter cover, and when should they expect the next one? This helps parents feel a sense of context and orientation regarding the information they’re reading.
  • Testimonials. Don’t let all the words be your own. Gather a few statements from your students about what they’re doing in class and share those with families as well!
  • Actionable follow up. Include one easy follow-up action parents can take after reading your newsletter. Ask them to get in touch with you, to help with a particular project, or to join your social network. This helps parents stay informed and feel like a part of your classroom’s learning.

Three Formats for Your Newsletter

You could create a physical paper newsletter, a digital newsletter, or even a video newsletter. Consider your audience and the type of communication that would work best for them.

With a physical newsletter you will need to consider the space on the page, and other elements like if you will send this newsletter via students or mail it home directly. This can be the most practical format as it puts a physical copy directly into the hands of your parents, but it can also be the most limiting, as options related to space, color, content, and cost may be limited.

A digital newsletter might offer you more creative options when it comes to the use of color and design. You can likely include more creative formatting, as well as more pictures and content as you’re not limited by space or expense. This may require a certain degree of proficiency with tech skills if you’re looking to take full advantage of this medium, but you could easily keep it simple as well. This newsletter will have to be emailed to parents, and it could also be posted to your class website and social media accounts.

And if you’re feeling savvy, you could put together a video newsletter. This requires some comfort with using video editing tools. But even a basic familiarity with apps like Splice or iMovie could yield a professional looking newsletter. You could talk directly to the camera and also include footage from class time. Upload your video to YouTube or post on your website, then share the link with parents!

Start Small and Grow

When we endeavor to start new tasks like a classroom newsletter, we can often feel overwhelmed by how extensive or time consuming the task can be. But our flaw here is that we’re thinking too big, too fast. Yes, crafting a world-class newsletter can be extensive and time-consuming, but who said you need to earn a gold medal with your first one?

If you’re serious about starting a classroom newsletter, start small. Focus on the basics and get the message to parents. As you grow comfortable and familiar with the task, you’ll find that you can begin easily incorporating more creative content, formats, and ideas! Remember that your newsletter should first and foremost be useful to parents; once you nail that, you can add the flair.

What tips would you add for putting together a useful newsletter to parents? Share your ideas with our TeachHUB.com community in the comments below!

Jordan Catapano is a high school English teacher in a Chicago suburb. In addition to being National Board Certificated and head of his school’s Instructional Development Committee, he also has worked with the Illinois Association of Teachers of English and has experience as a school board member for a private school. You can follow him on Twitter at @BuffEnglish, or visit his website www.jordancatapano.us.

Article first published February 2016, updated July 2019.

As a marketer, you already know that personalization can lead to big wins in email marketing. Emails with personalized subject lines are 26% more likely to be opened, and marketers have found a 760% increase in email revenue from segmented campaigns.

Even though there are heaps of articles about how personalization and dynamic content can lead to success, there’s still a lot of confusion about how to make it a reality. How can you send personalized emails if you don’t have information about your subscribers?

Read on to learn how you can integrate personalization into your email marketing campaigns and engage with your subscribers in a whole new way.

Why aren’t more marketers personalizing email?

Marketers now have the ability to provide more personalized experiences. Today, you can tailor ads to increase conversion rates, create and send emails to a specific group with particular needs, and target social media ads to a certain, pre-determined audience.

According to a study by The Aberdeen Group, 96% of organizations believe that email personalization can improve email marketing performance. And 45% or more marketing professionals anticipate they’ll be implementing new features (like dynamic content and personalization) this year, according to an article by eMarketer.

With such a large number believing in personalization, why aren’t more marketers taking advantage?

Personalization has obvious benefits, but marketers are struggling to integrate personalization into their campaigns. During the holiday season, 80% of marketers placed promotions within their top three email marketing strategies, but only 56% of marketers listed segmentation-based targeting as a top tactic, and only 21% were leveraging real-time personalization or A/B testing, according to Media Post.

Marketers want to personalize, but they don’t believe they have the tools to do so. They’re unsure how to segment their database, integrate personalization into their strategy, and ultimately, how to use it to drive more successful email marketing campaigns.

How to start using personalization

In order for personalization to be successful, it needs to be done well. Many marketers shy away from personalization because they think they’ll have to re-organize their entire database, when, in reality, a few changes could go a long way.

Here’s how to start using personalization:

Have a plan & get your team on board.

ESPs like Campaign Monitor are making it simpler than ever to personalize with powerful, easy-to-use tools that allow you to send hyper-targeted campaigns and deliver timely, relevant content to the right people.

The first step in building personalization into your email marketing? Develop a plan, then get your team on board. Share the data on what personalization can do for your company, get key stakeholders invested, and come up with a plan that can make personalization a reality.

Using an email service provider that makes these tools accessible (both in price and ease-of-use) can go a long way in moving your plan forward.

Get the right fields in your sign-up forms.

To increase the relevance of your email campaigns, you have to understand your audience. You need to find out as much as you can about the people you’re communicating with so you can tailor content that is unique to them.

One of the best ways to do this is by improving your signup forms. When someone signs up for your list, you might ask them for their name, gender, or particular interests.

For example, a clothing retailer might send personalized emails based on gender. They might send men’s styles to men, and women’s styles to women. In order to accomplish this, they should ask for the information when someone signs up.

Segment your lists

List segmentation is a great way to get started with personalization, and it can add an extra punch when you segment using transactional data.

For example, you could create a VIP customer segment from customers who have spent $500 at your business in the last six months. Once you’ve created that segment, you can easily insert a promotion or offer that will only be seen by those people using dynamic content fields.

Beyond geography, you might also consider segmenting your audience by gender, age, job title, company size, industry, interests, and more. Here are some of the categories that marketers use to segment their lists:

  • Gender
  • Geographic location
  • Age
  • Job title or company size
  • Interests
  • Transactional data such as past purchases or particular plan
  • Behavioral data such as customer vs. prospect

Use the right email software.

If you’re using a legacy system that doesn’t have a lot of functionality, it may be time to upgrade to an email marketing software that can support your personalization efforts. This software will have integrations, as well as the option to easily add dynamic content right in the builder.

Campaign Monitor makes it easy to use dynamic content when creating your emails. When you’re creating your emails in our builder, you can use the “who should see this” setting for each block of content. It allows you to select which lists or segments should see which aspects of the email.

This allows you to create several versions of the email for different sets of customers based on what you know about them, all in one campaign.

Pro-tip: We provide extensive information on personalizing an email campaign (such as personalized tags, custom fields, and fallback terms) here.

Take advantage of integrations.

If a subscriber has bought something from you in the past, you may already have information about them, such as their physical address, past purchases, and their name. This information can help you personalize campaigns, especially if you take advantage of integrations.

Campaign Monitor integrates with CRMs such as Salesforce, Zapier, Sage, and many others. It also integrates with e-commerce platforms such as Magento, WooCommerce, Shopify, Eventbrite, and many more.

Even if you haven’t collected subscriber information via an email signup form, you can use information collected from your CRM or e-commerce platform to personalize your campaigns.

For example, Magento might tell you which individuals live in a certain geographic area based on their billing address. You can then use this information to send emails that are tailored to a subscriber’s physical location, which is useful if you’re promoting an event in a particular city.

Leverage APIs.

If you want to do some more complex personalization, most email service providers also allow you to take advantage of multiple databases and systems through the use of APIs (application program interface). The best part about Campaign Monitor’s API? You can use it to leverage the systems you already have with a custom solution.

“You can use our API to build a custom integration with any system you want,” said Andrew King, Sales Engineer at Campaign Monitor. “Your developers can pull whatever data they like from one system and push it into another.”

For example, if you run marketing for an e-commerce store that has a list of 10,000 email newsletter subscribers, you can see if they’re also customers by matching their email addresses to those who’ve made purchases in Magento.

What are the different types of personalization?

After upgrading or configuring your data software, it’s time to incorporate personalized content into your email marketing campaign.

This is the stuff that will make your email marketing campaign shine.

Here are three ways you can start adding personalization to your emails. Remember, these suggestions are about customer relevancy. So, pick one to add to your marketing repertoire and build on it as needed.

1. Personalize the “from” name in your emails

One email personalization tip that is often overlooked is the name on the “from” address of your email. More specifically, who is sending the emails your customers will open?

Personalizing your sender name is a sneaky way to get your customer to open your marketing emails. The trick is to choose the name of someone, like a customer service representative, whom your customer interacts with on a regular basis.

Although this email might not be directly from their representative, when the customer sees the name, they will immediately recognize it, trust the sender, and interact with the email.

Think of it this way. Are you more likely to open an email from a stranger or one of your friends? Most likely, you’re going to choose your friend.

Source: Flash Issue

2. Personalize your emails with your customer’s name.

Most people like the sound—and look—of their own name due to a psychological quirk. So, why not use this to your advantage?

Using subject lines with your customers’ names will connect you with them much more effectively than impersonal or salesy language.

You can also use this same name strategy inside your email content for custom email marketing. Add your customer’s name to the beginning of a personalized newsletter and send statistics based on their account.

Source: Really Good Emails

This email from Lyft, the rideshare company, does a great job at both incorporating the customer’s name and adding personal statistics to their email. This way, the information is centered around the customer and their progress, and not a sale.

3. Personalize your company newsletters

Personalized newsletters are primarily centered on customer segmentation, which we focused on earlier. However, if you want to dig further into the minds of your customers, you need to know more than just their age, gender, and job.

Go beyond surface level information when you collect data from your customers. Find ways to ask them about their hobbies, food choices, personal life, or track their habits. Did they just have a baby? How often do they use a particular app? There are so many ways to create targeted emails and further your customer segmentation.

For example, check out this newsletter from Grammarly.

Source: Really Good Emails

Grammarly collected data on a customer’s typing habits as well as corrections they made with the free version of the software. The company went above and beyond to share personal statistics like productivity and accuracy.

The number in the “advanced mistakes not corrected” section may sway the customer to buy the premium package offered with the discount. This newsletter could result in both a win for the customer (problem solved) and a win for Grammarly (sale made).

4. Personalize your cart abandonment

Cart abandonment is common, but it doesn’t mean a sale is over.

Would-be customers get distracted, so it’s a good idea to send a personalized email to gently remind your customer of the great things they were going to buy.

Source: Pinterest

In this email from RedRokk, they highlight the customer’s abandoned cart. With the item of interest displayed, as well as a call to action, RedRokk makes it easy for prospective customers to continue shopping.

Additionally, notice how the email suggests other items the customer may like. This might lead the buyer to swap their chosen item out, or maybe even add another item to their cart.

Use what you have

If your company has been using email marketing for a long time without recording any subscriber information, don’t panic. It’s never too late to start personalizing your efforts.

For example, if you have an email newsletter list, but no information about the subscribers, that’s okay. You can use dynamic content and fallback fields to provide a different experience to those who subscribed before you asked for that information.

Wrap up

While email personalization can seem complex, modern tools have made it easy to make your emails targeted, personal, and more engaging than ever.

Ultimately, personalization results in a deeper, more meaningful relationship with subscribers. Utilize personal names and personalize newsletters so your customers will feel engaged.

Want to know more about email personalization? Read more about how you can incorporate personalization to maximize the relevancy of your marketing campaign.

Listen to The $ MBA Show episodes free, on demand. Crafting an effective newsletter can really help you keep your subscribers engaged and interested.

You and your fraternity brothers might be thinking of an alumni newsletter as a way to let alumni know what’s going on with the chapter, who got elected as the new president or treasurer, how the recent philanthropy effort went and how well recruiting is shaping up this semester.

You’d be wrong.

The thing is, an alumni newsletter does convey those elements of chapter news, but that’s only one part of the newsletter’s content, and that certainly shouldn’t be equated with the newsletter’s function, which is, simply put, to engage alumni.

Let us put it this way: Imagine you’re having a conversation during a first date, and the person you’re with just keeps talking about them, them, them, without letting you get a word in edge-wise. They never ask you questions about yourself. They offer no compliments, and no hint of interest in your life. You begin to wonder why this person agreed to a date with you in the first place. It seems like they’re already married to themselves.

No one wants to read an alumni newsletter that’s married to its self.

Not to worry, though. Consider us the professional matchmakers between chapters and their alumni. We’re here to help you face the truth and answer the question: Do You Even Newsletter, Bro? Here’s How to Craft the Perfect One for Your Alumni.

Craft Tip #1: Make It Simple

Don’t dumb it down or make it insulting. That’s a surefire way to see alumni donations dwindle and have fewer and fewer show up to the annual chapter bonfire. Simple in the context of an alumni newsletter just means that you should be straightforward. Be direct. Be economical with your words and space. Not like we’re doing right now in this paragraph. Anyway, this isn’t about us! It’s about your alumni.

Straightforward alumni newsletters get to the main points quickly, and they highlight those points in a format that’s easy to follow. You don’t want alumni to skim the newsletter, ideally, but if they are skimming, you want them to still pick up the important information.

That means headings should be succinct and still convey the crucial information, and at most your alumni should understand the point by the end of the first paragraph or so of a newsletter article. Don’t fluff it up. Remember, your alumni have been there and done that. They’ve made these kinds of letters themselves. They know all the tricks. In other words, you aren’t going to fool them by jazzing things up, and it’s foolish to try.

Craft Tip #2: Make It about Them First, the Chapter Second

Your alumni probably like to hear the chapter news, but they’ve already graduated and don’t need to read about it ad nauseam. (Translation for you non-Latin speakers: That means quiet down about last week’s chapter meeting already. They get it.) If you’re going to give chapter details, try to keep the information brief and bulleted. If more detail is called for with certain events or chapter accomplishments, try to keep them in the background while keeping alumni themselves in the foreground.

Make the alumni the central characters of the newsletter. Everyone likes to read a story about himself, right? Every human does. Your alumni are no exception. They’re all human, too, as far as we know. Try to incorporate your alumni into your newsletter as much as possible.

For instance, you might highlight some achievements of alumni members, especially since this can create a tangible connection between their hard work as students and their hard work as graduates. Also, it’s crucial to recognize their past donations to and involvement with the chapter, as well as the university. Remember, the story you’re creating here for your alumni is about them, and it’s about the chapter, but it’s ultimately about their and your place in the larger ecosystem of the university campus.

Craft Tip #3: Bring the Big Picture into Focus

While alumni engagement is a marketing tool--which, as we mentioned before, is a trick alumni already know--a good alumni newsletter offers a story that’s much broader. It will have value to the alumni reading it beyond the monetary donations they know you’d like them to contribute.

Think of this in terms of your broader engagement with alumni. You don’t want to be the inconsiderate jerks who ask for money without having cultivated a meaningful relationship with your esteemed predecessors. The thing is that most alumni love their fraternity. If they have money to give to make it better, they probably already want to. So pushing that angle too hard can be tactless and off-putting, not to mention unnecessary.

Alumni want to know the chapter’s doing well and that they’re appreciated and part of the story. They also want to know about news of note with your university. Did your school just rank number one for research universities in the U.S.? They definitely want to know about that! Are there some noteworthy things happening within certain majors or fields, or faculty who’ve accomplished some exciting new projects? Since those fields are now their fields, you’ll want to mention a few of those highlights. Don’t go into extreme detail, since university alumni likely are getting bombarded with some of this stuff through university alumni magazines and outlets of that nature, also.

We have only one other tip: Don’t make the alumni newsletter your only point of contact. The newsletter should accentuate alumni relations, but it doesn’t have to define them. Make it fun, make it personal and make it direct. But make it human by actually engaging with alumni on a personal level. Invite them to functions, especially if they’re local. If they’re not, use social media or fraternity software, such as the mass communication platform OmegaOne, to keep in touch. Use OmegaFi’s Vault to manage chapter finances and make alumni giving easy, so you can focus more on nurturing personal relationships between brothers and alumni. Talk to alumni about their experiences, professions and fields of study. Basically, just talk to them. You’re all part of the same great fraternity tradition, past, present and future. It’s a wonderful thing to share.

Let us know your experiences with trying to craft the perfect alumni newsletter in the comments below!

How To Craft An Email Newsletter Your Customers Will Love

how to craft a newsletter

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There are plenty of great books, blogs, and podcasts on how to (and why to) create your author newsletter. These resources have some fantastic information to help you piece together a smart marketing strategy that includes building an email subscriber list. (I've heard it, you've heard it..."It's all about The List!")

These books and resources inspire us with stunning success stories and equip us with solid strategies. But once we take this amazing new knowledge and turn it in the direction of our own newsletter, we're often left with The Big Question hanging over us, overwhelmed with possibilities and technology and how to keep up with the latest trends.

If you find yourself asking The Big Question (a.k.a. WHAT do I send to my email list?), you've come to the right place. With over fifteen years in marketing and design experience, and drawing on my work with professional authors, I have developed this very targeted course with you, the Writer, in mind. And I've intentionally called this course (and website) NewsletterCraft.

Why craft?

Because the writing life is a life spent developing and improving one's craft. As writers, this doesn't deter us or dismay us, this constant attention to craft. It thrills us. We are creators. We are craftsmen. We learn, explore, and delight to put our skills to the test.

So why do we writers freak out when it comes to writing a newsletter? After all, it IS writing.

Yes, it is marketing too. And a bit of self-promotion. And there's the technology side of things that can be intimidating. Especially at first.

But, dear Writer, at its most basic level, your newsletter content comes down to words on the page. And you, Writer, can rock this.

If you don't know your way around your email marketing service dashboard, or if you aren't skilled at Photoshop, when it comes to nailing your newsletter those things are helpful but not necessary. Not if you get the words right.

And if anyone can succeed at moving an audience with words, it's you.

Words are your tools. You know how to use them.

So, again, why is it so hard to get a newsletter right?

Maybe you've just been looking at this the wrong way.

Maybe, just maybe, once you clearly define yourself, your work, and your reader, you'll actually look forward to putting this newsletter thing together.

I bet you will.

I won't be surprised.

Because I've seen it happen. And I'd love to see it happen for you.

WATCH THE VIDEO ON THEME: What To Put In A Newsletter

Want more craft tips, ideas, and tutorials? Subscribe to our Newsletter! Skip to website, I'm already a subscriber But that's not all you'll get with your – DIY.

How to Use Personalization in Your Email Marketing Campaigns

We've all done it. You have a great experience with a company, product or service, so when you see on their site a 'Subscribe to our newsletter' button, you think: Hey, why not? 

Fast-forward a few months and you've got an email inbox clogged up with email newsletters you haven't even opened, and your initial enthusiasm for the company has all but died. You weren't grabbed by any of the email newsletter designs you did look at, and you just don't have the time or inclination to make the effort any more. The unsubscribe button is seeming more and more tempting by the minute.

How do you avoid this happening with your email newsletter design? Read on, and find out how to make your missive something people look forward to instead...

01. Find the right tool

Before you get started you’ll need a means to distribute your newsletters easily. Although there is a vast amount of software out there for doing this, some of the most popular are MailChimp and Campaign Monitor, and Squarespace has just launched an email marketing service that looks good.

The best tools offer really simple campaign and list management, make templating a breeze, and handle all the technicalities of sending lots of emails without getting blacklisted for spamming.

Many also offer analytics tools so you can measure just how your campaign faired. Campaign Monitor’s World View provides an addictive live view of your mail getting opened all over the world, which is particularly satisfying.

02. Figure out who it's aimed at

There are many ways to use a newsletter, depending what business you are in. It could be that you wish to notify people of a new service you're offering, or an update to an existing one. It could be that you want to shout about offers, previews or discounts. Before you launch into your newsletter's design, it's important to nail down exactly what it's trying to achieve.

Your recipients have chosen to receive your updates, so make sure they're your priority. Learn who your subscribers are and always bear them in mind when creating your newsletters. What do you think they're interested in? What do you want to share with them?

Think about how you'd talk to the recipients if you were with them. Newsletters are generally a friendly, casual variety of digital communications, so write how you would speak. This will make your email newsletter easier and quicker for readers to digest.

03. Decide on your format

Once you've figured out steps one and two, you'll be ready to decide on the form your newsletter should take, including how it's going to look and how you're going to build it. There are many ways to construct an email newsletter template. How you go about it will depend on a number of things:

  • Which email clients do you want to support?
  • Do you want to provide a 'view in web browser' option?
  • Which mobile devices do you want to support?
  • Do you want your email to appear differently on mobile and desktop?

Researching other newsletters is a good way to help you decide what’s right for your brand and your audience. Think about what makes the ones you like work better than others. A great place to see lots of examples is the Really Good Emails site.

04. Keep it focused

Whether you're going for a corporate style to fit strict branding guidelines or something more creative, make sure your newsletter doesn’t come across as merely a vehicle for as much content as possible. So many brands try to shoehorn every link from their site into the newsletter. Noise is irritating. Keep your focus tight – what message do you want your reader to come away with?

05. Give your email some personality

Traditional advice is to keep your newsletter simple. However, what's more important is that at a glance your newsletter design reflects you, your company and your message. Originality – what’s wrong with that?

06. Add section headings

Headings and titles are critical, but pretty tricky to master. Be mindful of what captures your attention when you're browsing a newsletter or web page. What draws you in? You can have a brilliant article, but if your heading isn’t interesting enough it could be bypassed. Content and headings are equally important.

The header will appear on every newsletter you send out, so you need to spend time on getting this right. The most important thing is that it features your brand name or logo, so the reader knows instantly who the email is from. 

Beyond that, the header should instantly convey the brand's values visually, and ideally create an emotional response in the subscriber that makes it feel like they're getting a beautifully designed present... not a piece of unwanted spam.

As on a website, the footer is in many ways as important as the header, giving the design a rounded feel and a sense of completeness. It's where the reader will expect to find contact details. It can also include an easy way for subscribers to share the newsletter or part of its contents with friends, via email or social media. And it should definitely include a link allowing them to unsubscribe.

Making it hard for people to unsubscribe is bad form and is not going to make your newsletter any more popular. It’s far more helpful to know that that those that have subscribed actually want to receive your newsletter, and it’s also much more likely that your readers will be actively engaged. It's better to have 50 newsletters that are actually read and enjoyed than 500 that are consigned to the trash.

09. Be smart with images

A newsletter full of text can be very boring to look at, and images can be a really great way of communicating what you're about to your readers. If you have good photos of events, staff, or your products ‘out in the wild’, include them. If you don’t have any, think about that next time there is a launch or event.

Pictures can be really evocative. Choose those that you love and you feel reflect you and your company. Take the time to make the images look as great as possible with a bit of help from Photoshop, or get an illustrator involved.

Nowadays some companies embed video into their newsletters, but this can be a technical minefield, so think carefully about what kind of audience you're aiming at and what kind of technology they're likely to be using before heading too far down this path.

10. Build subscribers' expectations

Newsletters are great for building a sense of expectation. News doesn’t have to be something that you have already done – maybe share some of your dreams and hopes for your company. If you have a product launch in six months, take your readers on that journey with you – the ups and the downs. Get people as excited as you are about what you are working towards.

11. Tell a story

Sharing your story as your company/project grows is a very powerful way to find people who want to be part of that story too – and your newsletter can let them know how they can be. Be imaginative in how that narrative is conveyed visually – there's no rule to say that a newsletter has to be a dry list of links.

12. Keep an eye on the analytics

Services like MailChimp can provide you with oodles of information about what your subscribers are doing with your newsletters, but don’t get too obsessed with it. Analytics can give you a clue as to what is working and what isn’t in general terms, but get too distracted and you’ll overthink it. 

There are many elements to keep in mind when you are creating your newsletter. Try and use your instinct and trust that with practice you’ll begin to feel what’s right and what's not.

13. Encourage signups

There are lots of ways to get the word out there about your newsletter, so make use of as many of them as you can. Use any social media accounts you may have, and always include a link to the newsletter signup page on your site. Events and exhibitions are another way to spread the word. However you let people know, it’s important to make sure that the signup process is as quick and easy and possible.

14. Be genuine

If you don’t believe what you're writing about, neither will your readers. Blagging can be picked up a mile off – if you believe in your news, your company or your product, that will shine through in your copy.

15. Encourage feedback

Physical newsletters were traditionally one-way pieces of communication, but the web should be all about two-way conversations. Digital newsletters, in other words, are a great way to get people involved. Consider introducing a competition, for example, or asking for feedback.

In time, your newsletters will help build a community of sorts, and your updates will feel more like a message to a group of likeminded people than an anonymous broadcast.

16. Be a magpie

Always remain on the lookout for interesting stuff to include in your newsletter. Bookmark inspiring web pages, write down captivating quotes, take pictures. Write about your experiences. It’s much nicer when you sit down to put your newsletter together to feel like you aren’t starting from scratch.

17. Stay regular

Not to get all Pavlov’s Dogs on you, but if your newsletter is regular then people will start to expect and even look forward to it at certain times. Keep in mind how often your newsletter needs to be sent, though (this will vary wildly depending on its purpose) – there’s a fine line between keeping people updated and spamming them.

18. Give something back

Don’t expect your readers to only take on board messages about your company, business or sponsors. Give them more. People know when they are being sold to, and that’s okay if they want to hear about it, but why not include other things too? Supporting other causes and businesses doesn’t mean people will be less interested in you. Support businesses that you respect, and maybe they will return the favour.

19. Test before sending!

Before you send out your newsletter, test it out by mailing it to yourself first. View it in different email clients, on different browsers and on different mobile devices. There are always things that can go wrong, whether that's to do with the wording, the images or the technical delivery. You're more likely to notice errors if you put yourself in the eyes of the subscriber.

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how to craft a newsletter

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how to craft a newsletter
Written by Zulushicage
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3 Comments
  • Shaktitaxe

    ShaktitaxeNovember 17, 2018 1:33 AM

    Your inquiry I answer - not a problem.

  • Kelabar

    KelabarNovember 17, 2018 2:24 PM

    Certainly. So happens. We can communicate on this theme.

  • Baran

    BaranNovember 14, 2018 3:44 AM

    You very talented person

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