Six Awesome Tips for the Best Newsletter

This post is an inspiration – a request from a friend. Seeing her email, I got reminded that something as basic as this could be put down for others to emulate. Something that I do day in and day out, and that too something that I have been doing for so many years.

Creating a newsletter! In my 10 years as a communication professional, I have created, reviewed and read numerous newsletters –all with a single purpose of communicating. But have all of these made sense? Have all of these followed the golden rules? Are there really golden rules? Well, here is the truth, there are no golden rules. But there are basic facts that could help build a good newsletter.

While creating a newsletter is the easy part, sustaining it with content and ensuring readability and reach are the tougher challenges.

So how do we crack the problem? Here is my experience:

Less Content, More Visual Appeal

Purists will hate me for writing it. But let’s face it, an infographic with facts work best than paragraphs of text. The coherent use of visuals that complement your content makes for a better reading experience. Having said that, if an event has to be reported, go old fashioned - with a dateline, quotes and event detail.

Your audience is “king/queen”.

Why would it be any other way? Anything you put down is purely for your audience. Yes, in an organization, there could be information that has to be percolated from the management to its employees. As a best practice, I always put myself in the shoes of an employee – what would I get out of this, what interests me, and why should I read it? This would bring you down to the content you want to write – and what your audience wants.

Beyond Comfort Zones

Yes, it is easy to make a simple block of text boxes, and put them together as a newsletter. But do you just want people to thrash your little effort? No. So move out of your comfort zone, and explore tools that are easily available online, to create an experience for your readers that they yearn for more information, and wait for your next issue.

Best tip: I absolutely LOVE Canva – and so far, it has given me immense power, yes, power to put down the best for my readers.

Interaction is Key, and Engagement, Critical.

So you have a great newsletter. But how many of your readers have an opportunity to tell you that. Conversation, like a former mentor told me, is the key to communication. You are here to tell a story, and what differentiates you from the other person across your desk, is your ability to tell that story in the most convincing, pleasing and engaging manner.

Create an opportunity for your reader to converse with you – something as simple as writing: “Would love to hear from you. Write back to us…”. It is easy, and what’s the harm in trying.

Not a Wilted Plant

After putting effort, time and thought into creating an absolute masterpiece, you obviously need to sustain in – ensuring that it goes popular. Here, the best practice is to include your readers in your process – be it as writers, editors, photographers, graphic designers…Another idea is to enhance it every time you send it out – new sections, new ideas, contests, which make your readers feel that you are constantly at it, to improve it, and in fact, making an effort to connect. I also work out a simple content plan based on business requirements, which would roughly give me an idea of what could be spoken of, and completely be open to change the plan if the tide changes.

Not a Science Journal

Less jargon, more readers. Yes, you know your subject. But do you have to have a verbal diarrhea to prove a point, absolutely no. Simplify your language; make it easy for your reader. It needs to connect to people, without them having to use a dictionary while reading your newsletter.

What are your best practices? What tools have helped you? Eager to hear.

Until next time! 

Write to me at sreedhanyas@gmail.com to share your feedback, thoughts and ideas!