How to Improve a Dry, Ineffective Newsletter

You spend a lot of time and money on your printed newsletter, and the only way your investment will pay off is if your readers actually read and respond positively to the newsletter. Sadly, most company newsletters don't do this very well. How can you make sure your newsletter's one of the successful few? Here are five important questions your newsletter must address in order to leave a lasting positive impression on your readers.

1. Who is it from? It's incredible the number of companies that neglect to clearly state who the newsletter's from. It's often not enough to include your company name on the newsletter somewhere. You need to consider each newsletter an opportunity to introduce your business to people who've never heard of it before. Your mailing label needs to include your company's slogan and logo, along with an explanation of what you do if your logo is abstract. Ask someone who's unfamiliar with your business to take a look at your newsletter and guess who it's from. If they can't do this, it's a clear sign to you to make some adjustments.

2. How is it relevant? Your readers don't have much time, and they certainly don't want to spend time reading something that doesn't apply to them. You might prove your newsletter's relevance by putting a table of contents near the mailing label-just make sure you don't list article by title. Instead, list them by benefit. You'll find some great examples of proving relevance at the newsstand. Take a look at the magazines available and see how they convince readers that's what's inside is worth reading.

3. Is it interesting? After you've proved to the reader that what you have to say is relevant, you still have to prove to them that it's interesting and worth reading. Interest is usually a matter of tone, richness of subject matter, and depth. Some readers prefer more formal newsletters with articles that scrutinize and discuss at length each aspect of a limited topic, while others want a more general approach with a more upbeat, light-hearted tone. Figure out which type your customer base is, and your readers will actually look forward to receiving your newsletter in the mail.

4. Why should they read it now? Make sure your readers understand that the information is applicable to their life right now. What exactly is applicable will depend on your readers, but in general, if you have information that's in even some small way timely (culturally, politically, etc.), tell them so up front. You can also prove your newsletter is timely by offering your readers special discounts and promotions that are only good for a limited time.

5. Why should they keep it? Keep in mind that not all company newsletters need to be kept, and you need to figure out where your newsletter lies. If you decide you do want readers to keep the newsletter, you can add to its lasting value with solidly-written reference articles or collections of resources. If you want to make sure readers can always find your newsletter, maybe you could start new subscriptions with a manila folder to keep all the issues in. If possible, you can also offer something they can keep from each issue, such as a card with important phone numbers that they cut (or otherwise take) out of the newsletter before tossing it away or giving it to someone else.

When your newsletter can adequately answers these questions, your readers will doubtlessly see more value in it. While it's true that you just can't get every viewer to read your newsletter the moment it arrives in their mailbox, these tips will encourage readers to look forward to receiving your newsletter.