Whether it targets customers, colleagues or other interested parties: an e-mail newsletter can be an extremely effective communication tool – provided that it is opened and read.
However, for a newsletter to be opened and read, or even – in the best case – to be looked forward to instead of just flooding the inbox, there are two important basic rules:
1) You shall not bore!
2) You shall not spam!
If put into practice, this means that a newsletter is not a waste product of old, existing texts; there needs to be an editorial staff in charge! Its contents need to be tailored to its reader’s interests and the topics covered should be both, informative and entertaining for the recipient.
To ensure that the newsletter is a success, the first step is a precise definition of the target group.
Who do I want to reach, who should be receiving information?
Who should know what about the organization, the company?
In the second step, there are two questions to be answered – which, admittedly, is not always easy:
What are the target group’s interests?
Which content will provide additional benefit to the readers?
What will entertain or amuse the target group, which contents should be included in the editorial plan?
Lastly, use a proper style of writing and an appealing and reader friendly layout (a no-go is bright font on dark background, for example), and there is your newsletter that is a good read.
P.S: Integrated links provide additional benefits. Also, readers like to be entertained – however, please do not (!) desperately try to be funny.