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Ten Steps to Improve Your Newsletter

Tips from Newsletters Plus

1. Keep it straightforward and concise. In today’s world, many things compete for your reader’s attention. People don’t have time to read long, complex articles — they skim. Be brief and be clear.

2. Avoid long, rambling paragraphs. Concise, informative paragraphs are easier, more efficient for people to read. Look at most magazines and newspapers. Paragraphs usually consist of only a few short sentences.

3. Identify the author. People like to know who the writer is, especially when reading an opinion or personal experience. A major exception to this is if one person is the single or primary writer for the newsletter content. In that case, include a ‘contributing editor’, ‘senior newsletter writer’ or similar type of designation in the masthead with that person's name. A byline is absolutely required when writing in the first person.

4. Avoid overuse of technical jargon. Even if you are writing for a specialized audience, don’t assume everyone knows what the terms and acronyms mean. If you use technical terms, especially acronyms, explain what they mean.

5. Identify the faces in the photos. If people are identifiable, it’s a good idea to provide their names. This gives additional information to the reader and makes the people in the photo feel recognized. Not feasible or necessary for large groups. (Note: in some cases, you might want to consult an attorney about ‘fair use’ issues, especially if you are charging a fee–for–subscription.)

6. Cut out outdated information. Keep in mind when the newsletter will reach your readers. Don't include an upcoming meeting that will be history by that date.

7. Don’t feature the company big–wigs in every photo. Believe it or not, people aren’t that interested in seeing the boss in every awards photo. The spotlight should be more on the award recipient(s).

8. Vary your newsletter's format. While some structural consistency is desirable and stylistically appropriate in a newsletter layout, it’s easy to fall into a habit where the same thing goes in the same place every edition. Too much predictability is boring and fails to engage your readers. People like to find pleasant, unexpected discoveries or little treasures in cherished, anticipated newsletters.

9. Use white space effectively and often. Don’t feel compelled to fill up every inch of space on the page. White space should work from the outer edges of the page or article inward. A big gaping hole in the middle of the page draws the eye’s attention away from the content. Effective use of white space allows the eye to rest and to focus on what’s most important.

10. Don’t get carried away by the wowee and whiz-bang special effects. Just because your software can create plenty of "super-extreme" special effects, that's no reason to use them. Use such techniques for a valid purpose not just because you can.

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