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Effective Newsletters

Boston has been a driving force in the US innovation sphere ever since its initial incorporation as a town in 1630. The city lays claim to the first American public park (Boston Common, 1634), chocolate factory (Walter Baker Company, 1765), and publicly supported, free library (Boston Public Library, 1848).

Boston is also the source of America’s first regularly issued newsletter. The Boston News-Letter, which first appeared in 1704, was one of many 18 th century newsletters that ultimately grew into what we recognize today as newspapers.
Despite the continued decline of newspaper readership in the US, newsletters still enjoy an important role in communications more than 300 years after their birth, being employed now both digitally and through print.

 

Newsletters have survived over the years because of their targeted output, which is to say that they exist to distribute specialized information to specific audiences. Whether your company releases a digital newsletter every week, or you’re thinking about creating a monthly printed version for a club you participate in, here are a few key points to keep in mind for distributing a successful and effective newsletter.
Content should be relevant and interesting.
Living in the digital age, audiences have greater access to more information than ever before in the history of mankind…and that might be an understatement! Keep that in mind when you choose your topics. If you release your newsletter less often than once a week, think of interesting topics that project ahead to prevent your content from being obsolete before its even in the hands of your readers.
Distribution should be consistent.
It doesn't matter how often you distribute your newsletter, as long as it’s enjoyable to read and distributed on a schedule that you can consistently meet. Part of building an audience is through anticipation and trust. If your audience can trust that they’ll have exciting, new content to read at on a fixed schedule, they’ll look forward to receiving your newsletter with great anticipation, whether that’s every Monday, every other Monday, or the third Monday of each month.
Give your audience a call to action.
Newsletter audiences are typically comprised of opt-in readership, meaning the people who receive your newsletter do so at their own request. Reward their decision by engaging your audience, and maintain an active readership by including calls to action in every distribution. This can be something as simple as directing them to a link, asking them to clip and use a coupon, or request a reply to a question.
Our newsletter is delivered via email every other Monday morning. Sign up to receive it here, and see how we practice what we preach!
Jason,

for the team at Kendall Press

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Filed Under: business communications, paperNpixels
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