A e-newsletter or print newsletter is a great way to remind customers of your brand and your expertise. But make sure you avoid these six mistakes:
1. Distributing your newsletter at random times. Decide whether you have the resources (including the time) to distribute a newsletter twice a year, quarterly, monthly or more frequently–then stick to the schedule so that customers know to expect you. You want customers to ask themselves, “Shouldn’t I be getting a newsletter around now?” And you want them to be glad when it shows up.
2. Packing your newsletter with recycled copy. Newspapers have the Associated Press, which sends stories out across the country. Some industries have the equivalent in associations that provide generic stories for anyone in that industry to recycle in a newsletter. But with the internet providing meaty content on almost any subject, those generic AP style stories have no strength at all.
3. Using photos that have nothing to do with your company. I’ve seen newsletters from local businesses that show dozens of suits striding through skyscrapers–though their customers prefer dungarees and live 50 miles from the nearest ten story building. If you cannot use photos of your own business, projects, products and customers, then at least make sure the photos you do use have some connection to your real marketplace.
4. Proofreading the text but not the headlines. If you ever make an embarrassing mistake, it will occur in the bold, 20 point, underlined, italicized headline. Trust me on this. Another place where errors inevitably occur is in the standard copy; for example, if every issue has a publication date, you will forget to change the date on a new issue at least once.
5. Randomly changing your newsletter’s appearance. Your newsletter is part of your brand and should reflect the styles, colors and fonts you use in your website and other publications. Make sure your logo always appears in the same spot and in the same style. Consistency is a big factor in making a newsletter memorable.
TWP Marketing & Technical Communications writes and edits newsletters as well as blogs, website copy, articles, press releases and brochures for companies in many industries. I’ll make sure that your newsletter attracts and keeps the attention of your customers–no mistake!