The Newsletter Guy
Guess what's the most frequent question I'm asked about publishing
newsletters? OK. The second most. After people want to know how
much it costs, the question I hear the most is, “what should
I put in my newsletter.”
It's a good question. I know because I see a lot of
bad newsletters that contain information I'm not interested in and
don't pertain to my business.
How do you get the right mix to keep your customers,
potential customers and/or employees reading? Here are some of my
These are for your customers and potential customers.
What are they interested in? Do you think they'd like to hear about
who in your company got married, had a baby or celebrated a birthday,
or about how your new product or service can save them time and
money and make their businesses more efficient?
Give your readers useful information:
A few ideas they can implement immediately.
trends in your industry which may affect them.
to” information so they can do things themselves (you can't
expect your customers to buy EVERYTHING from you).
that help them save time and money and make their business and personal
lives more meaningful.
A great way
to honor a customer is to highlight them in your newsletter. This
not only creates good will between you and the customer you're writing
about, but shows others that you value your business relationships.
What do employees want to know? A survey conducted
by the International Association of Business Communicators yielded
the following results:
plans for the future — company goals, expansion, etc.
“how to” information.
state, world events or changes in the business climate affect their
job, their company and their customers.
policies and practices.
doing vs. the competition.
of employees for achievements.
stories about employees/customers.
news (birthdays, marriages, anniversaries, births, etc.).
News of what's
going on in departments/divisions.
and promotional plans.