By Harlan West, Design and Marketing Professional with 25 years of experience designing newsletters for major corporate clients including Kaiser Permanente, Metrolink, Metro, Time Warner Cable and the Cities of Norwalk, Orange and Santa Monica.
Don’t underestimate the importance of newsletters! A regular monthly newsletter has many outstanding benefits. It is a great way to…
- communicate with clients, employees, vendors using a very effective medium that contains information which is usually very timely and up-to-date.
- keep the audience up-to-date on current events, news and what’s happening in your company and in the industry. Your company will not only appear contemporary but also state-of-the art.
- reach a broad spectrum of people, especially if the publication is delivered electronically as an online publication. This saves expensive print costs. Our innovative “iMags” with flipping-page technology, can help your company save costs while still providing a highly interactive and technologically-advanced publication.
- means for combining the distribution of other corporate communications. A collateral piece can be paired with or rolled into the newsletter. This can help your company save costs. During the design stage, an extra page or panel can be added to a newsletter. During the bindery stage an insert may also be slipped into the newsletter. This can also be a “life-saver” when a last-minute event comes up and the newsletter is already printed.
- create multiple impressions. Since newsletters have a longer shelf-life or longevity than many other forms of communications, there is an increased chance that the publication may be re-read by the same person or picked up by another.
- boost morale among employees, especially when employees are quoted or appear in the publication. Let’s face it—most employees like to see themselves in print. It makes them feel important. Moreover, it encourages them to be the foot soldiers for the company’s message.
- add to the credibility of a company. These publications often add to a company’s integrity especially when the newsletter contains informative material rather than “fluff.” An informative educational newsletter can really help substantiate a company’s image as the expert in the industry.
There are three major items to remember when publishing a newsletter. First, the information should be newsworthy. Don’t write unnecessary banter about how great your company or its products are. Overly “salesy” pieces scare away readers. Readers are not looking for a sales pitch but rather an educational or informational pitch. They want to learn, be informed or entertained, not solicited. Second, the information should be timely. People want to read articles that are current. Old news is simply bad “newslettering.” If your printer is taking more than 4 working days to print an issue, find a new printer. Another option is to distribute the newsletter simultaneously as both a printed and an online piece. This maximizes the effectiveness of a publication’s distribution mechanism and reinforces awareness among the recipients. You could also choose to just make it an e-newsletter to avoid the delays of printing and “snail mail.” Third, a newsletter should be distributed regularly. Keep your readers coming back for more with teasers and other incentives. Try publishing at regular intervals such as monthly or bimonthly but make sure that you have the resources for the commitment. It takes time, money and talent to do a newsletter effectively.
Here’s a photo of some of the many newsletters we design.
If your company needs an effectively corporate newsletter for print or online, please contact HWDS at firstname.lastname@example.org. For the past 22 years we have specialized in creating effective newsletters.
Please note: All projects displayed on this blog are meant for educational and instructional rather than promotional purposes. We respect our clients’ brand guidelines and corporate requirements.