You've heard the pitch--marketing newsletters are supposed to attract customers. They're sworn to build customer loyalty. And, the rumor is, they'll help you increase profits. All that...and they are incredibly cheap to produce.

But what if your newsletter's falling short of its potential?

Ideally, all the elements work in tandem to create a company newsletter that's the right balance of promotion and information for your target audience. But lining up each aspect in the precise position takes a lot of research, application, and testing.

Get a look at the line up of the usual suspects in an effective newsletter: the first timers, the repeat offenders and the lifers.

The First Timers

1. Focus. What should your newsletter do? Establish name recognition? Position your company as the widget expert? Attract new customers? Retain your current customers?

If you're working to establish expertise, include case studies that demonstrate your solutions. If retention is the goal, capitalize on the reasons customers choose you over the competition. If yours is the best customer service, feature a customer service rep in each issue.

2. Measurement. The only way you can know if your newsletter is successful is if you track it. Click-thrus, read-rates, and actual purchases can all be helpful, depending on your goal, as can subscribe/unsubscribe rates.

The proof that your newsletter positioned your company as the widget expert? Perhaps it's contact from a reporter on the list seeking input for an industry piece. Customer loyalty and conversion increases can be easily recorded through coupons. Just make sure to include a new tracking number in each issue.

3. Format. Appearance may not be everything, but if your newsletter's hard to read, chances are, subscribers won't bother. From whether to offer an HTML version, to where you should put the Editor's Letter, chances are you'll hear many opinions.

Generalities can be made, but your decisions should be made based on your reader's preferences. (HTML does perform better overall and Letters from the Editor are typically very popular. But you may have valid reasons to do neither.)

The Repeat Offenders

1. Nameplate: The nameplate (the area where your newsletter's name appears, sometimes mistaken for the masthead) should be consistent from issue to issue and should give both your newsletter's name and your company name.

For HTML newsletters, tie your nameplate to your company's image using the same colors, fonts, or a logo. All newsletters should work to establish a tie between each issue and your company.

2. Masthead: All email newsletters should have contact information. Make it as easy as possible to contact you (and don't force readers to visit your website to do so).

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ABOUT THE AUTHOR

Jessica Albon (jcalbon@designdoodles.com) assists companies develop newsletter strategies that expand profits, attract customers, and build loyalty at The Write Exposure (https://www.designdoodles.com)