How to Set Up a Newsletter to Promote Your Business

Organizations like clubs, associations, and non-profits have long harnessed the power of newsletters. Before email, newsletters were akin to “mini” magazines that were printed out, folded and mailed. Now newsletters have largely gone digital and are easily distributed via email marketing tools like Constant Contact and Mailchimp. Since the barrier to creating frequent newsletters is minimal, businesses are experiencing the benefits of sending newsletters to their super fan audience.

If you are thinking of retooling or starting a newsletter for your business, here are a few guidelines to help you create valuable business-related content for readers.

Length Ties to Purpose

Many of the newsletters I receive from the organizations I belong to could take an hour to read. These types of newsletters act as a town square to keep members in the know. But newsletters sent from businesses have a different purpose. They are a marketing tool to keep readers engaged and aware of products and services. Be respectful of your newsletter subscribers’ time by keeping the length of the email to a 3 to 5-minute read.

Header

It’s important to start the newsletter off with a branded header to identify who the email is coming from. I’ve seen some newsletters where this is missing, and I had to search the text to figure out what business was contacting me.

Teaser Question

This is optional, but I like to play games. In my newsletter, I show readers a hard to identify photo of a local destination and ask them to guess where it is. At the end of the newsletter, all is revealed. Many people have told me they enjoy playing this game and challenge themselves to figure it out!

You can start your newsletters with a trivia question, a poll or a quote. The idea is to get readers thinking and excited about what comes next so they read to the end.

Main Article

The main article is the meat of the newsletter. A good target length for it would be about 250 words, and it can be written in the form of a “how to” or “from experience” style article. These are great ways to give value to your readers while keeping the topic focused on what your business does.

I’m a content writer, book editor, and publication manager for newsletters and blogs, so the topic of “how to create a newsletter” hits on exactly what my business does, and I hope it brings readers value.

If coming up with an article topic idea is difficult, think about the answers to the following questions and jot down what comes to you:

• When you talk to potential clients, what are they most often asking you?
• What are you noticing people need help with related to the products or services your business offers?
• In what ways are you acting on your company’s core values, and how do you help others attain those values?

Turn those answers into topics and get writing.

Always end your main article with a Call to Action (CTA). Such as: If you’re looking for more support getting started with your newsletter, contact me. I’m ready to help.

Blurbs

This could be an optional section if your main article is pretty long. But including two to four “blurbs” in the newsletter adds variety and gives your readers an opportunity to see what your business has been up to. Share current exciting developments, upcoming events, product promotions, new services and highlight accomplishments. I usually share the most recent publications my writing has appeared in and link to the latest book I’ve had a part in editing as my blurbs.

Answer the Teaser

It’s very important to reveal the answer to the trivia question asked at the top of the newsletter. Believe me, you’ll hear about it if you don’t.

Wrap with Contact Info

Wrap up your newsletter with your contact info. You can use a “business card” format at the bottom of the email with your professional headshot photo or business logo. Succinctly state what your business does and include your contact information and social media links.

This is my recipe for creating a newsletter that informs, engages and brings value to readers.