Technology is changing the medium of
communications, and newsletters are changing with it. Newsletters have been -- and continue
to be -- one of the most efficient marketing and communications vehicles used by companies
and organizations alike. Newsletters allow individuals and groups to control messaging and
deliver it with great precision to a target audience.
Not all online newsletters are well received.
It's important to ensure that your online newsletter will be effective. Here are a few
helpful guidelines.
- Newsletters should be brief. By
definition, they are supposed to be brief. Short sentences and lots of open space make
reading off the screen easier.
- Attractive graphics make an online
publication appear more reader-friendly, however do not overuse color
illustration as it can appear too busy and graphics take time to download.
- Avoid increasing the DPI (dots
per inch) in an attempt to obtain spectacular resolution. Having a picture with 250 or 300
DPI may look good on a high quality coated paper stock in Architectural Digest magazine,
but fine resolution is wasted on a computer screen. Limit resolution to about 80 DPI.
- Design your layout using two columns,
rather than one. It looks more attractive and it is much easier to read.
- Create an online archive of past
newsletters. Your audience will appreciate having the ability to find old, yet
potentially relevant stories from past articles.
- Make it interactive. Online
newsletters are a great way to gain instant market feedback either through surveys or by
responses to articles.
- Link your newsletter to your company's Web
site. Empowering viewers to locate your site easily is an extremely valuable way
to build community and revenue.
Online newsletters are an extremely valuable
marketing vehicle for your business and community. They will build awareness and grow
revenue, when done correctly. Follow these tips and others like them in upcoming issues of
The Stepping Stone from iMakeNews.
