• Use a template – this helps maintain consistency and your readers will start to recognise your brand
• Make sure the first half of your email gets the right message across, and draws people in
• Use a grid format – don’t be afraid of white space, and let your words have room to breathe
• Don’t use lots of typefaces, bold text, underlines and colours – it’s confusing to the eye. Keep it simple and just use one or two styles (e.g. one for headlines, one for text)
• Use images carefully – many email clients automatically block images. Make sure your email works without them, just in case they don’t download when your email is received
• Write for the web – keep it short and to the point. Cut out any unnecessary words
• Direct people to your website to read more – this way you can keep the email succinct, and you can use pictures on your website if they are crucial e.g. product images

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With the spotlight firmly on social media and email marketing, it would be easy to overlook the humble printed newsletter. But there are many good reasons why you should introduce this into your marketing activities.

You have the opportunity to write a variety of articles on different subjects, giving an insight into the breadth of your knowledge and the scope of your product or service. It makes a great leave-behind – much more meaningful than a business card or even a brochure as it’s more likely to be read. You could even use it to direct people to join your email newsletter database.  Here are some of the situations where a printed newsletter would be impactful:

• Networking meetings
• Workshops or discussion groups
• Speaker events (if you’re speaking, have a stack to give out)
• Exhibitions and fairs
• Local shops and offices of complementary businesses
• Your own office (if you have a waiting area or public reception)
• Groups and clubs doing related activities

If you’re creating an email newsletter, you could use the same content. Give it a try and let me know how you get on!