Imagination Web Design

Twelve steps to success
Effective newsletters are those that appear on time, are attractive and easy to read.

On-time newsletters require careful editing and a format that can be easily prepared under last-minute conditions. The following ten tips can help you review the success of your current newsletter program or set up an effective newsletter to promote your business.

1. Commit to consistency
Commit to consistency. Consistency is the key to newsletter success. This is best achieved by limiting the number of pages.

A single-page, two-sided newsletter that appears every month is preferable to a four-page newsletter that appears every other month or an eight-page newsletter that appears quarterly. Your goal is to build awareness and maintain mindshare among clients and prospects. The shorter your newsletter, the more frequently you can mail it and the greater the number of prospects you can send it to.

Avoid overly-ambitious newsletter programs that require more time and money than you can comfortable invest. Disappointment is certain to result when you bite off more than you can chew.

2. Choose a distinctive, benefit-oriented title
Newsletter success begins with the nameplate, the stylized treatment of your newsletter's title that appears on the front page of each issue.

Your newsletter's title should serve as an icon, or visual symbol, signaling the content of your newsletter. A title consisting of a few short words is better than one containing several long words. Short titles and words permit the use of a large type size. Instead of a long title, consider breaking the title of your newsletter into two parts; a short, key word set in a large type size supported by a longer subtitle set in a smaller type size which amplifies its meaning.

Avoid "brag and boast" titles, titles that do not offer readers a benefit. Instead, focus on the benefit your newsletter offers and make that your key word. Always eliminate "empty" words like "newsletter" and "the."

Avoid cluttered nameplates. Eliminate unnecessary boxes, horizontal rules and backgrounds. Avoid including distracting logos and other graphic elements; reposition your firm's logo at the bottom of the page instead of placing it at the top of the page where it competes with the nameplate.

Make sure that your newsletter nameplate emerges as a distinct visual element, separate from the headlines and text that follows.

3. Choose the right margins and column layout
White space is the least-expensive way you can make your newsletters more attractive and easier to read. White space begins with generous margins. Always provide sufficient "breathing room" at the tops and bottoms of your pages.

Consider leaving some column