When launching a direct mail campaign, small businesses have many materials to choose from – they can send consumer brochures, foil stamped cards and even postcards. However, one great way to stay in constant contact with loyal customers is through a company newsletter.
Before putting pen to paper or fingers to keyboards, business owners must decide what they want to accomplish with their newsletters. For example, should the newsletter serve as a source of technical information, help customers use a business’ products or inform customers of new business developments?
Furthermore, while content should be reader-oriented and focused on the needs of customers, it is also important to keep messages brief. Most likely, consumers will not get the chance to read every last detail, so being able to skim and get the highlights will be important to any reader.
But don’t forget visual appeal. “Use color, art, white space and photographs to make your newsletter visually appealing. It should stand out among all the other communications your customers receive. It should be easy to read,” Inc. magazine contributor Michael T. Brandt writes.
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