What Is a Newsletter Kicker?
A kicker is a type of headline in a newsletter set above or below the main headline. Offset from the main headline, the kicker leads into the headline or into the content itself. Readers gain an introduction to the newsletter's content through the kicker and in that way be led to read more.
Other People Are Reading
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Newsletters
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Newsletters are printed or online reports sent via mail or email to members of a group. The group learns about relevant group news, such as past and upcoming events, member spotlights or important updates. Newsletters build interest about the group, and many promote fundraising or membership. A newsletter may contain several articles and types of information that need to be organized through a standard layout.
Headlines
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Headlines title newsletters and newsletter articles by summarizing the main premise of the content. They not only identify and organize types of information, but can also address specific people among those who receive the newsletter. A carefully written headline encourages readers to read the article.
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Design
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Newsletter layouts organize information and help readers find and identify articles. The design of a newsletter not only helps readers locate information, but the design itself can reveal the group's mission and voice. The different page elements, such as newsletter kickers, offer a specific type of information in a specific format. Depending on how they're written, newsletter kickers may convey the group's voice.
Kicker Format
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Newsletter kickers are typically set below the main headline in a font size larger than the body text but smaller than the main headline. Font and style varies from publication to publication. Usually, headlines and kickers are in the same font so readers recognize that the heading introduces the content.
Kicker Purpose
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Newsletter kickers can introduce the content or signal a regular column through a short phrase or sentence. Through a kicker, the writer can target a specific audience. Since they don't have to identify regular columns in the main headline when they use a kicker, writers have more freedom in writing main headlines. Kickers can help readers find content, especially in an email newsletter where they may search for content from a search engine or link to information further down in the email.
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