Effective Setups for Newsletters

Create an effective newsletter that makes your audience thoughtful and engaged.

Creating a newsletter that's engaging and easy to read requires you use a setup that's conducive to reading and is sectioned in a logical manner. Regardless of what your newsletter is about, you can follow these tips to make it more effective and ensure that your audience retains more information.

Subheading Use

Be sure to use subheadings frequently underneath the heading of each article in your newsletter. Not only does this add some visual distinction to the newsletter, but it also allows the reader to gain a brief preview of the article and lets him determine if he wants to read further or not. The subheading can also be used as an entry-point to the article that draws readers in to the newsletter column to read more.

Publication Layout

Effective newsletter setups include layouts that are composed of columns and grids, each of which are used to mark the start and end points of sections and columns in your newsletter. It's traditionally effective to place the biggest news items and most relevant stories on the front page of the newsletter, and continue them further into the publication's back pages. This strategy also forces the reader to delve further into the newsletter, where she may discover more interesting content.

Consistency

Consistency is another cornerstone of effective newsletter setups. As you continue to publish your newsletter, your readers will become accustomed to certain sections. Ensure that you consistently include editorial sections in the newsletter that cover certain topics or are written by a particular writer on staff. Opinion editorial, or op-ed, pieces are a popular way that newsletters maintain consistency, with a staff writer writing a nonobjective, opinionated article about an industry trend or news item.

Typeface

Consistent and easy-to-read typeface can help draw more readers and encourage those readers to spend more time reading your newsletter. While you may be tempted to use a unique font to draw attention to the newsletter, stick to standard serif and sans-serif typefaces that are easy on the eyes. If you set up your newsletter so that it is difficult to read, you can drive readers away.

References

• New Entrepreneur: Create the Perfect Business or Organization Newsletter
• Microsoft Office: 7 Steps to a Simple, Effective, Black-and-White Newsletter