How to create a newsletter template

A commenter on my how to get ideas for your newsletter article asked for formatting advice, so here are ten tips on how to create a newsletter template.

1. Use the same subject headings

Examples include ‘News’, ‘People’, ‘Out and About’, ‘Coming Soon’, ‘Latest Offer’, ‘Hot Tips’, ‘Support Notes’, ‘DIY’ and ‘Customer Reviews’ – the list is up to you. Using standardised headings gives you a series of topics to pursue for each newsletter and allows you to follow a train of thought over several editions.

2. Create a newsletter template

Create a newsletter template in your word processor with your subject headings listed. For each new edition, save the document as a new file and populate each of the headings with your latest material.

3. Decide on your style

Are you going to call your company ‘Us/We/Our/My’, ie. or are you going to refer to yourselves as ‘The Company’? This has a big impact on how others will perceive you.

4. Stay loose – just tell the story

Stay calm and just say what needs to be said. You don’t have to try for anything extravagent. Over time, you’ll get better at it. Style is very individual – so let yours come through.

5. Use simple sentences

Don’t try to be over-fancy unless you’re very comfortable with writing. Use active voice, I wrote the newsletter, rather than passive voice, the newsletter was written by me. Keep the sentences short and to the point.

6. Use simple words

Don’t fall for thinking that you need to use big words to sound professional. People generally prefer a direct approach that is easy to read.

7. Stick to the point

Don’t wander around – stick to one topic per paragraph and make sure each paragraphs sticks to its topic.

8. Get it checked

You won’t be up for a literature award, but make sure your spelling and grammar is perfect. If you’re not confident on this score, ask a professional proofreader to check it for you.

9. Illustrate your stories with pictures

Think about some of the other designed materials you have – posters, labels, brochures, flyers – anything can be useful eye candy. If you haven’t got a mug shot get one done professionally. Try to get nice shots of yourself in action if you can. It’s worth the effort and you can re-use these pictures in other publicity.

10. Get your clients involved

Ask your favourite clients to write something short or ask them if they’re happy to be interviewed about their relationship with you.

Do you have any other tips on how to create a newsletter template? If so, post a comment and let us know.

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Jess Tyler is passionate about helping innovators find their voice and about helping clever companies create their own marketing rules.

24 Oct 07

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16 comments | Add your own 1 2 3 | Next» View all»

I will always sign up for a newsletter, if I see one promoted on a web site that interests me. As I see it mistakes that people make when they start off writing newsletters is they make it to loooong, they over commit, with the first newsletter crammed with everything, that they can not keep up with on a monthly basis. I don’t know what the ideal length is, but I think an A4 sheet per month is enough. The second mistake is that they start offering a newsletter and they have them on their website Jan 2006, Feb 2006, March 2006, July 2006, Dec 2006 and then a big gapping nothing. They do not keep up with the schedule they set for themselves ~ this indicates to me they have so many clients they no longer need to write a newsletter??? Finally I hate it when a web site offers for you to sign up for a free enewsletter and then never delivers – what does this say about the service they offer? Thanks for the article Jess - some great tips. Heather Smith from Brisbane | Read my articles
This is a great way to make sure you keep in the minds of your clients. Top of mind awareness is so important, especially when there is a lot of competition around. And it is a way to come across as an expert in your field. For this reason, I particularly like the idea of asking others to contribute to your newsletter; that way it avoids appearing like just another marketing piece. Grant McDuling from Brisbane
If you are looking for design ideas specifically email newsletters, check out our Campaign Monitor gallery at http://www.campaignmonitor.com/gallery
We've collected a lot of great designs there. Mathew Patterson from Sydney
I think the key to success with newsletters is to make them short, simple and focused on the subject - I subscribe to very few because most of them are self-indulgent waffle. Grant Hyman from Sydney | Read my articles
Grant, I agree. Cut the clutter and focus on the message! David Linke from Melbourne
Some great tips, thanks Jess. Heathers comment regarding cramming too much content into the first edition is spot on, I see this often. It can overwhelm recipients and you'll be left with nothing to say next month! I suggest having a content plan so you know exactly what you will write about for each edition for the next 6-12 months. This will make it much simpler when it comes time to put each edition together. A well thought out email newsletter will do wonders for building your profile. Belinda Jackson from Wamberal, Central Coast

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