Building a Great Printed Newsletter – Builds Client Loyalty

By Winn Apple   |   Published May, 2013

Printing and mailing newsletters on a regular basis is a solid investment and yield greater return that the electronic version. Emails have turned into more of a nuisance than a service to clients and often time your hard work with never see the light of day.

Printed Newsletters can be approached a number of ways depending on what relationship you are attempting to build with your reader and the image you have cultivated over time – or – are in the process of cultivating.

While considering the intention of your newsletter and the image you are cultivating, include printing with a certified green printer in the equation. Printing newsletters on recycled paper builds trust. Your readers will appreciate your efforts in reducing your impact on nature.

With your current client base, a newsletter is a great way to stay connected and continue to assure them of the value you provide, whether it be through products you offer, information you deliver or service you render.

Utilizing a printed newsletter to update your readers is a marketing investment that will deliver something tangible to your audience.

Your newsletter is a service to your reader – not an opportunity for you to sell something, though the result will lead to sales if done properly.

You’ll want to approach the content of your newsletter as though speaking to a friend in most cases - cultivating a warm and trusted relationship. Even if your newsletter is for an audience who looks to you for more serious information, incorporating a familiar tone will connect more readily.

A warm approach will not only serve to keep your clients loyal, but introduce new, potential clients in a welcoming way.

If you have new product or services, absolutely highlight those in your newsletter. You can suggest alternative uses for the products you currently carry as well. But be careful not to use the news letter as a hard sell. This should feel like a service to your reader – not a sales pitch.

In addition to informing your reader of new services or product that may be helpful, you’ll want to mention any awards or notable recognition you’ve received. This serves to instill trust. Even quoting praise from other clients is beneficial – in particular notable clients.

Clients like to know they are doing business with an industry leader.

A great way to show your clients your appreciation is to spotlight them in your printed newsletter. What interesting things are they involved in? Share that with your reader. Your clients will appreciate the exposure and acknowledgement.

What helpful information or tip can you offer your readers? This is key. Not only is this a crucial part of your printed newsletter as value to the reader, but it is what will encourage the reader to not only save your newsletter but share it with their friends and coworkers.

Spotlighting employees is a great addition to a newsletter. It adds a human element to your business. Be sure to mention any volunteer service your company or your employees may be involved in. It is inspirational to your reader.

If you have any promotions or events on the horizon, you’ll want to place this in your newsletter. Give brief descriptions of your event – letting your reader know how to find out more.

In addition to creating helpful and interesting content for your newsletter, you’ll ofcourse need to put attention toward the design.

Be sure to keep your paragraphs short – one or two sentences. The eye naturally avoids big blocks of print. It is too much of an investment. Your Newsletter should deliver information in an easy to read and simple to navigate format.

Don’t use wild looking fonts. Stick to fonts like Times. You want to keep your readers attention, not give them a headache.

Include images in your newsletter. It’s not a novel – it’s an informative and entertain piece. Images help retain interest and pull the reader in.

When you have your newsletter files ready to print, explore your options in printers. Whether you decide to print eco-friendly or not, research the quality the printer produces. You want your newsletter beautifully printed – it is a reflection of your company.

Be sure to display the recycled paper logo on your eco-friendly newsletter. It really makes a difference.

We also offer on-line newsletter printing. If your newsletter files are ready to send to press – visit our on-line eco-friendly printing site, PrintingGreen.com. Send your newsletter to press instantly.

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About the Author

In addition to crafting content and blogs, Winn Apple writes short stories and novellas for middle-grade readers. You can find her short stories along with a portfolio on her site, MysticJunkyard.com or on her soon to release website, snugbuggle.com - the best darn place to find short stories for kids.