Newsletters: Why and How to Do Them Correctly

When brainstorming ways to promote your business or raise awareness for a message or cause, you might consider starting an e-newsletter. But are newsletters even relevant anymore? The answer is a resounding, yes! By one measure, 81% of brands still use e-newsletters to reach their audiences. And while it’s good to know a newsletter is likely a viable option, it’s entirely understandable if you aren’t exactly eager to add “newsletter writer” to your list of skills (or maybe duties?). Never fear! Here are three quick steps to get you started.

Step 1 – Formulate a strategy and make a plan

This foundational step answers basic questions about who you want to reach with your newsletter, how often you want or need to send your newsletter, and what the general purpose (and look) of the newsletter will be. Working with a partner like Minick Public Relations means you’ll explore not only how to answer these questions, but how to best answer them. For instance, it’s not just a question of how often you can send a newsletter, but how often is optimal for you to send a newsletter. It’s not just a question of how much information you can include in a newsletter, but how much information is best to include in a newsletter. We don’t believe in simply doing things for the sake of doing them. We do things for the purpose of getting results!

Step 2 – Put your plan into action

This is where the rubber meets the road. Once we know the who, what, when, and how of your newsletter strategy, we can work together on a production schedule and process. Minick Public Relations can do everything from “soup to nuts.” We can brainstorm content ideas and prepare an editorial calendar, write newsletter content, create graphics, build out a newsletter template, populate a mailing list, and schedule a newsletter for deployment. Alternatively, we can act as a “right hand” to you and your team on any part of this process. We are available to offer as much or as little support as best suits your needs.

Step 3 – Assess your success

Now that you’re a bona fide sender of eye-catching, informative, and strategic newsletters, let’s make sure you’re getting the results your hard work deserves. Minick Public Relations partners with you to analyze newsletter metrics to home in on the tactics and timing that have the most impact for you and your business. This is the part where we refuse to “leave well enough alone,” and instead, continuously gather information to optimize efforts and improve performance.