A TWO-MINUTE GUIDE TO CUSTOMER NEWSLETTERS
A good customer newsletter should be an interesting newsletter first and foremost. Interesting to your customers, that is. Be ruthless about content.

Beware ‘one size to fits all’ solutions. You wouldn’t read a magazine aimed at both your kids and your parents — or you and the office junior. So don’t expect customers to read one covering a similarly diverse audience.

Pack it to the gunnels with response mechanisms and interact with your audience.

Make it easy to navigate. Clear signposting will help customers find what they’re after quickly and encourage them to return for more.

Provide plenty of reader ’hooks’ where it counts. Front and back pages are obvious places to grab attention.

AND REMEMBER …
A magazine aimed at both your customers and your staff will serve neither. Your customers aren’t interested in your staff — they’re interested in your products (if you’re lucky).

Your staff will be interested in who’s doing what. But if your staff need to read the company newsletter to keep abreast of what’s going on then you have a serious internal communication problem.