Express Printing and Graphics
  1205 Alderwood Avenue
Sunnyvale, CA 94089

Express Printing Sunnyvale
  Map and Directions
  Express Phone
(408) 400-0223 | Phone
  Express Fax
(408) 400-0267 | Fax
  Email Express Printing
sales@expressprintingusa.com
  Express Hours
Hours 8:30-5:00 Mon-Fri
  Express Shopping Cart

How to Write an Effective Newsletter

How To Write An Effective Newsletter

 

A newsletter is a popular and effective way to keep in touch with customers. It helps create top of mind awareness – having your company come to mind whenever a customer needs your prod­uct or service. It provides a way to talk about the benefits of new services, products or equipment. It allows you to showcase your expertise and become a source of useful information or valuable advice. And it definitely can help you find new customers or members.

 

To be truly effective, a newsletter must be published regularly, whether monthly, bimonthly, or quarterly; well designed, eye catching, and content-rich; and written to keep the audience’s interest.

Each of these elements – regular publication, good design, and good writing – contributes equally to the effectiveness of a newsletter.

The objective: engaged readers


It has been said that there are only two kinds of newsletters – those that are read and those that aren’t. Since your objective is to be the former, imagine that you are a member of the audience for the newsletter. What are you interested in? What would you like to read about? What do you want to learn? How much time can you devote to reading the newsletter? What will catch your attention?

Begin at the beginning: naming your newsletter

Take some time to develop an attention-getting name for your newsletter. Be sure the name tells your readers exactly what to expect from the newsletter .

Make a good first impression: the nameplate

The nameplate or banner contains the name of your newsletter and may also include a subtitle, brief slogan or mission state­ment, and the issue information. A nameplate does three things: it introduces the publication; it sets up the reader’s expectation; and it establishes brand identity. Think of it as the way you greet your readers.

Because the nameplate has exceptional influence on your read­ers, good design is critical. Avoid cluttering the nameplate with unnecessary words like the and with competing graphic images (logos, decorative boarders, odd typographic effects). Design the nameplate to be a distinctive, recognizable element that will attract your readers

Writing style: use the Fog Index

Writing style is a comprehensive term that encompasses word choice, grammar, punctuation, the way sentences are construct­ed, and the flow of paragraphs. For consistency, it is important to develop a writing style for your newsletter that fits well with your readers.

There is a very useful tool for analyzing written material for ease of comprehension: the Fog Index. An ideal Fog Index for most writing is 7 or 8; a level above 12 indicates that the writing is too hard for most people to read.

Here is how to compute the Fog Index of your writing. For best effect, select a sample that contains at least 100 words.

U Count the number of words in the sample.
U Count the number of sentences.                                                                                          
U Count the number of big words (i.e., those with more than three syllables).
U Calculate the average sentence length (number of sentences divided by number of words).
U Calculate the percentage of big words (divide the number of words into the number of big words).
U Add the average sentence length to the percentage of big words.
U Multiply the result by 0.4 to yield the Fog Index.

One way to signal your readers about the content of a spe­cific newsletter article is to use a different writing style for each type of article. For example, an inverted pyramid style signals a news story while a narrative approach with a beginning, middle and end signals a feature story.

If you find that the Fog Index in your writing sample is above the desired mark of 7 or 8, here are some ways you can improve the writing style:

Write in short sentences. Look for punctuation like commas and semi-colons to indicate where long sentences can be broken into shorter ones.

Use active voice. “The wind blew down the tree” is active voice. “The tree was blown down by the wind” is passive voice. Active voice is considered more lively writing.

Eliminate unnecessary words. “Consensus of opinion” is wordy; “consensus” says the same thing. Avoid clichés, qual­ifiers (“very”, “often”, “hopefully”), redundancies (“more unique”, “hopes and dreams”), and phrases that can be replaced by a single word (“in the event that” for “if”; “in ref­erence to” for “about”).

Use strong verbs. To be and to have are weak verbs. Using a strong verb that has a specific meaning will liven your writ­ing style.

Avoid beginning sentences with there is or there are. Active writing tells who is performing an action. The word you can often be substituted for there is or there are.

Keep language simple. “Use” is a simple word that is a won­derful substitute for “utilize”; “many” says the same thing as “numerous”.

Explain acronyms. As a courtesy to your readers, spell out acronyms or abbreviations the first time you use them.

Kick it off with catchy headlines

Catchy headlines will establish a professional style for your newsletter. Well-written headlines make the point of the article succinctly with strong, active verbs and short, simple words. A good headline gets the reader’s attention, summa­rizes the article, and draws the reader into the article.

The rules for good headline writing are similar to those for good copywriting: use active voice and present tense; short, punchy words; and strong verbs. Headline writing is a learned skill; you may need to study and practice to attain proficiency.

Proofread to perfection

Typographical errors and mistakes in grammar and punctua­tion undermine the professionalism of your newsletter. A useful technique for proofreading is to use a two-person team. One person reads aloud while the other views the written copy. Reading aloud also helps identify sections that may need editing or rewriting.

Let us help

When it’s time to publish your newsletter, let us help! We offer a choice of digital output or offset printing, and we’ll be happy to advise on which method is best suited to your circulation and design specifications.

For an appointment, call us at 408-400-0223.

Express Printing & Graphics offers a full line of High Quality Full and Spot Color Commercial Printing Products. Serving Sunnyvale, Mountain View, Santa Clara, San Jose, and Silicon Valley for decades!

Featured Product

News Feed
Twitter
  • Terrorism and Events: What Event Planners Need to Know https://t.co/qODnro7eJ2Sun Apr 30 14:59:08 2017
  • Terrorism and Events: What Event Planners Need to Know #eventmanagement https://t.co/WTRhjP7xDiSun Apr 30 14:59:06 2017
  • World Class Events and A.C.T (National) announce partnership to improve global event safety - Event Industry News https://t.co/TNa42cmIYbSun Apr 30 13:59:07 2017
  • XRobots' 3D printed VR LEGO gun shoots targets across two worlds https://t.co/o9l86c9jjoSun Apr 30 12:59:07 2017
  • XRobots' 3D printed VR LEGO gun shoots targets across two worlds #printingindustry https://t.co/If0Bu2cvQ5Sun Apr 30 12:59:05 2017
  • Sarawak goes global, again, with its most impactful campaign yet https://t.co/zmYsqLSwMqSun Apr 30 12:00:06 2017
  • Sarawak goes global, again, with its most impactful campaign yet #incentives https://t.co/g2CCM2QWBMSun Apr 30 12:00:05 2017
  • Social Media Pet Peeves; Tenacity vs. Reality. https://t.co/H5DwPhzR8fSun Apr 30 11:00:06 2017
  • Social Media Pet Peeves; Tenacity vs. Reality. #promotionalmerchandise https://t.co/ghllBZuGVlSun Apr 30 11:00:05 2017
  • How to Make the Most of Your Leftover Event Budget https://t.co/GmmOikhOIYSun Apr 30 10:00:06 2017
  • How to Make the Most of Your Leftover Event Budget #eventmanagement https://t.co/bTJhF7ESZESun Apr 30 10:00:04 2017
  • Some Tips About Screen Printing Shirts https://t.co/y3DxjkJ08lSun Apr 30 09:00:06 2017
  • Some Tips About Screen Printing Shirts #screenprinting https://t.co/F9TqQt5xb3Sun Apr 30 09:00:05 2017
  • McKinsey's Digital Capability Center opened in Beijing to keep China up-to-date with 3D printing and Industry 4.0 https://t.co/I2kj1WFbLKSun Apr 30 08:00:06 2017
  • Stealth Key is a 3D-printed titanium key that’s virtually impossible to copy https://t.co/LEdxXWECCPSun Apr 30 07:00:06 2017
  • Stealth Key is a 3D-printed titanium key that’s virtually impossible to copy #printing https://t.co/IEw4bfl7BKSun Apr 30 07:00:04 2017
  • Inkjet Summit 2017: Some Direct Mail Insights You Need to Know - Printing Impressions https://t.co/zeza1nuaBKSun Apr 30 06:00:06 2017
  • Inkjet Summit 2017: Some Direct Mail Insights You Need to Know - Printing Impressions #printing https://t.co/D8pGnARt11Sun Apr 30 06:00:04 2017
  • The Industry Celebrates Promotional Products Work! Week https://t.co/a62egksTO4Sun Apr 30 05:00:14 2017
  • The Industry Celebrates Promotional Products Work! Week #promotionalmerchandise https://t.co/AT6V0bKal3Sun Apr 30 05:00:09 2017
  • UK couple seeks 3D printed prosthesis for adopted dog who was shot and brutalized https://t.co/danEMtZ8R6Sun Apr 30 04:00:14 2017
  • UK couple seeks 3D printed prosthesis for adopted dog who was shot and brutalized #printingindustry https://t.co/UEwB6DcpuuSun Apr 30 04:00:10 2017
  • Slido hosts TEDxEastEnd founder at new event series, Slido.Interact - Event Industry News https://t.co/DftzmHOCm1Sun Apr 30 03:00:14 2017
  • Slido hosts TEDxEastEnd founder at new event series, Slido.Interact - Event Industry News #eventmanagement https://t.co/YUAHnMy8m3Sun Apr 30 03:00:10 2017
  • Swiss scientists combine 3D printing and electroplating to create molecular beam-splitter https://t.co/rlQoIRRi9VSun Apr 30 02:00:15 2017
  • Swiss scientists combine 3D printing and electroplating to create molecular beam-splitter #printingindustry https://t.co/5zRQ7NgndiSun Apr 30 02:00:12 2017
  • SpotMe selected as a 2017 Red Herring Top 100 Europe Winner - Event Industry News https://t.co/bxaovha4p8Sun Apr 30 01:00:15 2017
  • SpotMe selected as a 2017 Red Herring Top 100 Europe Winner - Event Industry News #eventmanagement https://t.co/PVY7w7EKwzSun Apr 30 01:00:10 2017
  • Creating a Better Vegas for Meetings https://t.co/9VnQxkBpTYSat Apr 29 19:59:12 2017
  • Creating a Better Vegas for Meetings #incentives https://t.co/afrHSRLOm8Sat Apr 29 19:59:05 2017
  • Report: Why Meetings and Conventions Should Be Used to Drive Economic Growth https://t.co/lVMkwHkNwVSat Apr 29 18:59:06 2017
  • Report: Why Meetings and Conventions Should Be Used to Drive Economic Growth #tradeshows https://t.co/ukvvv8MbCcSat Apr 29 18:59:05 2017
  • 7 Tips for Adding a Consumer Day to Your Trade Show https://t.co/4lgwhW2R8FSat Apr 29 17:59:08 2017
  • 7 Tips for Adding a Consumer Day to Your Trade Show #tradeshows https://t.co/fhJ4Pae1aCSat Apr 29 17:59:06 2017
  • 3D WASH: empowering developing communities with solar-powered 3D printing & recycled plastic https://t.co/CoTfSa9jqoSat Apr 29 16:59:07 2017
  • 3D WASH: empowering developing communities with solar-powered 3D printing & recycled plastic #printingindustry https://t.co/a585frRUi3Sat Apr 29 16:59:05 2017
  • 10 of the Hottest Promotional Products for Summer 2017 https://t.co/IwNhgYtV4ISat Apr 29 15:59:06 2017
  • 10 of the Hottest Promotional Products for Summer 2017 #promotionalmerchandise https://t.co/dbGfD4PJceSat Apr 29 15:59:05 2017
  • Great Britain tour for printing bike https://t.co/8FMfGJZMQ1Sat Apr 29 14:59:07 2017
  • Great Britain tour for printing bike #printing https://t.co/Uxv85fyiiBSat Apr 29 14:59:06 2017
  • 3D Systems and United Therapeutics team up to develop 3D bioprinted lung scaffolds https://t.co/Fe79ZlvhygSat Apr 29 13:59:07 2017
  • 3D Systems and United Therapeutics team up to develop 3D bioprinted lung scaffolds #printingindustry https://t.co/zn2Rq1XVdASat Apr 29 13:59:05 2017
  • 5 Steps to Perfect International Event Planning https://t.co/ps1ADJ64PTSat Apr 29 12:59:07 2017
  • 5 Steps to Perfect International Event Planning #eventmanagement https://t.co/QZnMCEyIw8Sat Apr 29 12:59:05 2017
  • Inspiring 10-year-old girl plays violin with help of a 3D printed prosthetic arm https://t.co/tsfoZeZcyySat Apr 29 12:00:08 2017
  • Inspiring 10-year-old girl plays violin with help of a 3D printed prosthetic arm #printingindustry https://t.co/zZe1IJVbKsSat Apr 29 12:00:06 2017
  • Webinar: Trend Tracker - Technologies that Excite, Engage & Inform https://t.co/evp6pOgmCKSat Apr 29 11:00:06 2017
  • Webinar: Trend Tracker - Technologies that Excite, Engage & Inform #tradeshows https://t.co/MgGDzyhmKSSat Apr 29 11:00:05 2017
  • Markforged's '3D print farms' could be future of large-scale digital metal manufacturing https://t.co/MmTok1ASNOSat Apr 29 10:00:07 2017
  • Markforged's '3D print farms' could be future of large-scale digital metal manufacturing #printingindustry https://t.co/YhWSdDlZidSat Apr 29 10:00:05 2017
  • MIT & Neri Oxman's giant 3D printing construction robot fabricates 50-ft-diameter dome https://t.co/USt1hNqfg6Sat Apr 29 09:00:06 2017
  • MIT & Neri Oxman's giant 3D printing construction robot fabricates 50-ft-diameter dome #printingindustry https://t.co/irVgXmgOHuSat Apr 29 09:00:06 2017
  • 5 Ways Configurable Interactive Trade Show Games Offer Better Value Than Custom Development - SocialPoint... https://t.co/jvcjGkrkk3Sat Apr 29 08:00:06 2017
  • 5 Ways Configurable Interactive Trade Show Games Offer Better Value Than Custom Development - Social #tradeshows https://t.co/sNyDzzEkWoSat Apr 29 08:00:05 2017
  • MIT Rocket Team successfully tests nylon 3D printed rocket motor https://t.co/LJHPODXw9OSat Apr 29 07:00:07 2017
  • MIT Rocket Team successfully tests nylon 3D printed rocket motor #printingindustry https://t.co/WYGl4FYyPDSat Apr 29 07:00:05 2017
  • Boosting Real Estate Market Growth Through Promotional Products / OutstandingBranding https://t.co/omCuUjK0GZSat Apr 29 06:00:08 2017
  • Boosting Real Estate Market Growth Through Promotional Products / OutstandingBranding #promotionalmerchandise https://t.co/AeTyqYqfNrSat Apr 29 06:00:06 2017
  • Advancing the digitisation of manufacturing with EOS, 3YOURMIND and Deutsche Bahn https://t.co/OOstR9K5RZSat Apr 29 05:00:15 2017
  • Advancing the digitisation of manufacturing with EOS, 3YOURMIND and Deutsche Bahn #printing https://t.co/Jfxi7sAtIySat Apr 29 05:00:11 2017
  • It’s Here! The HP MJF Printer Is Open for Early Access Signups - Shapeways Magazine https://t.co/USp0WvszA7Sat Apr 29 04:00:16 2017
  • It’s Here! The HP MJF Printer Is Open for Early Access Signups - Shapeways Magazine #printing https://t.co/Qkf9DoY6A5Sat Apr 29 04:00:11 2017
  • Michigan Tech studies 3D printing metal composites with Lulzbot, ColorFabb and Proto Pasta https://t.co/KEqjnVlvWkSat Apr 29 03:00:14 2017
  • Michigan Tech studies 3D printing metal composites with Lulzbot, ColorFabb and Proto Pasta #printing https://t.co/nPLbjIPAh8Sat Apr 29 03:00:11 2017
  • PostProcess Technologies raises $4M to accelerate 3D printing surface finishing systems https://t.co/WvpTYxBsokSat Apr 29 02:00:14 2017
  • PostProcess Technologies raises $4M to accelerate 3D printing surface finishing systems #printingindustry https://t.co/YErAhS9JoYSat Apr 29 02:00:10 2017
  • How to Tell Your Trade Show Story with a Page-Turning Press Kit https://t.co/4zfy5wtHZsSat Apr 29 01:00:15 2017
  • How to Tell Your Trade Show Story with a Page-Turning Press Kit #tradeshows https://t.co/uyijFLnOpASat Apr 29 01:00:11 2017
  • Port of Rotterdam's RAMLAB unveils its first 3D printed ship component in partnership with Autodesk https://t.co/P51QP4REjyFri Apr 28 19:59:07 2017
  • Special Report: Best Places to Work in Events 2017 https://t.co/4FHNHaGzOjFri Apr 28 18:59:07 2017
  • Special Report: Best Places to Work in Events 2017 #incentives https://t.co/XoVjeXlrttFri Apr 28 18:59:05 2017
  • German Industrial Group Thyssenkrupp to Launch 3D Printing Center in September | All3DP https://t.co/nHhDZ0wbzfFri Apr 28 17:59:07 2017
  • German Industrial Group Thyssenkrupp to Launch 3D Printing Center in September | All3DP #printingindustry https://t.co/CtuSq0FASFFri Apr 28 17:59:06 2017
  • Planners’ Essential Summer Reading List | Smart Meetings https://t.co/fWbMF6gA3iFri Apr 28 16:59:07 2017
  • Planners’ Essential Summer Reading List | Smart Meetings #meetingplanning https://t.co/HKa42UulIaFri Apr 28 16:59:05 2017
  • 5 U.S. Cities on the Rise for Meetings and Events https://t.co/9zegLhsaopFri Apr 28 15:59:08 2017
  • 5 U.S. Cities on the Rise for Meetings and Events #tradeshows https://t.co/mcFoClpoRSFri Apr 28 15:59:07 2017
  • Trade Show Tips: Should You be Selling, Networking or Both? https://t.co/UtBps51CJRFri Apr 28 14:59:07 2017
  • Trade Show Tips: Should You be Selling, Networking or Both? #tradeshows https://t.co/ZuGYVxJKtIFri Apr 28 14:59:06 2017
  • Type A Machines improves Series 1 Pro 3D printer with BuildTak FlexPlate & Adaptive Auto-Leveling https://t.co/btCNefTknWFri Apr 28 13:59:07 2017
  • Type A Machines improves Series 1 Pro 3D printer with BuildTak FlexPlate & Adaptive Auto-Leveling #printingindustry https://t.co/4Tue6oYzLTFri Apr 28 13:59:06 2017
  • Step by Step: How To Screen Print On Wood | Ryonet Blog https://t.co/Ajp5xRZDMkFri Apr 28 12:59:08 2017
  • Step by Step: How To Screen Print On Wood | Ryonet Blog #screenprinting https://t.co/NDkAkcsyCTFri Apr 28 12:59:06 2017
  • State Spotlight: Franchise Opportunities In Arizona https://t.co/xNscDBuCSPFri Apr 28 11:59:07 2017
  • State Spotlight: Franchise Opportunities In Arizona #promotionalmerchandise https://t.co/sibC41GQULFri Apr 28 11:59:06 2017
  • Prodways, Safran partner to create inorganic 3D printing materials; Prodways IPO subscription starts tomorrow https://t.co/8yHl6sjWTzFri Apr 28 10:59:07 2017
  • EOS & 3YOURMIND's AMPI tool automatically identifies parts suitable for 3D printing https://t.co/5yUJlHzduRFri Apr 28 09:59:08 2017
  • EOS & 3YOURMIND's AMPI tool automatically identifies parts suitable for 3D printing #printingindustry https://t.co/ofUTAdAponFri Apr 28 09:59:06 2017
  • 12 Ways To Add Fun To Serious Events https://t.co/KefgzUsCvpFri Apr 28 08:59:08 2017
  • 12 Ways To Add Fun To Serious Events #eventmanagement https://t.co/QqWbpfijvXFri Apr 28 08:59:06 2017
  • Event Planners: Say Yes To Automation https://t.co/BCX1ZvSQcJFri Apr 28 08:00:08 2017
  • Event Planners: Say Yes To Automation #eventmanagement https://t.co/nFgmeq1YOIFri Apr 28 08:00:06 2017
  • Siemens joins Adidas SPEEDFACTORIES project for custom 3D printed sportswear https://t.co/GWijmffHsbFri Apr 28 07:00:08 2017
  • Siemens joins Adidas SPEEDFACTORIES project for custom 3D printed sportswear #printingindustry https://t.co/58WB1q6j87Fri Apr 28 07:00:08 2017
  • How The Event Industry Will Evolve in the Next 20 Years https://t.co/3A190fgxWIFri Apr 28 06:00:09 2017
  • How The Event Industry Will Evolve in the Next 20 Years #eventmanagement https://t.co/CPCWNazqnoFri Apr 28 06:00:07 2017
  • Imagine! Express and CIDI Find Profitable Signage Growth with EFI https://t.co/4e7VXIuinGFri Apr 28 05:00:17 2017
  • Imagine! Express and CIDI Find Profitable Signage Growth with EFI #printing https://t.co/ngXPPq9ozmFri Apr 28 05:00:11 2017
  • German steelmaker Kloeckner acquires 10% stake in 3D printing company BigRep https://t.co/jOA1SZwoZaFri Apr 28 04:00:16 2017
  • German steelmaker Kloeckner acquires 10% stake in 3D printing company BigRep #printingindustry https://t.co/sBfSupw5dYFri Apr 28 04:00:12 2017