A company’s newsletter has now become an integral part of keeping consumers and audiences informed. Usually sent out anywhere from once a month to once a week, they keep followers updated on the latest happenings without having to consistently be in touch with social media platforms. There is no one right way to do a newsletter, but businesses do tend to fall short at times, which often becomes evident in the number of subscriptions. While keeping proper spelling and grammar use at the forefront, here are a few ideas to increase the possibility of not only newsletters getting sent out, but actually being read as well.

1) Keep It Simple

This is not a blog post or an academic paper, so if you present your newsletter as a lengthy publication, recipients will stop reading within the first couple of sentences. Try splitting it off into sections, with the most important pieces of information located near the top, or at least in the middle of the letter. It’s good to include details, but keep it to a few sentences or less, and use bullet points in order to condense long paragraphs. A good sentence gives the right kind of information, as well as the right amount. Ultimately when put together, a newsletter should motivate readers to go to the website to find out more.

2) Keep it fresh

In both marketing and social media, content is what truly draws people in. As you write your newsletter, it’s a good idea to let readers in on the exciting things happening within the company, but also within the industry. You earn credibility when it’s evident to an audience that you know what you’re talking about, and you believe that your content that you choose to share is useful to readers. This could range from articles to case studies to raising questions for debate, but be mindful as well. Not every single subcategory needs to be included in every update, nor does it have to be in the same order. Throughout the composition process, ask yourself if a certain article is truly relevant in that time, or if you’re just including the link to fill up white space. Does that particular case study emulate what the company is striving to do, or is it a way to feed people purely for the sake of feeding them. Don’t be afraid to mix it up and try out new ideas, along with paying attention to the response.

3) Keep it purposeful, but fun

As a business, you want your newsletter to be serious as to show that you’re taking the audience, your company, and your industry seriously. It should have meaning and get people talking. But with that being said, you also want to let your followers know that you’re not afraid to have a little fun every once in a while. Perhaps take a poll on reaction as a result of the latest campaign gaffe or show a clip of behind-the-scenes bloopers of a video on your website. If it’s in the budget, throw in a giveaway that relates to what your company is doing. Feel free to include pictures and don’t hesitate to show readers that you’re excited about what you’re telling them. Be genuine and be sincere, but also humorous and light-hearted on the appropriate occasion.

Write. Experiment. Evolve. As a company grows and changes, so does the content.