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11- HUMSS 2






A newsletter is a regularly distributed publication generally about one main topic
that is of interest to its subscribers. Newspapers and leaflets are types of newsletters. General
attributes of newsletters include news and upcoming events of the related organization, as well
as contact information for general inquiries.

Newsletters are published by clubs, churches, societies, associations, and

businessesespecially companiesto provide information of interest to members, customers,
or employees. Google's definition of a newsletter is, "a bulletin issued periodically to the
members of a society, business, or organization." A newsletter may be considered "grey
literature". In Merriam-Webster, it was defined as a short written report that tells about the recent
activities of an organization and that is sent to members of the organization. Newsletters
delivered electronically via email (e-newsletters) have gained rapid acceptance for the same
reasons email in general has gained popularity over printed correspondence.

Newsletter help inform readers and get people interested on a company or

organization. They serve as a medium to announce upcoming events an updates, and they
reach a wide range of people via mail. They are also economical way to reach out people, and
they serve as a tool to reach a small, niche audience.

Every newsletter must serve its purpose. To write an effective newsletter, it is

important to set goals. It also helps to describe the purpose of the main message and the nature
of the audience. A newsletter editor must create a specific list of audiences, such as members,
leaders of similar groups, prospective members and media among others.

The content of a newsletter includes timely, trustworthy and specialized

information. The most essential details are typically provided in the first paragraph. News is
gathered from a variety of sources. It is crucial to keep an accurate and an updated list of key
contacts. A newsletter design looks professional, uncluttered and attractive to readers.

Additionally, newsletters are always up to date, and they are intended to be a

great source of information and they do not contain much advertising.

All newsletter layouts have at least three elements: a nameplate, body text and
headlines. Typically, newsletters use many more of the parts of a newsletter layout to attract
readership and communicate information. After a layout is established, each issue of the
newsletter has the same parts as every other issue for consistency. Familiarity with the parts of
a newspaper may give you some guidance as to which changes would benefit your readers.
The nameplate is a banner on the front of a newsletter that identifies the publication. It usually
contains the name of the newsletter, possibly graphics or a logo, and perhaps a subtitle, motto,
and publication information including volume number and issue or date. After the nameplate, the
main headline identifying each article in a newsletter is the most prominent text element. The
body of the newsletter is the bulk of the text excluding the headlines and decorative text
elements. It's the articles that make up the newsletter content. Usually appearing on the front
page, the table of contents briefly lists articles and special sections of the newsletter and the
page number for those items. The masthead is that section of a newsletter layouttypically
found on the second page but could be on any pagethat lists the name of the publisher and
other pertinent data. It may include staff names, contributors, subscription information,
addresses, logo and contact information. Heads and titles create a hierarchy that leads the
reader into the newsletter content. The newsletter deck is one or more lines of text found
between the headline and the body of the article. The continuation headlines, along with
jumplines, provide continuity and cue the reader as to where to pick up reading. The caption is a
phrase, sentence or paragraph describing the contents of an illustration such as a photograph
or chart. The caption is usually placed directly above, below or to the side of the picture it
describes. Similar to the byline for an article, the photo credit identifies the photographer or
source of the image. It may appear with the photo or be placed elsewhere on the page, such as
at the end of an article. Newsletters created as self-mailers (no envelope) need a mailing panel.
This is the portion of the newsletter design that contains the return address, mailing address of
the recipient and postage. The mailing panel typically appears on one-half or one-third of the
back page so that it faces out when folded.

Newsletters fall into one of four types or categories: company, consumer, school
and organization (nonprofit) newsletters. The first one is the Company Newsletter. Many
businesses use a company newsletter to keep their employees up to date about new products
and recently hired or retiring personnel. If used and edited properly, company newsletters boost
morale and strengthen a united spirit. Most company newsletters feature news, personality
profiles and human-interest feature articles that promote the business and their employees. The
second type is the consumer newsletter. The primary function of a consumer newsletter is as a
public relations/low key advertising device sent to customers. It should contain information that
would be of interest and benefit to clients. If the newsletter is from a camera store, for instance,
articles on famous photographers and tips for taking better photographs. The third one is
organization newsletters which are very similar to company newsletters. Both share many
qualities, since organizations can also be companies. Most often, however, the term
"organization newsletter is applied to newsletters produced by nonprofit groups. Lastly, is the
school newsletters. Because a good school newsletter contains great deal of important
information about school, holidays and special educational projects, newsletters are a powerful
communications tool used by teachers and school staff, to inform parents about upcoming
school events. In addition to building ties with parents and the community served by the school,
an informative and well-designed school newsletter can also instill a sense of school pride in
both students and their families.

If youve been wondering how to write a newsletter, the good news is its
relatively easy. Once you make all the preliminary decisions about your e-newsletter, then all
you have to do is plan the editorial calendar, get everything written, send it out, and track the

Before you sit down to write or outsource your newsletter, there are a few things
you need to know. Making as many of these decisions as possible before sending out your
newsletter will help you stay consistent and make your newsletter more effective. Topic: What
subject will your newsletter content focus on? The topic should be a core part of your business
to establish your authority and credibility. Content Types: What types of content will you include
in your newsletters? Think like an editor of a newspaper--choose varied types of content to
interest and engage subscribers. Newsletter Name:What will you call your newsletter? Every
book, newspaper, and magazine has a name. Your newsletter needs one too. The name should
indicate the topic you focus on or the industry you serve. Goals: What do you hope to achieve
by sending an email newsletter to your subscribers? Do you want to send traffic to your site?
create instant buzz for a new product/service? increase engagement? generate sales on

Knowing your goals beforehand will help you answer other questions (like what content types to
use and which metrics to track) and create a more effective newsletter. Methods: How will you
implement your newsletter? Theres no right or wrong way to do it, and the best way for your
business depends on your goals. The 3 most common ways of implementing your newsletter
are: creating unique content just for subscribers (does not appear on the website at all); sending
subscribers an introductory portion of the newsletter to get them interested and direct them to
the full articles on your website; sending subscribers a unique email (often with a related story)
to generate interest and send them to the full articles on your website. Design: What do you
want your email newsletter to look like? How much are you willing to pay for a newsletter
design? Will your newsletters include your logo and/or other images, or specific colors?. Timing:
When will you send your newsletter, and how often will you send it? Most experts agree that
morning is the best time of day, since most people check their email at least once every
morning. Metrics: Finally, which metrics will you track? Some metrics are the same for all email
marketing, such as bounces and open rates, but you may want to keep an eye on other metrics
based on the goals of your newsletter campaign. Making all these decisions is the biggest step
in how to write a newsletter.

The second step is a breeze because youve already determined when and how
often to send your business newsletter. Now all you have to do is plan things out a few months
in advance so you have time to research, delegate, design, and create the content for your
email newsletter.

Editorial calendars provide several major benefits. First, youll know what needs
to be done when and by whom, so you dont have to worry about keeping up. Integrating your
newsletter with your other online content marketing initiatives (including email campaigns, blog
posts, ebooks, social media, and more) with the same editorial calendar also helps you: see
where you can leverage other content; avoid overextending your team; create a more cohesive
and consistent customer experience and brand image.

Making the preliminary decisions may be the most important aspect of starting a
newsletter, but the hardest part of how to write a newsletter is usually creating the content.
Thats one reason its important to plan an editorial calendar--so you can easily see other
content you can repurpose for your newsletter, or that could lay the foundation for future
newsletter content.
Writing the newsletter content is also the step that is most often delegated or outsourced. It
doesnt matter so much who writes the newsletter content as having everyone involved
understand the focus, goals, and style that are important to the success of the campaign. These
tips can help you get started if youre creating a newsletter for the first time. Templates can also
be helpful. Most email management systems include design templates to get you started, or you
can download a myriad of free templates from Microsoft Office.

This last step is the easiest. Once youve written the latest installment of your
business newsletter, simply upload it to your email management system, hit Send, and watch
the results. Wait a week, then compile and analyze all the data about the most recent
newsletter. Keep an eye on the important email metrics--opens, bounces, unsubscribes--as well
as any metrics pertaining to your goals. For example, if the latest newsletter was meant to boost
engagement, youll also want to track: how much traffic your site got since sending the
newsletter; the number of new and returning visitors; average time on site; the frequency and
recency of visitors; overall engagement of visitors; social mentions and interactions.


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