Newsletter Considerations

A newsletter project should begin with development of a solid content strategy that put the interests of readers first. With that in place, these are additional considerations.

  • Custom or customized design? Most organizations are well served by having a designer with HTML skills customize an existing email newsletter template in Constant Contact or MailChimp. This represents a good balance of design quality and modest price. If you want a 100% custom design that will truly stand out, it will cost more because it requireds more sophisticated programming, For some, it is worth the one-time investment to create an exceptional product.
  • Appetizers or entrées? If all of your newsletter items are brief, you can include the entire text and photos in the body of the email. But if your content strategy calls for some longer articles that tell interesting stories, placing those in the email body will make the newsletter seem text-heavy and difficult to browse. Instead, provide an appetizer portion of the article and a link to the entrée, which resides on a hidden web page.
  • Friend, not stranger. People are most likely to open an email when they know the sender. For many people in business, it is enough to know that the sender is a company they know and trust. But you can chose to go a step further in friendliness by dividing your email list so that each recipient gets the newsletter from the account executive responsible for that client relationship. In addition, an “Email us” prompt can generate an email to the appropriate account executive.

Asked The Right Questions About Our Newsletter

“Hollister Creative came in the door asking questions – all the right questions — about our audience and our goals for the newsletter. It was clear they brought with them a sharp editorial sensibility as well as a keen eye for design. They gave us a sophisticated yet warm design, including a front cover that invites the reader inside. Hollister’s team had excellent ideas for how to treat a disparate group of recurring columns and departments; and they turned a throwaway back cover into a place to spotlight an event or an intriguing image.”

Jean Tracy

Drexel University College of Medicine

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