Nurture Relationships With Newsletters

Newsletters continue to be one of the most effective and cost-efficient ways to reach customers, donors, supporters, and employees. Communication in the workplace, in particular, is cited as an issue by 91 percent of employees. While some of this accounts for verbal communication, written communication is also a critical element. Written communication does not include things like body language and tone, so it’s important to deliver a clear and concise message.

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Improve communication inside and outside of your organization with a custom newsletter. The best newsletters have a lot of elements in common. We’ve gathered that information here to help anyone who wants to learn how to create a newsletter.

Getting Started

Before you brainstorm newsletter ideas, you should commit to a few important guidelines. These three “rules” will help to ensure your newsletter is effective.

  1. Be Consistent With Your Newsletter Publishing

Inconsistency may be the most detrimental factor in losing your audience. When you determine your communication strategy, you will want to identify and adhere to your publishing goals. This is true, no matter the method of delivery. Consistent communication keeps readers engaged and your brand at the forefront of their minds.

  1. Determine Your Method of Delivery

Depending on your audience, you may want to publish and mail a physical newsletter, send an electronic one or a combination of the two methods. Understanding your target audience and the message you want to deliver will help you determine which method is best for you. You may find your audience may prefer to read a physical paper, more than an online publication.

  1. Choose a Layout Design and Style That Works for Your Brand

Newsletter design and layout are critical components. A newsletter used to promote a creative product or service may want to include more graphics and colors, whereas a company looking to highlight an official message may want to keep the design simple and in line with their corporate colors.

Newsletter Ideas

Once you have completed the three steps outlined above,  you can then begin thinking about the content and how you wish to present it. Deliver your content in a way that engages your audience. Below are a few newsletter content examples to help inspire your next newsletter:

  • Analysis and Opinions: Set yourself up as a leader in the industry. Become an expert and post regular, relevant content that establishes you and your organization as a thought leader. Be the go-to source for your area of expertise.
  • Case Studies: Highlight real examples of customers who have been successful with your product. Success stories provide a more tangible connection between you and your audience.
  • Testimonials: Reviews or testimonials are similar to case studies, but testimonials focus on the customer’s perspective and experience, which can be very influential. Having credible sources who can speak to your service, knowledge, or product can be very appealing to your readers.
  • Numbered Lists: Lists are easy to read; this is why they can draw in your audience. Not every newsletter has to be content heavy. It can be helpful to mix in fun, but relevant, blurbs and content from time-to-time. Top 10 (or 3 or 5) lists are a sure way to engage readers.
  • How To Guides: Like numbered lists, how-to guides are very popular. If you can incorporate a how-to guide into a newsletter, you can be confident your reader will read it. These types of guides can also help you to establish yourself as an expert.
  • Question and Answer: Whether you set this up as a Frequently Asked Question section or solicit questions from your readership and answer them in the next newsletter, this type of content can help you generate engagement.

When you successfully get readers to engage with a specific portion of your newsletter content, they are likely to read more of the content you are sending their way. Being intentional about what you cover and how it is visually laid out will directly impact the success of your newsletter

If your company is ready to leverage the benefit of adding a newsletter as part of their communication strategy, contact your local Allegra Marketing Print Mail location today.

Four Easy Steps to Pick the Colors for your Brand

When you see something for the first time, you form an opinion about it in just a matter of seconds, but how much of that first impression is based on color alone? According to Colorcom, colors account for 85% of the reason why someone will decide to purchase a product. Marketers take color psychology seriously; they know as soon a customer walks into a store, they will form a positive or negative opinion about their retail environment within the first 90 seconds.

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It is no coincidence most in-store sale signs are red. According to a University of Rochester study published in the journal, Emotion, when humans see red, their reactions become faster and more forceful. For marketers, this information is useful. It means when people see red sale signs they are more likely to make impulse purchases and spend more money than they intended to.

Other studies also support the theory that colors can be used to influence purchasing decisions. According to the study “Exciting red and competent blue,” when customers see a logo or package, the color activates relevant associations, which influence the perception of the brand’s personality. The color blue, for example, is linked to qualities such as competence, intelligence, communication, trust, efficiency, duty, and logic. This is why we often see blue in the logos of banks, financial institutions, and healthcare centers. The perceived competence of a brand can be positively affected by the presence of the color blue in their name and logo.

Colors are important in every single aspect of the buyers’ cycle, from packaging to signage. According to Colorcom, the presence of color helps us process and store images more efficiently than colorless scenes. Whether it’s a permanent sign affixed to your building or a banner to announce a special promotion, spending a few extra dollars for color printing makes good sense.

How to pick the colors for your brand?

Step #1

The first step to determine the best color to use for your brand is to start by thinking about your target audience. Research from Shopify reports women respond favorably to the colors blue, green and purple, while disliking brown, grey and orange. Men also responded well to the colors blue, green but not the color purple. They preferred black and reacted negatively to browns and oranges. Knowing the type of preferences your audience has will help you narrow down your color options.

Step #2

Once you determine the audience you are targeting and their preferences, think about what type of message you want to communicate. This will depend on the type of products and services you offer. For example, if you are in the cleaning service industry, you will want to use colors associated with purity, simplicity, hygiene, and clarity. In this case, white would be a good choice.

Step #3

Consider all the different options you have when it comes to colors and try to pick no more than two colors for your brand. Although many logos in the marketplace use more than one color, our sample of the 4show study found that most well-known brand logos only consist of single color or one dominant color with a smaller accent color.

Step #4

Use this guide by Marketo explaining shade by shade how colors can affect your business:

  • Black is employed by those who wish to communicate classic sophistication and is often associated with expensive or upscale brands.
  • Blue is likely the most popular choice for brand colors, and is considered dependable, trustworthy, secure and responsible.
  • Brown is thought to be earthlike, natural and durable. The color speaks of simplicity and strength.
  • Green is synonymous with calm, freshness and health. Lighter shades communicate serenity, while darker greens are associated with affluence.
  • Orange is a color full of life and excitement. It communicates fun, exuberance, playfulness and vitality.
  • Red invokes a passionate response and is aggressive, attention-getting, energetic and provocative.
  • Purple is elegant, rich, sophisticated and is associated with royalty, nostalgia, spirituality and mystery.
  • White represents cleanliness and purity, making it a popular choice among healthcare and child-related businesses and organizations.
  • Yellow invokes sunny feelings of hope and optimism. Its brightness catches the eye and stimulates creativity and energy.

Need help developing your logo or designing the identity materials to strengthen your brand’s identity? Rely on the experts at Allegra Marketing. Contact your local Allegra Marketing Print Mail location for all your design and printing needs.