No, we don’t mean sans serif or Italic, but producing and distributing an informational or technical newsletter to a specifically targeted “audience” of readers.
There are three general categories of newsletters:
- Promotional/Marketing Newsletters
- “Relationship” Newsletters
- Professional Newsletters.
Promotional Newsletters, also known as Marketing Newsletters are used by businesses to promote, develop, and expand their business. These newsletters are typically sent to current or prospective customers to announce new products or services. The audience is usually found from mailing lists, surveys or “invitations” imbedded in an advertisement or as part of a promotion. The promotional newsletter essentially tries to make prospects into customers, and customers into repeat customers. These newsletters are generally free to the subscriber, the cost of the newsletter being financed by the company’s advertising and promotional budget.
“Relationship” Newsletters essentially targets people with similar beliefs and interests to create a community of like-minded individuals. Some examples are club newsletters, employee newsletters, church newsletters, and school/alumni newsletters. They generally are financed by subscription, but can be free to the subscriber, depending on the budget of the organization publishing the newsletter.
Professional Newsletters are typically focused on very exclusive groups and individuals sharing specialized knowledge and highly technical information. Scientists, researchers, physicians, psychiatrists, historians, scholars, as well as software developers and internet marketers typically fall in this category. This type of newsletter can be very exclusive and the subscribers quite often are clients, colleagues or students of the author/developer and familiar with the particular procedures, theories, processes and jargon used and discussed.
In all cases, the trick is to know who your “audience” is, and what they want and expect to find and learn from your newsletter. Your job then, is to write and publish with their needs and expectations in mind. And have fun doing it!