E-Newsletter Tips

The Number 1 rule for an effective e-newsletter is to keep it short and sweet. You don’t want to overwhelm your customers with so much information they click out of it, or worse, delete it. There’s only so much scrolling one is willing to do before they tire of it. Keep these rules in mind:


  • Bullet points. Short, to-the-point statements. This is especially effective when relaying the benefits of a product: Comes in 6 colors; Great for starting notions; etc.
  • Short paragraphs. If you can't say it in bullet points, say it in paragraph form, but keep the paragraphs short. Three to five sentences per paragraph and two or three paragraphs should do the trick.
  • Photos. A picture is a worth a thousand words! You're doing business in a creative marketplace and your customers are very visual. Show them images of new products, projects, and events. But don't overload the newsletter with photos; three to five should do the trick.
  • Captions. Be sure to tell what’s in the photo.
  • Graphics. Photos are great, but so are graphic design elements like color and illustrations. Although black is always the easiest to read, sometimes changing the font color will add appeal, especially if you want to call attention to something in particular.
  • Links. If you have a store web site with class information, how-to information, products for sale, etc., be sure to always provide a link to the appropriate web page. You can also embed videos and images in your e-newsletter. If you don’t know how, ask a “techie” to help you.
  • Frequency. In publishing terms, this means how often something is published – weekly, monthly, quarterly, etc. Send your newsletter on a regular basis. Monthly is good. And be consistent. Always send it the same time of the month.
  • Basic information. Always include your address, phone number, e-mail address, web site address, and store hours. Most of your newsletter subscribers are probably loyal customers, but you should always encourage them to share it with their friends, many of whom may not know about your store.


It’s easy to get carried away. After all, who wouldn’t want to know anything and everything about your store?! But you need to look at it from your customers’ viewpoint. You’re appealing to them, not yourself. Keep it short and make it pretty!


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Reader Comments (1)

Great information! Thank you so much for your insights and information.

Kelly Jackson

March 9, 2012 | Unregistered CommenterKelly Jackson

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