First things first – if this is your first attempt at a newsletter, don’t rush it!  You only have one chance to make a first impression and you want it to be the right impression.  Take the time to get it right.  If that means hiring a firm to create your first impression then do it.  Think about your first newsletter as your first time meeting the parents, dress appropriately, speak eloquently, and leave them loving you and wanting more.

Here are five elements found in every successful newsletter.

1. It Has Purpose
What do you want your newsletter to do when your reader reads it?  Brand your service or products?  Introduce or sell something new?  Drive people to your website?  Once you know what you want it to achieve you’ll know how to build your newsletter.

2. Content is King
Readers make decisions within eight seconds whether to continue reading, click, or delete. Make your newsletter visually appealing.  Separate your articles into quick 1-5 minute reads.

Most importantly, make the content relevant to your users.  If it isn’t relevant, it’s spam.

3. Layout Matters
Newsletters should facilitate scanning. You have 8 seconds or less to prove that you’re worth reading. Keep your theme consistent, your articles brief, and be consistent with your offerings and layout.

4. Get Personal
Tell your reader in 2-3 sentences, what they can expect in this newsletter’s issue.  Highlight what they’ll find relevant.  Make your newsletter theirs.

5. Tell – Don’t Sell
Subscribers can see through publishers who are only interested in the bottom line. Don’t sell yourself your readers are already loyal.

Encourage readers to retain your newsletter and forward it to others by making it a valuable resource.  Listen to your readers and give them what they want.

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