Well over half of the people who get your newsletter probably only quickly flip through the pages. That’s why it’s important to grab their attention in the locations that studies show newsletter readers go first.

Make over your mailing panel. The newsletter mailing panel is the first place many people look, because we all like to see our names in print. If all you have in this space is the label and the return address, you are wasting valuable real estate. Include a short blurb of information underneath your return address that communicates something valuable or meaningful. Here are some examples:

Register by June 30 and save 20%.

Volunteers are needed most on the weekends.

Help us build our new center. Please donate today!

Make your captions meaningful. People read captions and headlines before anything else, and many people will stop there. Don’t just name the people and places in your photos. Tie the photo to a recent accomplishment or something you want readers to do. Use active verbs and descriptive, positive language. Instead of “Board member John Smith meets with the Mayor,” say “Board member John Smith and Mayor Ann Jackson are working together to increase local business support for our new literacy campaign.”

Spend extra time on headlines. Headlines can be challenging because you don’t have much space. Make every word count by using active verbs and descriptive nouns. A headline like “Project Results Are In” says nothing to someone flipping through your newsletter. To rewrite this headline, focus on the content or meaning of those results. “90% of Clients Stay Sober” or “Mentoring Raises Test Scores” are both much better headlines because they provide readers with real information and leave a positive impression.

Want More?

Check out these resources:

Seven Easy Steps to Improving Your Newsletter, a tip sheet available for immediate download for just $12.

20 Ideas for Interesting Newsletter Articles and Columns, a tip sheet available for immediate download for just $9.

Avoid These Five Newsletter Blunders, a free five-day email course.