Designing Effective Newsletters
Newsletters are effective communications tool for the school. Teachers can create a classroom newsletter which can serve as a bulletin for students and their parents. School organizations can also publish a monthly newsletter to feature their events, stories, and other announcements.
Using newsletters to communicate with teachers, students, parents, and the community can really be economical because it generally inexpensive, easy to create and manage, and can be delivered to the home or to e-mail inbox of the intended audience. But how can we be sure that our newsletters are read and are not tossed out to the trash?
Effective newsletters are timely, attractive, and easy to read. It need not be complicated to communicate with its audience. An effective newsletter requires a thoroughly-edited and well-written text, consistent typography, smart selection of colors and pictures, and a balanced yet attractive layout and design.
Before starting on the newsletter, evaluate the goals and target audience first.1
- Who should read the newsletter?
- What information should the newsletter contain?
- What will be the tone of the newsletter? (Formal or informal?)
- What will be the readers’ benefits if they read the newsletter?
- How will the newsletter be distributed?
In writing for newsletters, follow these simple tips2:
- Select topics that are appropriate for the readers and the purpose of the newsletter
- Get to the point
- Stick to the facts
- Use short sentences
- Use short paragraphs
- Edit and proofread
- Make sure words are spelled correctly
- Use active voice
- Use simple words
- Avoid clichés
- Avoid technical jargons
Use and maximize the twelve parts of a newsletter design3
- Nameplate. The newsletter is identified through its nameplate. The nameplate banner contains the name of the newsletter, a logo, and perhaps a subtitle, motto, and publication information including Volume and Issue or Date.
- Body. The body is the collection of articles that make up the newsletter content.
- Table of Contents. The table of contents gives a brief list of articles and special sections and their corresponding page numbers in the newsletter.
- Masthead. Typically found on the second page, the masthead lists the name of the publisher, staff, contributors, correspondence and subscription information, and other important data about the publication.
- Heads, Titles.
- Headline – the title or the most prominent text element of the article
- Kicker – a short phrase above the headline; serves as an introduction
- Deck – found between the headline and the body of the article; elaborates the headline
- Subhead – divides the articles into smaller sections
- Running Head - header
- Continuation Heads – help readers track the rest of a continued article
- End signs – an ornament used to mark the end of a story
- Pull-Quotes – a small selection of text pulled out and quoted in a larger typeface to attract attention
- Photos/Illustrations – contains photographs, drawings, charts, graphs, clip arts, and captions
- Mailing Panel – contains the contact details of the editor or publisher
Plan the layout and design of the newsletter4
Consistency is the key. Align the tone, themes, colors, typeface, elements, and layout to the newsletter’s purpose and keep them consistent all throughout the pages. Strive for uniformity in all the documents and pages.
Check the margins. Provide sufficient “breathing rooms” at the tops and bottoms of the page. White spaces make pages more attractive and help readers find headlines easily. Choose the right margins and column layout for the length and importance of the articles.
Type the type. Choose appropriate fonts and font sizes for headlines, body text, subheads, and pull quotes. Do not use more than three typefaces in one issue! Common typefaces that work well are Times Roman, Helvetica, Century Schoolbook and Palatino.
Limit the colors. Concentrate only on the colors of the school or the organization (ex. logo or nameplate). Avoid using different colors for each issue so readers won’t be confused.
Use smart pictures. Align photographs with column boundaries. Use more of interesting action shots of people and less of clip art or graphics. Provide catchy and meaningful captions.
Strive for simplicity. Eliminate all unnecessary boxes, objects, and other clutters --- these distract readers and get them confused. Every change in typography, color, or layout makes it difficult for readers to concentrate on the message of the articles.
Systematize the newsletter production
Establish and implement a production flowchart and schedule. Assign tasks and keep the newsletter staff updated with the production timetable.
Involving the readers
A newsletter is considered effective not only if it is able to inform and educate its audience but also, and more importantly, if it is able to get its readers to act and react on something. Ask readers for article contributions and post questions and forums in the newsletter. Useful suggestions and advices can also be solicited from readers. Mini quizzes or games will definitely hype up the newsletter and attract more readers.
Sources:
1-2Virginia Tech. “Introduction to Newsletters”. Retrieved October 31, 2007 from
http://www.cals.vt.edu/communications/introductionnewsletters.html
3About.com “Newsletter Design Elements”. Retrieved October 31, 2007 from
http://desktoppub.about.com/od/newsletters/a/newsletter_part.htm
4NewEntrepreneur.com “Tips and Techniques for effective newsletters”. Retrieved October 31, 2007 from http://www.newentrepreneur.com/Resources/Articles/12_Step_Newsletter/12_step_newsletter.html
(Published 05 November 2007, Smart Schools Program)
