Spice up is a good way to describe what s called for in e newsletters. Even more so than in print newsletters, the reader s eye, on line, looks for variety, from words and white space to graphics and photos. Read here for five ways to make your company s e newsletter properly spicy and inviting.
Colors
In the old days, we were limited to two colors for newsletters: black, and white or even purple and white if we were home publishing our newsletters with a mimeo machine. Groups with a very large budget could afford additional colors if they were willing to spend twice as much money.
Today, when you are setting up your e newsletter, you have the advantage of every color under the sun and at no extra charge. Even if you are not a professional designer, you can select from an almost infinite number of shades to match all of your publications and online pages, and keep your brand consistent.
A very nice tool for picking the right colors is Color Cop, at Colorcop.net. This simple device lets you identify the hex number of your colors, and then specify that number for your e newsletter colors. For example, when you visit my site you ll see bright green and violet (a lovely combination). Since, thanks to Color Cop, I know that the green is Hex #AFBC24 and the violet is Hex #8D4B9B, I m able to use those same colors in my e news and my (soon to be live) blog.
Fonts
First, let me say that you must use moderation with fonts: use the same font, in a plain style, for all your e newsletter copy, and use a matching, or similar, font in your headlines. On the other hand, so called fun fonts, while hard to read, can be a very good way to spice up your e newsletter. The best way to use them is by handling them like graphics rather than letters. In other words, use them in small amounts, and as part of a photograph or drawing. For example, if you have a photo of two dedicated volunteers you are honoring, use a fun font above the photo with a couple of words like Souls of Generosity. Be sure that the identifying caption, however, is in a simple, readable font.
Graphics:
Photographs make a big difference in the effectiveness of e newsletters and not just any photos, either. The general rule is to include photos of people in action, whether it s plying a shovel at a ground breaking ceremony or eating a slice of pizza, or dancing. Sober portraits may be appropriate if you have just hired an important new executive, but you might want to try a second image as well, of the same person at a desk, or meeting fellow employees. By all means avoid shots of people taken from behind! (This does actually occur, I m sorry to say.)
Other graphics, such as drawings, doodles and patterns can also be valuable. If you are on your own and without a designer, you might like to try downloading clip art from Word, or searching for free images on the internet.
Layout: Sidebars, white space, shaded backgrounds
All these things keep the reader s eye interested in what you have to say. Sidebars can contain a quote pulled from an article, or some additional information that you want to highlight. White space is essential in making the pages easy on the eye, and shaded backgrounds create interest.
Content that matters
Graphics, colors, images, fonts, and shadings are important, but it s content that remains at the center. Always ask yourself what matters to your reader, and tell your stories from that point of view. How will a new HR policy make employees lives easier? What will happen to your clients portfolios now that you have a new research analyst? What difference does it make that your wines are now coming from Argentina as well as Chile?
Copyright (c) 2010 Jane Sherwin. You may reprint this entire article and you must include the copyright info and the following statement: Jane Sherwin is a writer who helps hospitals and other healthcare facilities communicate their strengths and connect with their readers.
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