4 Great Design Ideas for Your Association Newsletter
Newsletter content is
incredibly important ó but donít forget about the power of great design to
engage members and potential members and brand your organization.
By Mary Hiers
When it comes to
acquiring new members ó as well as retaining current ones ó your associationís
newsletter is one of its greatest assets. Whether sent out daily, weekly,
monthly, or beyond, a newsletter is a fantastic tool that keeps current members
engaged while providing potential members with pertinent information regarding
what your association or professional organization has to offer.
Unfortunately, with all
that you have going on, it can be very easy to forget about the design aspects
of the newsletter while focusing on content. Of course, content is incredibly
important, but design is equally important. If youíre unsure of the quality and
effectiveness of your newsletterís design, here are four things to think about:
1. Pay attention to
Most people have cable Internet connections or faster, so load times arenít
typically a problem; however, if you try to force too many non-optimized
graphics into your newsletter or youíre using some untested video embedding
technology that might be free or cheap, your images and videos are likely to
load slowly, leading potential viewers to click away and delete before you even
have a chance to reach them.
2. Your associationís
brand needs to shine through the design. Just as your brand is vital in other
marketing materials, it is important in your newsletters. Sure, it can seem
advantageous to include different looks, styles, taglines, and so on in each
newsletter. But you want readers to be able to recognize a newsletter from your
association from a mile away just by things such as colors, image placement,
and wording. As such, make sure to be consistent with your newsletter branding.
3. Have a theme. In keeping with
branding, have a theme for each edition of your newsletter. If your association
scored a great interview with three different professionals, with two being in
the IT security industry and one being in the IT education industry, it would
be foolish to include links to four pieces of content that pertain to
gardening. The bottom line? Find a theme for each newsletter and stick with it.
Thereís nothing wrong with backlogging content to fit in later ó just donít try
to cram everything in one newsletter.
4. Headers and footers are
Finally, check your headers for attractive images, and check your footers for
relevant links to content your association or organization already promotes.
The header should not only be attractive, but also it should be clear as to the
theme or topic of the newsletter. The footer needs to either include summary
links, relevant links, or relevant information that will entice a reader to
Also, while it might be
tempting, do not include click-bait ads from third parties in your newsletters.
In the short term, this can potentially grow revenue; but in the long-term, readers
will learn not to click on such ads, and they may even unsubscribe altogether.
Mary Hiers is a freelance writer based in the Nashville area. That article first appeared on www.realmatch.com.