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How To Build The Perfect Newsletter

A regular newsletter is a great way for advisers to keep your clients up to date with financial developments. However, with so many newsletters landing on clients’ doormats and desktops, how can you ensure that your newsletter stands out from the crowd?

  • Understand your target audience and tailor your message
  • Make sure that your content is balanced between topics and includes some lifestyle-related or lighter-hearted material
  • Pay attention to the format, design and layout of your newsletter to ensure that it appeals to your target audience

These days everyone who’s anyone in the business world sends a newsletter – my inbox, and that of colleagues, is full of them, and if I’m honest, they almost always go straight into junk mail. And the real shame is that a regular newsletter can be a valuable business tool, helping advisers like you keep clients informed of the most up to date financial news. So how do you make sure your newsletter ticks all the right boxes, and doesn’t end up thrown in the bin…

In short, there are five simple steps to creating the perfect newsletter. The first, and most important of these, is understanding exactly who your target audience is. Effective client communications are an essential part of any successful business, and a regular newsletter can be a great way to achieve this. By taking the time to appreciate your clients’ level of knowledge and financial objectives, you can more readily focus on the task at hand.

This is closely related to step two – tailoring your message. Of course, clients know that they aren’t unique in your affections, but taking that time to create a personal greeting is a great touch, and often goes a long way with both new and existing clients. Similarly, wherever possible, choose articles and features that will appeal to your clients. If you have a wide client base, it might be best to produce two newletters, aligning each one with particular client interests. For example, one for pension investors and one for mortgage clients.

When it comes to content, always adopt the balanced approach (step three). Although clients will certainly have product preferences, they will always be interested in additional information. Make sure that your newsletter includes a variety of relevant topics, as it may peak their interest in other areas and, in turn, lead to a more developed business relationship. Balancing your newsletter may also involve including a few more light-hearted articles or lifestyle pieces, keeping the tone as light as possible.

Step four is largely of a cosmetic nature. Fact, if your newsletter is aesthetically pleasing, it is more likely to catch the reader’s eye and save it from the dreaded junk mail. Similarly, the design and layout of your newsletter should reflect the market you’re aiming it. So, for corporate clients, it’s probably best to choose a more formal and professional style. Alternatively, your personal clients may prefer a softer approach.

And finally, step five – ensure that your contact details are easily seen. This sounds simple, and it is, but so many letters and emails omit these vital pieces of information, and almost certainly lose business as a result. This can also be linked to including contact information for specific departments, such as a phone number for queries relating to ISAs or mortgages. This is what is referred to as a call to action, and will encourage people to get in touch.

Follow these steps, and your newsletter will be the best of the bunch.

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