How to prepare a newsletter

5. Copy

Once you've decided on the content, keep the copy short, punchy and exciting. Clients won’t always have time to read lots of text - especially if it’s an e-newsletter.  With hard copies, there’s scope for longer features, particularly if you ‘go large’ and morph it into a magazine. It's best to start small, assess demand and only increase the pages if you can consistently fill them. 

6. Offers

A newsletter is a marketing tool, so always include a ‘call to action’ or offer to boost slow-selling services and get clients back into the salon.

7. Format

Think about the look and layout. Keep it consistent with your existing image (e.g. fonts and style). Quality photos and imagery will bring everything to life, but avoid clip art! When deciding on the size, choose something that will fit into a standard envelope (e.g. A4/A5). Colour is eye-catching but more costly than black and white, thus consider your budget. The presentation of the newsletter is a reflection of your brand, so use an experienced printer; the best quality paper you can afford and above all, ensure everything looks professional.

8. Database

In order to know how many newsletters to print or email, you’ll need a clean, up to date database of clients who are happy to be contacted. Remember to provide them with the option to ‘opt out’ and if they do, promptly remove them from the list.

9. Feedback   

Monitor the response from your newsletter.  What do people like or dislike? If you’ve run an offer, what was the uptake? By consistently evaluating success and obtaining feedback, you’ll know what to build on in the future.

10. Management

Finally, to ensure smooth and punctual production, assign responsibility for everything from the design, copywriting, printing or emailing and distribution. If someone in your team has experience in all of these areas and dedication, then you could do it in-house. However, if budget permits, consider calling in the experts to produce it all for you to ensure a polished, professional result, not to mention save you time. Whatever you decide, if your newsletter is informative, well presented, consistent and useful, it will get clients excited about your business and act as the perfect prompt to entice them into your salon over and over again.

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