You can't just start up a newsletter and then send it out. You could, but then you would leave people confused about the message you're sending. Having a strong newsletter with a clear goal not only helps your company and business, but the people to whom you're prompting it. The question you need to ask is, "What do I want the newsletter to be about?"
Do you want to keep people updated on products and events?
Do you want to promote your brand (i.e., your company)?
Do you want to bring in new clients? New customers? New employees?
Do you want your community to get involved in something that your company does?
These types of questions should be the first thing that you ask yourself when considering and creating a newsletter. Usually, the answer to these questions will also help you discover your target audience. For example, if you know that your employees would be helped by knowing about company events or updates, then your newsletter goal should be to make a newsletter that focuses on employees, perhaps even by employees.
Is your company involved in community service? If your company or business is involved in, say, the education system in your area or working with an environmental group to get the community together, then your newsletter should tell what your company does for the community and how the community can help further your goals.
Your next goal is to figure out how large you want your newsletter to be, how you'll create it (that is, using which tools), and how you'll distribute it (by mail or electronically).
- Do you want the newsletter to be one page? Maybe five?
- Will you use Microsoft Word? Or maybe Adobe InDesign or WordPress?
- Will you be mailing out newsletters? Or sending them by email? Or using just a link on the company's website?