Newsletter Printing Guide

Newsletter Design, Printing, and Mailing Steps

Understand Your Target Audience

Knowing your audience can help create valuable, relevant, and engaging content. When you understand their pain points and interests, you can create content with information, tips, and offers that resonate with them. It will also impact the kind of design you will choose for your newsletter. For instance, a younger audience might prefer a vibrant, modern layout, but the older generation will opt for clearer, simpler designs. Knowing your audience will also affect how you deliver your message in the content. For example, a formal tone is suitable for corporate clients. However, a casual and friendly tone will be more appropriate if the local community is your target audience.

Choose the Format

You can choose from a wide range of formats with a printed newsletter. The one you decide to go with will impact the newsletter marketing strategy. Take a look at the options available in the market.

Newscard

It is one of the quick and economical ways to print and mail newsletters. They are shorter than traditional pieces and can accommodate two or three short articles, quick updates, and attention-grabbing headlines. Since customers don’t have to open them, they leave the same impact as standard ones. You can use them for a quick overview of any recent update in the organization or a time-sensitive offer. 

Landscape

Opt for a landscape format if you want your piece to look different. It will present the information horizontally instead of vertically to the audience. You can use the space to add large, attention-grabbing images with interactive articles with pull-out quotes, information boxes, and other such interactive elements.

Single Page

It is the standard newsletter, measuring 8.5″ by 11″ on one page. It is a standalone communication piece that delivers important, updated, in-depth information to the audience in a structured format. The streamlined layout keeps the printing cost low while maintaining a professional impact.

Multiple Page

If you need to cover topics in depth, opt for multi-page newsletters. These can include multiple stories in a cohesive narrative to showcase your organization’s impact. This format is suitable for quarterly updates or detailed product and service reviews. 

Select High-Quality Paper

The quality of paper shapes the perception of your business. A high-quality paper with a smooth texture and sturdy feel will convey that your business values professionalism and is serious about the brand image. It will also suggest that your products and services are of premium quality. Since these physical pieces provide a tactile experience, a good-quality paper will make the reader feel that the message inside is important and encourage them to read more. Opt for 120-160 GSM paperweight to make your piece look substantial.

You can also add a coating to the piece to give it an appealing look. You can choose between a matte and glossy finish. Matte provides a smooth, non-reflective finish that is easy to read, making it ideal for corporate newsletters. Conversely, glossy has a shiny finish, making the colours pop and images look vibrant. You can use them to make a bold statement. 

You should also consider paper brightness. To ensure your texts and pictures stand out without straining the reader’s eyes, go for an 80-100 brightness rating. Do not use yellowed paper, as it can make it difficult to read the content and negatively affect your brand image. If you want to appeal to an eco-conscious audience, use recycled paper. The PostGrid Print & Mail API tool has an FSC certificate, indicating we only use responsibly made paper to create direct mail pieces. 

Plan Your Content

An impactful newsletter does not just share information; it tells stories that connect with the audience. Add core content pillars in every section, like organization updates, success stories, and upcoming events. They will create a foundation that will keep your readers coming back. After this, add variety through timely features such as seasonal programs, promotions, and community news. The key here is to balance consistency with surprise. Your readers should know what to expect in the upcoming issue while still finding something new and interesting to engage them. You can add a wide range of content to the newsletter, such as

• How to articles
• Tips and technique
• Interview with leaders in the industry

You can ensure your content is going in the right direction by asking yourself the following questions:

1. Are you aiming to educate, inform, or promote your products and services?
2. Is your goal building brand awareness, nurturing leads, or strengthening relationships with existing clients?
3. Is the message in the newsletter consistent with the brand and other marketing efforts?
4. Does the content support the company’s long-term goals, such as thought leadership, customer retention, or lead generation?

Manage the Mailing Process

Before proceeding with the design, you must remember the postal regulations. Some of the things to consider include

• You must leave enough space for address labels or direct printing.
• Ensure the newsletter is within the weight limit of the chosen postage class.
• Add all the required postal markings.
• The folding should protect important content from getting damaged.

You can opt for one of the following mailing methods based on your requirements.

We also recommend building a targeted mailing list matching your ideal customer persona to ensure precision, save money and maximize ROI. This will ensure your newsletter reaches the people who want to read it.

Another crucial aspect to consider is the mailing frequency. The more frequently you mail newsletters, the shorter your content should be. It should be content-rich if you send them quarterly or yearly, but the monthly pieces can be just one page with quick updates. Stick with the frequency so that the customers get used to the routine.

Design Your Newsletter

A good design will make the content scannable and ensure the message resonates with the readers. Be mindful of the following when adding the elements:

1. Present the information logically and digestibly to create a visual hierarchy. Use bullet points and numbers to guide readers to important information such as special offers, pricing, dates, etc.
2. Add headings and subheadings and highlight them using a contrasting colour from the rest of the content.
3. Stick with the colours you use on other marketing channels to ensure consistency and improve brand recall.
4. Use high-resolution images, preferably 300 dpi, to avoid pixelation during printing. To make reading easy, add pictures of varying sizes between blocks of text. However, try not to clutter the piece with too many of them. 
5. Switch between two or three font types that complement each other and reflect your brand identity. For example, you can use serif fonts for body text and sans-serif fonts to emphasize the headlines.
6. Ensure the body text is readable by choosing a font size between 10 and 12 pt. For headings, you can opt for larger fonts.
7. Create a high contrast between text and background colours to enhance readability.
8. Add a CTA that stands out. You can add an image of a button or use distinct text styles like bold and italics. Place it at the end of the article or sections so readers know what action to take next.

Track Responses and Engagement

You must know how your newsletter performs to refine your strategies and get maximum benefit. You can add tracking elements, like a QR code, PURLs, unique phone numbers, or extension codes, to each piece. Link them to digital content or a personalized landing page. Every time a reader scans it, you will get insights such as which content performs better than others, where your high-qualified leads are coming from, etc.