Newsletter Production
Mailing It Out
Tips for Getting Your Newsletter to
Your Readers
How you get your newsletter into your readers' hands is
a process largely determined by the readers themselves. A newsletter
produced to appeal to a mass market will have a different distribution
method than one with a specific target audience. For example, a free
weekly newsletter that lists current events and contains a large amount of
advertising would benefit from being placed in a wide variety of places,
in stacks that are easily accessible by anyone walking by. On the other
hand, a newsletter being sent to neighbors in a homeowners' association
could be delivered by hand to each individual home. A veterinarian might
hand a newsletter to each pet owner as they check out or pay their
bill.
In addition, many newsletters are mailed out using the
U.S. Postal Service. This makes sense when there are a large number of
readers, their location is not centralized, and you need to ensure
delivery in a consistent and practical manner. There are costs involved,
however. We'd like to show you how making a few simple changes can add up
in the long run--in both time and money!
Learn the Ropes
If you planning on mailing out your newsletter
to your readers, you will first need to determine if you are eligible to
use the bulk mailing services provided by the U.S. Postal Service. This is
called Presorted Standard Mail and you will generally need a minimum of
200 pieces to qualify. If you are a not-for-profit organization, you will
also qualify for different mailing rates. Either way, you will save over
the cost of mailing your newsletter First Class. There are some upfront
costs involved--you will need a permit and must pay an annual fee. So be
sure that you will recoup these costs before deciding to sign up to use
Standard Mail. To learn more, visit www.usps.com,
where you will find information to help you decide if Standard Mail is for
you. You are also able calculate rates online. You can also call
1-800-ASK-USPS or visit your local post office to learn more.
Cut Your Costs
Whenever you are mailing any publication, choices you make can affect the
final cost of sending it out. It makes sense that the heavier your
newsletter, the more it will cost to mail. Consider choosing different
weights or types of paper on which to print your newsletter. Talk with
your printer, or with your paper supplier if you print yourself, to
determine which paper can best serve your needs. Use space wisely when
laying out your newsletter. Although a cluttered look is always to be
avoided, taking advantage of your space available can benefit you in the
long run. After all, the more pages you add to your newsletter, the
heavier it will be, costing you more to send it to your readers. If you
use an envelope to enclose your newsletter, consider changing its layout
to a self-mailer. This involves folding and securing your newsletter to be
able to go through the mail without an extra envelope. You will also save
your own valuable time. Rather than having to stuff each envelope, you
only have to have your newsletter folded. And many software programs will
allow you to keep a database of your subscribers, which can be printed
directly on each individual newsletter, using a mail merge function. No
more labeling!
Get Some Help
If you find that the job of preparing your newsletters for mailing is
taking time away from other more important tasks, consider outsourcing
this part of your newsletter production. Many printers will, for a fee,
fold, label, and sort your publication for Standard Mail. Many will even
deliver it to the post office. You may also find that this a job that
could be contracted out. Many people are looking for part-time work they
can do at home. Find someone who is reliable and you will have this task
completed in no time!
