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Inspiration

The many benefits of newsletters

• Including irrelevant content
• Filling your text with jargon
• Sending newsletters too often, making them seem
like spam
• Sending newsletters so rarely recipients can't
remember who you are
• Bringing up controversial topics

Presentation matters
Your newsletter's formatting is important, too. If it's
peppered with SOLID CAPS; contains flowery, hard to
read text; or is decorated with cute drawings of penguins
and puppies, it's likely going to turn your customers off.
Solid blocks of dense text will do the same thing. So put
some thoughts into how you want your newsletter to look.

ewsletters are popular in numerous industries, Here are some suggestions:
including payments. Indeed, there's some- • Keep it simple. Business people will want some-
thing to be said for appearing in a customer's thing clear and easy to read.
N inbox on a regular basis. And the word "ben-
efits" just about sums it up. Newsletters provide benefits • Use headers and subheads. This will make it easy
to ISOs, merchant level salespeople and other merchant for readers to see what's included at a glance.
service providers in several ways. They can help: • Use bullet points. This will make it easy for people
• Build long-term relationships to understand the message.
• Increase engagement with your company and brand • Use visuals. Complementary graphics can aug-
awareness ment your text and help readers remember what
• Gather customer feedback they read.
• Lead to increased sales If you decide to send a newsletter, being consistent both
with the type of content you include and with your
Value is essential frequency of emailing is important. This is because
consistency helps:
However, all these benefits will accrue only if you bring
something of value to your recipients. Depending on • Build trust and credibility
what services you actually provide, as well as what your • Reinforce brand awareness
company's strengths are, you could provide customers
with various types of content, including: • Foster increased engagement over time
• Industry news and trends likely to affect your Back in the 1980s, Paul H. Green, founder of The Green
readers Sheet, began sending an email newsletter to a circle
• Product updates of colleagues in the fledgling payments industry who
• Tips on security and fraud prevention were clamoring for information to help them build their
careers. Who knows what will happen if you start one in
• Success stories your circle today?
• Customer support information
• Special offers and promotions
• Employee spotlights
Be sure to keep your newsletters meaningful and helpful.
With that in mind, it's important to refrain from the
following: Kate Gillespie, President and CEO
• Being overly self-promotional

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