The best way to remain in touch with your existing and past clients/customers is through newsletters. A newsletter is the shorter version of a newspaper and an informational letter. A newsletter should be appealing to your readers and must entice them to purchase products from your company.

So apart from other marketing activities, you need to invest your time and skills in writing a good newsletter. Here are some of tips to ensure that your newsletters are read by your target audience:

1. Be relevant

The content of your newsletter must focus on your business. It must include details about upcoming products, a new top-level recruitment, benefits and sales of your existing products and so on. Always look at a ‘bigger picture’ while writing a business newsletter. It must cater to your target audience and generate quality leads.

2. Be precise

A newsletter need not be too long. It can be a 1000 word article with a catchy headline. Try to include some good graphics as it helps to deliver the message instantly. You may either stick to a standard writing style such as an APA, MLA or Harvard format or opt for an informal style of writing. Write in an active voice and avoid use of difficult words all through the newsletter.

Some readers might feel receiving a newsletter each month as too frequent while others may consider it infrequent. Your newsletter must be delivered to your clients and customers at regular intervals— say bimonthly or quarterly. Let the recipient choose the frequency of each letter.

After completing a final draft, review your newsletter and delete or rewrite words that sound vague. Do not hard sell any product or service. And most important of all, always ask your readers for feedback. It will help you to understand their perspective better.

Gary Taylr is a marketing consultant and works with the creative team at Promo Direct to boost sales. He is a regular participant in discussions related to business and marketing. He loves exchanging ideas and connecting with like-minded people. Gary can be followed on Google+ and Twitter .