Every day we get dozens of letters from frustrated company newsletter publishers who want to know why their newsletter’s not selling like they think it should.

While every newsletter and each audience is different, we’ve found 9 areas that often need improvement. This month, we’ll discuss focus, format and measurement.

4. Focus: What’s your newsletter’s goal? Is it to increase sales 15%? Is it to increase name recognition for your brand. To cut down on calls to your help desk? Whatever your goal, you’ll want to make sure everyone who works on your newsletter understands that goal and how they can help reach it.

A manufacturing company recently contacted us when they discovered only about 25% of their readers remembered receiving their newsletter. We took a look at their layout to suggest changes. First, we discovered they printed their company name just once in entire (very lengthy) newsletter! Plus, though they used HTML, newsletter looked nothing like their other company materials, and it didn't even include company's logo!

Because manufacturing company wanted to build name recognition, they needed to start by helping readers associate newsletter with their company. For all newsletters, this means using your company name throughout newsletter. For HTML newsletters, this means keeping look of newsletter in line with your company image as much as possible.

5. Format: The formatting of your newsletter absolutely matters, and it relates strongly to your goals. A newsletter that’s designed to increase sales should make it easy for readers to buy (lots of clear links, pictures if appropriate, etc).

Before you make any other decisions, though, you have to decide whether to publish only in plain text or to also offer a HTML version. Our clients have found HTML to be anywhere from 50-75% more effective than plain text.

In part III of our series on maximizing your newsletter's power as a salesperson, we'll show you how to optimize three key areas in your newsletter once for sales indefinitely.

Today's elements increase sales by increasing your company's credibility. Your nameplate, masthead, and tagline each play a crucial role in building reader trust.

Only when your readers trust you will they be ready to do business.

Your company newsletter nameplate Whether your newsletter is print or HTML (or even plain text) your nameplate should be instantly recognizable and meaningful to your target audience.

If you've established (or want to establish) a strong brand, make nameplate look like your logo using similar typefaces and colors.

If you offer several publications and want readers to be able to easily differentiate between each, make one element constant (typeface, colors, or a selected word in name), and rest contrasting.

Regardless of your goals, make sure your nameplate:

Stands out: make it big, make it bold, make it clear it's nameplate, not just a headline. Is consistent: using same nameplate in each issue helps readers recognize publication. Consistency is a key way to build reader trust. Is understandable: don't make your readers guess what your newsletter's about. If they find your newsletter name confusing, they expect to find your product/service confusing as well and may just refuse to buy. Your company newsletter masthead Your masthead is where you describe your company and your newsletter. The precise details you include will depend on your goals. If you want your company to look friendly, for instance, include names of people involved with newsletter's production.

Your masthead must offer contact information. This is typically reader's first stop when they want to know more. If you don't make it easy, you'll lose sales.