Checklist for writing newsletters

Sometimes, there is too much confidence in what can be achieved with newsletters. It may seem efficient to send out an email packed with information to many people, when in fact more, and sometimes other, forms of communication may be needed to reach out. So it’s best to stop and think for a minute before you get started. 

However, under the right circumstances and with well-crafted material, newsletters can serve as an excellent information channel.

The tips below are suitable for simple newsletters intended to provide information.

Strategic considerations to be made in advance

Who do you want to reach?

Your target group should have a defined and delimited need for information, and preferably also an interest in receiving information about a certain subject. We encourage you to test your idea on a few possible recipients first.

What do you want to achieve? What is in it for the readers?

Regardless of the answer, remember that a good newsletter does not simply stack information; as the author of a newsletter, you have a duty to the reader to make sure that you truly understand the content of the material, and to summarise the most important aspects. Worth remembering is that newsletters are a one-way form of communication. If you want to create understanding, commitment and interaction, you may need to take a different approach.

If the information is complex and requires further explanation, other types of communication channels may be needed (as well).

Prioritise, sift and filter

Worth remembering is that newsletters are a one-way form of communication. If you want to create understanding, commitment and interaction, you may need to take a different approach. If the information is complex and requires further explanation, other types of communication channels may be needed as well.

Initiating a newsletter?

Have you decided to start a newsletter? On 1 January 2026, the University will introduce a common newsletter tool: Lime Marketing (previously BizWizzard). It is a tool that all units will have access to, free of charge, for newsletters and related mailouts.

If you have any questions about the new tool or would like to order a newsletter,  contact nyhetsbrev [at] kommunikation [dot] lu [dot] se.

Clarify the purpose and content of the newsletter

Write a few explanatory lines so that the reader can quickly understand what the newsletter is about. For example: “The xx newsletter reports about xx/what is going on within xx/the xx project, which may be of interest to you as an employee at xx. It is sent out by xx every xx weeks. Please contact editor xx if you want to contribute material.” This description is preferably to be placed at the end of the newsletter.

Layout and structure

Keep it short and simple!

It should be easy to get an overview of the content. Few people read everything in a newsletter. A quick glance at the screen should be sufficient to identify any topics of interest, allowing the reader to focus on them. Some tips on structure:

Categorise your content, categorisation can be a good way to guide those who want to read specific sections rather than the whole thing. For example, news from the faculty management, grants/scholarships etc.

Provide a brief description of each information item of no more than three to four lines. Provide links to more information if needed. “Read more about xx at the Faculty xx’s website” is better than “Read more here” (i.e. avoid “here”).

Use headings that summarise the content, either above each paragraph and/or with a comprehensive subject heading before several paragraphs. The heading is to refer directly to what the text is about. One option is to list the headings in the introduction, like an index.

You could also use bold to highlight keywords. (Be mindful that it doesn’t become messy!).

Good images attract attention. Images can also complement the text, e.g. by showing the face of a new employee.

The subject line of the email should clearly present who it is from and what it is about. It is important that the recipient immediately understands that it is your particular newsletter. You may also want to add something that makes the recipient want to read the current issue.

Sender: It is a good idea to state the sender of the newsletter here, preferably specifying the role rather than the name (i.e. ”head of department” rather than their name)

Follow the Lund University’s graphic profile

If you want to design the newsletter into something other than a regular email, you must comply with Lund University’s graphic profile.

If you need help creating a template for your newsletter, contact any of LU’s procured agencies, or your own supplier if you use an external system. However, you should first consider what you want to achieve by using a template instead of a regular email.

Evaluate the newsletter

Evaluate your newsletter on a regular basis, both by checking the opening frequency (if you have access to it) and by contacting a selection of readers for feedback.

Feel free to contact one of the contact persons in the link above or send an email to grafiskprofil [at] kommunikation [dot] lu [dot] se for advice and questions regarding the graphic profile.

If you have questions about email please contact LDC, +46 46 222 90 00, servicedesk [at] lu [dot] se