What to Put in Your Email Newsletters

Email Newsletter Basics

Company updates are great, but you should also get in the habit of using email
newsletters to offer your readers something a little more actionable – whether that
something takes the form of:

• News about upcoming promotions and special events

• Links to blog posts your clients might find useful, or
• Subscriber-exclusive deals that will call your readers to action
All in all, your email newsletter should be brief but have value, and should leave your
readers wanting more. If you’re wondering what to put in your email newsletters, read
on for a more in-depth look at each of these email newsletter elements.

Company News
Readers appreciate being kept in the loop. As such, current and newsworthy updates
about your company or trade will be right at home in your company’s email
newsletters. Company news may include:

• Launching a new product or service

• Welcoming a new employee
• Opening up another location
• Achieving a new milestone or fundraising goal

Blog Posts
There are lots of options when it comes to using your business blog in your email
bulletins. You can:
• Provide links to interesting blog posts that are already on your website
• Summarize relevant blog content for your readers
• Create entirely new posts specifically for your newsletters
You may find that one, two, or all three of these strategies works. Don’t be afraid to
try out different combinations. After all, experimentation is an email marketing
campaign best practice that will help you get best results.

Events & Recaps

Events are a great way to generate leads and increase brand awareness, but not just
during the event itself! Properly promoting your event beforehand and afterward is
key to maximizing the success of your event marketing. Events include:
• In-store or online sales
• Exclusive to loyal customers or open to your community
• Educational events like in-person seminars or online webinars.
• Fundraising or charity events
Tell your readers about these events in your newsletters! If you’re excited about the
event, your target audience will be too. If you recap the event, your readers will get to
see what missed out on (and why they should come to the next one!) Maximize
attendance, expand your reach, and generate more leads out of your events by
incorporating them into your email newsletters.
Important tip: No matter the event, don’t forget the photos. When it comes to an
effective email newsletter, a picture really is worth a thousand words.

Upcoming Promotions and Subscriber Exclusive

Deals
What customer wouldn’t want the chance to save on a product or service that’s
already of interest to them? It won’t come off as marketing rhetoric if you use your
newsletters to let readers know about sales, deals, or other promotions that might be of
benefit to them. Subscriber-exclusive deals are also a great way to incentivize more
email sign ups and for current subscribers to stick with you.

Links and Calls To Action

An amazing Call To Action is one of the best ways to keep subscribers on board and
engaged with your email newsletters. For the various elements of your email
newsletter, use call to action phrases and buttons to show readers how to learn more
and engage with your business. You might use calls to action in for:
• Redeeming coupons, discounts, or other offers
• Downloading an eBook or other guide
• Clicking on a link to a blog post or landing page
• Checking out an album on one of your social media accounts
• Visiting a page on your business website
Email newsletter calls to action are key to online lead generation, and can support a
variety of digital marketing goals. Just be sure not to overwhelm your readers with too
many options.
Other Content to Put in Your Email Newsletters
Here are some other types of content you can include in your email newsletters that
your subscribers may find appealing. Good Luck !

Checklists and How-To’s

Providing a valuable resource that’s designed to be used today, or referred to later, can
benefit your email marketing. If they’re detailed enough, some companies turn
checklists and how-to guides into call to action offers, but this isn’t necessary. You
can include simpler versions of these. Think vacation packing lists, how to prepare
your car for winter, gift guides for family and friends, and the like.

As an alternative, you could also make these resources available by providing links
that will take your readers directly to where they’re located on your website.

FAQs
If your business gets frequent queries on the phone or through live Chat, why not
consider addressing some of these in your emails? You can include answers to one or
more FAQs as a regular newsletter feature, or design entire blog posts around the
questions you hear most often.

Surveys and Results

The only thing people love more than quick, online surveys, is the chance to find out
how their responses compare with others. Consider including short, fun questionnaires
in your email newsletters, and unveiling the results to readers in follow-up bulletins.

Success Stories
You just have to look at what gets shared online to know that people love positive
news. Has your business made an impact by helping the local community? Do you
have a customer who struggled to overcome a personal challenge, and went on to
achieve success? Your newsletter is the ideal platform for sharing the kind of success
stories that inspire and motivate readers.

As a final word on what to put in your company’s email newsletters, remember that
people like to stay informed, be heard, and be guided. Make sure you provide
information that is important to them, use their feedback to dictate future newsletters,
and also keep your messaging and calls to action clear so as to help them engage with
your business in a meaningful way.

Good Luck !

Ali Haider