An e-newsletter is an effective way to stay in front of your current and potential customers, giving your brand top of mind awareness.
Your e-newsletter should provide your contacts with informative, educational or entertaining articles that will help them in their business or personal life. It’s not a direct sales piece or an avenue to solely feature your product or service.
The most effective e-newsletters are the ones that provide value. If your contacts have given you permission to enter their busy inboxes, you’ll want to make sure you respect that privilege by providing helpful content. Hubspot recommends a balance of 90% educational content and 10% promotional content.
What types of helpful content should be included in your email newsletter? Newsletters will vary depending on your type of business, but here are 15 content suggestions for you to consider:
- A Recognizable “From” Email Address. Your e-newsletter should come from an email address your contacts will recognize. It should never come from email@example.com. A recognizable “from” email address will improve your chances of it getting opened.
- An Enticing Subject Line. This is like a headline or title to your blog or press release. It should be compelling, and should indicate what information will be included in the email newsletter.
- Your Company Logo or Photo. Include a company logo or a professional photo that links to your website. This will provide brand recognition and also secure that personal connection with your contacts.
- An Introductory Message. This is a friendly opening paragraph that provides an overview of the articles/information that is included in the e-newsletter. It helps in establishing a personal rapport with your reader.
- A President’s/Owner’s Message. The owner, president or upper management personnel of your business could include a short article about the business, industry or any special announcements.
- Table of Contents. A short bulleted list of items included in the e-newsletter is helpful for scanners who want to get an idea of what the email newsletter is all about.
- Supporting Photos and Graphics. Each article should include an appropriate photo or graphic. Most people are visual, and studies show that articles with graphics or photos are more likely to be read. It also helps to break up the copy.
- Helpful Articles. Include a few short articles with information that would be helpful to your customers. It could be tips and suggestions, how-to articles or videos, industry news, or your take on a recent case study.
- Blog Posts. An e-newsletter is a great place to link to other articles. The link could be to your own company blog or to another blog that provides information your readers would find valuable.
- Contact Information/Social Media Links. Be sure to include all the ways your readers can get in touch with you, including your cell phone, email address, website, and links to all of your social media outlets.
- Clear Call to Action. What do you want your readers to do? Do you want them to subscribe to your blog or email newsletter? Would you like them to call or email you with questions or comments? Be sure each of your newsletters has a single call to action.
- Spotlight a Product or Service. It’s okay to feature one of your products or services, as long as it is not the entire focus of the newsletter. Be sure to explain the benefit your product or service provides, and how it will help solve a problem your readers have.
- Upcoming Events. If your business is hosting or sponsoring a community event, an open house or a special promotion, include it in your newsletter.
- Employee/Business News. Provide an employee spotlight, a guest writer that is one of your employees, or other interesting information about your business.
- Unsubscribe Link. Unsubscribes happen and you should not take it personally. Make it easy for your contacts to unsubscribe if they wish. If they want to unsubscribe, they are probably not going to be a customer of yours anyway.
Your e-newsletter will most likely not include all of the above suggestions, but may include a different combination of the suggestions each month. Your e-newsletter should be fresh, helpful and easy to read. As for its length, it should be long enough to provide value, but short enough to read over a cup of coffee.
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