For marketers, email newsletters are a win-win when it comes to email content. They benefit both companies and customers. But you may often get stuck in finding newsletter content ideas week in and week out, so how do you come up with new ideas?
First, there are plenty of methods for creating email newsletters. But one of the best parts about them is the creativity behind their creation. Why email newsletters? Because they give businesses a platform to send multiple messages to engaged customers.
“Make it simple. Make it memorable. Make it inviting to read. Make it fun to read”. – Leo Burnett
We know that the beginning of each year is critical when it comes to sending email newsletters and the content must be crisp, short, and engaging. But how do you come up with new ideas every time – that’s the major concern of every email marketer.
If you aren’t focused and careful, you could end up sending that old-style newsletter. Your customer doesn’t want to see what your company does or how great it is. You need to provide something that’ll grab their attention.
Once you’re done crafting your newsletter, make sure your email builds enough attention and readership in respect to your subscribers. However, not all leads collected through email newsletters are sales-ready, but nurturing your leads will help you to engage with your subscribers and build meaningful relationships.
Using the right lead nurturing strategies will help you identify the relevant content and valuable leads that you need to focus on.
Image Source: Marketing Sherpa
In fact, According to the Content Marketing Institute, email newsletters are the most-used type of content marketing for 81% of B2B marketers.
Image Source: Content Marketing Institute
Here are 15 newsletter content ideas for your subscribers that will help you capture their attention and keep them coming back for more.
1. Educate your audience about the industry
You likely have knowledge about your industry, but do your audience?
Give hints, tips, and benefits of the product you offer. Remember, for every question you ask a customer, you have to provide readers with a solution. These content ideas will help your audience engage with your brand and stay informed.
Here is a great example of an email newsletter from Charitywater.org showing behind-the-scenes of their non-profit organization.
Image Source: Charity Water
2. Send how-to guides
Offering readers step-by-by-step instructions will help you start building a relationship with readers. Show steps in your email newsletter on how to use your product or something that may help them, a how-to video, or a series of photos.
Here is an example from Design Files showing a step-by-step video tutorial.
Image Source: Design File
3. Release product updates
Your audience would love to hear what’s going on with your business.
Whether it’s a new product announcement or a new business partner. Keep your audience engaged with good news by highlighting it in your newsletters.
Share or invite them to an event organized by your company. Talk about company milestones or share the discovery of your products/services. Share newsworthy information with your audience to retain them with your products.
Here is an example from Boosted.
4. Share blog posts
Want to get more attention on your blog posts?
Before your audience takes the time to visit your recent blog post, send them a newsletter informing them about your new blog post. Send the links to the most popular blogs they might be interested in, ask them to share their favorite blog post with their friends, or share the top 10 blogs list and why they are the best.
Look at this newsletter by Trunk Club as an example.
Image Source: Trunk Club
5. A good listicle
No one can take their eyes off a newsletter displaying a top 10 list. Believe us, your audience would love to hear about the Top 10 products of your brand.
Sharing a list with them will increase the chances of your readers visiting you. A list can be of anything – blogs, products, or services.
Here is a good example of the top 10 lunch menus.
6. Social connect
95% of your audience might be addicted to social media. Take full advantage of it!
Share user-generated content in your email newsletter by reposting the content generated by others. Share your top tweets and posts with your audience. To make it easier, you could embed your social media profile links in every email newsletter.
Here is an example showing the top tweets of a company.
7. Referral program
Ask your audience to join a refer-a-friend program and ask them to recommend your products to family and friends.
You can also create an incentive, or collaborate with other businesses in your industry. This is one of the best newsletter content ideas to increase your mailing list.
For example, take a look at the referral program represented by SelfWealth.
Image Source: Self Wealth
8. Coupons, Discounts and Promotions
Everyone loves great offers and huge discounts. Don’t forget to send discount coupons and promotions of products to your audience. This is still the most effective way to boost sales and conversions.
To bring in new customers, create urgency in your email content or limited-time offers.
Here is an example email from Blue Apron:
Image Source: Blue Apron
9. Reviews and testimonials
If reviews and testimonials can help you build trust with your customers then go for it. Make sure that it doesn’t look like an advertisement. Share a video testimonial or a simple text-based one. This will show how you’re better than your competitors. The more testimonials you showcase, the more your audience is likely to buy your product/service.
Optin Monster’s social proof statistics show that 92% of people will trust a recommendation from a peer and 70% of people will trust a recommendation from someone they don’t even know.
Here’s how Le Tote does it:
Image Source: Le Tote
10. Online surveys
People love to share their feedback. Asking them to fill in a survey can increase engagement.
It’s a great way to keep your audience engaged. You can also embed surveys in your emails.
Ask them to share their feedback and share it in your newsletter like Kate Spade Saturday did.
Image Source: Kate Spade Saturday
11. A letter from the CEO
Your subscribers play a very important role in your sales and marketing strategy. After all, your every step must end up on focusing to convert them into a lead.
A thank you letter from the CEO works well. A lot of companies are using this super attractive newsletter content idea. A letter from the CEO to shows how much you care for your subscribers. These types of newsletters help to maintain a trusted relationship.
12. Encourage to follow you
Craft “Follow Us” email newsletters that include all your social links. Ask your subscribers to follow you on socials and use your hashtag whenever they purchase something from you.
Encourage them to follow by telling them that by hitting a certain follower count you’re gonna announce a big giveaway or huge discount offer.
See the below example of how Stein Mart does it:
Image Source: Stein Mart
13. Share YouTube videos
Does your business own a YouTube channel? If yes, share it with your subscribers and invite them to subscribe to your channel.
Statistics say if you link to a video within your email it can lead to an increase in open rates by 6%. You can also use the word “video” in your email subject line.
Here’s how Later does it:
Image Source: Later
14. Frequently Asked Questions
You probably get many questions from your customers. We know that’s the job of your support team. Well, creating frequently asked questions by email will help your audience learn more about your business.
Ask your customer support the top questions they receive. Based on that, you can craft your FAQs email newsletter.
15. Quiz competition
Quizzes are super fun and loved by customers. Create a fun-loving and attractive type of quiz relevant to your audience. For best results, create a quiz email newsletter so your audience will enjoy engaging and participate.
Here’s how Mod Cloth does it:
Image Source: ModCloth
With these 10 email newsletter content ideas, your subscribers will enjoy reading and engage with your brand. If done well, your readers are always interested and awaiting your emails!
It works well with an email newsletter that directly speaks to your subscribers, their needs, and interests.
Need more helpful content? Check out how lead qualification plays an important role in the sales and marketing lifecycle.
Did we miss any newsletter content ideas? Tell us in the comments.
Guest author: Stella Scooby is the Manager of Marketing at SLN Solutions, a leading B2B Marketing Data Solutions company. Having a rich experience of 10+ years in B2B marketing, she enjoys sharing her insights and thoughts in the world of b2b marketing.