13 things to include in your email newsletters
Email newsletters are an ideal way to stay in touch with and top of mind with your customers. You can help them find answers to questions they forgot to ask, provide them with a new free resource, like an ebook or upcoming webinar, share product launches for upsell opportunities, or just keep them in the loop with what’s going on in your brand’s world.
I like to look at my newsletters as a mini marketing strategy. What tactics are we executing on and can I use that as newsletter content? Marketing tactics like product marketing, content marketing, event marketing, public relations efforts, and so on can each become its own section in the newsletter with its own associated content.
But sometimes coming up with an initial template or content ideas can be a challenge.
If you need some new ideas on what to include in an email newsletter or want to change your content up, check out the 13 ideas below!
What to include in your email newsletter
1. Company news or a message from the CEO
Share business highlights or a recap of what’s going on in the business, a quarterly look ahead, any important updates that might impact customers, or celebrate any company milestones or anniversaries.
An introduction from the CEO or other well-recognized leader in your organization can set the tone for the entire newsletter and gives your customers access to someone they probably don’t hear from too often.
2. Team or employee spotlight
Have any new hires, employees celebrating an anniversary, or an employee of the month? Give them their own call-out and section in the newsletter!
This not only recognizes your top performers and makes employees feel engaged and supported by the company, but also humanizes your brand and helps your customers feel more connected to the people who call your brand home.
3. Product launches or promotions
Your newsletter is the perfect place to announce upcoming product or feature launches or any special discounts or promotions. Of course you can still send one-off sales emails announcing these offers or new products, but your newsletter can be a great way to tease them or make sure any customers not getting one-off emails see them.
4. Recently released content
Publish a new ebook, guide, or industry report? Send your newsletter subscribers to it! In each quarterly newsletter I create, there is always an anchor piece of gated content that I want our subscribers to go download or read.
You could also link to webinar recordings, new case studies, a blog roundup, show off a new YouTube video, or infographic in this section. Anything new should go in your newsletter!
5. Teasers
On the flip side, if you won’t be publishing new content until after your newsletter is sent, no problem! Just tease up the new release or content instead. Make sure to provide clear timelines of when it’ll be available and how people can access it when it is published.
6. Sponsored content
Yes, this is content created by you but since it’s hosted by someone else, it can help make your content look more credible to your audience. Send them to trusted third-party websites or industry publications to read your content.
7. Customer support
Help alleviate the strain on your customer support team by having a section dedicated to sharing best practices or tips, how-tos, tutorials, support videos, or advice or answers to FAQs to help customers troubleshoot any issues on their own, or simply learn how to navigate your online support library if they ever do need help.
8. Loyalty program information
Let customers know of any updates or changes to your brand’s loyalty program, or make them aware of it in the first place! You could use this section to remind them of how they collect rewards, ways they can redeem rewards, or exciting special offers for loyalty members.
9. Press
Have company news you want to call special attention to outside of your letter from the CEO section? Create a press or “in the news” section of your newsletter to link to recent press releases or press coverage about your brand.
10. Customer testimonials
Show off how awesome your company is by having a section that shares recent customer testimonials or online reviews. You could also put in a case study here or there to drive visitors back to your website.
11. Events
Help your customers see you in person by telling them about any conferences, industry events, or webinars you’re participating in. Tell them the date, where it is, if you have a discount registration code, and where they can find you if they attend.
An alternative to this would be continued education where customers can take online courses, training, or get certifications.
12. Social media
Share your most popular posts from social media, show off some user-generated content, or tell your customers about an ongoing or upcoming social media contest they may want to enter. This section can help remind people to follow your brand on social media if they don’t already do so.
13. Community and causes
Does your company support its local community or a cause? Tell your customers about it! Highlight employees participating in a volunteer event, tell them about a donation your brand made, or any employee initiatives like a charity 5k.
Obviously you’re not going to have all of these sections as you either won’t have the right content for it or you don’t want to overwhelm your newsletter subscribers. These ideas are just some options to get started or give your newsletter a makeover.
What do you always include in an email newsletter? Tell me in the comments below or over on Twitter!
