A newsletter is perhaps the most widely known, yet underutilized communication method for email marketing. Sure, everyone has a “Sign up for my newsletter” offering, but how many actual newsletters do you receive? My guess is not many.
Most are filled with either a ton of links, most of which never get clicked on because of the sheer volume of them. Or there are also ones with content overload, meaning a l-o-n-g article (or two).
So What is a Newsletter?
So with all the different types of “newsletters” what actually constitutes a newsletter? According to Hubspot, “An email newsletter is an email from a business that communicates announcements about products, services, industry, or general company information. It includes a mix of content, like event reminders, surveys, educational information about your product, service, or industry, and promotions and other offers.”
Did you see that? It contains a mix of content.
And I would add the term compelling content. Nothing can turn a subscriber off quicker than boring emails.
How to Make your Newsletter Awesome
With the compelling mix of content in mind, here are 5 ideas for killer newsletter content:
1) A theme is essential – The content in a newsletter should have a theme for each issue. Why? Because when you are just starting to create and send out a newsletter, a theme is a point of reference to focus on. It makes filling in the blanks a lot easier. Let’s use fitness for pregnant females as an example. The themes in your issues could include essential foods to include in your diet for a healthy pregnancy, why walking offers more benefits than you think or how to take basic exercises and adapt them for pregnancy. Within each of those topics, your newsletter could contain a big tip, then links to other articles on that subject. Even a link to a product. Tie it all in with the central theme of that particular issue.
2) Use a catchy and informative subject line. A whole blog post could be written on subject lines alone, but for our purposes here your subject line should state something interesting. For example, is the subject line “Weekly Newsletter” catchy and informative? Not even a little. A more killer subject line for the fitness example might be “Fruits, Vegetables and… Chocolate?” It’s catchy and tells something about the upcoming content.
3) A strong call-to-action. This involves the newsletter theme, but it’s punched up a notch. What is it that your readers should do, what is the point of the newsletter? For the fitness during pregnancy example, one newsletter could be focused on a contest for a free DVD. Tell them how to win it and what to do.
4) Don’t forget your social icons! This is one thing that is left off newsletters all the time. Many of your subscribers may not be following you on your social networks. Make it easy for them by putting a “follow us on Twitter” and “connect on Facebook” offer on your newsletter.
5) And finally, sign your newsletter. Adding your name, signature-style, makes your newsletter stand out and gives it a personal touch that is lacking in so many newsletters. Mylivesignature is a free service that’s great for creating signatures. You can even include a small about me blurb at the bottom, but keep it short and simple. Your subscribers are not really concerned with your accomplishments. They want to know how you can help THEM.
Final Thought
Committing to a newsletter is a great way to focus on providing value to your inner circle of subscribers. Will everyone love it as much as you do? Afraid not, but remember this – the people who do love are the ones to focus on. You are writing it to the ones who know, like and trust you and will rally around what you say.
So make your newsletter memorable and always leave them wanting more. 
Image: FreeDigitalPhotos.net
Nice post Christine, I haven’t read many articles on how to make your newsletter perfect. But have been learning a lot by watching what others do on their subscriber emails. This is one area that needs more in depth education.
Btw, it’s my first visit to your blog.
Dr.Spencer Jones
Hi Dr. Spencer Jones,
Very glad you stopped by!
I agree – I think an effective newsletter is becoming more necessary for engagement. We all get so many emails as it is, it pays to offer a good newsletter with good content.
Thanks again!
~Christine
Mmm. I don’t know. When you said theme I was thinking about Awebers new setup, and I don’t like it much. What was wrong with what we had. The text is only thing people read isn’t it? I’m worried all the shazow! puts people off.
Hey Ivin,
Actually I didn’t like the new set up at Aweber at first either –
But after playing around with it (and a few incorrect emails), I think it’s pretty neat. Takes some practice for sure.
I think with newsletters a theme is a good thing – as you said, the content is what they read, but the beauty of a newsletter is that it’s different than a regular email correspondence.
I’m testing some different newsletters now, plain and something fancy. We’ll see how it goes.
~Christine
It’s great to find your blog – and these are some very helpful tips! I write a lot of newsletter content for my clients, and you’ve covered a lot of ground here! One suggestion Christine – you should add your Twitter handle to your sharing button default. That way, you’ll know who has tweeted your post, and you can thank them! (I tweeted it…by the way
).
Hi Ruth,
Thanks for stopping by!
Ah, great idea
And thanks for the tweet!
~Christine
Hi Christine, this is a nice article on Newsletter basics. I’m glad that you shared it with us.
Email marketing is what many consider to be the most cost effective method available today. I think that is possibly true.
A good mailing list can be helpful, but quality really counts too.
For long term success, quality is what we all should seek.
Hi David,
Glad you stopped by!
You said it – So true – quality is key!
Thanks,
Christine
Hi Christine
You have made some great points, I hate reading a boring newsletter lol
I love the theme idea (never thought of that) rather than just a plain old email, it makes it more exciting.
We need to keep our list interested and to want to keep receiving our newsletters, thanks for sharing some great tips.
Hope you have a great day
Pauline
Hi Pauline,
Glad you stopped by!
Keep them interested – very well said!
Thanks and glad you enjoyed it!
~Christine