Category: writing a newsletter

newsletter writing, newsletters, writing a newsletter, writing advice

5 Steps to Write a Business Newsletter Readers Will Remember

A hand holding a smartphone with a large "newsletter" envelope icon on the screen below smaller icons.

The “news” part of the word “newsletter” implies they bring timely updates for fresh and hopefully, interesting content. But how do you write an engaging one?

My writing and e-newsletter creation processes keep evolving, but I’ve found an easy formula. If you want to write a business newsletter, check my simple steps below.

And for more in-depth advice on this and other parts of e-newsletter creation, read How to Write a Business Newsletter: Examples, Format, and Strategy.

1. Just jot – Whether you put pen to paper, type in plain text, in the template, or a document, don’t judge, and don’t edit, especially while you’re crafting. Swat that inner critic away until you’re done.

But follow the 5 Cs of Professional Business Writing.

You don’t always have to write from scratch, either. If you curate content from other sources like articles or a lead magnet (a landing page, blog, etc.), it’s often easier to copy and paste into your newsletter template.

Other writing notes:

  • E-newsletter archives or blogs: To optimize them for search, consider adding SEO keywords to:
    • your headers
    • meta description
    • page URL
    • body copy
  • Remember scannability: Bullet points effectively break up the text. A single-column format can look appealing, however, to reduce scrolling, consider splitting longer text into two columns.
  • Formatting: Follow AIDA (attention-interest-desire-action) or the inverted pyramid style of journalism, with the most important information at the top.

2. Describe hyperlinks, alt-text, and photos – The classic command “click here” is easy to write, but can be clearer. Outside of calls to action, challenge yourself to write hyperlink text that describes where you’ll take readers. It can also improve accessibility, enhancing understanding for people with visual and cognitive impairments (and their screen readers).

Example: Explore more tax savings plans.

While drafting alt-text descriptions for images, avoid phrases like “image of” or “picture of.” Prefer a clear statement that shows readers the content. See 5 Ways to Write for Accessibility and Readability.

Photo captions should give just the facts: the names of people (with their titles), places, or things shown.

3. Calls to action – CTAs persuade readers to act, often to click a link at the end of the text, though they can emerge earlier.

I’ve crafted CTAs that stress a benefit and urgency to emphasize what readers will get. But as Nancy Harhut says, that advice is old hat. Instead, be more specific through action verbs and clear benefits.

Example: Learn More (old way) vs. See How it Works (new, improved way)

To consider the benefit, ask three essential questions:

  • What’s the reader’s pain point?
  • What’s the immediate benefit?
  • How can I make it specific and tangible?

4. Headlines – When I started Five-Minute Business Writing Tips, I’d write the headline first. But as I’ve learned, when you write a business newsletter, to capture the core message, it’s better to wait until you’ve finished a draft.

If you’re stuck, test common lead-generating formulas. Analyzers from Sharethrough or the Advanced Marketing Institute offer insights into attention-getting styles. Numbers, the 4Us, and “how to” are among my favorite approaches.

AI can spark ideas you can polish into catchier and more creative subject lines.

Strive for clarity, specificity, and attraction. Seek to hook honestly, not through “salesy” or misleading clickbait.

5. Preview text – Consider it the expansion or “other half” of a headline. Preview text summarizes your email content while it adds context and intrigue. Tease it without giving away too many details.

You may recycle another subject line you rejected here. Like the main attractor, aim to turn heads. If you have a newsletter/blog, like I do, you may reuse or rework the web page meta description into the preview text.

Discover how to reach clients who value and respect you and your business

get my checklist to create content to reach the right clients

What are some of your favorite newsletter writing techniques? Please share in the comments.

Quotes

“The best newsletters feel like they’re written by a human, not a corporation.” – David Ogilvy

“A newsletter is a conversation, not a lecture. Make it personal and authentic.” ~ Chris Brogan

e-mail newsletters, e-news, e-newsletters, health, healthcare, newsletter advice, newsletter marketing, newsletter tips, newsletter writing, newsletters, online newsletters, writing a newsletter

How Do I Create a Healthcare Newsletter?

by

Michelle Troutman

An engaging healthcare newsletter not only informs, it also attracts patients.

It balances well-researched, HIPAA-compliant content with a clear format. In my healthcare writing, I use credible research to turn complex terms into plain English.

Crafting a healthcare newsletter requires attention to detail. Simplify the process with free healthcare newsletter templates like this one.

What Are Some of the Best Healthcare Newsletters?

Though there’s no “best” healthcare newsletter, some follow best practices like a clear layout, writing, and design.

Healthcare Newsletter Examples

The healthcare newsletter created by Loma Linda University Health featuring the theme "Go Red for Heart Month."

Loma Linda University Health: A Healthy Tomorrow

  • Target audience: Loma Linda University Health patients
  • Content focus: Health maintenance and illness prevention
  • Expertise: Medical providers’ advice

This e-newsletter features a good example of a themed format; it promotes Heart Month with suitable shades of red throughout.

Its title, “A Healthy Tomorrow,” is one of the more inspiring healthcare newsletter names.

The first article, “Do You Know Your 5 Heart Numbers?,” includes advice from one of their cardiologists, adding credibility. Research suggests odd numbers in article titles gain more attention than those with even numbers.

Below the article, links to a quiz and a related piece inspire responses.

The alternating background colors in the featured items help them “pop” while they stay on theme. The concise email subject line, “Go Red for Heart Health,” stokes curiosity.

Parts that could be improved to enhance appeal:

  • Placing social media icons at the top to boost clicks.
  • The section below the third article features two calls to action (CTAs), side-by-side, which can confuse readers. One could be removed or moved to the top.
  • Reducing the image sizes, especially the top half of the header.
  • Removing the unnecessary table of contents.

Parsley Health

The Parsley Health e-newsletter on gut health, one of the best healthcare newsletters.
  • Target audience: Parsley Health patients
  • Content focus: health gut issues
  • Expertise: “Top doctors trained in root-cause resolution medicine.”

Like the prior e-newsletter, with its focus on better gut health, Parsley Health follows a consistent theme.

From the clear email subject line repeated in the headline (“3 tips for gut health”) to the final CTA, the content stays pithy. Together with carefully placed images, it draws readers in.

They gently persuade through statements like “Parsley Health is here to help you understand and heal chronic digestive symptoms.” The tips, video, and copy below expand on the meaning, effectively addressing the buyer’s journey phases.

The two-column format in the middle reduces scrolling. The concise footer text meets anti-spam-compliance guidelines. The Instagram icon could appear at the top to boost clicks. Fewer calls to action could improve focus.

Both newsletters subtly show expertise in ways that boost trust and credibility; they come across as reputable health organizations. The messages hold interest, though they could be shorter to keep readers engaged.

These healthcare email marketing examples highlight targeting content to a certain audience. They’re aimed at patients, especially those with chronic conditions. E-newsletters geared to caregivers or health professionals would advise on patient care.

The healthcare newsletter examples emphasize trust-building — the quality of care affects people’s lives. Healthcare providers of any specialty can foster accuracy and credibility in their e-newsletters through:

  • Featuring advice from experienced staff
  • Showing awards won
  • HIPAA compliance
  • Reliable data sources

Maintaining trust in healthcare email marketing is hard because you must share helpful health details while properly advertising without sharing private patient information.

Resources:

Knowing how to write a newsletter article can prepare you for writing a business newsletter or how to create a professional email newsletter.

“In the healthcare industry, e-newsletters serve as both promotional material and a means of direct communication that delivers health updates, news, and educational content directly to patient’s mailboxes. This is a direct means of communication which develops trust and loyalty that are critical in providing health care.”

Keran Smith, co-founder and cMo, lyfe marketing

Healthcare newsletters are your lifeline to patients, helping you deliver important information to them, like policy changes and appointment reminders.

Healthcare Email Marketing Compliance and Regulations

Healthcare email marketing must follow data privacy rules like HIPAA, GDPR, CASL, and CAN-SPAM. Legal considerations beyond HIPAA compliance include getting proper consent and offering email opt-in procedures.

Regulations

HIPAA requirements for marketing emails with protected health information (PHI):

  • Patient authorization
  • Encryption
  • Business associate agreements
  • Easy unsubscribe instructions

GDPR mandates:

  • Processing personal data for marketing
  • Data protection principles
  • Letting patients exercise their data rights

CAN-SPAM: commercial emails must include unsubscribe options, accurate headers, ad identification, and a physical address.

Best Practices:

  • Get clear consent before sending commercial emails.
  • Segment communications to send commercial content only to opted-in recipients.
  • Use encryption and secure processes to protect data privacy and integrity.
  • Provide clear privacy notices, preference management, and easy opt-out options.
  • Maintain detailed documentation of data processing activities for compliance.
  • Ensure marketing emails have accurate headers, subject lines, ad labels, and a physical mailing address.
  • Honor opt-out requests in ten business days.

Crafting an Interesting Healthcare Newsletter

An attractive design and informative, trustworthy content make a healthcare newsletter readers won’t want to miss. Use these tips to create a newsletter patients can’t wait to read.

Stop stressing over your emails — start enjoying creating them easily — and gain more leads. Get the Easy 5-Step Business E-Newsletter Template.

business communication, business writing, newsletter advice, newsletter tips, newsletter writing, newsletters, writing a newsletter

What Are the Elements of an Effective Business Newsletter?

by

Michelle Troutman

An effective business newsletter contains a clear format, design, and writing. Yet many business promotion emails don’t follow this best practice, potentially losing sales.

With ten years of experience, I’ve used clear email content and a simple layout to enhance engagement. If you struggle to keep publishing, see my e-newsletter packages or get a free audit.

How Email Marketing Helps Business

  • Repeat advertising – Consistent e-newsletter marketing builds brand awareness, trust, and customer relationships. Per the Marketing Rule of 7, the average customer must see a message at least seven times before they will buy.
  • Cheap, competitive advertising: Compared to other marketing channels, it’s among the most affordable. A low-cost email campaign that yields sales can turn a profit.
  • Easy access to metrics: you may check open, click-through, or response rates quickly to measure your campaigns’ results.
  • Targeted and personalized messaging: segment your list by customer demographics, behavior, and interests. Emails with personalized subject lines are 26 percent more likely to be opened.”
  • Direct marketing: Automated email campaigns nurture existing leads through the sales funnel.
  • Brand loyalty: engaging content keeps readers interested in your offerings, helping you build long-term bonds with them. According to a March 2024 Constant Contact study, the average open rate across all industries is 38 percent. 

What is An Effective Business Email Marketing Strategy?

An effective business email marketing strategy includes strong visuals. A young woman in a suit looking at the screen of a large tablet PC showing graphs and charts.

Start by defining your email goals. Do you want to highlight your expertise? Showcase your products or services?

Aligning content to clients’ needs guides them through the sales funnel effectively. Address readers at all stages of the buyer’s journey. Offer educational material for those becoming aware and more in-depth information for readers exploring their options.

Elements of Effective Business Newsletters

  1. Subject Lines
  • Use clear, concise language
  • Add power words, numbers, scarcity, or other emotion-evoking methods to attract attention

Example: 5 Little-Known Tax Strategies for Small Businesses

  1. Structure
  1. Engaging Content

Example: Share a client success story highlighting your expertise

  1. Personalization

Segment your email list and customize content based on readers’ interests and behaviors.

“To make e-newsletters more appealing to readers, it is important to customize content based on customer preferences, past interactions with them, and their specific requirements. Similarly, you may want to segment your email lists so you can send targeted messages that resonate with different kinds of people within these industries.”

Keran Smith, co-founder and cMo, lyfe marketing
  1. Readability

Ensure accessibility by using descriptive alt-text, proper color contrast, and easy-to-read fonts.

A focused approach — for any business, regardless of the type or size — yields content that connects and inspires action.

What is An Effective Business Email Marketing Template?

The downsides of e-newsletter marketing include the perception that emails are spam and “list fatigue,” when subscribers lose interest in your messages. To minimize these issues, follow these best practices:

Part of the Easy 5-Step Business E-Newsletter Template -- an effective business email marketing template.
  1. Quality: a layout should include mobile-friendly design and accessibility features. Responsive design automatically adapts the layout and content to fit any screen size, ensuring it’s readable on smartphones and tablets.
  2. Template Options:
    • Basic Layouts: Simple structures for easy content organization.
    • Industry-Specific: Imagery and layouts relevant to your field.
    • Multimedia: For videos and interactive content.
    • Curated Content: Information culled from various sources.
    • Product/Service Showcase: Highlight products, services, and special offers.
    • Event Promotion: Designed for upcoming promotions.

3. Text and Visuals: Put the most important information at the top to maximize engagement.

4. Legally-Compliant Footers: Anti-spam laws like CAN-SPAM (U.S.) and GDPR (Europe) ensure responsible email marketing.

Resources:

Many email marketing platforms offer customizable templates for professional, attractive, and on-brand newsletters.

What is a Sample Business Newsletter?

The Ann Arbor SPARK (AAS) e-newsletter follows many of these best practices:

  1. Compelling Headline: Entice readers to open the email.

Instead of their usual headline, “Check out these upcoming events in Ann Arbor!,” AAS could feature an event or a common theme.

Example: 14 Must-Do May Events in the Ann Arbor Area

It copies the headline of one of the feature articles (only cutting and pasting is required 🌝).

  1. An Engaging Content Structure: A clear and concise layout with informative, audience-focused information (e.g., news, testimonials, CTAs).
Among the newsletter examples for business: The Ann Arbor SPARK e-newsletter features a clear layout coupled with eye-catching design and content.

The clear format, with colorful headings and images separating the events from the features, ignites interest. The events section could be organized into two columns by date to reduce scrolling.

  1. Visual Appeal: Quality images, consistent branding, and readable fonts foster engagement.

The AAS e-newsletter engages well. But larger heading text, descriptive alt-text for images, and more instructive CTAs (beyond “Read More”) could enhance accessibility and interest. The CTA “lead in” text, however, emphasizes the benefits readers can expect well.

The AAS e-newsletter is one of the best newsletter examples for business. It effectively merges a clear layout with impactful visuals to form a must-read message.

Effortless Business E-Newsletter Creation

Making a newsletter without proper tools is like baking a cake from scratch — it’s time-consuming. With the elements of an effective business newsletter, you can create your own faster.

If you’re unsure where to start or lack time, explore my e-newsletter packages or get a free audit.

business, newsletter advice, newsletter templates, newsletter writing, newsletters, writing a newsletter

How Do You Write a Company Newsletter for Clients?

by

Michelle Troutman

Do your clients forget about you between projects? Your communication strategy could be the culprit. A company newsletter builds strong customer relationships and reminds them about your services.

For a decade, I’ve created effective company newsletters for service providers. My e-newsletter marketing packages help you publish a newsletter and a free audit shows how to improve one.

What is a Company Newsletter?

Company newsletters share news, events, and other items of interest with employees and clients. They help businesses:

1. Promote their brands and thought leadership
2. Share industry insights
3. Showcase company culture and values
4. Highlight client success stories
5. Nurture leads and sales

Internal vs. External Company Newsletters

An internal newsletter for employees contains information that will help them in and outside of work. News, events, employee initiatives, and profiles build teamwork and morale.

Business-to-consumer and business-to-business newsletters feature news, information, and offers to attract and retain clients.

How Do You Write a Company Newsletter?

Your content is the heart of your newsletter; the bones of its structure hold it together.

How to Write a Newsletter for a Company

To craft an effective company newsletter, follow AIDA: Attention, Interest, Desire, and Action.

  • Attention: Place the most compelling elements, like a catchy subject line or headline, at the top. Use power words, numbers, emojis, news, or scarcity (“This Friday Only”) to spark curiosity. Add preview text that builds on the headline and hints at what’s inside.
  • Interest: When you’ve caught attention, the challenge is to sustain interest. As HubSpot suggests, build relevance by ensuring your content aligns with your newsletter’s purpose. Keep readers engaged with intriguing facts, quotes, or questions. Use relevant visuals and personalize your content to match subscribers’ interests.
  • Desire: Show the usefulness of your products or services. Highlight benefits and solutions, building desire for your offerings.
  • Action: This is your newsletter’s ultimate goal. Add a clear, persuasive, and eye-catching call-to-action (CTA), such as a sentence or button that links to your website or landing page. Use action verbs and focus on what readers will gain by clicking, like reading more, buying, or registering.

For more tips, learn how to write a newsletter article for business. It can prepare you for writing a business newsletter. It’s all part of how to write a company newsletter. Suitable writing styles can also vary by industry. Learn how to create a professional email newsletter or how to write a law firm newsletter (with company newsletter examples).

More Resources:

SendGrid’s 37 email marketing tips for 2024 highlight proper email authentication standards like SPF, DKIM, and DMARC to improve deliverability.

Base your topics on your business goals and your content marketing strategy. Your subject matter may vary based on whether you want to raise awareness, gain leads, or engage customers.

Examples:

  • Brand awareness: “What is” articles that explain products or services. Example: “What is a good way to invest for retirement?”
  • Lead-generation: Events or offers that require a sign-up. Example: Income Tax Deduction Webinar.
  • Client engagement: Quizzes, feedback requests, or reviews.

Without interesting content, your e-newsletter could lose subscribers. But creating eye-catching content doesn’t have to be hard or time-consuming. Effective company newsletters can increase brand awareness and keep customers loyal.

These strategies are adaptable to different business types or industries.

“Use content from your blog, whitepapers, or case studies. Summarize or update this content for your e-newsletters, saving time on creating new material from scratch.”

George Petropoulos, founder, Inoriseo

The Letterhead blog states that repurposing content into email newsletters provides “time-saving benefits” and helps get “more value from the content you’ve already created.”

What Are Some Good Company Newsletter Ideas?

Popular engaging content ideas include:

  • A Warm Welcome – Start with a friendly greeting or introduction.
  • Mark Your Calendars – Inform readers about upcoming events or webinars.
  • Industry Insights – Share the latest news and trends.
  • Product Updates – New offerings, features, or improvements that enhance value.
  • Client Spotlights -Celebrate their successes through testimonials that reinforce your brand’s value proposition.
  • Special Offers – Engage through promotions, discounts, or limited-time deals.
  • Blog Digest – Summarize and link to recent blog posts.

You may also borrow company newsletter ideas from similar emails and adapt them to your topic and audience.

To find fresh company newsletter ideas, brainstorm content relevant to your clients:

  1. Industry trends and insights
  2. Client success stories and testimonials
  3. New product or service announcements
  4. Exclusive content offers or discounts
  5. Expert Q&A sessions

Quora offers more good topics for a company newsletter.

What is a Company Newsletter Template?

Part of the Easy 5-Step Business E-Newsletter Template, an example of a company newsletter template.

A visually appealing newsletter layout features one or two columns or a mix of both.

For example, the Easy 5-Step Business E-Newsletter Template leaves room for your logo, your social icons, feature articles, and a call-to-action. It also guides you on creating a GDPR or CAN-SPAM-compliant footer (clear opt-out links, accurate sender information, etc.).

Structured to match how people read newsletters, it maintains interest from start to finish.

Whichever template you use, adapt it with your branding and content to attract and hold attention.

How Do You Write a Company Newsletter for Clients?

As shown, clear, specific, and unique details help your messages stand out. You don’t need to deliver lots of information; a simple, fluid design eases reading and scanning.

Save time, boost engagement, and gain business with a clear e-newsletter format. Get the Easy 5-Step Business E-Newsletter Template today!