The question, “What should be included in a business newsletter?” can be hard to answer. The many possibilities toughen decision-making. But it’s possible to save time while you create engaging content that shows your expertise.
If you struggle to make newsletters that set your business apart, consider my email marketing packages or get a free audit.
What Business Newsletter Content Should You Include?
Good topics suit your business and content goals. You can inform potential clients about your products or services. You may also reuse or reframe social media posts, blog posts, or press releases.
Newsletter Ideas for Business Based on Your Goals
What are your customers’ problems? What keeps them awake? Relieve their pain through stories, quotes, or advice.
- Brand awareness: Share your company culture through a video or a personal story. Promote a grand opening or an annual sale.
- Lead-generation: Offer resources like ebooks, checklists or guides, free trials, or webinars; add “how-to”s or tips.
- Planning: Creating a content calendar maintains consistency, aligning your content with your marketing goals.
How Do You Make a Company Newsletter Interesting?
Match your content to each buyer’s journey stage (awareness, consideration, decision-making).
Eye-tracking studies show people read online in an F-shaped pattern, focusing on the top and left side. A good outline for informational text follows the AIDA format (attention-interest-desire-action). Another option is an inverted pyramid with a one-column layout, placing the most important information at the top. It aids skimming and scrolling on all devices.
Crafting Engaging Business Newsletter Topics
- Enticing Headlines: Write headlines that spark interest. Refine them based on A/B tests in blog or social media posts first. Use strong verbs, numbers, and benefit-driven language.
- Engaging Preview Text: Provide a concise, compelling content summary in 150 or fewer characters.
- Visual Appeal: Add clear images, infographics, or videos to break up text and enhance readability.
What Should Be Included in a Business Newsletter – Content Examples
Maximize Trends: With Google’s AMP technology, you can make emails interactive through polls, games, or forms to boost engagement and gather data.
Predictive personalization lets businesses tailor emails based on reader behavior and preferences. You can promote products or services based on recent buying patterns.
Example: a coupon for a discount on investment planning after an initial consultation.
Content curation: using AI or other platforms helps you highlight topics efficiently. Personalize the content based on readers’ preferences.
“One effective strategy I’ve implemented is leveraging content repurposing. By repurposing existing blog posts, case studies, or industry insights into digestible newsletter formats, you can streamline the creation process while delivering valuable content to your audience.”
Gustav Nicholson, editor, Ampifire
How Do You Write a Business Newsletter?
Experts suggest e-newsletters should be 300 words or fewer to accommodate short attention spans. Many newsletters are slightly longer, at an average of 500 to 700 words.
How to Write a Business Newsletter
Key parts to write:
- Headlines: Make a statement. Example: People are overdosing on coffee ☕️ (Touristy)
- Compelling Body Copy: Write clear and informative articles, drawing on your experience; highlight a tip, a blog post, or an offer.
- Clear calls-to-action: Tell readers what you want them to do and emphasize what they’ll get. Should they visit a link for more information, download a checklist, or register for a webinar? Example: “Teach yourself all the tools and techniques you need to support your mental health” (Calm; Calm Down e-newsletter)
For e-newsletter content writing tips, explore Writing a Business Newsletter. Learn How to Write a Newsletter Article for Business, How to Write a Professional Services Newsletter, or How to Write a Law Firm Newsletter.
What Are Corporate Newsletter Best Practices?
Keep a regular publishing schedule. Choose optimal sending times based on your audience demographics.
- Set expectations on your “Subscribe” page. Tell potential subscribers what to expect in each issue and how often you will send it.
- Use email platforms like MailChimp or Constant Contact for mobile-friendly designs.
- Accessibility: Add clear “alt text” for images, text instead of graphics, and follow Web Content Accessibility Guidelines. Use complementary colors and sans serif fonts (12 to 16 points).
Monitor and Analyze Results: Track open rates, click-through rates, and unsubscribes. Use this data to refine your strategy and deliver interesting content. MailChimp reports that the average business e-newsletter open rate is about 37 percent.
A/B Testing: It’s sometimes limited in its scope. Consider factors like audience demographics and sample sizes when you assess the results. GetResponse suggests you follow data, not your gut feelings.
- Permission-Based Marketing: Follow GDPR (Europe), CASL (Canadian Anti-Spam Law), and CAN-SPAM Act (U.S.) best practices. Under CAN-SPAM, ensure subscribers have opted to get your newsletter. Provide your company’s physical mailing address and clear unsubscribe options.
- Segmentation: If you tailor content to different audiences (job role, industry, etc.) send it to separate lists.
- Send from a recognized name rather than “ABC Widget Company” to avoid spam filters and foster trust.
These ideas can be adapted to different types of businesses and industries.
How to Make a Company Newsletter Interesting
A well-crafted newsletter is a long-term investment in your client relationships. Now that you know what should be included in a business newsletter, you can drive engagement, build trust, and reach your goals.
If you struggle to create standout newsletters, consider my email marketing packages or get a free audit.
