Newsletters – What do you put in them?

You all know how great newsletters are. But do you really know how to write newsletters effectively?

They provide a way for you to keep in regular contact with your customers.

But what do you put in them?

Keeping your subscribers engaged and interested in your monthly mailings is essential. But how do you achieve that?


To ensure your content resonates with your reader, try to tie it in with topical events or seasonal subjects.

So in the summer months don’t start talking about Christmas!

By making your content relevant to what’s going on around you, you are showing your readers that you are a company that thinks – you’re not just emailing them to get them to buy. You will be providing timely and useful information.

Solving problems

Your newsletter shouldn’t just be about selling.

Adding an article that talks about ‘how to’ achieve something, how to solve a problem or one that offers general advice about something your readers are interested in, will add value to your relationship with them.

By offering this type of information they are more likely to remain subscribed to your newsletter. Plus talking about your field in this way will position you as an expert. So when they need help – guess who they’ll turn to?

Short and sweet

How long should your newsletter be?

It’s best to keep it short – no more than 400 words or so. That way you’ll keep your readers attention right to the end.

Send them something that goes on for eternity and they’ll delete it because they won’t have time to read it.

But it’s not only the length of your newsletter than should be short. By keeping your sentences and paragraphs short too, you’ll make it easier to read.

And of course, don’t forget your strong headline. If that, and the first couple of sentences don’t grab their attention, you would have lost them.


OK, so you’re keeping your newsletters short but this month you want to talk about something in more detail because you feel it’s particularly important to your readers.

That’s where linking comes in; write a short piece outlining the main issues and then link out to more information. This could be a blog post or article you have written or an external news story.

This technique keeps your newsletter short and sweet and still provides your readers with the information they need.

Have fun

Your newsletter also has to be enjoyable to read.

That will not only come down to its content but also how it’s written.

Be human with your writing; conversational copy is far more readable than formal, staid language. Inject a bit of humour if you can and keep it light. Above all, let your personality shine through.

Newsletters are an amazing tool. They enable you to keep in regular contact with your customers and enhance that relationship by offering news, tips and offers.

Do you send out a regular newsletter? If so why not leave a comment below and tell us how you use it. You might have more tips for us all to follow.



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