Newsletter Content – What do You Write?

March 15th 2012       Sally Ormond       copywriting tips, marketing tips, Newsletters

A newsletter is a great way to keep in touch with your customers and add value to your relationship with them.Newsletter content

But what on earth do you put in them?

How do you keep your subscribers engaged?

Here are a few pointers:

1. Timely

Tying your newsletter content in with topical events is always a great way to get your new to resonate with your readers.

Make sure your content is relevant to the audience you are writing for, your industry and what’s happening around you.

2. Problem solving

Every issue should offer some sort of help and advice.

‘How to’ articles, top tips and general advice will add value to your relationship with your readers.

Because you are not using your newsletter as a pure sales tool, your readers are far more likely to remain subscribed if they know you will continue to provide them with valuable information that will help them in their day to day lives.

3. Keep an eye on the length

As well as your content, you must also think about the length of your newsletter.

Usually, it’s best to keep them relatively short – around 400 words – if you want to keep your readers’ attention right to the end.

Your sentences should also be kept short to make it an ‘easy read’ and, of course, you’ll need a strong headline (which will also be your subject line) to draw your reader in and get them to open your newsletter.

4. Links

You know you need to keep your newsletters short. But what happens when one month, you come across a really useful article you want to talk about.

Well, that’s where links come into their own. Write a short piece outlining the main issues of the article and then link out to it so, if they want to read more, they can.

You can also do this if you want to link out to your own blog posts.

5. Enjoy

Writing your newsletter shouldn’t be a chore, if it is, it’s unlikely to be an enjoyable read.

Be yourself, write conversationally and let your personality shine through.


Newsletters can be very powerful marketing tools if done well. They allow you to maintain regular contact with your customers, enhance your relationship my sharing information with them and – occasionally – sell to them or make them aware of your latest offer.




Tags: copywriting tips, marketing tips, Newsletters
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