Last Updated: Jul 10, 2018
Don’t know what to put in your newsletter? Wondering what kind of newsletter content will get your subscribers to open and read your email? These ideas can help you write a newsletter that your customers will look forward to receiving.

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Are you skeptical about the power of email newsletters? You shouldn’t be. Numerous studies find that email is still an effective and profitable way of communicating with customers and bringing in business. For small businesses, developing an email newsletter is a fantastic way to keep the relationship going with customers, and be seen as an ongoing resource.

Here are some tips to create a newsletter that your subscribers will look forward to seeing in their inboxes:

People love to be seen as a resource for their friends and colleagues. If you can provide tips and information that will help them do that then they will pass it along to their own networks. Try out some of these ideas:

Include content that will get people to form a more personal connection with your business or organization. This type of content lends itself more naturally to certain businesses but if you get creative this connection can be formed with businesses of all types. Try doing a profile of one of your employees, or showcase a “behind the scenes” look into your business.  

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It’s often as simple as this: Sometimes, people need to be told what to do. When you say “Please share this,” your fans often will. For example, you can include a piece of content (such as an article, or social post) and tell your fans “Share this if you agree.”

Everyone loves to laugh. So if you can find a funny picture, video, story, or all of the above that will make your customers smile—why not? It’s a great way to connect with your customers and to make a positive impression on your prospects. Just be sure to remain true to your brand.

Think of your email newsletter as a sort of newspaper or magazine. You wouldn’t want your newspaper delivery to come late on Sunday morning, would you? Same goes for your newsletter. Be consistent with the recurrence and timing for when you send. Your subscribers will become used to the schedule and come to expect it—really engaged subscribers might even proactively look for the email when they know it typically arrives.

This is my final tip for a reason: writing the perfect subject line should be the final step in crafting your newsletter. Don’t write your newsletter based on your subject line, instead write your subject line based on your newsletter. Just like a bestselling novel needs an enticing title, your email newsletter needs a subject line that pulls readers in and gets them to open. 

Editor’s note: Not using email marketing yet? Or not happy with your provider? uses and recommends Constant Contact. Try it free today.

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Ellen Williams, Constant Contact Regional Development Director, New York and Southern Connecticut

Ellen has over 20 years of technology and marketing experience and has presented to over 4,000 small businesses, nonprofits, and associations. Her advice on best practices help organizations understand how to build great customer relationships that inevitable grow their businesses.