I love writing all types of content. I see the beauty in all marketing writing ranging from short-and-sweet social media posts to lengthy educational articles. However, there’s one form of content that seems to have a special place in my heart:
Newsletters.
I find newsletters so much fun to write, because there’s an opportunity to package many pieces of content into one neat container. I’m sharing my 6 key components of high-engagement newsletter that leaves your readers excited to interact and learn more.
#1. Timely Content
Start your newsletter off strong with content that’s relevant for your audience during the specific time. Lead with a piece of content that focuses on a timely topic, like:
- Holiday-themed or seasonal articles
- Educational materials to address a timely concern in your industry’s climate
- Product guide that recommends seasonally relevant selections
- Response to recent online or industry trends
- Anticipation of a new product release, event, or offer
#2. Opportunities to Engage, Play, and Win
Some of the most high-engagement newsletters I’ve published featured an activity to do beyond just simply reading content, like playing a game for example. Boost your readership and engagement by including an interactive component like:
- Trivia
- Multiple choice pop quiz
- Crossword puzzle or word search
- Social media contests
- Free product or “swag” giveaway
#3. Reader Celebrations
Remember, the best marketing content shines a spotlight on your reader, and your brand plays a supporting role by providing a solution to their problem. Find a way to promote your readers in your newsletter after obtaining the proper permissions. Here are a few ideas:
- Testimonials
- Reader of the week/month/quarter
- Client success stories
- Q&A section that answers reader-submitted inquiries
- Reader-written snippet or excerpt
#4. Industry Leadership
While your newsletter content should mainly focus on the reader, you have the opportunity to show off your brand’s latest achievements or innovations, especially if they set you apart as an industry leader. Share the latest news about your brand’s impact in a way that highlights the key benefits for your readers. Examples include:
- Awards
- New research or case studies
- Product releases
- Features in industry media or events
- Philanthropic efforts
#5. Links to Keep Reading and Learning
Your newsletter is a springboard for your readers to take a deep dive into your brand’s content. Wrap up each section of your newsletter with a clear call-to-action to keep exploring more about that topic. Examples include:
- Keep reading (link to a blog article)
- Join the conversation (link to a social media group or page)
- Sign up here (link to opt-in to any new initiatives you’re presenting)
- Buy now (link to purchase a product)
- Contact us now (link to your contact page or email address)
#6. A Personal Touch
Write your newsletter using simple, conversational language that’s aligned with your brand’s unique voice. Create a deeper level of connection with your readers by adding a personal touch, like:
- Warm conclusion message at the end of the newsletter
- Short bio about the newsletter author and their inspiration
- Personalized product suggestion if you have the segmentation capabilities
- Tags in your email system that write out your reader’s name in the introduction
- Invitation for readers to submit ideas for future newsletter content
BONUS TIP:
Create a consistent template.
Establish 5-8 sections that you want to regularly feature in your newsletter, so your readers can get used to following a certain flow and you have a foundation to work with each time. You can use the above components to build your initial template:
Section 1: Timely Article
Section 2: Game or Engagement Opportunity
Section 3: Reader Celebration
Section 4: Industry Spotlight Piece
Section 5: Links to Your High-Value CTAs
Section 6: Personal Wrap-Up
Newsletters are a great way to deliver multiple pieces of content and stay in touch with your audience on a consistent basis. I hope these 6 tips help you write your first or next fun newsletter.
Linda Walkowich 