Want more people to open, read, and love your email marketing newsletter? Start by asking yourself: what’s actually in it for them?
There’s no shortage of newsletters out there – some brilliant, some painfully dull. The difference almost always comes down to relevance, clarity, and value. Here’s how to make sure yours stands out for the right reasons.
What to Include in a Newsletter?
1. Practical Advice
Subscribers are looking for actionable, expert-backed insights. Share tips, frameworks, or case studies that help solve real email marketing problems.
2. Relevant Updates
Company news isn’t off-limits – but make sure it’s meaningful. Moved platforms? Updated your privacy policy? Running a limited offer? Great – tell them why it matters to them.
3. Clear, Digestible Content
Keep it scannable. Use headers, bullets, and short paragraphs. Your readers are busy – respect their time.
4. A Reason to Stay Subscribed
This could be an exclusive resource, early access to tools, a discount, or content they won’t get anywhere else. Always lead with value.
5. Personality
Newsletters don’t need to be robotic. A little tone, wit, or storytelling (used sparingly) builds rapport and keeps readers coming back.
What to Avoid in a Newsletter?
1. Self-Indulgent Fluff
Your readers already know who you are – they signed up. Don’t waste space talking about your office makeover or how passionate you are about “excellence.” Stick to what helps them.
2. Generic Filler Content
If the advice can be found in a two-second Google search, it’s not worth sending. Your content should say something new or useful, not regurgitate blog basics.
3. Overselling
A newsletter isn’t a hard-sell channel. Promote your services subtly – after delivering genuine value. Earn the click. Don’t beg for it.
4. Irrelevant Information
Your newsletter should feel tailored. Use your subscriber data – interests, behaviour, preferences – to deliver content that hits the mark. One-size-fits-all doesn’t cut it anymore.
5. Dead Weight Design
Clunky layouts, unclickable links, poor mobile rendering – all deal-breakers. Your design should support the message, not distract from it.
Balance Value with Strategy
Think of your newsletter as a loyalty-building tool. Two-thirds of your content should be focused on retaining subscribers with high-value content. That last third? Use it to gently prompt action – whether that’s joining your main email list, downloading a lead magnet, or trying a service.
But that promotional third must be just as sharp and relevant. No rambling. No vague “we’re here if you need us” copy. Be clear: what’s in it for them?
A great email marketing newsletter isn’t about you. It’s about your reader – their challenges, their wins, their goals. If you’re not delivering something useful or meaningful, you’re just noise in the inbox.
So before hitting send, ask: “If I were them, would I read this?”
If the answer’s no, rewrite it.
