Provide useful and relevant content
People subscribe to your newsletter because they want information relating to your area of expertise that is useful, relevant and interesting. With this in mind, it’s important to brainstorm exciting newsletter content ideas that will make your subscribers’ lives easier and more fulfilling.
Here’s an example of keeping your email newsletter content relevant and useful:
Suzie runs a pretend business called ‘Suzie’s Asian Cuisine Cooking Classes’. Each week she emails a newsletter containing information related to Asian cooking, including recipes, descriptions of ingredients, food preparation tips, where to source the best produce and so on. Her subscribers love receiving her newsletter because the content is so relevant and interesting.
If Suzie shifted her focus and started writing content about Italian cooking, or perhaps started writing about her bizarre new hobby of making diamond toe-rings for mice, then her newsletter content would no longer be relevant. Not only would people likely unsubscribe from her newsletter, they’d probably worry deeply about her new hobby.
Don’t be afraid to share ‘how to’ articles
Some business owners worry that if they give away too much information their subscribers won’t have cause to use their products and services. That may be true for some subscribers, but there will always be subscribers who don’t have the time, inclination or skills to do what you’re teaching them to do.
For example, one of my most descriptive ‘how to’ articles for Flying Solo ended up generating quite a few leads. The reason? Because even though I wrote the exact steps on how to write a business tagline, there were many soloists who simply wanted someone else to write it for them.
In saying that, it’s good to be discerning: You know your target market better than I do. If you think that your subscribers will happily take the information and run, then perhaps give them part of the solution rather than all of it.
Have a call-to-action
If you want your newsletter to generate leads and sales, then each newsletter must have a call-to-action. As the name suggests, a call-to-action refers to copy that asks the reader to take some sort of action.
Using our Asian Cooking example, let’s say that Suzie wants her subscribers to buy an eBook. At the end of her article on how to make a delicious beef stir-fry in less than 10 minutes, she might write:
If you liked this lightning-fast recipe, you’re going to love the recipes in my new eBook, Quick Sticks: 50 super-fast Asian recipes. Imagine saving thousands of hours in cooking time? This is more than just a cookbook; this is a tool to help you create a brand new life. Take a sneak peek.
Remember: to generate repeat business with newsletters, keep your content relevant, keep it interesting and useful, and include a compelling call-to-action.
What are your email newsletter content tips?