We are often asked “what should I actually put in a client newsletter?” Although some clients have too much content, others are less sure of what to put in. Here’s some helpful ideas for newsletter content.

Firstly, if you’ve bought into the great potential of a marketing newsletter and want to take advantage of the many positives of using this method of communication then naturally the first question is most likely to be “what can we put in it?”

Defining Your Audience

But before you start, the most important question to ask is who is your audience? Who will be reading the newsletter? Whoever will be reading it, you will need relevant and timely information that your readers will find interesting.

Will it be existing customers, lapsed contacts, referrers, service users, investors, members of the public – or other groups completely?

Having a small, tightly targeted audience makes creating content more simple – you will know more about your readers and what they will be interested in. This will help you create content that they will want to read about. Which in turn will make tailoring your content more easy.

Having a broader readership – such as any member of the public, for example – makes it considerably harder as you’ll need to ensure that there is something of interest for everybody! Not an easy task.

Creating Content

Once you have clearly identified and defined the target readers of your newsletters, creating your content should be much easier. We know that printed newsletters are a perfect way to directly communicate with your readers.

It is a fantastic method to promote your product(s) and / or service(s) and they reach your audience with information they’re interested in.

Content Ideas

So what you can actually put in it? Here are a few ideas:

  • Organisation news
  • Product or service updates
  • Special announcements
  • Reviews and featured insight
  • Articles and guides
  • Special offers
  • Sales or time-limited promotions
  • Event details such as seminars or presentations
  • Tips and techniques
  • Appointments – starters and leavers
  • Social updates
  • Interviews with key staff or leaders in your industry or area of expertise

Then you could also consider a recurring feature – such as a fun quiz, crossword, wordsearch or spot the difference for example. What about a  caption competition?

Introducing a regular segment is a great way to maintain consistency and encourage readers to look out for it again in the next issue.

Further Inspiration

If you’re stuck for inspiration, you could always see what others have done and try applying this to your newsletter. Or what about considering the existing expertise within your own company or organisation? You may have budding writers already within your ranks and you could ask your team to write features or special articles. They could surprise your how knowledgeable and talented they are.

Make sure that your newsletter content is informative and detailed enough but avoid making it too heavy going or filled with unnecessary jargon or too many technical terms. Edit carefully to ensure that your articles are easy to read, get to the point quickly and easily and don’t sell too hard or you’ll turn off your audience in a flash.

Calls to Action

Finally, every newsletter needs clear, concise call-to-actions. … details of what you actually want the reader to do after they’ve read your newsletter.

For example if you have an article about a forthcoming seminar your holding, ensure that the date, time, location and booking details are clear and encourage readers to take action.

It is a vital element and what you want the reader to do should be clear, logical and simple to follow.

Whether it is more enquiries, sales or donations – or indeed whatever your objectives – having strong and clear calls to action is crucial to the overall success of your printed newsletter campaign.