What Goes in an E-Newsletter?

So you need an e-newsletter, but what goes in an e-newsletter? I get this question a lot from many clients. The best answer can be summed in one word: value.

An e-newsletter, much like all marketing initiatives, needs to provide value. There needs to be a reason to read the e-newsletter. If there is no value or no benefit to reading it, then all marketing efforts are wasted.

Sure, an e-newsletter needs to sell your services and promote your latest offering. This is a given. But if your e-newsletter is strictly focused on selling something, your unsubscription rate will rise. However, if you can provide valuable content that demonstrates the level of service your business can provide, the sales part will come easily!

Always think about the objective of your e-newsletter. In fact, all marketing initiatives need a specific objective. For example, the aim of a brochure could be to motivate recipients to call to set up an appointment. The intention of a radio ad could be to drive traffic to the website. The goal of a website might be to sell a particular product.

An e-newsletter is no different. Think about what you want to accomplish with an e-newsletter and direct your content in that fashion. If your objective is to drive traffic to the website, be sure you include links in your e-newsletter. If your objective is to demonstrate your credibility, provide links to resources and references that show your area of expertise. If your objective is to sell a product or service, ensure that your copy reflects the benefit of the product or service.

Ultimately it all depends on the objective of the e-newsletter. But one theme should resonate with all your content: value. Give the reader a reason to open the e-newsletter, read it and act upon it.