A newsletter should be full of valuable content—something that makes the reader feel special for receiving the information in their inbox. Below are a few examples of informative content to include in the newsletter:
• Fan photos
• Videos and/or webinars
• Company news (volunteer projects, awards, etc)
• Interesting facts
• Holidays, dates to remember, events
• Third party news/industry news
• How-tos, tutorials, tactics, tips
Lose (sales) hype
People who signed up for your newsletter enjoy being informed of sales, yet selling should not be your primary focus of the email newsletter. Send the offers within promo-specific e-mails.
Keep it short
The point of the newsletter is not necessarily to make a sale, but to build up a relationship with the audience, to educate and inform, and to snag a few clicks to your website. Visits to your site may lead to sales or more readers for your blogs and event updates.
Have compelling opening line
In the “From” label, clearly state whom your email newsletter comes from. Usually, using the company name is recommended. While crafting your newsletter subject line up, do not use generic lines such as: August Newsletter, This Week’s Newsletter, Your Monthly Newsletter, The Insider, etc. Also, be certain that you take advantage of the pre-header, which can act like your secondary subject line.
Allow an easy opt-out
An individual unsubscribing from a newsletter is a fact of life, and it isn’t anything to take personally. If the “unsubscribe” button is hard to locate, it may be easy for readers to mark your e-mails as spam. Allow your readers to go easily if they want, and make the unsubscribe link simple to locate. Otherwise, sitting inside a spam box only will cause the delivery, open, and click-through rates to decrease.