Your brand’s newsletter subscribers are like gold dust. They are worth more than your social media followers. Why? Because it’s one of the only opportunities that you can make direct contact with them, without interruption, like you experience when scrolling Instagram. It’s too easy on those platforms to quickly move on. Subscribers = captive audience.
But how do you make sure they actually open your newsletter? On average, people receive around 121 emails PER DAY! Adding another one to their list means it has to be worthwhile, engaging, enticing or educational. And ideally, you need to be able to segment your emails based on your brand’s audience type: Have they ever made a purchase? Are they a loyal customer? Do they have a subscription with you? Did they recently cancel their subscription? These things matter because your customer is at different stages of knowing and purchasing your brand.
Regularly producing fresh and unique content can become tiring so we’ve put together 8 different newsletter content ideas to help keep your brand’s audience engaged!
👉 Those FAQs were written for a reason, why not jazz them up for your newsletter? It’s a great opportunity to share them with customers that haven’t made a purchase yet. When browsing your site they may never have found your FAQs or got around to reading them so this could be the perfect chance to convert some new customers.
👉 Sharing job openings are a great idea because who better to hire than someone who already loves and knows your brand? Plus everyone is kinda nosy and wants to know what’s going on within a company so you’re likely to see a good open rate!
👉 Want to grow your subscriber list AND have an amazing open rate? Put together a multi-brand newsletter giveaway with like-minded brands. The more brands that contribute, the bigger the reach and the more enticing the prize!
👉 Updates on your latest stockists. The fact is people have different buying habits. Not everyone will buy direct from a brand. Some people like to see, feel, smell, hold a product before they make the purchase. Some people like the convenience of buying from Amazon. This is great content for people that are still yet to purchase your product, potentially opening up a new way purchase path from them.
👉 Highlight the unusual; this can be a great clickbait one, but in a good way! If you have a product that does something not many people know about but is second nature to you, talk about it! For example, I saw a newsletter from a kombucha brand that recommended adding a splash of their kombucha to a pancake mixture to make them extra fluffy. People love random and unusual hacks!
👉 A quiz with prizes! This can be a fun way to interact with your customers and gives you insight into how much they actually know about your brand. It’s also a good way of educating them on your products or why you do what you do.
👉 Do a discount swap with a few brands that align with yours. You offer your subscribers discount codes of your favourite brands and you provide the partner brands with a specific discount code to offer their subscribers. It’s a great way to grow brand awareness, and boost revenue.
👉 A ‘Founders edit’ on the history of the brand, favourite features and reviews over the years. This is a lovely way to celebrate with your audience how far you have come and thank them for their support.
Keeping your brand’s newsletter content fresh and exciting is key to having an engaged audience and successful open rate – leading to a higher click-through rate and landing on your site, which is ultimately what you want!
