Inbound Marketing Insights

An email newsletter can go a long way toward creating a connection with your brand and building trust with your audience. While most businesses focus on connecting with their clients and prospects, an email newsletter can foster relationships with vendors, suppliers, and even other companies who may want to partner with your company. It's essential to think of all aspects of an email newsletter and how to leverage it to make the most impact on your marketing efforts.  If you put the time and energy into creating a consistent email newsletter, you want to ensure it provides value to readers. Your email newsletter must be seen as a powerful marketing tool facilitating engagement and retention.


1. Updates To Products And Services Or New Product Information
As a business, you are likely constantly tailoring your offerings to meet your customers' needs. This can be a great place to show that you listen and understand their needs as a customer. If you are ready to launch a new product, a newsletter is perfect for introducing it and any changes to your current products or services. Remember that you don't want to mention those changes, but also discuss more in-depth why you are making them and, most importantly, how they will benefit your customers.

2. Company News
Remember that the point of a newsletter is to create a connection, so if any exciting updates or changes are happening in your company, feel free to share. As with new products and product updates, don't just tell the what, but the why. Explaining the thought behind your decision-making process will also give your customers a glimpse at your company culture and the values you stand behind, which is increasingly important. Today, customers don't just buy products because they need them but because they align with the company's culture and values that produce them.

3. Interactive Content
An email newsletter should be a powerful piece of marketing material. As such, you will want a way to measure engagement. An interactive contest of some kind can not only help you measure engagement but can also help raise your visibility. Think about interactive content you can use in your newsletter. Consider a gif instead of a static image. Alternatively, you can include a video in your email newsletter if you just launched a video. There are many ways to use motion graphics in emails to stand out from other emails someone is receiving. 

4. Getting to Know You
Your brand is a compilation of all the qualities and characteristics of the people who make up your business. One great way to create a connection is by introducing your followers to the faces that make up your business. You can create an employee spotlight section or post photos of your office party, workplace decorating contest, or trick-or-treating for employees' children.

If your business is involved in any charity work, showcase that. This helps create a connection and also helps further showcase your company culture and values. Remember, people do business with others, so learning about your culture and employees is essential for building connections and trust. 

5. Help Desk/Support Section
No matter what kind of product or service you offer, there are likely to be several common issues that arise. This can be a great place to address them or even let clients and consumers know about features you regularly discover they don't know available.

This can also create a fun opportunity for engagement and interaction as well. For instance, you can provide a link to your social media pages asking users to share their best tips and tricks. You can ask people to share how they use your product or service or even share their favorite thing about it.

When creating a newsletter, you want to offer a wide variety of content, from how-to videos to infographics and other helpful content. You want your newsletter to contain valuable tips and tricks and fun, engaging content. With every piece you assemble, you always ask yourself, "Why would our clients want to read this, and what value does it offer?" Remember that you are asking your clients and prospects to give you some of their valuable time just to read your newsletter, so be sure you offer them something of equal or greater value in return.

Questions on how to make the most out of your email marketing newsletter? Schedule an email marketing strategy session with our team of experts.