Subscribe on laptop screenDid you know that of all of the online marketing tactics out there, email marketing has the highest potential for generating the highest return on investment? Yes, it’s even better than search engine optimisation (SEO), pay-per-click (PPC) or paid search advertising, content marketing, and other digital marketing strategies.

Compared with other channels, email marketing doesn’t require a high amount of monetary investment. This is why it’s one of the most favoured strategies when it comes to online marketing in Singapore and other parts of the world. For email marketing, newsletters are at the forefront of every successful campaign.

What should your newsletter contain? Here’s everything you need to know about crafting newsletter content and using your email newsletters to engage with your readers.

What to write

Your newsletter should have topics relevant to your industry that would interest your audience. Find out what customers ask about your business, products or services. Provide them with answers that would satisfy their queries but leave something back to pique their interest and entice them to do business with you.

Share a few industry tips and examples. For instance, if you sell gardening supplies, give your readers advice on growing a small garden in their balcony, and share a photo of a customer using some of your products. Here are other things you can include in your newsletters:

  1. Short features like an anecdote, testimonial, the gist of a case study, or a customer spotlight;
  2. A condensed version of a white paper or a snippet from an e-book;
  3. Announcements on new products or services, events, promotions, contests, store openings – but keep the advertising to a minimum;
  4. Link to other relevant articles on authority or expert sites.
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Reminders for creating newsletter content

At the end of your newsletter, provide your readers with a feedback link so they can let you know what else they would like to know. Engage them with questions, ask for feedback on an idea – start a conversation and engage your audience.

Include your social media links or icons on your email newsletter, as well as share buttons for key parts of the content. For instance, you can let users share your blog posts on their social media accounts.

When crafting your newsletter, keep your tone conversational. Imagine you’re having afternoon tea with your customer and having a nice chat. Avoid sounding too serious – keep things light, yet informative. Aim to deliver value to your readers.

Lastly, keep things short but sweet – tell your readers that if they would like to know more, they can read the full story on your website. Don’t forget to include the link!
Lastly, keep things short but sweet – tell your readers that if they would like to know more, they can read the full story on your website. Don’t forget to include the link!

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