Inspiration for writing email newsletters

Sometimes the hardest part of publishing an email newsletter is knowing what to write. This article features tips to help keep your newsletters interesting and make publishing a newsletter rewarding and exciting for your business.

There's no question that fresh content is important, however, we all suffer from writers block from time-to-time. To help you in your time of need we've outlined five techniques you can use to create fresh content and take the strain out of creating email newsletters.

Be an expert

Nobody knows your business and your customers like you. Positioning your business as an expert will help build brand loyalty and create trust.

The best way to become an expert is to write about what you know. We've all heard the phrase "Jack of all trades, master of none". Think about this in relation to your newsletter content. If you write about everything and specialise in nothing, you'll be seen as a jack of all trades. As consumers we find it hard to believe that one business can know all and provide all.

Choose an area of expertise, something you know a lot about and focus on it. You can support this with the expertise and knowledge of others. This way you're not struggling to write about subjects you have no knowledge in.

Feature guest writers

Guest writers are a great way to provide interesting, fresh content for your readers without needing to write articles from scratch. Featuring a guest writer shows that your business is connected and ensures you provide good content in an efficient way.

This is a win-win-win situation (yes three of them!). Your business wins because you get fresh content with limited hassle, your readers win because they have expert articles from those that know about the subject, the guest writer wins because they get exposure to your market.

Overall this is a must use technique in any email newsletter strategy.

Summarise or re-visit old content

A summary email can be very useful when fresh ideas are hard to come by. This can be structured in one of two ways.

The first is the "summarise and add" approach. Here, you summarise the old content and add additional information or opinions to it. This reduces your work load and provides fresh content for your readers.

The second option is the "summarise and link" approach. Here, you summarise a number of old articles and add value by providing additional links to websites, landing pages and articles related to the subject. This requires research to find the links and articles. However, your readers benefit from the additional news and your business is seen as a valued source of information.

Feature case studies

Case studies make fantastic email newsletter content. They're a great way to show your product or service in action and provide an opportunity to sell the benefits of choosing your business.

Case studies require research and preparation, which means they often take a long time to create. However, you'll be able to use your case studies in many of your marketing communications. Time spent creating case studies is time well spent.

Discuss hot topics

We all love to talk about what's hot and what's not. It's important for your business to show that you're up to date with the latest news and views. Discussing hot topics allows you to give your business a personality and build trust with your readers.

If you're struggling to find inspiration for your newsletter, simply select a relevant hot topic, summarise it and discuss how this effects your readers and the industry you work in. You can add value to the article by providing relevant links to external information.