The number one question I hear from small business owners regarding their newsletter content is, "What should I be writing about?"
Many small business owners mistakenly believe that they shouldn't email their list unless they have something new and noteworthy to share. Still others are under the mistaken impression that every single newsletter should be a sales email.
Great newsletter content doesn't have to just include exciting events, product launches or new offerings. In fact, the bulk of your email content may not even focus on your products and services at all.
Here are 5 newsletter content ideas to help you engage your list, even when you feel like there's "nothing to email about."
1. Tips and Trick
Newsletter content is a chance to deliver on your promise to make your customers' lives better. Offer tips and tricks, give expert advice, and solve your customer's problems via email.
If you're able to offer genuine help with free newsletter content, your customers will be that much more likely to make a purchase from you, an expert problem-solver that they trust.
2. A question
Wondering why your customers aren't buying a certain product, liking your Facebook posts, or clicking the links in your emails? Ask them.
A single, targeted question makes for great newsletter content because it engages the reader and encourages them to respond.
You might ask something like "What's the biggest problem related to _________ that you'd give anything to solve right now?"
Use the answers you receive to revise your future newsletter content and create new products that solve those specific problems.
3. A personal story
Whether the story belongs to you, a customer, or a colleague, sharing a relevant tale with your readers helps them to connect with you and your brand.
How do you want to be thought of and remembered in the mind of your reader? Choose a story based on the answer to that question - it could be something funny, inspiring, even deep, but make sure that in addition to entertaining the reader, it also offers a valuable, problem-solving lesson.
4. Your latest blog post
Don't be afraid to share your latest blog post with your email list. Chances are that many of your customers may not be aware you've posted new content unless you email them to remind them.
Create a newsletter using the first paragraph of the blog post, together with a link encouraging the customer to "click here to read more."
5. A survey
Like a single question, a survey makes for useful, engaging newsletter content. Be sure to ask questions that address pain points and that will be useful to you in serving your customers.
Whatever your email newsletter contains, make sure it's not simply asking for the sale over and over again.
Profitable newsletter content that is helpful, educational, and addresses pain points will naturally move your customers into a "ready to buy" mindset.