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Knowing what you should include in your email newsletter is as important as creating one.

They say that the money is in your email list, but if you don’t send out regular messages to your subscribers, you’ll miss out on the additional income that an email newsletter can generate. It’s important not to over think each newsletter that you send out. Keep them simple, not too long, and always point the reader to something else such as something to buy, share, or do.  In other words, always include a call to action.

Tips and Tricks

It’s important to include a list of tips and tricks for your readers in your email newsletter. If you send out a daily newsletter, you could created a once-a-week wrap up list of the top articles, tips, or tricks that you’ve touched on earlier in the week. Find out what content was most popular and show your readers how to put your services or products to their best use.

Special Offers

You don’t have to send out a special offer every newsletter but if once a month or so you offer your newsletter subscribers an offer that no one else is getting just for being a subscriber, you’ll make them feel special. People love the feeling of membership and exclusivity.  This could include promo codes, a free digital download, a time-sensitive offer on a course, or even a subscriber only giveaway.

Engagement Opportunities

Give your newsletter subscribers an inside way to meet up with you, either through live meet-ups or online webinars. Having one webinar per quarter (or more) is often a fun way to engage your newsletter subscribers. You could include a Q&A session, highlight best practices for your industry, group coaching, or tutorials. GoToWebinar is a simple way to accomplish this if you’re just starting out. They even offer a free trial.

Early Bird Notices

Tell your list subscribers about new products before you announce them to the world. Giving them a few days to purchase at a discounted “early bird” rate is a special option to include in your email newsletters and will make them more likely to stay subscribed. If you’re offering a new product, be sure to let your subscribers try it for free or at a discount in exchange for reviews and feedback.

Feedback Questions

Using your email newsletter as an easy to get feedback on potential new products or services is a great way to encourage engagement. You can do it via questionnaire or poll.  This approach will prove to be helpful if you’re still in the development stage as you can customize more specifically to your target audience.


Including a section for customer testimonials is a great way to recognize your clients as well as to provide social proof to newsletter subscribers who have not purchased from you yet.  You can include a link to a form or survey and be sure to share and highlight your subscribers who took time out of their busy schedule to acknowledge your business.

Social Share Buttons

Inviting your newsletter subscribers to share your newsletters that don’t have exclusive material is a great way to improve your subscription rate, and will also make your current members feel included in your community.  You can also share your newsletters on your social media platforms every once in awhile after they’re sent.  Don’t do this too often, and include a call to action in your post such as, “Subscribe to our newsletter to receive all of the latest discounts and offerings from us.”

Legal Notifications

Every newsletter needs to include all legal notifications relevant to anti-spam laws. If you go with the most stringent laws, you’ll be sure to cover all your bases.  This usually includes double opt-ins, your physical address, and frequent mentions of how to unsubscribe.

Opt-Out Information

While this could be covered under legal notifications, it’s important that you include opt-out information that is easy to find in every single newsletter that you send out. Don’t be worried about subscribers unsubscribing. It’s better to have a clean list of people who want to be there than a list full of people who resent getting your information, or worse, report your newsletter as spam.

Ensure that you include a variety of different things in your email newsletter that are designed to get a response and you won’t be disappointed in the results. In addition to the items above, don’t forget to include a call to action (CTA) in each newsletter that you send out. Without a CTA there is no point to the newsletter. So, be clear about that before you start.

Want more tips for crafting the perfect email newsletter? Visit 7 Newsletter Examples from the World’s Largest Brands and then check out Content Marketing Institute’s article – 15 Goals, Tips, Examples, and Lessons for E-Newsletter Perfection. 

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