E-mail Marketing

NNBN INSIGHT – What To Include In An E-mail Newsletter

Email newsletters are a great way to build relationships with your target audience and generate leads for your business. In the United Kingdom, email newsletters are commonly used by businesses to connect with prospects and customers and to attract new ones. However, to make this happen, it’s important to ensure that your newsletter delivers informative and engaging content that is tailored to your audience’s interests. In this article, we will explore what content to include in a business email newsletter in the UK.

1. Company News and Updates

Updating your subscribers about the latest news and updates regarding your company is an excellent way to make them feel a part of your business and enhance your reputation as a transparent brand. When writing this type of content, make sure it is brief and clearly outlines how it affects you, your customers, and their overall experience with your company.

For instance, if you have recently launched a new product, you can talk about how it is an improvement from the previous product, and how the product exactly benefits the consumer. Similarly, you can announce any upcoming events your company is hosting, or any awards or recognitions your company has recently received.

2. Tips and Advice

The majority of your audience is looking for valuable information that can benefit them. By providing your subscribers with tips and advice on how they could improve their life, you demonstrate your business’s expertise in your industry. You could offer insights into your particular business’s sector and provide guidance or solutions to common problems. For example, if your business is a financial services provider, you could offer tips on how to invest smartly or how to make the most of tax savings.

3. Success Stories

Share the success stories of your customers and clients. Including their stories and testimonials into your newsletter not only adds variety to your content but also builds trust with your audience. By showcasing their successes, your subscribers will see the true value of your product or service, and how it transforms their lives for better. This is also an opportunity to establish your place as a trusted advisor and solution provider.

4. Behind the Scenes

Sharing an inside look behind your company’s operations is also a great way to enhance the customer experience. It allows customers to view the way in which you work and gain confidence in the quality of your work. For example, you could provide a behind the scenes look at the process of creating products.

5. Personal content

Sometimes adding a personal touch to your newsletter can be a good way to make your subscribers feel more connected with your business. This content could include employees’ stories, such as a company employee’s story, experience, or special interest. Doing so adds a human touch and makes your company and its contributors feel more relatable.

6. Promotions and Discounts

Including promotional content in your newsletter can drive traffic to your website, generate leads and sales. This is one of the most preferred types of content by subscribers, and a great way to better the rate of open rates for your newsletters. Coupons or discounts on specific products or services would be considered a legitimate reward/benefit for newsletter subscribers.

7. Curated Content

Curated content helps save time and effort when you need to publish updated news and data regularly. This type of content can include infographics, statistics, or data that is relevant to your business.

The newsletter would update subscribers on industry developments, emerging trends, or important news. This is also a great opportunity to showcase your thought leadership, by compositing analysis and providing commentary to put new developments into context. Sharing others’ content also shows that you are informed on the industry’s latest trends and are committed to providing your readers with the most well-rounded experience possible.

8. Surveys

Including surveys in your newsletter is a great way to collect feedback from your subscribers. This feedback could include their opinion on your product or service, or what aspects they would like to see improved. As such, the feedback you receive can assist you in making better business decisions.

In conclusion, crafting engaging email newsletter content is critical to a successful email campaign. By having a well-established strategy and providing valuable content that your customers are interested in, you’re more likely to increase your open rates and click-through rates. By including the above content types to your newsletter, it’s possible to establish a consistent voice and deepen the connection you have with your targeted audience, as well as explore more meaningful engagement opportunities that benefit both parties.


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