12 unique ideas what to write in email newsletters

You hear often: send more educational content than offer in your email newsletter.

Ok, but what to write about?

There is wide variety of content you can integrate into a newsletter. The following list highlights some of the most popular and effective types:

  1. Tips that demonstrate your expertise 

The purpose is to inform and educate your readers, and build your reputation as a subject matter expert (SME).

  • Provide useful tips and ideas
  • Be short, and be on point
  • Use examples and stories
  • Use pictures and graphics to make it more entertaining
  • Write short paragraphs and break the text often to make it easier to read


  • A check list for every content writer before they send their copy to print
  • 5 tips on how NOT to buy used cars
  • 10 myths about long-term investments
  • Questions you must ask before you buy a house


  1. Company news

The goal is to build a relationship with the customer. If they know what’s going on in your company and how your team is doing, they will feel closer to you than to your competitor.

Virtually anything can be news:

  • Introducing a new employee on the team
  • Sharing the results of a special event like a charity fundraiser
    or an open house
  • Letting people know about a new partner business
  • Announcing the grand opening of a new store
  • Celebrating the anniversary of the company
  • Providing a calendar of upcoming events

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  1. Personal image building 

People buy from someone they know, trust, and with whom they feel a personal connection. Let your personality shine through in your newsletters once in a while. Don’t be afraid to share:


  • Your goals and milestones
  • Your personal opinion about a trendy subject you feel strongly about
  • Family, pets
  • Your hobby and interests
  • How you broke an old habit
  • Life lessons learned
  • Your mentor
  • Memories from a vacation
  • A challenge you are dealing with, especially one that may impact your business operations


  1. A new product

People love new things. More than anything, they love feeling like they are part of a special group and have inside information that the general public doesn’t. Before you launch your new product or service, promote it in your newsletter and build some pre-launch excitement that can turn into quick sales when you launch.

  • We are looking for new product testers!
  • We are preparing the store for the high volume of customers tomorrow
  • Breaking news: Our newest product is on shelves – be one of the first to try it out!


  1. Fun facts 

Something as simple as fun facts related to your industry offers an easy way to spice things up and entertain readers.

  • A comic strip or joke about your industry
  • A funny picture or meme related to your business, for example, one that pokes fun at common misperceptions
  • Appalling statistics about your business or industry
  • Celebrity news that can relate to your industry, for example, a makeup stylist could include: “This week’s makeup fail in Hollywood”


  1. Q&A

If you receive a good question via social media, email, on your website, over the phone, or in person, include that question and your response in your newsletter. Your subscribers will be happy to read it, and may have even had the same question for you, but hadn’t asked yet.


  1. Industry news and trends

What’s happening in your industry and how does it impact your business? Your customers will appreciate your take on current events, and it shows that you’re in touch with what’s going on in the world. This also reinforces your reputation as a SME in your industry.

Some great ways to talk about your industry:

  • Review an industry-related book you can suggest
  • Tell your readers about a new/old trend, or a significant change in the industry
  • Industry-related statistics and quick facts
  • Graphs, charts, and infographics
  • Tell readers about an upcoming trade show, or tell about a trade show you attended

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