Alexis Kestler
Starting an engaging newsletter may seem challenging, but it’s essential for building relationships and driving business growth.
Industry data shows the value of newsletters:
- Newsletters generate 3x more revenue per subscriber than social media followers (Campaign Monitor)
- Over 50% of emails are opened on mobile devices (Litmus)
- Email generates $42 for every $1 spent, delivering the highest ROI of any marketing channel (DMA)
This comprehensive guide will explore 21 proven newsletter ideas to wow your subscribers, backed by insights from 15+ years of experience sending 500+ newsletters.
But first, let’s dive into why you should invest time in creating an amazing newsletter.
Why Are Newsletters So Important for Your Business?
Here are 5 key reasons newsletters deserve a place in your overall marketing strategy:
1. Newsletters convert subscribers into customers
Newsletters help nurture relationships with prospects across the buyer’s journey. Warm leads who engage with your newsletter convert at higher rates when it comes time to purchase.
2. Newsletters strengthen brand loyalty
64% of email subscribers feel more loyal to brands who send relevant, valuable newsletters on a consistent basis. It shows you care about providing ongoing value, not just seeking a quick sale.
3. Newsletters drive website traffic
Curating blog content and resources in your newsletters provides a steady stream of referral traffic to your site from subscribers.
4. Newsletters offer better data insights
Robust newsletter metrics like open/click rates provide valuable subscriber data to optimize your content for engagement.
5. Newsletters expand your audience reach
Encouraging shares and social post-promotion expands your newsletter’s reach beyond just subscribers.
Now let’s explore tips to create engaging newsletters that get opened and read.
How to Craft Newsletter Content That Grabs Attention
Getting noticed in crowded inboxes is an art. Follow these tips:
1. Seductive Subject Lines
- Personalize: Address the reader directly by first name to make it feel exclusive.
- Urgency: Spark instant open rates with time-sensitive hooks like “24 hours only.”
- Curiosity: Use odd numbers, partial phrases, or questions to pique reader curiosity.
- Value: Share the value they‘ll receive: “Insider News,” “VIP Access,” etc.
2. Compelling Content
- Storytelling: Build an emotional connection through relatable stories and analogies.
- Reader Focused: Talk directly to readers as “You” and offer specific value.
- Surprise: Defy expectations with unlikely facts, stats, or ideas that jolt them.
- Visual: Break up text with captivating images, videos, GIFs, and graphics.
3. Clear Calls-to-Action
- Clarity: Use bold fonts, color contrast, separate paragraph or block for CTAs.
- Strong Action Verb: Drive clicks with “Download” “Register” “Get Access” – not just “Read more”.
- Sense of Urgency: Add time pressure like "Register by Friday".
Now let‘s explore 21 of the most effective, proven newsletter ideas.
21 Highly Engaging Newsletter Ideas
1. Step-by-Step Tutorials
How-to articles and video tutorials are universally valued by audiences.
For example, a home services newsletter could explain how to fix common refrigerator issues. A sales one could break down how to qualify leads.
Make it scannable and actionable with:
- Numbered steps
- Bullet point tips
- Bold headings
- Screenshots and graphics
According to Social Media Today, instructional blog posts generate over 2X more leads than other content. So repurpose your top performing tutorials into newsletters to maximize reach.
2. Promote New YouTube Videos
If you have a YouTube channel, amplify each new video release through your newsletter.
For example, a cooking channel could share their latest recipe video. A fashion channel could promote a new lookbook video showcasing the latest clothing line.
Use attention-grabbing preview images from the video and snappy header text:
“You Asked, We Answered: The Best Way to Freeze Avocados.”
Below, embed the video or add a big "Watch Video" CTA button linking to the full YouTube video. Videos have high appeal and engagement across nearly all niches and demographics.
3. Feature Trending Blog Content
Promote your latest and greatest blog content through timely newsletter features. But avoid dry links – craft compelling teasers that build excitement.
For example:
“You Won‘t Believe the 5 Scientific Secrets to Instantly Sound Smarter [Read More]”
Use:
- CliffsNotes-style summaries
- Emotional hooks like humor or surprise
- Data teasers or statistics
- Images/graphics from article
- GIFs to portray key points
This drives referral traffic to your content while positioning your brand as a thought leader.
4. Curate Link Roundups
Roundup newsletters that curate timely links on a niche topic can perform very well. It’s commonly used by media publications.
For example, an entrepreneurship newsletter could share:
- 5 New Subscriber Tools to Try
- 10 Expert Tips to Reduce Shopping Cart Abandonment Rates
- This Week’s Top Leadership Articles
For each link provide a 2-3 sentence overview that builds interest and gives readers context before clicking.
5. Publish Listicles
Lists are consumable, scannable, and easy to share – that‘s why list-based posts continue to thrive. Repurpose your popular listicles or create special editions just for your newsletter.
For example:
- 5 Little-Known Excel Tricks to Save You Hours
- 10 Must-Read Books from Fortune 500 CEOs
- The 7 Best Podcasts for UX Designers
Use bullet points, numbers, bolded subheads, and paragraph breaks to make long lists skimmable. Limit to 7-10 items so it’s not overwhelming.
Listicles work especially well for hobbies, pop culture, and “best of” style content.
6. Spotlight Useful Tools
Readers love discovering new tools that make their lives easier. Showcase helpful tech, resources, and digital tools related to your niche.
For example, a social media pro could highlight tools to:
- Schedule posts
- Analyze engagement
- Improve productivity
Focus on key features, benefits, and UI screenshots. Embed a demo video or animated GIFs demonstrating the tools in action.
According to Social Media Today, 46% of users say they would subscribe to brands who share deals on tools and apps. So this adds value readers will love.
7. Design Snackable Infographics
Infographics – data visualizations that convey ideas and stories – can capture attention in the chaotic inbox environment. Consider creating custom infographics or repurposing ones from your blog.
For example, an HR newsletter could design an infographic on:
- Employee satisfaction survey results
- Remote worker trends
- Productivity hacks
The visual nature allows readers to process key information quickly by skimming. Just ensure infographics are designed mobile-friendly with minimal scrolling.
8. Conduct Polls
Interactive polls get readers actively involved, increasing engagement. They work great for quick surveys on user opinions, interests and preferences.
For example:
Which social media platform do you prefer for connecting with brands?
Polls should contain 1-3 simple, objective questions. Allow a 1 week window for participation, then share results in the next newsletter.
9. Give Away Free Tools or Resources
Everybody appreciates free stuff. Occasionally giving away premium resources, free trials or discounts is a good way to add value.
For example:
- Free email template kits
- 7-day meditation app trial
- Coupon code for online course
- Entry into $100 Amazon Gift Card raffle
Just don’t overdo it. Use this sparingly and for special occasions to preserve appeal. Sending too many coupons or giveaways can backfire.
10. Roundup Top Content From Leaders
Digest and share the top 3-5 articles from thought leaders and influencers in your space. Curate content based on popularity, recency, and relevance to your audience.
For example, an entrepreneurship newsletter could share:
- Richard Branson’s advice on taking risks
- Tim Ferriss’ habits for learning new skills
- Top productivity articles by Mark Cuban
This lets you deliver value by saving readers time in discovering the best content so they don’t miss anything important.
11. Promote Referral Programs
Viral referral programs encourage existing subscribers to share your newsletter with friends for perks. This can rapidly expand your audience.
The key is offering a compelling reward at sufficient value thresholds to motivate shares without devaluing your brand. For example:
- $20 Amazon Gift Card for each referral leading to a paid subscription
- Donate $10 to a charity of choice for every 3 referrals
- Drawings for exciting prizes like trips or events for top referrers
Tools like ReferralCandy make launching and managing referral programs simple. Just ensure compliance with anti-spam regulations.
12. Publish FAQ Lists
Proactively address frequently asked questions from customers to improve self-service and reduce repeats. Maintain a running list of FAQs, then highlight 2-3 per edition.
For example:
Q: How do I recover my account password?
A: On the login screen, click "Forgot Password", enter your email address, and follow instructions for resetting it securely.
Q: What payment methods do you accept?
A: We accept all major credit cards, PayPal, and Google Pay. For large purchases, bank transfers are also available.
This anticipates subscriber questions and saves your team time handling repeats. You can also direct readers to your online FAQ knowledge base.
13. Interview Industry Experts
Feature interviews with well-known influencers, thought leaders, and practitioners in your space. For example:
-
Podcasters could interview famous guests from their show.
-
A photography newsletter could pick the brain of renowned photographers and artists.
Share interview highlights, quotes, lessons and images in a compelling overview. If recording full interviews, embed the audio/video file for subscribers to enjoy.
Expert interviews lend credibility and offer value by proxy to your readers.
14. Promote Events and Webinars
Ensure subscribers are the first to hear about your upcoming events, conferences, webinars and meetups.
Share key details like:
- Date/Time
- Location
- Speakers
- Agenda Highlights
Use urgency-building language like "Limited seating – register today!" and social sharing buttons to help amplify event promotion.
According to Social Media Today, event-themed emails deliver a 137% higher click-through rate on average. So make sure your events get noticed.
15. Offer Exclusive Discounts and Deals
Everyone appreciates saving money. Offer newsletter readers exclusive coupon codes and discounts to incentivize purchases.
For example:
- 20% off first purchase
- BOGO 50% off popular bundles
- Free shipping over $50
Just don‘t overdo it. Limit special offers to a frequency your audience responds well to – once a month works for most businesses.
16. Announce New Product Launches
Give subscribers insider access by announcing your new product/service launches in the newsletter first before the public campaign begins.
Share product images, descriptions, features and details on why they‘ll benefit from using it. Weave in social proof like ratings, reviews and testimonials.
Lastly, make it easy to purchase with a shop now button linking directly to your sales page.
17. Provide Behind-the-Scenes Sneak Peeks
Build excitement by giving sneak peeks of products or services before they launch. This makes subscribers feel like VIPs getting exclusive early access.
For example:
- A clothing brand could showcase next season’s upcoming designs.
- A software company could demo new features launching next quarter.
According to Social Media Today, 77% of consumers appreciate seeing "behind the scenes" content from brands. So pull back the curtain to give them a special glimpse.
18. Share Industry News and Developments
Establish your brand as a trusted information source by briefing readers on the latest happenings in your niche and industry.
For example, a fintech newsletter could provide commentary on:
- New crypto exchange regulations
- Breaking news on startup funding rounds
- Interest rate changes and economic impacts
Offer informed perspectives, not just article rewrites. You can also analyze impacts on customers. This level of insight builds authority.
19. Highlight User-Generated Content
User-generated content like customer photos, testimonials and social content referencing your brand makes great newsletter fodder.
For example, an apparel company could share user photos of them wearing new clothes along with their tagging and caption.
This provides social proof of real experiences versus company-created content. Ensure you have the legal rights before publishing UGC.
20. Publish “Ask Me Anything” Interviews
Invite readers to ask anything by submitting questions upfront for you to answer in an upcoming “AMA” style newsletter.
This highly interactive format allows you to display expertise while providing readers valuable answers tailored to their interests.
Designate a 2 week window for submissions before drafting the AMA edition. Share a brief overview of topics covered so non-participants still see value.
21. Share Motivational Stories
Occasional inspiring stories build an emotional connection beyond just product-pushing.
For example:
- Stories demonstrating perseverance in the face of challenges
- Entrepreneur origin stories
- Examples of businesses giving back
Use poignant visuals and videos to increase impact. This shows customers you care about more than just conversions.
Key Takeaways
We just covered 21 engaging newsletter formats along with data-backed tips to get your content noticed and read.
To quickly summarize key learnings:
- Offer a value exchange with informative, entertaining editions. Don’t just push products.
- Brainstorm creative topics and interactive formats tailored to reader interests.
- Consistently publish on an expected schedule to train readers.
- Use compelling headlines, quality writing and strong CTAs to drive action.
The possibilities are endless for delivering value and wowing your audience through creative newsletters. Now it‘s your turn to start planning your first edition and engaging subscribers in new ways.
