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You can’t just scribble anything and expect your subscribers to open, read, or even take action on your newsletter. It has to be as engaging as possible, to allow for a response. Several times, businesses just go all out to send newsletters to their email subscribers, without paying enough attention to the quality of the content, and how engaging it is.

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It is a busy world. What will make someone open your mail, amongst several others? You need to have something extra that will captivate them and keep them interested. I will explain some tips that can help you create more engaging newsletters. So whether they are for information or promotions, you can make them better.

Have a target audience

There is no way you can sell anything to just anybody. You must know who you are selling to. This means that you must carry out proper research to understand who these people are and what they need. It will help you deliver value to them. Know your readers and the kind of content they will appreciate. If not, your newsletters will be irrelevant to them.

Be concise

No one wants to read a long uninteresting email. Make your newsletters as short as possible. Go straight to the point. Inasmuch as storytelling is necessary, don’t over-flog it.

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Use a catchy hook as your email subject, to get people to even open the mail in the first place before they access what you have to offer. You can grab your readers’ attention by writing brief and witty paragraphs. This improves readability and increases the possibility of their reading through and getting to your CTA.

Employ user-generated content

It will do you a lot of good if you switch from creating company-generated content to refining user-generated content. This refers to customer reviews, answers to questions, and social media trivia. You don’t want to have a robotic system of content creation, but one with a touch of humanness. This can be extremely engaging, as your readers get to read stories of customers, watch review videos and follow up with conversations on social media.

Keep up with trends

One mistake you can make is not keeping up with the trends in your industry. Depending on what your business is all about, it is necessary that you research the happenings in your industry, and be able to update your readers accordingly.

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No one wants to read stale news or no news at all. Your newsletter should deliver value to your readers in terms of updates in your niche.

Collaborate with others

A good way to keep your readers engaged is to collaborate with influencers and other industry experts in your niche. You can post quotes, tweets or links to their content, from across different digital platforms. Some of your readers might hold these influencers in high esteem. It will be a brilliant idea to link them up with content from these influencers and their favourite brands. However, it should be patterned according to your company branding and voice.

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This article was first published on 12th October 2022


Chidiogo Shalom Akaelu holds a degree in English and Literary Studies, from the University of Nigeria. She is a freelance writer, editor and founder of Loana Press, a budding online publishing outlet.

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