An Engaging Welcome
At the beginning of the newsletter, it's nice to give a welcome to your subscribers and direct them to the important highlights contained inside. Often, it's a good idea to include a brief story or some other way to connect with your audience. Think of this area as the doorway to the party. If you’re a good host, you meet your guest at the doorway and give them a few quick intros or directions. You want to give them something to do so they’ll enjoy themselves.
One Informative Article
Each newsletter should have a little “meat” in it. This article should be between 300-500 words. Think of it as your “main act.” This article should help your subscribers in some way such as teaching them something.
If you are worried about length, use a teaser. Include the first paragraph or summary into of a few sentences with a read more directive that points to your website where the entire article is posted.
Images are very important because they break up text and give people something to look at. But a newsletter only has so much real estate. Make sure that you use every inch of it effectively. Your images should do double duty. They should be engaging but they should also serve a purpose. You can create image quotes, infographics, stats over images, or pictures of your team that will help your customers feel more connected to you.
These ideas are just the beginning of how you can begin engaging your audience with a business newsletter. Don’t stop here. Pay attention to the needs and interests of your audience. They may enjoy polls and surveys or may like clickable boxes and other interactive features. Play around with these and see how they respond.
Speaking of clicking…
Pay attention to the hyperlinks they're clicking on and create more content like that. Also, make sure your newsletters are shareable on social media. You never know when one of your recipients will be moved to share the information with someone else.