The key to an engaging newsletter is to keep the content fresh. Of course, value is of utmost importance, but when you can, try playing around with the types of content you include month-to-month (or week-to-week).
The more you switch it up, the more interested readers will be!
Not sure where to begin? Take a look at these seven types of content to consider in your organization’s next newsletter:
- Flashbacks – These are always fun to look at! If you have pictures of your organization’s old office (or first office), previous board members, your first or fifth (or whatever the number may be) annual meeting, etc., share them! You can even push engagement by encouraging your members to share any old pictures they may have on social media, tagging your organization and/or using a certain hashtag.
- Q&As – These are fairly easy to create and also fairly easy to skim — meaning perfect for e-newsletters! Put together a short Q&A highlighting someone on your staff, a member of your organization, a board member, etc.
- Statistics – If you’ve come across any interesting or enlightening statistics in your industry or community, share those in a section of your organization’s newsletter. Not only is that valuable information, but it’s a great way to break up larger chunks of copy, again, making your newsletter more scannable.
- Quotations – This is another way to break up copy and provide something just…different! We don’t recommend doing this in every newsletter (otherwise, it becomes a little less impactful), but every now and again, it can be a great way to spark inspiration. Quotes can come from either famous people (within or outside of your industry) or one of your recent event speakers, if they said something particularly thought-provoking.
- Top 5 lists – Who doesn’t love a good list?! Every now and again, try creating a “Top 5” list — top five people in your industry to follow on social media, top five industry-related books to read in 2020, top five apps to download (these can be for both personal and professional use), etc. Get creative with it!
- Book reviews – Speaking of industry-related books, if you’ve read a good one recently, consider putting together a short synopsis of it and having that as its own section within your newsletter. You could even encourage your members to submit recommendations of their own, and feature those from time to time. Think of it as a micro-volunteer copywriting opportunity!
- 30 minutes or less – If you’re trying to push engagement at your organization (which really, who isn’t?), try experimenting with a “30 minutes or less” section in your organization’s newsletter. (Or even “20 minutes or less” — your call.) Then, within that section, list (bullet-point style) different ways your members can engage with your organization that week or that month in 30 minutes or less. For example “Read our latest industry report!” or “Register for our upcoming monthly breakfast!” Tip: You may even want to put a rough estimate of how much time each task would take next to each individual activity. For example, “Register for our upcoming monthly breakfast [5 mins].” Why does that matter? Well, sometimes if people see that certain tasks aren’t going to take much of their time, they’re much less likely to resist those tasks and much more likely to actually follow-through.
Want more tips for engaging your members outside of your organization’s newsletter? Check out our free guide below! In it, you’ll find tips and best practices for your engagement members via your website, emails, social media, and more!
Note: This post was originally published on 7/15/19, but updated on 8/12/20 for added value.