Tip of the week 61: Place information above promotion in your newsletters

Tip of the week 61: Place information above promotion in your newsletters

One of the most common mistakes that marketers make while crafting a newsletter is that they push way too many offers to their subscribers. 

Instead of being like a nagging salesperson, a newsletter should be more of a well-meaning friend, who is happy to help. 

When it comes to newsletter content, it is best to have 85% of it dedicated to educational information and the remaining to promotional material - offers that are proud to promote.

So, what can you include?

Build strong content 

The trick is to grow your audience with content that is not always about your company or product. There should always be room for something fun and educational. You could include lists, polls, studies or surveys related to your business, your social media channel updates or monthly roundup of your most popular blogs.

Relevant company information 

People have subscribed to your newsletters because they are genuinely interested in the product or service that you provide. So, it is good to keep your subscribers in the know about the happenings at your company. 

You can mention all about the good press or any recent award/nomination that you have received. Anniversary or milestones celebrations can also be included. 

Product and event updates 

This is important. If you have any feature updates in your product or an additional service that you are providing, then the subscribers must know. 

In case of a feature update or a product launch, the newsletter can include new use cases and case studies, a product tour, an exclusive tip of the month etc. 

When it comes to events you can send them detailed information about upcoming events or webinars and encourage them to add your event to their calendar. 

Make personal connections 

It is always good to put a face the name. It helps in building personal relationships that translates to brand loyalty in the longer run. If our company CEO is a celebrated figure, a message from her/him can be a great addition to the newsletter. You can also share team photos, behind-the-scene activities. 

Always ready to assist 

Sharing FAQs resources and training material will ease out the work of your customer

service department. Sharing resources like webinar recordings, PDFs, help guides can help. 

Hope you keep these tips in mind while planning your next newsletter. 


Stay home, stay connected.



Vipasha Sinha

    Zoho Marketing Automation
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