In last week’s blog post, I wrote about building trustworthy customer relationships in emails that you send to your list of subscribers. If you haven’t had a chance to read that post yet, you can do so HERE.

Today, I want to expand on the topic in the second post of this three-part series, and give you some ideas on content for email newsletters.

When I ask my mentoring clients why they aren’t emailing their subscribers on a weekly basis, a reason I hear often is “I don’t know what to write about”. So if you find yourself holding back from sending emails regularly for the same reason, this post will give you some inspiration and ideas.

If you subscribe to my emails (if you don’t but would like to, please download my free eBook using the form on the right hand side of this page) you will know that I send email newsletters each week that include various elements.

This was an idea that I picked up from other marketers, and since I started sending emails in this format, I have received tons of feedback from people who love reading my emails, and get great value from the content – and every time I send an email, I make a sale.

So if you’re feeling stuck in your business, or worrying that sending emails every week will upset your subscribers, could you actually be limiting your own success?

Content to include in your email newsletters;

I’m not saying you absolutely have to follow the exact same newsletter model as I do, but this is the model that is working for me and many other marketers, so I’d definitely recommend you consider modelling your email newsletters on this format;

Short snippet of news of what we’ve been doing this week: your subscribers will enjoy getting to know the person behind the business, so give something of yourself to help nurture the relationship.

In this section, I usually talk about what’s been happening for us/me, both business and personal. I might include a photo of an event I’ve attended or with someone I’ve met this week. It might be a bit of news about a holiday, or the type of work we’ve done.

Blog post: this blog post was sent to my subscribers as the leading article in my newsletter dated 15th August 2013. In the email, I share a one or two paragraph teaser, inviting readers to click on the link to read the full post.

This is a great way to get into the habit of writing weekly blog posts… if you don’t write a blog, your newsletter will have to go out without a leading article! Deadlines rock!

Value adding tip: in my newsletter, this is a tip that readers can apply to their social marketing, explained usually in one paragraph. You’ve got a stack of knowledge inside of you that you can share with your tribe too.

You might want to repeat the key message from a previous blog post, so that people who didn’t click through to read the blog at the time can still benefit from your expertise.

Where you can find me: in this section I share details of where I’m speaking, or if I’m attending an event, where I’ll Content for Email Newslettersbe. Revealing details of where you will be is a great way of encouraging your subscribers to take the opportunity to meet you in person.

If you attend local networking events, letting your subscribers know that you’re attending xx meeting on xx date, could attract new visitors – earning you brownie points with your networking group too! Win/win!

Spotlight On: sharing a story from a client that you’ve helped is a nice way to give your client a bit of extra exposure… and it also “seeds” how you help people, by making the solutions you offer easy for others to relate their own “pain” to.

Your subscribers likely know what you do, but often, it is difficult to relate it back to what you could do for them. So by sharing case studies in your “Spotlight On” section, they may be able to identify with the story you share, triggering their need to work with you.

Offer/Promotion: this is the last section in my newsletter, and each week I write a paragraph promoting a different way I can work with you.

The main focus of the newsletter is to add value, but I wouldn’t be serving my subscribers well if I didn’t make any offer of how they can continue working with me. By packaging up a service, it makes it easier for them to decide if it is the right offer for them.


  • They’ll recognise the package is exactly what they need, and make the decision to buy. Or,
  • It’s not exactly what they need, but now feel more comfortable about making an approach to discuss how I can serve their exact needs
  • A packaged product is easier to remember, so when they hear of someone looking for what you do, they’re quite likely to mention seeing your offer
  • Or it isn’t right for them at all, and they’ll ignore it.

But 3 out of those 4 options present sales opportunities for you. If you don’t include an offer in your email newsletters, you’re losing those 3 opportunities!

The final blog in this series next week will reveal how you can package your services to make it easier for people to buy from you, and attract more sales opportunities.