Updated February 7, 2021
Email marketing — regularly getting information about your business, products and services in front of clients, prospects and key partners — is a great addition to almost any marketing plan I could dream up.
Many of my clients send out e-newsletters each month. They find email marketing to be a highly targeted, measurable, affordable and easy way to stay top-of-mind with their customers.
Unlike social media marketing where you roll the dice to see which percentage of your posts get shown in your followers’ social feeds, email marketing is pretty much guaranteed to hit your contacts’ email inboxes — and you gotta love that.
I make a living as a content creator, so it’s no surprise I’m frequently dreaming up “what to say” ideas for my clients’ email campaigns. (Email marketing and content development are two of the services I offer, BTW.)
If “Start an email newsletter” is on your small business’ 2021 marketing to-do list, you’re welcome to use this idea roundup that I keep handy to inspire the content calendar work I’m drafting for my clients.
6 Email Newsletter Ideas to Get the Content Party Started
1. Case study. Share examples of your business’ expertise as a way to get people (particularly new prospects) more connected to what you offer. (On a related note, I talk about creative and crazy-good case studies here.)
2. Company news. You and your business may be more newsworthy than you think. Did you join a networking group or win an award? Is there a charity that’s close to your heart? It’s great to let your email readers know about what’s happening in your business, especially if it’s news that ties to your target audience and industry.
3. Day-in-the-life content. Take it from me, people will make a stronger connection to your business if you occasionally pull back the curtains and show them what your business day is like. I sometimes do this in my email newsletter, and people seem to like it.
4. Team member or collaborator tidbit. Who helps you at work or inspires you to be a better business owner? If you’re a solopreneur with no team members, like I am, you could do an occasional HT (hat tip) to a great networking partner or someone on the sidelines, such as your favorite barista or even your pet.
5. Product/service announcement or reminder. If you expand your business offering, don’t just tell a few clients about it. Add the news to your next email newsletter, so it’s shared more broadly. You may pick up a new client or re-engage a former one who needs the new product or service.
6. New blog post or website content. You spend lots of time keeping your website timely and informative, so give new content a shout-out so you maximize its exposure.
More Email Newsletter Content Ideas for 2021
Should your email newsletter be long, short or something in between? I answer this popular question here: How Long Should An Email Newsletter Be?
7. Favorite business book, blog or podcast recommendation. Share something that inspires or entertains you in hopes it will do the same for someone who reads your email.
8. Industry perspectives or updates. Introduce people to the world your business is connected to with an email newsletter blurb that highlights industry stats or other news.
9. Event or activity recap. Similar to #8, if your email readers have a connection to your industry and professional activities, they may be interested in the conferences, training and outside events you make a priority.
10. Online review. Are you focused on getting reviews on Google, Facebook or Yelp? (If not, read why I think you should be.) You can get more mileage out of those bankable, online kudos by sharing them in your email marketing. And it could be a nice nudge for clients to leave one, too.
11. “We made news” news. Did you or your business score a mention in print or online? Consider this type of update as great email newsletter content!
12. City (or coverage area) news. Are you focused on serving clients in your local market or region? Show your city pride by including a blurb about where you work and live. Your local email subscribers may know the news already, but it’ll be a good reminder to them that you’re connected to the community.
13. VIP partner high-five. I have vendors I can’t live without and people in my power-partner (peer) small group who inspire me. I bet you do, too, so make their day by mentioning a VIP in your next newsletter.
I’m on a Bit of a Roll Now, Aren’t I?)
14. Fascinating or fun fact. Amaze, inform or amuse your newsletter subscribers with a quick factoid about your business.
15. Tips, tricks or advice. Don’t hold onto advice or ideas that can help those who read your company emails. Share those no-charge tips and freebie takeaways in a spirit of generosity.
16. Other people’s content. Some of the email newsletters I get include content roundups from other businesses or bloggers. I like this idea because it: a) turns the spotlight away from you and your business for a moment; b) brings another person’s perspectives to your audience; and c) saves you time! (Note: I typically ask permission before I share someone else’s content or at least give the other person an FYI heads up, as I did with people and companies mentioned in this article.)
17. Free resource or tool. Share a helpful resource, app or a go-to tool that saves you a few minutes each day. Your email readers will appreciate you.
18. Thank-you message. We all appreciate being personally thanked, but a broad thank-you message can really make our day. Who can you pleasantly surprise when they read their name in the next email newsletter they get from you?
19. Something for sale. It’s OK to market more overtly to your email list. Just don’t overdo it, unless you want to encourage unsubscribes. (Bed Bath & Beyond, I’m talking to you.)
20. Backstory reveal. Origin stories are popular in the movies, but they’re interesting offscreen, too. Share something about your upbringing or a previous job, making the connection on how the experience made you the person or business owner you are today.
21. Get up close and personal. If you shy away from talking about something personal in your email marketing, push past the fear and try it anyway. I’m not talking about listing your family members’ names (though you could) or listing your Social Security number. Share something from your life (not your business, for a change) to build a stronger connection with your readers. It could be talking about a recent trip, a book you’re reading or your favorite type of coffee.
The End of My Email Content Ideas … Until Next Year
I’ve been at this email marketing game for two decades now, so it’s no surprise I have to stop myself from sharing even more ideas with you. I hope this content round-up saves you “think time” when you write your next email newsletter.
I wish you a belated Happy New Year and a happy, productive year of email marketing. If your 2021 would be easy-breezier if you could get help with your email newsletter or other outreach to your business’ contacts, you know who to call — Melanie the Marketer!
