The dreaded newsletter — It’s something that every company strives to send but also wonders if it’s worthwhile.

Most of the time your newsletter list consists of current customers or maybe even leads that weren’t ready to buy. A company newsletter is a great way to maintain brand awareness with your customers. Newsletters can also be a great asset to stay in front of those leads who are not ready to convert. It’s a subtle way to stay top-of-mind while keeping your company brand relevant. When putting together a newsletter, there are two major items to consider. 1) The design and 2) the content.

01. THE DESIGN

The biggest mistake companies can make with their newsletters is the design. While graphics and pops of color can look appealing, they should definitely be kept to a minimum. Here’s why:

• Too many images increase the likelihood of your email ending up in spam/junk
• Excessive code in emails can break how they render in different email inboxes
• Heavy design elements like color, graphics, and custom fonts may not display properly on mobile

Newsletter templates should have a simple yet aesthetic design. It should easily allow readers to move their eyes throughout the content. One great way to accomplish this is by using different content sections or blocks, which can also help organize your newsletter.

These email templates are provided by BEE Free and are available for free on their website. Read our blog The Top 3 Free Email Builders to learn how to import this newsletter template into your email marketing platform.

02. THE CONTENT

The type of content within your newsletter will depend on your audience and company brand/voice. If your company voice can be fun and playful, a newsletter is a perfect place to portray it. For example, if your company is a financial institution and your newsletter audience includes clients, it may not be the greatest idea to use a playful voice. Your audience is expecting professionalism and valuable resources in your newsletter.

Contingent on your audience, the following types of content are great for peaking interest and may be a great fit for your newsletter:

Promotions

Promotional offers are one of the most common types of content in newsletters. Offering discounts or special promos can help encourage repeat business but can also help bring in new sales. Social sharing buttons or referral programs make it easy for your readers to share with fellow friends while helping you capture new business.

Resources

Resources like blogs, case studies, and ebooks are just a few examples of the valuable content you can offer your audience in newsletters. For B2B industries, it’s likely that customers will be interested in the material they can relate to their own business efforts. For example, a case study on how another company has overcome the struggle of increasing lead conversion may be valuable for others in the same position. By offering these types of resources you are encouraging your customers to build their knowledge base and in turn, customers will associate value with your company.

Spotlights

Whether you’re adding a new team member or introducing a new client, spotlights are unique content pieces to share with your audience. Employee spotlights could consist of industry related tips, fun facts, reviews, and more. Showcasing a new client may involve a brief introduction but also what your company will be doing to help them. If industry appropriate, spotlights are a great place to get fun with your company personality.

Industry/Company Updates

Reviewing the latest and greatest news in your companies industry is extremely important. By sharing industry updates you’re not only educating them, but you’re also showing your readers you keep up with industry trends and you’re ready to compete. It proves your business is continuously learning and making strides to remain relevant. Updates may also include software or application announcements, especially if your business works with the applications or are widely popular within the industry.

Events

Events are a timeless resource that can hold huge value with customers. Types of events can vary and may include: webinars, networking, fundraising, educational workshops, tradeshows, and more. Newsletters can be a great space to announce these types of events as the email list typically includes the mass majority of your database. Many times hosting or attending an event can also help capture new leads.

If you’re already a pro at email newsletters, check out 8 Valuable Content Marketing Tools You Can’t Live Without.