E-Newsletters: Give People What They Want to Know

Posted on Aug 13, 2009 by Kerry O'Malley

What do people want to know?  That’s one of the most frequently asked questions I hear when developing e-newsletters.  Maybe more to the heart of the matter is, “what will make people read my newsletter?”

It’s a good way of approaching both what to include and what not to include in your e-newsletter.  I can say that because I receive plenty of poorly developed newsletters that contain useless information or that don’t pertain to me or my business.

What should you include in your newsletters that will keep your customers and prospects reading?

Give them useful information:

1.  A few ideas they can implement immediately

2.  Updates on your products and/or industry that may affect them

3.  “How to” information, so they can do things themselves (we can’t expect our customers to buy EVERYTHING from us.)

4.  Product or service upgrades or enhancements

5.  Successful applications where your product(s) saved a customer time or money

6.  General articles that can help them save time or money and make their business or personal lives more meaningful

7.  Special offers or sales

8.  Customer testimonials

A great way to honor a customer is to highlight them in your newsletter.  This not only creates good will between you and the customer you’re writing about, but shows others that you value your business relationships.  You can even use your newsletter to offer customers an incentive to “tell their story” in an upcoming issue.

Author: Kerry O'Malley


Marketects was founded in 1999 by Kerry O’Malley, a proven marketing communications professional in international, manufacturing companies. Working on the “other side of the desk,” she hired ad agencies to manage her employers’ advertising and P/R programs. Frustrated over the lack of attention and level of enthusiasm she was looking for in the marketing agencies she worked with, Kerry realized that there was a definite need for a full-service marketing firm that specialized in working with industrial companies. She resolved that her clients would always receive the highest level of service possible and never feel like the last kid chosen for the team.

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