6 Things that Must Be in Your Next Newsletter

With algorithms wreaking havoc on the reach of posts on social media, the humble email newsletter is making a comeback.

For many businesses, the regular newsletter is the primary way they communicate with past, current, and potential customers. For authors and publishers, it’s the main way they connect with readers. Unfortunately, if your newsletter is missing crucial information, it may not be as useful as it could be at engaging readers or stimulating business. In fact, you may even create a negative reaction in your readers, achieving the opposite of the effect you want.

1. Link to website.

I can’t tell you how many times I’ve received newsletters without links to the sender’s website. Sometimes, there aren’t even links to the products or services being offered. If I read your newsletter and can’t easily click from it to your website, chances are I’m not going to close the email, open my web browser, open a search engine, search for your business name, navigate through the search results to find your company’s website, and then click to visit it. You’ve just lost a potential customer. Are you an author or publisher announcing a new book? If you don’t provide a link to the book or your website, there go your potential sales.

2. Sharing links.

Wow, that was a great article in your newsletter! I’d love to share it with my friends and followers on Facebook. Unfortunately, if you don’t have sharing links in your newsletter, I can’t do that, so all those lovely people I know won’t have a chance to find out about you.

3. Recent news.

It’s okay to do a little bragging in your newsletter. How else will your past, current, and potential customers/readers find out about your recent appearance on a podcast episode, or the guest blog post you contributed to The Guardian? Received next-round seed funding for your startup? Your book is now available in e-reader format? You won an award? Make sure your newsletter readers know.

4. Contact info.

Sometimes, people want to pick up the phone and call your business to ask questions about your services. Sometimes, they just want to email you, but don’t want to have to click on your website, then search for contact…

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