20 newsletter ideas to create engaging emails

Company and culture

Highlighting the fun aspects of your culture and the amazing people behind your brand creates a more human connection with your audience. Who knows, it might even attract potential employees who identify with your values and work environment. Either way, it’s a win-win for you. So, here are a few newsletter ideas for you to showcase that company culture.

#1 Your story

Use your newsletter to share the journey and inspiration behind your business. People today are growing tired of faceless corporations and are looking for authenticity in the brands they support.

So, by sharing your company's story and the values, mission, and inspiration behind its creation, you humanize your brand. This helps build a strong, personal connection with your audience.

#2 Your team

An engrossing story is only as good as the characters within it, right? So, the same is true of your business. Customers want to know who the lead characters are. Who’s the protagonist? Who came up with the business idea? All the way down to those that keep the wheels turning quietly in the background.

One idea to consider is a "Meet the Team" feature where you highlight a different employee in each newsletter. This can include a photo, a brief bio, and some fun facts or an interview to give a glimpse into their role and (personality). Another idea could be to create a short "Day in the Life" video that showcase what individual team members get up to and embed that within your newsletter. Trust us, your audience will love it!

#3 Behind the scenes

Again, customers want to know what makes your business tick. They’re nosey (well, curious really). They want to know who’s who, what’s what, and how you go about your day to day. So, why not tell them? Pull back the curtain and turn the spotlight on your business.

A fun way to do this through an employee Q&A. You can ask them some goofy questions or what they like about the company, what their role is – it’s completely up to you. Video content would also work well in this scenario, too.

An example of a behind the scenes newsletter from the guys at the Funky Chunky Furniture Company

#4 Awards and recognition

It’s always nice to see your name in the local paper – a cheeky grin smiling back at you off the page of a recently published article celebrating a recent success. There’s no reason to keep it buried in a newspaper article, your customers will want to hear about it, too.

While it might not come naturally, tooting your own horn and informing subscribers of any recent wins can be another great newsletter idea.

#5 Social responsibility

Not only are many consumers becoming tired of the market monopoly large corporations enjoy, but also their lack of (perceived) commitment to climate care. Consequently, we are seeing a shift towards SMBs, with people more inclined to support brands committed to ethical practices and contributing positively to society.

Highlighting your company's involvement in community projects, environmental initiatives, or charitable events demonstrates that your business values more than just profit.

Content and education

Online publications – like blogs – remain a popular source of information that have stood the test of time, despite there seeming to be a new internet trend every day. They also perform extremely well in newsletters, and provide an additional outlet to SEO for getting eyes on your content.

So, let’s take a look at some examples you could include below:

#6 Recently published

Including your most recently published blog post in your newsletter is a fantastic way to keep your audience engaged and informed. Fresh content showcases your expertise, establishes you as a thought leader, and provides valuable information to your subscribers. This can also reignite interest in your brand and drive dormant subscribers back to your website.

Take a look at this example from Sinch Mailjet, that include a list of recently published articles in a weekly newsletter, including this educational piece on phishing.

#7 List of most viewed blog posts

Something marketers are guilty of when it comes to content is that we tend to publish a post, perhaps share it on social media, then forget about it. Leaving it die somewhere on the corner of our blog.

However, most of this content is evergreen; that is to say, it’s just as relevant today as when originally published. We must remember that not everybody on our email list will have read every single article published on our blog.

To change this, you could create a dedicated section in your newsletter titled "Top Reads of the Month," where you feature brief summaries and links to the top three, four, or five blog posts. This not only makes the newsletter visually appealing but also easy for readers to scan and choose the articles that interest them most.

Additionally, you could include a "Reader's Choice" segment, inviting subscribers to vote for their favorite blog posts each month, creating an interactive element that engages your audience and provides valuable feedback on your content strategy.

#8 Ebooks and how-to guides

Promoting an eBook or how-to guide in your newsletter is a fantastic strategy for a couple reasons. Firstly, it establishes your business as an authority in your field. By offering valuable, informative content for free, you demonstrate expertise and build trust with your audience. This positions you as a reliable source and makes them more likely to consider your paid products or services in the future.

Secondly, promoting your eBook or guide creates a natural lead magnet. You can offer the full content in exchange for subscriber signups, giving you a chance to nurture leads and grow your email list. Here are a couple of ways to promote it:

• Highlight key takeaways in your newsletter: Briefly discuss a few valuable points from your guide, then tease the full content as available for download upon subscription.

• Offer a limited-time bonus chapter: Provide an exclusive chapter or section of your guide only accessible through the newsletter signup, adding extra value for new subscribers.

#9 Webinars

It doesn’t have to be all blog posts and eBooks – webinars provide an equally effective platform for showcasing your expertise or addressing common customer pain points. What’s more, by including information about an upcoming webinar in a newsletter, you can leverage your existing subscriber base to drive attendance.

So, how could you go about it? Firstly, try highlighting the key takeaways and benefits of attending the webinar, such as exclusive insights, practical tips, and the opportunity to ask questions directly to experts. Including testimonials or quotes from past attendees can also add credibility and generate interest.

An example of Sinch Mailjet’s Email Academy webinar series being promoted through its newsletter.

#10 Case studies

When we think of distributing content in our newsletters it tends to be top-of-the-funnel (TOF). TOF content is informative and broad-reaching material designed to attract potential customers at the very beginning of their buying journey. Think of educational blog posts and videos.

However, your email list subscribers are likely at varying stages of the funnel, with some close purchasing your product or service. This is where bottom-of-the-funnel content (BOF) such as case studies is effective. Showcasing real-world success stories of your clients builds trust and credibility by providing tangible proof that your product or service works. Seeing how others have benefited from what you offer makes your solution more relatable and increases the likelihood of readers converting into paying customers.

Product newsletter ideas

Ultimately, you’re looking at nudging subscribers towards making a purchase or utilizing your service, right? Well, there’s no better way to do that than showcasing what you have to offer. Here are some newsletter ideas for a more product-focused approach.

#11 New product release

Promoting a new product in your newsletter allows you to leverage your existing customer base. Your subscribers are already familiar with your brand, have likely used your product, and so will be more open to trying something new. Getting this release directly in front of customers increases the chances of early adoption and positive word-of-mouth marketing within your existing network.

We recommend you do this by showcasing the product in action. This could be through high-quality images, videos, or even offer a sneak peek with a limited-time access code. This allows subscribers to visualize the product's benefits and functionality, piquing their interest and encouraging them to learn more (or maybe even buy).

This newsletter was sent out to Sinch Mailjet subscribers informing them of the release of its new, AI Copy Generator tool built directly within the email marketing platform.

#12 Product walkthrough

Thing about a piece of software you use on a daily basis. Perhaps a tool in your martech stack. Could you honestly say, hand on heart, that you know how every feature works? Would you be able to walk a new team member through without referring to a guide? Probably not.

The same will be true for your customers. While they might be interested in many of your product’s features, it’s doubtful they’re maximizing its full potential. Familiarizing ourselves with all the capabilities of our techstack is a task that tends to be put on the back burner.

So, by demonstrating product features and functionalities in a clear, step-by-step manner, you can address common questions and eliminate potential confusion. This ensures customers understand the value proposition and how your product directly benefits them.

#13 Troubleshoot corner

Inviting subscribers to a troubleshooting Q&A session through your newsletter is a brilliant way to boost customer satisfaction and engagement. It demonstrates that you value their feedback and clearly prioritize resolving their pain points.

To spark interest, you can tease common customer issues you'll address in the session or offer a sneak peek at some solutions you'll discuss. Additionally (if this isn’t your first rodeo) you could consider highlighting positive testimonials from previous Troubleshoot Corner attendees to showcase the session's worth.

#14 Sneak peek preview

Why not reward loyal newsletter subscribers with a sneak peek preview at a new product or service? You could perhaps give them a special code to access a new feature (if you’re working in B2B SaaS) or a one-time redemption code linked to their email address. It will also serve to create buzz around the release and help you gauge customer interest.

This newsletter idea example from Embodied showcases how a redeem code can be used to rewards subscribers with early access (and discount) on a new product.

#15 Workshop

Think of a product workshop as a combination of Troubleshoot Corner and Product Walkthrough. Workshops provide a chance for direct interaction between yourself and customers, allowing you to delve into the intricacies of your product while answering questions in a focused setting. This personalized approach strengthens customer understanding and satisfaction, increasing the likelihood they'll become loyal users.

Here are a couple of creative ways to promote a workshop through your newsletter:

• Offer a sneak peek of the workshop content: Briefly outline some of the valuable skills or knowledge attendees will gain, whetting their appetite and piquing their interest.

• Highlight an exclusive post-workshop bonus: Incentivize registration by offering an exclusive discount or free consultation to those who sign up through the newsletter.

Seasonal newsletter ideas

For us here at Sinch Mailjet, fall brings in our highest blog traffic. Why? Because we’re tapping into the fun of Halloween, the joy of the holidays, and the excitement of a New Year. It’s for this reason that this year we created fresh email templates for your holiday campaigns.

The whole year is scattered with events like this when energy runs high. Let’s run through some more upcoming events to base your newsletter strategy around. You can choose to celebrate those that really resonate with your company and your audience, but remember to keep it authentic.

#16 Valentine’s Day

“The power of love, A force from above, Cleaning my soul, Flame on, burn desire, Love with tongues of fire, Purge the soul.”

The immortal words of Frankie Goes to Hollywood remind us of the importance of February 4, and to make love our goal on Valentines Day. For retailers, Valentine’s Day is a perfect occasion to use newsletters to strengthen relationships with customers and let them know you have what they’re looking for.

However, if you’re not working in retail there are still a few creative ways for you to join in on the fun:

• Valentine's thank you note: Send a heartfelt thank you to your customers for their loyalty and support.

• Customer love stories: Feature stories about how your customers have used your products/services to make their lives better.

• Photo contest: Encourage customers to share photos with your product in a Valentine's Day setting for a chance to win a prize.

• Love letters: Ask customers to write a love letter to your brand and feature the best ones in your newsletter.

An example of how to incorporate GIFs into your email campaign

#17 Fourth of July

The 4^th of July, Independence Day, or Happy Fourth is one of the most important dates on the email marketing calendar. People in the US certainly whip up an appetite, spending an estimated $15.8 billion for the 4th of July celebrations, with $9.5 billion on food and $4.02 billion on alcohol alone (most of that being beer).

So, what do you do if you don’t sell flags, food, or fireworks? Not to worry! You can still bring a little freedom to your subscribers’ inboxes via special promotions, discounts or just wishing them a happy ‘Merica Day.

An example of a 4^th of July email campaign from the Washington Post

#18 Halloween

Celebrating Halloween with your SMB's newsletter can be a fun way to boost engagement and sales during this festive season. It injects a dose of personality into your brand, reminding subscribers that there's a human touch behind your business.

A couple of ideas you could give a try are hosting a costume contest – encouraging subscribers to share photos in costume for a chance to win a prize. You’ll find this is a great way to maximize user-generated content and spread brand awareness on social media. Another idea is to offer Halloween-themed promotions on products or services that tie into the holiday. If you're a bakery, for instance, you could promote spooky-themed cupcakes or offer discounts on Halloween party supplies.

Halloween newsletter template examples from Sinch Mailjet’s Email Editor

#19 Black Friday and Cyber Monday

Black Friday and Cyber Monday represent a crazy time of year for B2C email marketers. Brands are competing for the attention of consumers both in and outside of the email inbox. Why? Because consumer enthusiasm for deals is at an all-time high.

Your newsletter puts you right in their inbox at the perfect moment, and there are a couple of creative ways to announce your sales through it. Consider building anticipation with a countdown timer or sneak peeks at some of your hottest deals. You can also offer exclusive early access to your sale for subscribers only, creating a sense of urgency and rewarding them for their loyalty.

During Black Friday and Cyber Monday your customers are expecting discounts and promotions on select items.

#20 Christmas

The biggest shopping event of the year is of course Christmas, which falls on December 25, but there are other cultural holidays around this date, such as Hanukkah (December 18-26) and Kwanzaa (December 26-January 1). Everybody is looking to buy presents for their loved ones, so marketers cannot afford to miss this one.

Here are some newsletter ideas for your next holiday campaign:

• 12 Days of Christmas deals: Offer a different promotion each day for the 12 days leading up to Christmas, building excitement and encouraging repeat visits.

• DIY Gift Guide: Create a guide featuring unique gift ideas that can be made using your products or services.

• Holiday Recipe Roundup: If relevant to your industry, curate a collection of festive recipes using your products (baked goods with your coffee beans, cocktails with your spirits, etc.)

A Christmas newsletter template example from Sinch Mailjet’s Email Editor

Summing it up

Let’s recap. This list provides a springboard for over 20 newsletter ideas to keep your subscribers engaged and your email marketing strategy thriving. Remember, the key is to offer value, be informative, and personalize your content whenever possible. So, unleash your creativity, pick a theme, and get ready to craft newsletters that resonate with your audience and drive results.