Good content for newsletters? No problem...

A common problem for informational newsletters is the value challenge. How do you keep coming up with content that keeps subscribers opening your emails again and again?

Indeed, it's this challenge that often stops businesses from taking the e-newsletter route in the first place.

Although many understand the value of informational newsletters in building long-term customer relationships and loyalty, it seems easier to fall back on a more promotional email approach.

After all, coupons, free shipping offers and a few discount priced items are a handy source of content whenever creative inspiration doesn't strike.

But finding content for newsletters is not as daunting a prospect as many believe.

If you're stuck for ideas, John Arnold has a few here. Denise Cox volunteers some more here. And B2B marketers will appreciate this set of ideas.

At a more general level...

Good content begins with the right frequency

With subscribers ever more keen to consign email to the junk folder, there's no point sending messages unless they have something useful to say. Those pursuing a regular publication schedule must take content production into account when deciding on that schedule. (As well as other issues such as desired contact frequencies etc.)

The trap is to start at a high frequency, because of all the wonderful ideas and material you have on Day 1. But will that get you through to Day 1095, three years later?

Better to publish great material less often than mediocre material frequently.

It's OK to have less content

In a similar vein, if the content box seems a little emptier than usual, it's OK to put less in the next email. In fact, people may thank you for it. Attention spans are shrinking faster than the world's oil reserves.

It's about quality, not quantity. Don't pad out great stuff with filler rubbish.

Good content is a frame of mind

It's hard to be creative about content, let alone produce it if you leave things to the last minute. Obviously. So:

1. Plan. The idea of editorial calendars is not a new one. Recent articles at AWeber and iMediaConnection cover this.

2. Cultivate newsletter awareness. Ensure you and everyone else in the business is aware of the positive role of the newsletter and the need for good content to maintain this role.

Then when you or colleagues stumble across relevant material or ideas for the newsletter, you'll recognize their value and make use of them accordingly. This won't happen if the newsletter is only something you ever think about shortly before publication.

It's a user-driven world, so use it

Ah, Web 2.0 (whatever that means.) Well, it means two things for email content. First, don't assume that content has to be unidirectional...generated by you and sent to the reader. Exploit the content that subscribers can provide (interviews, case studies, survey answers, comments, etc.)

Second, exploit all the clever tools built by vendors to help you learn more about what people want from your emails and deliver content that fits people's individual needs. This new article from Silverpop explains the point.

Finally, if you remain unconvinced of your ability to come up with content, perhaps you don't have to. There are newsletter services out there that can take on the burden for you, for the right price.

Any other tips for content-hungry newsletter publishers?

More on newsletters | Tags: email marketing, email newsletters, e-newsletters, newsletter publishing

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