12 Things You Can Include in a Client’s E-newsletter


“Our ability to create that one-on-one engagement with a customer is a point of differentiation and a strategic advantage for us.” — Mindy Grossman

There will probably come a time in your copywriting career when a client will inquire about an email newsletter to promote a company’s products or services. An e-newsletter — as it’s often called — helps position a person or business as an expert in a particular industry or profession by sharing valuable insights and information.

It can also be segmented and personalized to specifically engage new leads or make existing customers feel special with targeted campaigns and deals.

Let’s take a step back to get a feel for how this works…

Imagine a person who wants recipes for chicken. They can search the internet, and find a website that offers a host of chicken recipes. The site also invites the new visitor to subscribe to the e-newsletter, which discusses cooking in general and features a new chicken recipe each week. Like print magazines and newsletters, e-newsletters often cater to a very targeted audience.

You can publish an email newsletter on almost anything — construction techniques, instruction on a musical instrument, spirituality, education, active sports, or virtually anything else under the sun.

In your digital publication, you can provide the latest news, informative and useful articles, surveys, opinion polls, and lots more. And to make it even more interesting and appealing, you can add an element of fun through of humor, amusing anecdotes, or lighthearted quotes, if appropriate.

No matter what you publish, the goal of your e-newsletter is to nurture the relationship between client and prospect and to encourage the prospect to take a desired action

If your client approaches you with the idea of writing an email newsletter, embrace it! It pays well, it’s a recurring gig, and it’s a fun project to work on.

Here are 12 things you might include in an email newsletter to keep it timely and fresh:

1) HowTo Tips — Everybody loves to read about how to do something. All it takes is providing a short practical tip that your reader can implement immediately. For example, say you were writing to employers interested in OSHA regulations. You may include an article titled, “10 Tips You Can Use to Pass Your Safety Inspections.” Or you may have a Tip of the Week…

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John Torre

I reside in North Brunswick, NJ, with my wife, Lynn, and daughters Kasey, Jaclyn, and Shelly. We also have a 110 pound, lovable Rottie named Leo that keeps us on our toes! When we're not hard at work we enjoy spending weekends at our bungalow down the Jersey shore, or take extended trips to Walt Disney World as members of the Disney Vacation Club. For kicks, I draw on my dominant "right-brain" and play guitar in classic rock and blues bands, act for local plays and independent productions, and enjoy writing creative fiction. I'm a published author in short fiction and stage plays and a graduate of a local community college's Commercial Writer's Certificate Program. After graduating from the program I was selected as an instructor and taught "Science Fiction, Fantasy & Horror" writing for 8 years. I enjoy many fine relationships I made with my students to this day.

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