First, develop a content formula

Begin by thinking like a publisher and an editor. Set out general topics you plan to include on a regular basis, think about how you are going to source content - e.g. internally, using contributors, etc. Decide on the ‘voice’ or tone for your publication. Set the frequency and plan a layout that can be used as a template for each issue.

Ideas for newsletter content

Once you've defined who will be reading your newsletter, the next step is to get specific with the topics. Here is a list to spark ideas for your own newsletter:-

• Letter from a key individual, such as an expert in your organisation 
• Q&A column - this could include answers to questions readers have sent in
• Industry news, trends & statistics - sector-specific stats are always of value to business readers 
• A 'tips' article on how to use a product or service - could have a consumer angle
• White papers on the state of the industry, or new developments 
• Customer or company success stories
• Case studies - these are always very popular with business readers 
• Interviews with industry experts
• Interviews with key staff - if you are looking to put a 'face' on your organisation
• Famous quotes, inspirational thoughts 
• Fun facts or humour - though you must be very measured in your use of humour 
• Listings - consumer or industry events, calendar reminders, photos from events
• Surveys
• Quizzes or Competitions - with a prize incentive; answer could be something found in the newsletter
• Customer or client-contributed content
Experts - sourced from inside your company, or invite a guest contributor
• Article reprints - with permission and correct accreditation 
• Resources listings/links - quality links can be invaluable to readers
• Breaking news -a real benefit of email is the ability to include last minute content, such as important news. 

Presentation of your content

• Email is generally read online on a computer screen, so a simple layout, with clear navigation, is imperative. A table of contents is important for facilitating navigation.
'Scannability' is the keyword. Subscribers scan and make decisions quickly about what interests them, and what they’ll click on.
• Five main articles (or topics) per newsletter is a good rule of thumb. It allows people to scan to quickly find what interests them, without getting overwhelmed.
Article word count should be kept between 300 - 700 words; 1,000 words maximum. One way to include longer articles in a newsletter is to provide a 'synopsis' or 'executive brief' of each (100 to 150 words per synopsis) on the front page of the newsletter, with a link to the full article.
• In laying out a newsletter, articles should be prioritised, so that placement within the newsletter can reflect the most important information listed first.
Selective use of images - which have been compressed without sacrificing quality - adds colour and helps break up the text.