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Newsletters Building Blocks

There are two formats that I have observed in newsletters.

  1. Original content – Storytelling. There can be one or more stories in it.
  2. Curated Content – Take them to CTAs. There will be 3-5 separate content in it. This content can be from the newsletter publisher or curated. 

It is my personal opinion that content with Storytelling themes would have higher open rates. Though, I am willing to be surprised.

A newsletter should have these components in it

  • Subject Line (gives them a glimpse of give, give, give)

  • Mission of the newsletter

  • Give # 1 (to take to Give # 2)

  • Give # 2 (to take to Give # 3)

  • Give # 3 (to take to Give # CTA)

  • Conclusion (Create a need for the user to come back again, and hence definitely avoid unsubscription)

  • CTA

  • A link to unsubscription

Question: How should a newsletter be organized ?

Answer: Think of the best ways of engaging a human. We tend to check for takeaways. We tend to move from one picture, number to another picture,number.

Frequency of the newsletter

It takes a day or more to write a newsletter. It involves many parties such as content writers and graphics designers. Doing it once a month is a good start for every size/scale of the company. It is important to move to other channels if this channel’s open rate is exhausted.

Author Details

Vinay Mehendi

Vinay Mehendi

Vinay Mehendi, PhD focuses on customer engagement, alternative data, technographics, and CRM data management. he was listed as Top 20 B2B Marketer by Ruth Stevens in 2020. He is a Clemson graduate.
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