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Almost every single company has a newsletter nowadays. Newsletter marketing is one of the most powerful content marketing strategies out there that can help you nurture leads and educate customers. I’m sure most folks already know the power of email newsletters, but there are so many types of email newsletters out there, so which ones should you choose to spend your time on?
In this post, we’ll go over 8 types of email newsletters with actual examples that you can learn from to step up your email marketing game!
Tips For Creating A Compelling Newsletter
Your email newsletter is only as successful as your content is compelling. No matter how wonderful your products and services are, your subscribers don’t want to read about them 100% of the time.
Instead, subscribers will be more inclined to purchase from you if you dedicate the majority of your newsletter substance to
education and relevant information that pertains to your industry and their interests. Then, when you have exciting news
or a promotional update to share with subscribers, they will be more open and attentive to your offer.
Some of the best practices of putting together an epic email newsletter are:
- Attractive subject lines
- Strong context offering
- Powerful CTA at the end of the newsletter
- Unique content angle
- Domain authority expertise
- Elegant formatting and design of the newsletter
With that in mind, let’s dive into the different types of email newsletters with some actual examples.
1. Blog Email Newsletters
This is the most common type of email newsletter that you’ll come across. This type of email newsletter is best suited for companies with an existing and active blog. These types of email newsletters are ideal for driving traffic directly to your content. Blog newsletters are less focused on long-form writing and more consumed with short, punchy writing that encourages readers to click on the links you provide. With your blog newsletter, you won’t need thousands of words to convince readers
to dive deeper into your brand, instead, they’ll do it naturally after you show them your value through your content from the blog.
Normally, these types of email newsletters are the easiest to create and doesn’t require a lot of personalization. Simply take some of your latest blog posts and insert them into the email.
Blog email newsletters also perform really well for nurturing and educating your users. At the same time, you can slip in a few company announcements such as feature updates.
2. Lead Nurturing Email Newsletters
One of our most favorite type of email newsletters. We create these for our clients all the time and have seem tremendous results from it. Once you’ve collected a database of leads, you know that they are interested in your product or service.
They may want to follow your brand but aren’t quite ready to make a purchase or become a member. Regularly emailing leads or prospects keeps your brand at top of mind and can help folks become familiar with your brand at their own pace.
Businesses who prioritize lead generation see 50% more sales at two-thirds the cost of leads that aren’t nurtured. Start a lead newsletter and share company or product updates along with short and long-form content or news stories about your company, then share weekly or monthly.
One of our most favorite tactics for these types of email newsletters is talking about how one of your product features can solve their problems. People don’t buy products for no reason. They buy products that provide a solution for them. Prove and nurture your customers by leveraging these lead nurturing email newsletters.
3. Round Up Email Newsletters
This type of email newsletter is a bit more niche compared to the other mainstream ones. These can be very effective when you’re using them as an industry round-up. You can also use it to round up a recent event that your company held. This can bring in audiences that surpass your brand itself if you can find the hidden gem events that others may not know about. The goal of this newsletter is to provide your readers with relevant events and surface events in your industry that may benefit from a boost to the right audience.
It’s a win-win and can help to jumpstart co-marketing efforts.
The copy should direct the reader to complete one clear action—check out the event. Newsletter subscribers do not want to be overwhelmed with information, so keep it short and informative, include images from your events, and link readers right to future event registration.
This type of email newsletter can go hand to hand with the lead nurturing ones.
4. Curation Type of Email Newsletters
Curated newsletters is the type of email newsletter that’s perfect for companies without a strong email list to begin with. As the volume of content on the internet continues to grow exponentially, tastemakers who can help readers sort through the noise are finding themselves in high demand.
Curation type of email newsletters generally provides subscribers with a short list of topic-focused links along with a brief summary of each one.
A good approach for this would be like an email newsletter dedicated to “The latest marketing trends”. In that example, you would manually curate a bunch of industry news, guides, and topics around marketing trends and include them in the newsletter.
It’s a great way to kick start a list of followers if you don’t have a blog or other in-house content to promote yet.
5. Research Email Newsletters
Research email newsletters are typically run by narrowly defined subject-matter experts. Their content is often long-form, includes a lot of in-depth data, It also presents an opinionated take on the topic at hand. Readers can expect to receive these weekly or even monthly due to the research required for each edition.
These types of email newsletters are usually more in-depth and require a lot of work from multiple parties within the team. These aren’t the easiest to create and might not be the best approach for your company. If you are running an investment firm or a company that normally provides a lot of valuable knowledge insights, then research email newsletters are perfect for you. If you are running a B2C startup or a marketplace, these might not be the best fit.
6. Daily News Reporting Email Newsletters
This is another popular type of email newsletter. Don’t get this confused with curation or industry round-up type of email newsletters. This type of email newsletter is perfect for companies that has some sort of daily news as a part of their business model. Think Wall Street Journal or Techcrunch.
The content within these email newsletters can be expert opinion around a trending news topic or an actual reporting coverage on the news topic.
The context can both either long or short form. A good example of the short form version would be daily news email newsletters like The Skimm or Morning Brew. Both of those examples goes over what’s happening around the world in a short and easy to understand format.
If you’re looking for an example of a long form version, you can take a look at The Information which does in-depth reporting on the latest tech news.
7. Sales or Promotion Email Newsletter
This is another type of email newsletter that we see often by e-commerce companies. Amazon, Walmart, Target and other big retail giants send these out regularly. Normally, this would consist of promotion offers like, “25% off store wide sale” or “Summer sale is here!”
These type of email newsletters are perfect for any e-commerce company or brand to promote a sales offering/campaign. Upsell and cross selling are some very popular tactics for these type of email newsletters. Upselling and cross-selling are great ways to increase revenue and lock in repeat customers.
Here are some common types of sales or promotion email newsletters:
- Seasonal Promotion Emails are sent when the shop holds sales during a specific time of year, such as a holiday or event. Think Christmas or Black Friday.
- Exclusive members – these are deals that are only available to customers or members on your email list, instilling them with a sense of importance and value.
- Sale Emails are sent when specific items are on sale or when your business holds a sitewide sale that is not seasonal.
8. Hybrid Email Newsletters
These are one of our favorite type of email newsletters. It’s become widely popular lately. These newsletters combine the best elements from any of the other types in order to create something truly unique.
Hybrid email newsletters usually contain a good mix of news, popular opinion, resources, and other internal context that the company wants to share.
One of our favorite newsletters out there that runs on the hybrid model is the Indiehackers newsletter. Every single one of their newsletter has everything from maker stories to industry news to additional resources for readers to learn from. It’s brilliant and educates users really well.
These type of email newsletters require a lot of work to put together since it involves a lot of curation as well as personalized writing, but they tend to be super attractive and provide a lot of value in every addition.
Some companies are hesitant to integrate email newsletters into their inbound marketing strategy. They may argue that email newsletters are time-consuming and don’t offer enough ROI. Maybe they feel that Instagram is glossier and Twitter is flashier when it comes to attracting and retaining new business. However, by disregarding the power of email marketing done correctly, companies are missing out on one of the most successful components of a winning marketing strategy. In 2020, 80% of marketers reported an increase in email engagement.
It’s worth the time investment to create an email newsletter for your company regardless if you have content or not. As you can tell from the examples above, there are many different ways you can approach it, so you don’t have an excuse to not put one together!
At SumoDash, we help our clients create all different types of email newsletter to help them convert more leads, drive more traffic, and educate their customers. If you are looking for a team of experts to handle this process for you and come up with a result-driven content marketing strategy that brings in results, then feel free to contact us!