There are a lot of organizations out there that are starting to get really interested in building their email list and that’s smart. It can be a really valuable tool for recruitment and engagement but only if your audience finds value in the content. A great chamber newsletter needs more than a single blog post to get attention. If your newsletter contains only a blog post, you might as well just email everyone in your membership every time you post.
How to Publish a Chamber Newsletter that Gets You Noticed
Before we go into the specifics of what makes a good newsletter, it’s important to understand all of these suggestions are in the eyes of your recipients and not your chamber. While you might think information about your next event is really good content for instance, your members may not see value in that taking up space in your newsletter.
Your e-newsletter must have:
- an attention-grabbing subject line. You want something that will inspire clicks.
- valuable content (from your audience’s perspective). You want to be a resource for them that educates, entertains, and/or inspires.
- images. It may be called a “news” letter but you need to give readers some eye candy. Featuring the works of a local artist or photographer is always a nice touch.
- scannable content. Keep it brief. For meaty content use a hyperlink to your website.
- something fun — a “where is this?” contest, a bit of trivia, or something that will provide a little levity or enjoyment are good ways to break up article content.
- compliments or spotlights on members. Highlight your community in some way. Make people feel special and happy to be a part of your town and business environment. Don’t use formulas. Make each one fresh and enjoyable.
There are many ways to add interest to your newsletter and it’s best to have great content from the beginning. People tire quickly of mediocre content and will stop opening your newsletters if they’re not getting value from it.
Above all keep in mind content should have a goal of inspiring, educating, and/or entertaining your community. Wow them on how awesome your chamber is by showing through your content not telling. Let your resources speak for you and you’ll cultivate a group of fans who look forward to opening each of your newsletters.