How to Supercharge your Industry Newsletter
Do you log in to your email and hit DELETE on 90% of the newsletters that are in your inbox?
You are not alone. We all do it, but there are some amazing newsletters out there amongst all the ones that end up in your bin.
Technical industries have the opportunity to capture their audience's attention. Let's take a look at how to build a newsletter that is read and remembered.
Who is Your Target Audience?
Understanding your ideal target audience will help you develop a newsletter that is going to inspire, entertain and help your reader. If you have a clear idea who you want to talk to, ask yourself:
What can I share that will be useful and interesting?
What do they want to know?
What is going to get their attention?
If they are technically-minded, they may want to see case studies or the latest industry insights. If they are a current customer, they may be interested in what you do beyond the work you do with them directly.
Make it Useful and Interesting
Once you understand who your reader is and what they want to know, it's time to focus on delivering content that genuinely serves them.
Balance Technical Depth with Accessibility
Technical newsletters often walk a tightrope between being too basic or too complex. No matter the complexity of your industry, it is still possible to share in a way that is accessible to a wide range of readers. Offer the opportunity to view specialist materials for those that want to deep dive into more specialised reading.
Different content can serve different purposes:
Industry trends analysis: Position your company as a thought leader
Technical problem-solving: Share solutions to common challenges
Case Study: Helps reader understand the scope of your work
Interviews with In-house Specialist: Shows influence, expertise and builds trust
The '1-1-1' Newsletter Formula
Here is a formula I often use for newsletters that is simple and straightforward. Run three stories every newsletter:
Feature Story - your lead story could be anything relating to your company but it needs to be insightful, useful or newsworthy.
In-house Story – share what is happening behind-the-scenes at your work or a customer success story.
Value Add – share something useful for the reader. A white paper, a recent case study or some industry news that will help your audience know you are a great source for relevant industry news.
The 1-1-1 Newsletter Formula forces you to share the best content you have to give you reader a newsletter that is insightful, interesting and helpful.
Respect People's Time
Few people have time to read long newsletters, or decipher the good information from the fluff. Keep your newsletter clear and concise with links to in-depth information for readers who interested in researching further.
Ensure your layout works well on all devices, particularly mobile. Make your overall design simple and easy to navigate, with a clear visuals and links.
Be Predictable
We love predictability. If you choose to send your newsletter every Monday morning or the first week of the month stick to it. Keep a similar format with each newsletter so people know what to expect.
Don't Forget your Call-to-Action
At the end of your newsletter, include a quick call-to-action. End on a positive note and give the reader a reason to explore further. It could be: a downloadable white paper or access to a resource library.
In Summary
Creating a newsletter that stands out in technical industries comes down to knowing your audience, respecting their time, and delivering consistent value. Follow these principles and you'll build the trust that transforms your newsletter from instant-delete to must-read.
You can start by implementing the 1-1-1 formula, measure what resonates with your specific audience, and continuously refine both your content and delivery.
