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Email Marketing for Events: 20 Ideas to Boost Event Attendance and EngagementWriting newsletters is exciting at first, but it soon becomes tedious. It’s only been three months, but your creative juices are already running dry. And you’re not exactly seeing the engagement and profitability you thought this email marketing strategy would bring.
Where is that $42 return for every $1 spent everyone is talking about?
Or perhaps, the lack of inspiration is holding you back from dipping your toes into the newsletter pond.
There’s no need for you to worry or make things up as you go. Here are 27 email newsletter ideas you can lean on to keep your email marketing wheels turning. We’ve also included inspirational examples and tips to help you along the way.
New email subscribers appreciate–or at the very least, anticipate–warm welcome messages. This is proven by their effectiveness: on average, they generate 4x more opens and 5x more clicks than any other type of email marketing message.
A welcome series usually consists of 2 to 3 emails sent within a week (or shorter, your call). You can use these emails to introduce your brand, set expectations, and provide general information.
Here’s an example from The Elephant Sanctuary, an organization dedicated to caring for these magnificent creatures.
And another one from influencer marketing agency Cookit Media:
Both examples give readers the warm welcome they deserve, along with details on the frequency of emails and the content they can expect.
- Include a welcome present. A discount code works for retailers. Ebook downloads are prevalent amongst content creators, service providers, and consulting firms.
Anyone running a newsletter. As far as email newsletter ideas go, this is the first order of business.
Industry news roundups often feature the hottest industry developments. Gather market research reports, news, stories, trending topics, or anything relevant to your field.
These emails prove that you’re “in the know” and can provide trustworthy information.
Newsletter idea from Gray Capital
Other times, Gray Capital lifts out pertinent information and graphs from the reports. By doing so, the firm draws attention to relevant points newsletter subscribers will value:
- Always–and we mean, always–verify and credit the original sources.
- Present the information in a clear and scannable way to prevent readers from getting lost in the sea of new information.
Service-based agencies, freelancers, content creators, software companies, and any organization looking to build credibility.
You can also weigh in on the industry news by sharing your professional and educated forecasts. Industry predictions are a great way to demonstrate your knowledge.
This newsletter example from software start-up Avocode provides a glimpse into what's next for the world of design.
- Give a good intro to the prediction: make it short and keep it intriguing.
- There is no need for elaborate explanations. Simply copy the structure Avocode used and add a link to your main post.
- Borrow another page from Avocade’s book and tap an expert to bolster your prediction. However, if you’re knowledgeable enough to predict future markets, you won't need it.
Consulting firms, freelancers, content creators, software companies, and any organization seeking to share their expertise.
Got an active blog, YouTube channel, or podcast? Get more traffic to them through your newsletter. This content repurposing technique introduces your newsletter subscribers to both fresh and past content, such as older blog posts.
Here’s a good example from Dickie Bush and Nicolas Cole, course creators of Ship30for30. In this newsletter issue about taking a leap, Bush and Cole motivated readers by pulling real-life stories from their YouTube interviews and personal posts on Medium:
Meanwhile, Thrive Agency, a digital marketing agency, regularly shares a blog post roundup via its newsletter. The team makes it scannable by adding images and switching out text links for buttons:
- Feature the most informative content or the one that you want to draw more attention to at the top.
- Specify a time frame, such as a weekly or monthly business recap.
Freelancers, content creators, and companies that own a podcast, blog, or podcast.
Making a list of helpful tools, resources, videos, or websites is a similar idea. But since you’re not always on the lookout for research trends or churning out blog content, it’s less challenging and more natural to compile.
Merely record what you’ve consumed or come across during the week. For instance, lifestyle influencer Jules Acree shares links to free resources that can inspire her followers to live more intentionally:
Here’s another example from a personal favorite, Freelance Bold. Every week, freelance writer Marijana Kay shares the following in her newsletter:
- Take your newsletter as an opportunity to show off your personality and humanize your brand. Niche-based recos are fine, but random film or music recommendations are always welcome.
- Set a format. This builds up eagerness and curiosity amongst interested readers.
- Involve your staff. Showcase recommendations from different team members each week and refer to them as “Staff Picks”.
Freelancers, influencers, content creators, brands and organizations seeking to inspire readers or convey their brand identity.
Everyone loves clever hacks. So bank on them, as Methodical Coffee does. In this email newsletter example, the brand shares a guide on how to pull an espresso shot along with some delicious recipes:
Retail businesses can also share tips and tricks about their products. For example, suncare brand Vacation, Inc often sends out the best tips to use their products. Here’s one:
This might not work as well for business-to-business and software companies. A new subscriber receiving step-by-step instructions is likely to hit unsubscribe.
However, you can still get granular and create guides for your tools or services. Just don’t send them to everyone on your list. They’re more suited to subscribers who are further down the sales funnel. Email segmentation comes in handy here.
- Add images to make your tips and tricks more memorable.
- Even better, use infographics to make your how-to-guide newsletter emails digestible.
Retail brands, software companies, and thought leaders who want to provide tips and hacks in a shorter, more digestible form.
New features, product launches, and expanded product lines are all worthy of the spotlight. Your newsletter serves as a good platform to get the word out. Plus, your audience will want to know what you’ve been working on to improve their experience with your brand.
Root Science provides a solid example of how to hype up a product update:
This email newsletter example highlights the changes the brand has made to its old product, Bare, and why it now deserves the title “new and improved”.
- Keep the email copy short and sweet to avoid overwhelming readers. Focus on making the main points more engaging instead of talking about every new featurel.
- Add visuals. Since you’re saying more with fewer words, pictures, gifs, and videos lend more depth to your message.
Product-based companies, from retail to software.
If you need a boost in engagement, running a giveaway is a quick fix.
Depending on your goal and your giveaway mechanics, you can tick a lot of marketing goal boxes. It doesn’t only increase email conversion, but it also increases brand awareness, drives traffic to your website and socials, and supports your other marketing initiatives.
In the case of canned cocktails and kombucha brand Juneshine, a $20,000 cash giveaway is the key to capturing phone numbers to boost its SMS marketing initiatives.
- Aside from cash, free products and discounts are popular giveaway prizes.
- Explain the mechanics and rewards clearly. Juneshine does a great job of explaining how to join and what to expect. But it’s easy to overlook the fact that “40 winners get $500 each” because it’s written in small print.
eCommerce brands, restaurants, and content creators–they can leverage giveaways to boost their following and engagement.
Compared to giveaways, special offers present consumers with a level playing field. Everyone gets a chance to participate. And because of that, promotional emails are more shareable than giveaway emails.
Freebies and discounts also motivate engagement from both old and new customers. See how Double Soul, a direct-to-consumer socks brand, gives free socks to customers who buy five pairs or more:
- Lean on urgency tactics to prompt your readers to take advantage of the offer.
- Personalize your offers. Get your recipient's attention and make your offer relevant.
Product-based and service-based companies, as well as course creators, content creators, and freelancers selling digital products.
Newsletters are one of the best channels to kickstart referral campaigns. And with marketing automation on your side, it’s also one of the most effortless ways to increase awareness and engagement for your brand.
Cometeer Coffee Pods has the right idea, offering rewards to both the referee and referrer:
- Including a reward? Make it hard to miss.
- Your most loyal customers and repeat buyers are the best targets for this newsletter idea.
Any business–personal or corporate. Email referrals can help bring more attention to your products and services.
Your email list is a good source of potential survey, poll, and feedback form respondents. This newsletter idea is an effective and simple way to gauge your audience's satisfaction or identify areas for improvement.
Australian brand Bellroy sends customers this triggered email 30 days after their purchase. This quick survey can help the leather brand determine whether shoppers are satisfied enough to recommend it to others:
Here’s another example from NYT best-selling author Gretchen Rubin. No frills, no fuss. Just a thoughtful request with an incentive:
- Increase the chances of participants taking your survey by offering an incentive (ex: a 5% discount).
- Bellroy has the right idea for setting up trigger or automatic emails. However, we suggest asking for feedback immediately after purchase.
- Check if your email service provider comes with free survey tools. Alternatively, you can use free tools, such as Google Forms.
Any business–personal or corporate. Receiving feedback–positive or negative–is good for any organization.
Offer a breath of fresh and reputable air and insights to your readers by letting a leading industry figure sub for you.
Your readers love hearing from you, but sometimes you need a break. Plus, collaborating with experts lends credibility and authority to your brand.
Content marketer Masooma Memon knows this. In her newsletter Content Workshop, she chats with various professionals and publishes their thoughts every Wednesday. Here’s her interview with Jacalyn Beales, a demand generation manager:
- Ecommerce brands can do the same, with celebrities or influencers.
- An interview framework like Masooma's (the same three questions for all interviewees) comes in handy if you're planning to run this newsletter content idea frequently.
Any brand, individual, and organization with strong contacts in the industry.
Smaller companies often don’t have access to industry experts. But you probably don’t need it. For now, your happy customers can do all the talking. Their relatability will appeal to your target audience.
Show examples of how your product or service has saved these customers countless times in your newsletter. Here’s an example from Omsom, which offers Asian-style mixes for homemade meals.
This fun and lighthearted email is filled with testimonials that highlight the brand’s unique selling points:
This one from the personal styling app Cladwell describes various customers’ pain points and how the app has helped solve them:
- Use testimonials and customer stories to create emotional hooks.
- Use case studies to highlight successful projects or campaigns. They are more logically appealing.
Personal and corporate brands. Put those positive testimonials, inspiring stories, and case studies on full display.
Incorporating user-generated content (UGC) is one of the best newsletter ideas for maximizing positive feedback from your customers. Scrape your favorite messages from review sites, social media posts, etc. and put them front and center in your newsletters.
Think bigger than testimonials. UGC lets you paint a picture–literally–using visuals. For instance, Cuts Clothing collects Instagram user-generated content and makes a collage of the images for their newsletter:
But if you have a lot of media to share (a mix of videos and pictures, for example), you don’t want to overload your email. Heavy image emails often go to spam.
Adventure brand Baboon to the Moon works around this by simply dropping social media links where they have captured UGC:
Ecommerce brands, restaurants, and basically everything in the retail sector.
Behind-the-scenes (BTS) content humanizes your brand, making you more relatable and likable. Plus, this newsletter idea gives you a lot of flexibility.
You can take readers on a tour of the premises, reveal what happens during product photo shoots (which works for both brands and the photographer doing the photoshoot!), highlight an employee–the list goes on.
This newsletter example from eCommerce brand Station is a stroke of genius. The team managed to come up with BTS content that very cleverly sheds light on their products.
- Other behind-the-scenes content examples include teaser videos, before and after snaps, and a day in the life.
- Be authentic. Don’t share fabricated stories. In today’s digital world, 88% of consumers crave authenticity – give it to them.
Everyone who wants to market their brand image and personality.
Directly addressing your audience is another way to break down the fourth wall. Acknowledge your readers, and tell them what you’re doing to meet their needs and reward their loyalty.
The rightful voice for pulling this off is the company’s leader.
See how Freelancing Females community founder Tia Meyers Grado uses her voice to motivate members for the second half of the year and keep everyone excited about the future:
Here’s another touching example from skincare solutions Prima. Co-Founder Laurel expresses gratitude to all the moms on their email list:
- Indicate that the email is from the company's CEO or founder in the subject line. Wouldn’t you feel special if such a person emails you?
- Give your own take on what's happening behind the scenes in the business or industry.
- Use a friendly tone and show your audience all the different ways your organization cares about them.
Communities and companies–both B2B and B2C–that want to show gratitude to their audience.
Whenever you receive an industry wary, you post the badge proudly on your website. Then off to social media land, you go to announce it.
Sending an email newsletter also provides a quick, yet often overlooked, way to keep your target audience in the loop.
In this email, online vegan haircare brand Vegamour readily jumped on this opportunity to market its award-winning products:
- Explain to your audience what makes this product so special. Add testimonials to strengthen your case.
Any brand–business or personal. You just received an award, go ahead and show it off!
Customers and clients make your brand what it is. Show your love by thanking them periodically. Big feats, small milestones, or just an ordinary day – you don’t need a reason to show gratitude for their support.
Moo, a design and print company, decided to send a random thanks for any show of loyalty its audience has displayed:
For ecommerce brands, running a thank-you sale just makes sense. Luxury brand Italic elevates the bar by holding Thank You Tuesdays:
- Offer exclusive content and/or a discount as a gesture of thanks.
Any brand that wants to extend its heartfelt gratitude. The key is following an appropriate tone. Business-to-business brands are likely to use a formal voice.
Winter, spring, summer, or fall–all you have to do is create seasonal emails. First, think of the experiences, holidays, and special events that a new season brings.
For example, the winter months are usually filled with holiday festivities. When November comes around, eCommerce brands have their hands full rolling out marketing campaigns for Black Friday, Boxing Day, and Christmas sales.
Aside from traditional celebrations, any event that you can tie to your brand works. Case in point: this email from Natural CBD company Life Elements on how to bust mercury retrograde blues is very brand-appropriate.
- Show your creative and quirky side by featuring unique seasonal events–so long as they fit your brand.
Any company or personal brand running a newsletter. This newsletter idea is one that keeps on giving.
Newsletters are an opportunity to get close to your target audience. What better way to show you care than to rejoice with them on their special day?
This example from the free workout app FitOn is spot-on for its target audience. Not only does it include a birthday greeting, but there’s also a cake recipe (we assume it’s the healthy kind) and a badge you can earn by exercising on your birthday:
For ecommerce brands, you can also provide product recommendations to the celebrant, as Barkbox does in this email:
- Product recommendations work better if you top it off with a thoughtful gift. Give subscribers a birthday discount or a freebie on their birthday.
Any brand running a newsletter. It shows your readers that you care about them.
Wrap up the year with a year-in-review email. This thoughtful email newsletter idea walks your customers through what has come and gone during the year. It can summarize this year’s achievements or your customer’s experience with you.
Here’s an example of a success report from the non-profit organization CARE Australia
And here’s an example of a year-in-review from fitness and travel app All Trails, celebrating its user’s journey throughout the year:
- Send year-in-review emails separately from promotional emails and season's greetings. They’ll stand out this way.
- Use numbers and images, instead of purely text, to create a more tangible impression.
Non-profit organizations, and growing brands, service businesses, and software companies to show their customers their progress.
Consider your email list a potential guest list. You can leverage your newsletters to announce upcoming events. It doesn't matter if they're in-person or online.
Style up your upcoming webinar invitations, as email marketer Allea Duett does, complete with a presentation slide teaser:
For in-person events, this workshop invite from interior design firm Havenly follows a simple and straightforward format:
- Event announcement emails aren’t one-and-done. Make a series of email reminders after the initial announcement. You will get more eyes on the invitations this way.
Consulting companies, non-profit organizations, software brands, coaches, and course creators that often hold webinars and online events. Businesses with brick-and-mortar locations (like restaurants) and service-oriented companies, such as interior design firms, that conduct in-person events.
Your event may be over, but you can still create email content from it. An event recap is helpful to attendees as it reminds them of what they’ve learned from it.
If it’s a free online event, a recap can double as a teaser. You can add a link to the replay for those who missed it. Author Ayodeji Awosika sent this email right after finishing his free webinar:
If it’s a paid online event, you can still sell the recorded webinar or workshop through an email recap.
- Talk about the event’s success to encourage subscribers to join next time. Go ahead and throw in some pictures as well for the FOMO effect.
Same as above–businesses and brands that hold online and/or in-person events.
Cover all the bases by holding an ask-me-anything (AMA) session or answering your subscriber’s frequently asked questions (FAQs).
By doing so, you’re addressing your readers’ pain points and hesitations directly. Here’s how course creator Vicky tackled the most common questions potential students asked her:
In addition to helping subscribers learn more about your brand or organization, Q&A sessions can cement your expertise and engage your readers.
Encourage them to email you questions related to the industry, and promise to address those concerns in the subsequent email.
- Don’t answer questions without doing your research. Your readers should find the Q&A and advice sections helpful and relevant.
- The sales and customer support teams can give you insights into which questions get asked the most. Ask for their opinions.
Anyone and every brand running a newsletter. Your audience probably has a couple of questions about your brand or industry that you can answer.
Recognize your loyal customers or community members by giving them a proper shoutout. Their support is worth the recognition.
Member spotlights are different from customer stories and testimonials since you're not part of the limelight. You’re only telling their story. Here’s an example from the outdoor community REI:
- Bet on a creative title, like REI does, or highlight some key takeaways
- Include photographs to add a layer of storytelling and help readers connect to the featured individuals
Content creators, brands, and companies with a tight-knit community.
Do you organize exclusive events or webinars for community members or subscribers? Or perhaps you monetize some of your content?
Sending out member-only events invites and event recaps can invoke FOMO in non-members and *fingers crossed* motivate them to join.
For members, these emails serve as reminders of upcoming activities. Take a look at writing community B2BWI’s newsletter:
Of course, you don’t have to have an official community to pull this off. Your mailing list is its own community already. You’ll make readers feel extra special by offering a subscriber-only invite.
For example, eCommerce brand Me Undies gives email subscribers early access to its products in this email:
- Tread carefully. You don’t want to turn away non-members by bombarding them with too many of this type of newsletter.
Brands, course creators, and businesses that have a membership program.
Your email list is filled with like-minded individuals. So if you’re looking for a new team member or know of someone who is, the answer might be closer than you think.
Maybe a reader or someone they know is fit for the job.
Rachel Pedersen, a social media marketing agency founder, understands and capitalizes on this possibility.
Of course, if you have a huge community behind you, you can always share opportunities with your network. Make it a weekly roundup, as freelancer Kat Boogard does in her newsletter:
- Keep it short and simple, no need to overwhelm readers with details.
- Include a direct link to the job posting and make it easy for subscribers to apply or learn more.
Community leaders, industry experts, and freelancers helping others in their field.
We hope that these email newsletter ideas, examples, and tips have refilled your well of creativity. But if you want to be super sure that your newsletters will be a profitable hit, you’ll need to pair these ideas with stronger strategies.
Take a look at these worthwhile reads:
- Newsletter Marketing Strategy: How to Engage, Delight and Convert
- How to Write a Newsletter: Insider Tips to Hook Your Readers In
- Designing a Newsletter: How to Make Your Emails Stand Out
- Email Newsletter Best Practices:12 Proven Strategies for 2023
- The Best Newsletter Examples You’ve Got to See!
Have fun learning and fortifying your newsletter email marketing. Comment below to let us know which of the newsletter ideas above you plan to use.
This article has been written and researched following our EmailTooltester methodology.Our Methodology