10 Recurring Features for Your Newsletter
Answer customer questions
What customer questions do you or your staff (especially customer support or sales) get frequently? A recurring column in a newsletter is a great place to answer them.
Dedicate one corner of your newsletter to glowing testimonials you get from your customers. That's your little boasting spot!
Do you have new products often, or is your service output of a kind that photographs well? Put up a picture, write a couple of lines about the product and why people should buy it, and you're done! One recurring section in one of our newsletters is the "Design Showcase": we use it to call out a customer who used our services and show the design we created. We also regularly display samples in our other newsletters (and on our blog).
Feature success stories
Your customer's success, that is. Show how you helped them, sure. But the key is to talk about how they became successful. Inspire your readers!
Announce events you are hosting or attending
Invite your subscribers to events you're hosting, even if it's just a St. Patrick's Day celebration at your store. Mention industry events you're going to attend and ask readers to meet you.
Write about industry news
Link to interesting articles and news that your readers might not have seen. Even better, comment on them and discuss the implications for your customers.
Share company news
Don't do this too often, but if you've won an awesome award or just completed ten years in business, you can mention it. Even better, talk about how you did it, and tell a story about a horrible challenge you faced or a really stupid mistake you made.