Many of the top indie hackers, solopreneurs, and marketers you know have newsletters — and with good reason. That's because, for every dollar spent, email marketing yields a $42 ROI, which is higher than those of organic search, social media, and paid ads. 

Now I’ve got your attention, inculcating email marketing in your marketing strategy isn’t only a way of boosting your ROI, it’s also a great way of rising above the noise on social media. Therefore, it’s more important now than ever to create engaging and inspiring email newsletters.

Well-crafted email newsletters can foster deeper connections with your readers and turn casual subscribers into loyal advocates — the secret lies in delivering valuable content that resonates deeply with your audience.

Whether you’re launching your first newsletter or seeking inspiration for an existing one, we’ll explore 23 newsletter content ideas to help you get your creative juices flowing and stand out in a crowded inbox.

But first, what’s an email newsletter and why should you start one?

What is An Email Newsletter and Why Should You Start One?

Email newsletters are informational content that brands send to their email lists to promote products and services, provide valuable information, or foster deeper connections with their subscribers. The information could be personal, company info, or industry updates. Regardless of what message you’re sending in your newsletter, the goal is to build trust. 

The key reason why you should consider starting a newsletter is that it’s one of the most personal marketing channels. The communication feels more personal than creating content for social media and search. Also, from the data you can collect about your subscribers, you can learn about their interests and create more valuable information. This way, communication will feel like a 1:1 conversation with a friend. This, in turn, leads to building solid relationships with your subscribers, establishing your brand as a niche authority, and driving brand loyalty.

23 Newsletter Ideas (and Examples) to Engage Your Subscribers

In your newsletter, you can share company news like product info, feature releases, and pricing updates; thought leadership content to educate your audience and establish authority; and testimonials to compel your subscribers to buy your product. Now let’s get into more specific newsletter content ideas with examples.

1. Share how-to guides

Everybody likes that friend they can rely upon to provide actionable information. A well-crafted how-to guide as an email newsletter can be likened to this. People love step-by-step instructions on navigating challenges: how to grow their agency, create more content, attract more customers, master a new skill, etc. You can’t go wrong with this kind of content.

If you’ve designed a software product, one of the best ways you can help your users is by creating tutorial videos or text-based content on how to navigate your software.

Justin Welsh is a good example of a solopreneur doing this. He frequently sends newsletters about building a personal brand, growing a solopreneur business, finding your niche, etc. His step-by-step instructions are clear, concise, and dished from a personal point of view, helping him earn his subscribers’ trust.

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2. Clear your readers’ confusion: the magic of FAQs

If you've ever gained insight into a topic by reading a FAQ section, providing that same level of clarity to your audience makes for a great newsletter idea.

FAQs not only clarify common concerns but also demonstrate that you’re not just another faceless entity in their inbox — you’re a helpful resource eager to guide them through the complexities of your business or industry.

One such brand with a successful strategy of sharing FAQs in its newsletter is Coursera. They regularly share FAQs about some high-profile courses to nudge subscribers to make a purchase.

3. Insights from pros: the value of expert interviews

Incorporating expert interviews into your newsletters allows you to tap into the knowledge seasoned professionals have amassed over the years. This can spark fresh ideas and strategies for your readers, making them eager to implement what they learn. 

A good example of a newsletter doing a lot of expert interviews is Kyle Poyar’s Growth Unhinged newsletter. He gathers insights from marketers from high-profile companies like X, Calendly, etc., and shares them with his subscribers. You can be sure each episode is value-packed.

READ: How to Build A Profitable Micro-SaaS Product

4. Industry trends to help your email subscribers stay ahead of the curve

It cannot be overstated how important it is to keep your audience informed about industry trends. Sharing industry news and business changes that impact your customers not only positions you as a thought leader but also equips your subscribers with the knowledge they need to adapt. This then opens doors for them to have more meaningful interactions with your content. 

Hubspot, the marketing and sales platform, does this by sharing reports from their latest studies to arm their customers with the right information to succeed.

5. Behind the scenes of what you’re up to

Don’t we all love to get a good peek behind the curtain? Behind-the-scenes (BTS) content offers an insider glimpse into the inner workings of your brand, creating a sense of intimacy and connection with your audience. And this drives engagement. BTS content can take many forms: a day in the life or product development.

Tommy Clark is a content marketer who shows his audience how he creates content for himself and his clients in his Social Files newsletter. When he finally launched a SaaS product, it was a massive success because his followers had been following him on his journey from content marketer to agency founder, and now, SaaS co-founder. Even with his SaaS, Bluecast, he also didn’t fail to share the behind-the-scenes of the launch.

READ: Best Marketplaces to Buy and Sell Online Businesses

6. Let your micro-SaaS users take the spotlight with user-generated content

Think about it: people love to see real-life examples of how products fit into everyday people’s lives. Whether it’s a photo of someone using your software or a tweet of how fantastic your micro-SaaS product is, user-generated content (UGC) brings a sense of authenticity that traditional advertising simply can’t match.

7. Get valuable feedback with polls and surveys

Polls and surveys are invaluable tools for understanding your audience better. They allow you to gather opinions on various topics, from preferences to trending issues. You could ask readers what content they’d want to see more of in future newsletters. 

This not only significantly enhances engagement and improves content relevancy but also helps you tailor your offerings to their interests. Also, this can foster a sense of community and demonstrate how much you value your audience's opinions. Here’s an example of the poll creation idea from Jeff Felten, founder of Content Remedy.

READ: Due Diligence Checklist for Micro-business Buyers

8. Interactive Quizzes: A Fun Way to Engage

Interactive quizzes are a fantastic way to grab your audience's attention and keep them engaged. They invite your readers to participate actively, making them feel involved in the content. 

BuzzFeed’s quizzes are not only fun but also highly shareable, driving traffic to the website and keeping users coming back for more.

9. Resource roundups

Resource roundups help you deliver value to your audience while showcasing your expertise. By compiling a list of useful articles, tools, and guides, you save your readers time and position your brand as a trusted resource. 

One of the best examples I can share with you is none other than our dear own newsletter. We share a mix of micro-SaaS startups sold and listed on our platform. We also share valuable content — success stories, build in public updates, blog posts on startup topics and other useful materials for founders, entrepreneurs, and marketers.

Startups.fyi is another good example of an email newsletter sending roundups of startups to its audience. That said, sharing other brands’ content can lead to exciting collaborations.

READ: How to Negotiate when Buying An Online Business

10. Exclusive discounts

This shouldn’t come as a surprise. It’s one of the most popular pieces of content shared in email newsletters. If you love getting discount codes from your favorite brands, then your subscribers will most likely be looking forward to getting some from you. Ecommerce brands are known for this.

11. Referral programs: the power of personal recommendations

If you run out of ideas, you can email your list, asking them to share your newsletter with someone else. But most people may not be interested in helping you out. So to persuade them, you’ll have to throw in a good offer — it could be a discount or something of value to your audience.

Daniel Throssell recently did a similar program asking his subscribers to sign up for his brother’s newsletter. To encourage his audience to do that, he created a video breaking down how his subscribers can replicate his email style in other niches — sweet deal!

READ: Micro-SaaS Valuation Guide

12. Share monthly themes to keep your content fresh and fun

Embracing monthly themes can transform your newsletters into engaging experiences. 

For example, Maciek, founder of Customers On Command, ran a 30-day copywriting challenge to engage his community. You can create something similar for your audience.

13. Seasonal content 

As the seasons change, so do the interests and needs of your audience. This is a great opportunity to tailor your newsletter content to reflect what’s happening around the world.

For instance, during Black Friday or popular holidays, you can share discounts to help your customers access your products.

14. Generate excitement with event promotions

Your newsletter is the perfect platform to build anticipation for upcoming virtual events. Whether it’s a webinar or a workshop, this is your chance to get your audience excited.

Focus on what makes your event unique. Highlight key speakers, share sneak peeks of the content, and create a sense of urgency with clear calls to action. This newsletter content idea not only informs your audience but also encourages them to register and participate.

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15. Captivate your audience with stunning visual storytelling

Consider how vibrant photography, engaging videos, or striking infographics can elevate your message. These elements draw in your audience and make complex ideas easier to understand.

This is how Spotify uses visual storytelling with its Spotify Wrapped campaign.

16. Share some ideas using listicles

To create a compelling listicle, start with a topic that resonates with your readers. Draw them in with a catchy title, and keep each point concise and entertaining. This format invites readers to skim through while still offering them something worthwhile.

17. Incorporating case studies

Case studies serve as powerful testimonials that illustrate real-world applications of products or services, fostering trust among potential customers.

Recently, Peter Michaels, CEO of Yeepsy, reported a click-through rate of approximately 14% when using case studies in their email campaigns. As a micro-SaaS startup, you can feature a case study about how users of your product improved their operations after implementing its solution. This narrative can include metrics such as increased efficiency or sales, and testimonials from the business owner, providing relatable content for potential customers.

In this example, Tommy Clark shared a case study about how Daniel Dalen has developed his content strategy. 

18. Curating industry news

This strategy is efficient in engaging your audience as it cuts out irrelevancies, keeps content concise, and establishes your brand as a trusted source of information.

Morning Brew has successfully built a subscriber base of over 2.5 million by delivering essential business and tech news, making it easy for busy professionals to stay informed.

Additionally, including expert commentary or analysis can add depth and context to the curated content, encouraging your readers to engage more thoroughly. Advisably, your newsletter should be within the range of 300 words or less. Something that can be read with a cup of coffee.

19. Sneak peek of upcoming products

There are 2 ways to employ this strategy. You can either use the teaser or the countdown technique. The teaser approach sparks curiosity and keeps subscribers eager for more details by not revealing too much information about your product. 

The countdown technique, on the other hand, adds an element of urgency and excitement around a product launch, persuading subscribers to act quickly when the product becomes available. 

20. Shine a spotlight on your team's personal stories

Showcasing the personal stories of your team members can boost engagement. They also humanize your brand and forge deeper connections with both your employees and customers. 

21. Interactive games or puzzles

Creating a newsletter that features interactive games or puzzles can be an absolute game-changer for engaging your audience. They can help in entertaining your readers while also educating them about your brand.

Tools like PuzzleMe already make it easy to craft customized games tailored to your audience’s interests. 

22. How about writing your company news?

You’ve written about your team, product, and industry. How about sharing info about your company? You could write about your company’s milestones like when you reach a revenue, traffic, subscriber, or social media following goal. You could write about your company’s anniversary and remind your readers why you started your company in the first place.

Did you recently get featured on a podcast? The best place to share this is in your newsletter. You can also write articles sharing what you’re learning about running a business.

23. Tips and tricks 

To create a newsletter filled with tips and tricks, start by crafting an eye-catching subject line that sparks curiosity. Once they’re in, keep the content concise and straightforward. Using bullet points or numbered lists can help present your tips clearly, making it easy for readers to skim through and absorb the key points without feeling overwhelmed.

When you offer actionable advice, make sure it’s practical and easy to implement right away. For example, if you’re sharing productivity tips, suggest specific tools or methods that readers can try immediately.

In this email, George Ten shares tricks on how to improve conversion rates.

Final Thoughts

There you have it: 23 newsletter ideas and examples to engage your readers. Each concept is designed to spark creativity and encourage interaction, helping you forge stronger connections with your audience.

You don’t need to start your newsletter from the ground up. What if you can buy one? Yes, there are lots of newsletters with subscribers listed on our platform. Simply sign up and you’ll gain access to all of them. Plus I’ll regularly send you emails with lists of other businesses like content sites, blogs, startups, and products such as ecommerce businesses you may be interested in.

FAQs

What content can I send in a newsletter?

As a solopreneur, micro-SaaS startup founder, or service-based business, the best form of content to send in a newsletter is one which is helpful and valuable to your audience. Whichever format you choose, try to vary the content. Sending only promotional emails may be a turn-off.

What makes a good newsletter?

A good newsletter has a clear goal — this way, you can have an idea of your list’s segment it’ll best serve. Also, a good newsletter has engaging and informative content to build a relationship with readers. Finally, you need a compelling headline to make your readers interested in opening it and a call to action so readers aren’t left wondering what they should do next. 

How much is a newsletter worth?

A newsletter can be worth between 10 to 20 times its 6-month operational profit. Although a newsletter’s value depends on a couple of factors like the newsletter’s age, subscriber base size, open and click-through rates, subscriber acquisition strategy, source of revenue, etc.