{"id":18321,"date":"2019-07-01T15:35:26","date_gmt":"2019-07-01T21:35:26","guid":{"rendered":"https:\/\/memberpress.com\/?p=18321"},"modified":"2026-03-02T12:22:40","modified_gmt":"2026-03-02T17:22:40","slug":"how-to-create-an-engaging-newsletter-for-your-membership-site","status":"publish","type":"post","link":"https:\/\/memberpress.com\/de\/blog\/how-to-create-an-engaging-newsletter-for-your-membership-site\/","title":{"rendered":"How to Create a Newsletter Your Members Will Actually Read"},"content":{"rendered":"\n<p>Research shows that the average open rate for email newsletters is about 20%. But that doesn\u2019t mean 20% actually get read. The average click-through rate is only 2-5%. <\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<label for=\"ez-toc-cssicon-toggle-item-69ba730599b0a\" class=\"ez-toc-cssicon-toggle-label\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">WHAT'S INSIDE<\/p>\n<span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69ba730599b0a\"  \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/memberpress.com\/de\/blog\/how-to-create-an-engaging-newsletter-for-your-membership-site\/#Journalism_Rules_of_Thumb\" >Journalism Rules of Thumb<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/memberpress.com\/de\/blog\/how-to-create-an-engaging-newsletter-for-your-membership-site\/#1_Proximity\" >1. Proximity<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/memberpress.com\/de\/blog\/how-to-create-an-engaging-newsletter-for-your-membership-site\/#2_Timeliness\" >2. Timeliness<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/memberpress.com\/de\/blog\/how-to-create-an-engaging-newsletter-for-your-membership-site\/#3_Impact\" >3. Impact<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/memberpress.com\/de\/blog\/how-to-create-an-engaging-newsletter-for-your-membership-site\/#4_Prominence\" >4. Prominence<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/memberpress.com\/de\/blog\/how-to-create-an-engaging-newsletter-for-your-membership-site\/#5_Conflict\" >5. Conflict<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/memberpress.com\/de\/blog\/how-to-create-an-engaging-newsletter-for-your-membership-site\/#6_Human_Interest\" >6. Human Interest<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/memberpress.com\/de\/blog\/how-to-create-an-engaging-newsletter-for-your-membership-site\/#The_Takeaway\" >The Takeaway<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p>Newsletters can be snoozy and irrelevant. As a result, they often go untouched or unfinished. <\/p>\n\n\n\n<p>But, if it's done right, a newsletter is a great opportunity to continually build connections with users. It's a way to keep your subscribers in the loop and coming back for more. And it\u2019s cheaper than many <a href=\"https:\/\/memberpress.com\/blog\/how-to-create-a-successful-content-marketing-strategy\/\" target=\"_blank\" rel=\"noreferrer noopener\" title=\"other marketing methods\">other marketing methods<\/a>.<\/p>\n\n\n\n<p>So, how do you create an email newsletter your subscribers will actually want to read? What will make yours stand out from the others? <\/p>\n\n\n\n<p>Coincidentally, many of the same principles we discussed in our recent post on writing killer welcome emails applies to creating an engaging newsletter. <\/p>\n\n\n\n<div class=\"block-mp-button-wrap\">\n\t<a id=\"button-block_620eb2351ed19\" href=\"https:\/\/memberpress.com\/how-to-write-a-killer-welcome-email\/\"  target=\"_blank\" class=\"button button-blue center\">READ >> How to Write a Killer Welcome Email<\/a>\n<\/div>\n\n\n\n\n<ol class=\"wp-block-list\"><li>Come up with a straightforward and interesting subject line.<\/li><li>Keep the body of your email simple and engaging.<\/li><li>Offer incentives and benefits. (In a newsletter, the main benefit is knowledge, but you can also add a call to action, like a free download or an invitation to sign up for a social platform.)<\/li><li>Use images.<\/li><\/ol>\n\n\n\n<p>That said, newsletters are a bit different from welcome emails. There are certain elements you'll want to include, such as:\u00a0<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Recent updates<\/li><li>Promotions<\/li><li>Relevant blog articles<\/li><li>Other info that'll interest your subscribers <\/li><\/ul>\n\n\n\n<p>And that begs the question: What<em> is <\/em>interesting to subscribers?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"journalism-rules-of-thumb\"><span class=\"ez-toc-section\" id=\"Journalism_Rules_of_Thumb\"><\/span>Journalism Rules of Thumb<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>As a general rule of thumb, you can keep this old journalism adage in mind: \u201cA dog biting a man isn\u2019t news. A man biting a dog is news.\u201d <\/p>\n\n\n\n<p>It's funny, but it says a lot of you think about it!<\/p>\n\n\n\n<p>There are also six practical principles of journalism that can help you create newsletter content that'll interest your readers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"1-proximity\"><span class=\"ez-toc-section\" id=\"1_Proximity\"><\/span>1. <strong>Proximity<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Keep subscribers up to date on things going on in their sphere. If it\u2019s happening in China, it may not be as interesting as if it\u2019s happening twenty miles from home.<\/p>\n\n\n\n<p>But also keep \u201cvirtual proximity\u201d in mind. For example, updates to your site are happening right on the screen they\u2019re holding in their hands. It doesn't get much more local than that!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"2-timeliness\"><span class=\"ez-toc-section\" id=\"2_Timeliness\"><\/span>2. <strong>Timeliness<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Send your newsletters out on a regular schedule. Something that happened a year ago is probably not timely (though it may be in some cases). Consider a weekly or monthly schedule. <\/p>\n\n\n\n<p>However, if something big happens, let your subscribers know about it right away. It's okay to send out news quickly for the sake of timeliness. Use caution, though. An update to the look of your site is not an urgent matter. A big PR issue definitely is.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"3-impact\"><span class=\"ez-toc-section\" id=\"3_Impact\"><\/span>3. <strong>Impact<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Use content that impacts your subscribers directly. For example, a new update to your site or a change in user flow will definitely matter to them. <\/p>\n\n\n\n<p>Keep in mind that you may have to add the impact yourself. For instance, say you just hit a million subscribers. That's awesome, but why should your readers care? Now, if you just hit a million subscribers, and you're celebrating by <a href=\"https:\/\/memberpress.com\/blog\/how-to-run-a-successful-social-media-giveaway-5-easy-steps\/\" target=\"_blank\" rel=\"noreferrer noopener\" title=\"running a big giveaway\">running a big giveaway<\/a>, that's impactful.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"4-prominence\"><span class=\"ez-toc-section\" id=\"4_Prominence\"><\/span>4. <strong>Prominence<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Are there any important people, movements, or other businesses associated with your site? Did your business recently win an award? Did you get an at-mention in a blog post with really high domain authority? That sort of prominence can add attention-grabbing power to your newsletter. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"5-conflict\"><span class=\"ez-toc-section\" id=\"5_Conflict\"><\/span><strong>5. Conflict<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Use caution with this one. Unless your membership site is overtly political, getting involved in political or social conflicts could do more harm than good.<\/p>\n\n\n\n<p>But if conflict is appropriate for your platform, it can be a big draw for readers. Try including an opinion poll on a hot topic in your newsletter.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"6-human-interest\"><span class=\"ez-toc-section\" id=\"6_Human_Interest\"><\/span><strong>6. Human Interest<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>This is where the whole \u201cman bites dog\u201d thing comes in. If it\u2019s weird, sweet, or sad, it's got human-interest potential.<\/p>\n\n\n\n<p>Good examples include content about:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Your business helping someone in need<\/li><li>Customer stories (e.g., a weight loss journey)<\/li><li>Green initiatives your company is taking<\/li><li>Strange or quirky information<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"the-takeaway\"><span class=\"ez-toc-section\" id=\"The_Takeaway\"><\/span>The Takeaway<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>With an average open rate of 20% (and an even lower click-through rate), creating an engaging newsletter can seem like a daunting task. But you can do it! Just keep our tips in mind.<\/p>\n\n\n\n<p>Remember the six principles of journalism:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Proximity<\/li><li>Timeliness<\/li><li>Impact<\/li><li>Prominence<\/li><li>Conflict<\/li><li>Human Interest<\/li><\/ul>\n\n\n\n<p>And don\u2019t forget to use images, to include an attractive subject line, and to always include a call to action.<\/p>\n\n\n\n<p><em>Have you found success in creating newsletters? Do you have any concerns about creating great newsletters? Please let us know in the comments below.<\/em><\/p>\n\n\n\n<p><strong>If you liked this post, be sure to sign up in the <a href=\"https:\/\/memberpress.com\/go\/box\" title=\"Box affiliate link\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">box<\/a> up to the right!<br><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A newsletter is an opportunity to continually build connections with users. It is a way to communicate with everyone and keep subscribers in the loop regarding your site.<\/p>\n","protected":false},"author":21697,"featured_media":18382,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","_strive_checklists":"\"\"","_strive_active_checklist":"62291e2bb2422","_strive_post_notes":"","footnotes":""},"categories":[231,94],"tags":[169,510,509],"class_list":{"0":"post-18321","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-emails","8":"category-marketing","9":"tag-email-marketing","10":"tag-journalism","11":"tag-newsletter","12":"entry"},"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.5.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"A 2012 survey indicated that the average click-through rate for email newsletters is about 20 percent. 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