How to plan content for a newsletter?

Let’s answer this. How many newsletters do you get in your inbox every day? How many do you open? And out of those, how many do you read or find valuable? Let’s be honest: most newsletters get ignored or deleted without a second thought. But what if your newsletter could be the one that stands out? The one people eagerly wait for and click through every time?

The secret to this is planning your newsletter content carefully so it’s relevant, interesting, and worth your audience’s time. Do you want to learn how to create newsletters that people wait to receive and read? Let’s read this blog.

Why is it important to plan the newsletter content?

Planning your newsletter content is essential because it helps you stay organized, consistent, and relevant to your audience. When you do not have a clear plan, your newsletters become random, unfocused, or repetitive, which may lead to losing your subscribers’ interest.

Here is why you need to plan your content.

1. Your communication becomes consistent across all the newsletters. This makes your brand familiar to the audience with every newsletter.

2. You will be aware of what you are communicating, so there is no last-minute panic and thoughtlessness in adding what needs to be communicated.

3. A well-planned content for your newsletter aligns with your brand and reader-engagement goals.

4. A well-researched content plan helps you understand and answer what your audience needs.

5. A plan helps you align your newsletters with seasons, events, or industry moments, making your content timely and relevant.

How to plan your newsletter content

Step 1: Understand your audience before planning the newsletter

Knowing your audience and their needs is the base of your newsletter. Without understanding who you’re writing for, even the best content can miss the mark. Here’s how to get to know your readers better:

• Check the data you have: Put the data you have about your target audience into action before you plan the content for your newsletter. In case you have existing subscriber data, it will show real behavior—what content they open and click tells you what interests them. This insight helps avoid guesswork and focus on what works.

• Ask them directly: Sometimes the best way to know what your audience wants is to just ask. Surveys and polls give clear guidance on their preferences, helping you create content they actually look forward to.

• Segment your audience: No matter how large or small your audience is, every subscriber comes with needs or interests. Segmenting lets you send targeted newsletters that feel personal and relevant, improving engagement and reducing unsubscribes.

• Build audience personas: Personas turn raw data into relatable profiles, helping you visualize who you’re writing for. This makes your content more focused and meaningful.

• Monitor their conversation: Keep track of social media platforms and forums your audience is actively engaged on. Pay close attention to what they feel, say, and do. Such conversations reveal their challenges and trending topics. This real-time insight keeps your content fresh and valuable.

Step 2: Define the goal of your newsletter

Before you create any content, ask yourself, “What do I want to achieve?” Your goals will shape everything you send. Here are some of the common objectives you need to keep in mind. It could be some of them or all of them.

• Increasing website traffic: Drive readers to your site to explore products or services.

• Boosting sales or sign-ups: Promote offers or encourage subscriptions with strong calls to action.

• Building brand awareness: Share stories and updates to make your brand memorable.

• Educating subscribers: Provide valuable tips, insights, or industry news.

• Strengthening community and loyalty: Connect with your audience to foster long-term relationships.

Having measurable targets like improving open rates or click-through rates allows you to track your newsletter’s performance and make improvements. When your newsletter goals align with your broader business objectives, your content becomes a powerful marketing asset.

Step 3: Choose content themes and topics

The newsletter you plan needs to reflect your brand’s voice and what the user wants. Selecting the right themes and topics is essential to keep your newsletters engaging and relevant. Start by identifying broad themes that align with what your subscribers want to read. For example, your newsletter might focus on education, product updates, or storytelling.

Some of the common newsletter themes are:

• How-to guides and tutorials that help your audience solve problems

• Industry news and trends that keep readers informed

• Product announcements, updates, and exclusive offers

• Customer stories and testimonials that build trust

• Tips, best practices, and actionable advice to add value

Organize these topics into content buckets to ensure variety and consistency. This approach prevents your newsletters from feeling repetitive and keeps readers coming back for more.

Step 4: Choose the content format

Choosing the right format for your newsletter content helps keep it fresh and appealing. Different formats cater to different preferences, so mixing them up can increase engagement.

Some popular content formats to consider:

Articles or blog summaries: Provide in-depth information or quick reads that link back to your website.

• Videos or podcasts: Share interviews, tutorials, or behind-the-scenes clips for a more dynamic experience.

• Infographics or images: Use visuals to explain concepts quickly or showcase data in an engaging way.

• Quick tips or lists: Deliver bite-sized, actionable advice that’s easy to digest.

• Q&A or interviews: Feature expert insights or answer common questions from your audience.

By varying formats, you keep your newsletters interesting and cater to different reader preferences, making your content more accessible and enjoyable.

Step 5: Plan a content calendar

A content calendar helps you organize your newsletters and maintain consistency. With a content calendar, you will have fresh, relevant content ready to send and align your emails with important dates and events.

Consider the following while planning one.

• Frequency: Decide how often you’ll send newsletters—weekly, biweekly, or monthly.

• Content distribution: Assign specific topics or themes to each newsletter to keep variety and balance.

• Important dates: Mark holidays, product launches, or industry events to create timely, relevant content.

• Deadlines: Set deadlines for content creation and review to avoid last-minute rushes.

Using a content calendar not only keeps your newsletters consistent but also helps you plan ahead and stay organized.

Step 6: Include links and Call to Actions

Every newsletter should guide your readers toward a clear next step. Calls to action (CTAs) help turn interest into action by telling subscribers exactly what you want them to do.

To make CTAs work well, keep them simple, visible, and compelling. Use action-oriented language like “Shop Now,” “Register Today,” or “Get Your Free Guide.” The clearer your CTA, the more likely readers will take the desired action.

At WEMASY, we know that great newsletters don’t happen by chance—they require thoughtful planning and smart execution. Check out our other blogs and try our newsletter feature to build newsletters that your audience looks forward to reading every time.