Inbox Gold: How to Create a Newsletter Members Actually Want to Read

May 13, 2025 by Lauren Salazar

In an era of constant digital chatter and ever-shrinking attention spans, a well-crafted member newsletter remains one of the most powerful tools electric cooperatives can use to build trust, keep members informed and engaged. A great member newsletter is informative, visually appealing, and rooted in local storytelling. It amplifies the voice of the co-op and reflects its values.

Here’s a few insider tips electric co-ops can use to create read-worthy newsletters that actually land in members’ primary inbox – not the promo pile!

1. Start with Member-Focused Content

Content that solves real problems or educates members makes your newsletter a valued resource, not just another marketing piece. Prioritize stories that answer the questions on their minds:

• Why is my bill different this month?
• What’s this new solar project about?
• How can I save on energy costs?

2. Keep It Local and Relatable

Feature employee spotlights, local business partnerships, school sponsorships, and member stories. When members see familiar faces or hear about local events, your newsletter becomes more engaging and community centered.

3. Design for Readability

Here’s where we shine! A great layout goes a long way. With our team of designers, we’re always checking for ample white-space, easy to read fonts and clear section headings, plus appropriate alt text for ADA compliance while adhering to your branding guidelines. Plus, did you know that approximately 67% of all emails are opened on mobile devices? We ensure newsletter layouts adapt to all screen sizes with tap-friendly buttons and image scaling.

4. Provide a Call to Action (CTA)

Every newsletter should inspire some form of engagement with one well-placed CTA. This keeps your newsletter interactive and results driven. Avoid multiple CTAs, especially if they’re buttons, which signal “marketing email” to inbox algorithms like Gmail’s and will land your newsletter in promotions tab. Try using one main button and any other links as underlined text to keep your email from looking too “salesy.”

5. Leverage Member Feedback

Encourage feedback and ideas with a quick survey. Not only does this drive engagement, but it reinforces that your co-op listens.

6. Maintain Consistent Frequency

A well-crafted newsletter once a month is far more effective than a weekly email filled with filler content. Monthly newsletters are often the sweet spot because they provide a regular cadence that members can anticipate and allow enough time to gather meaningful updates, stories, and calls to action.

7. Reduce Inbox Fatigue

Members—like everyone else—are overwhelmed with emails. If your co-op emails too often, valuable content can start to feel like clutter leading to:

• Unsubscribes
• Ignored messages
• The dreaded “mark as spam”

Looking to revamp your newsletter strategy? Partner with Inside Information so we can help you develop engaging, mission-driven content that resonates with your members and reflects your cooperative's unique identity.

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