How Chambers Can Create More Engaging Newsletters Without Burning Out

If your chamber members are like me and addicted to webinars, they probably find themselves subscribed to a lot of newsletters. So many probably that when they see the sender’s name, they don’t even remember how they got on the list.

Luckily, the chamber newsletter will never be a who is this? But it still needs to hold its value. With inboxes brimming, every open is a minute of time and it better be worth it.

Chamber newsletters are often packed with good information—but that doesn’t always mean people are reading them. Many chambers struggle to make their emails feel fresh, relevant, and personal.

But how do you ensure you’re delivering awesome content every time without taking hours to create your newsletter?

We’ll show you how.

You can make your newsletters more engaging without doubling your workload. It’s all about customizing strategically and leaning into tools you already have.

Promise.

Segment Smart—But Keep It Simple

When we talk segmentation, it bothers a lot of people. It sounds hard, time-consuming, and complicated. Luckily, today’s email tools make it much easier than it was just a decade ago. There’s no longer any reason to fear segmentation. But heavy segmenting (as in creating a newsletter for every industry and individual) can feel overwhelming and hard to conceptualize.

Instead of creating multiple newsletters, create light variations for different audiences. Start by tagging contacts as Members, Non-Members, or Event Attendees. Most email platforms make it easy to add tags or segments. Once that’s in place, just tweak your intro paragraph or your closing call-to-action based on who’s receiving it. One version might encourage non-members to join, while another reminds current members about benefits they may not be using.

Let Readers Choose Their Own Adventure

Your audience doesn’t all care about the same content—so make it easy for them to skip what doesn’t apply. For instance, some people just don’t “do” events and will never have any interest in in-person networking. They may just not have the time—like in the case of a family-owned restaurant that runs a skeletal waitstaff structure. They will never be able to make it to one of your mealtime events. Why would they want to read about something they’ll never be able to attend?

That’s why adding a quick menu at the top with clear links or visual section breaks like this could be really advantageous:

In This Issue:

Upcoming Events

Business Tips

Advocacy & City News

Member Perks

Even if your email platform doesn’t support anchor links, readers will appreciate the clearly labeled sections. It makes your newsletter feel easier to skim—and that alone keeps people subscribed longer.

Rotate Simple, Repeatable Content Blocks

The best way to keep newsletters interesting is to build in variety without creating new content every time. Try including 2–3 recurring blocks that you update quickly such as:

"Did You Know?" Chamber Benefit Reminders

Event Highlights (pull from your calendar)

Quick Business Tips (grab headlines or insights from SBA, SCORE, or your blog)

Member Spotlights (rotate alphabetically)

These modular blocks help you keep things consistent and high value while cutting down on decision-making each issue. It also sets up expectations and readers will skim for their favorites. “Let’s see who’s featured this week in the Member Spotlight.”

Ask What People Want (With a 10-Second Poll)

If you haven’t asked lately what your readers want from the newsletter, do it now. Include a short poll every few months:

What do you want more of?

Local Issues

Business Resources

Member News

Events

You can use a simple tool like Google Forms or a built-in feature in your email platform. The key is to take the results seriously and adjust your content mix based on real interest—not assumptions.

Repurpose, Don’t Rewrite

If your chamber is active on social media, you’re sitting on a goldmine of newsletter content. Grab your top-performing Facebook post, Instagram Reel, or LinkedIn article and turn it into a “What’s Buzzing This Week” section. You can even use AI to summarize content you’ve already created into short blurbs or helpful takeaways for your audience.

It’s not about doing more—it’s about reusing what’s already working.

Show Your Face (Even Occasionally)

Adding a short video from your Chamber President or staff can go a long way in creating connection. A 30-second “Here’s what’s coming up” video, recorded on a smartphone, builds familiarity and trust. You don’t need to do it every week—once a month is enough to make the chamber feel more approachable.

Be More Human

A little personality goes a long way. Use casual section headers like “Real Talk” or “Pro Tip” to break up blocks of text. A well-placed GIF or emoji can make a newsletter feel more inviting—especially if your tone matches your community. Don’t be afraid to loosen up, just stay aligned with your brand.

One Resource Per Issue = Big Value

You don’t need to overwhelm readers with every resource available. Just include one useful thing in each issue—a grant opportunity, a free workshop, or a state small business guide. Keep it short and frame it around how it helps them. Over time, this builds your reputation as the go-to source for local business success.

Swipe It

It’s hard to create content the morning your newsletter is set to go out. That’s why it makes sense (and decreases the workload pressure) to create a “swipe file” or folder on your phone or computer where you collect things that you think will appeal to your audience. You can also do this for designs and social media posts. Take a screen shot of things you like so you have inspiration when you need it.

Your newsletter doesn’t need to be reconstructed every few months, like one of the Real Housewives. A few smart tweaks can make it feel more relevant and engaging and once you set the system, it runs with very little extra work. Focus on small changes that create better experiences for your ideal audience, and the results will follow.

CUSTOM JAVASCRIPT / HTML

Social Share Buttons