writing a newsletter article template

How to Write A Newsletter: Step-By-Step Guide (With Real Examples)

Today I’m going to show you how to write a newsletter — Sumo-style.

In fact, it’s the same newsletter writing tips we used to make $1,846 monthly recurring revenue when we promoted  this blog post  to our email list:

Want to learn how to write an email newsletter for yourself? Then keep reading!

In today’s article, I share  how to write a newsletter, including tips, step-by-step instructions, advanced tactics, and even how to outsource it.  Here we go!

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4 tips on how to write a newsletter

Before we dive into the practical steps, here are the basics of what makes a great newsletter.

1. Make it something people want to read

This one should be obvious, but I get emails telling me someone’s life story or things I couldn’t care less about all the time. It’s a waste of my time.

And that’s still not the end of the email! (Sorry Jonathan, love your work, but this is just too much for me to read in my email.)

I’m not saying this to be harsh — I’m saying it because it’s true.

Your audience doesn’t care about your life or your problems. They only care about how you can help THEM with THEIR life and problems. 

It’s just human psychology.

By the same token, don’t only send ads to your list. (Unless that’s why they opted in for, then give them what they want.)

Ask yourself: If I got this email, would I care? It’s hard to be objective, but try.

2. Fix your open rates

Getting people to open your emails is half the battle.

MailChimp ran a study of their customers and found the average open rate across all industries on their platform is just 20.81%. [ * ]

In other words,  only a fifth of your subscribers will open your email.  Not great.

Luckily, you can improve that drastically by:

• Writing great subject lines.
• Building trust with your audience that your emails are worth reading.
• Using your name in the “From” address instead of a brand name.

Put another way, here’s an equation:

Interesting Subject Line + Audience Trust = Open Rates

If your audience trusts you as a person (or as a brand) and they trust your emails are usually valuable to them, they’ll probably open your email regardless of the subject line.

On the flip side, if they don’t know you well but your subject lines pique their curiosity or touch on something they really want, they’ll also open.

When you have trust AND a great subject line? Boom! High open rates.

3. Be consistent in your delivery

This one’s easy! Don’t send so many emails you annoy your audience, but don’t be a ghost, either. Find a schedule, and stick to it (within reason).

Don’t send three emails one week, then none the next. Stay consistent.

Send weekly emails every Friday? Great! Send biweekly or monthly emails? Awesome. Send emails daily or multiple times a day? That’s probably bad unless your subscribers knew what they were signing up for.

If you’re a statistics-driven person, note that a HubSpot study which shared open rate medians also looked at the median open and engagement rates based on the number of emails sent per month. [ * ]

Here’s what they found for impact on open rates for their customers:

And for impact on click rates:

It seems the sweet spot is between  16-30 emails per month  (an email daily or every other day).

“Note: Campaigns are defined as targeted, individual emails sent to a portion of a database — not an email blast to everyone.”

That said, you should always test different frequencies to see what works best for you. A best practice is to set expectations in your welcome email to tell people how often you’ll be emailing them.

4. Keep it short and simple

The final tip before we dive into the nitty-gritty:  Don’t tell your life story!

I already mentioned this in the first tip, but it’s worth mentioning again from another angle. People are getting busier every day. Nearly 3.4 million emails are sent  every second . [ * ]

Ain’t nobody got time for that!

So do yourself and your readers a favor, and make your emails short and sweet.

Keep your emails no longer than 3 to 5 paragraphs. Use short sentences and simple, easy-to-read wording. Try to write at a seventh-grade reading level or lower (you can use Hemingway Editor to check your content’s reading level).

5 steps for writing your first newsletter

Now that you’ve got those tips in your back pocket, let’s write your first email newsletter !

1. Decide what you want to share

The first step is to figure out what you want to say or share.

Some ideas include:

• New content you created (blog posts, videos, infographics, etc.).
• Other people’s content you found relates to things your list cares about.
• Projects you’re working on.
• New product launches.
• Discounts and flash sales (use sparingly).
• *Mini blog posts (emails that are written well enough to be a blog post on their own).

*Mini blog posts are the only emails I’d ever send that are fairly long, because they provide lots of value. For example, Kai Davis often sends his list mini blog post emails: [ * ]

Once you know what you want to share, it’s time to draft your newsletter!

2. Write a draft like you’re writing to a specific person

Whenever you write an email, you should always write as if you’re writing to a specific person. This could be a persona you made up to act as your ideal subscriber, or it can be someone you know.

Either way, write the email as if you’re writing to that person. This will help you make it more personal and interesting than if you just wrote to “everyone.”

Need some inspiration? Click the button below to get my email newsletter swipe file with five awesome examples.

GET THE NEWSLETTER SWIPE FILE

3. Review the draft

After you finish your draft, don’t forget to review proofread it. Make sure it sounds interesting, you haven’t forgotten to finish a sentence, and you don’t have spelling and grammar errors.

I highly recommend you read the email out loud at least once. Reading your words out loud makes it easier to catch typos helps you see if you’ve written in an interesting, conversational tone.

If you’re feeling lazy, you can copy and paste the email into a text-to-speech tool like Natural Readers or even Word to have it read it to you.

While you’re at it, have someone else read the email. Try to find someone who resembles your audience, if possible. Otherwise, a friend or family member will do in a pinch. They’ll help you further refine the email.

4. Send to a portion of your list first

Before sending your newsletter to all of your subscribers, consider sending the draft you just proofread to a small chunk of your list (10-15%). This will help you see what kind of open rates the email gets, and make sure everything works OK.

If you don’t have a large enough list to do this, follow our  guide to growing your email list so you can get more subscribers!

5. If all is well, send to everyone

Finally, if everything sent OK and you didn’t get any warnings or people emailing you back saying something is broken or doesn’t make sense, send it to your entire email list

Give yourself a pat on the back! You wrote and sent a newsletter.

3 advanced tips for a newsletter your subscribers will love

Feeling the itch to improve? I’ve got you covered! Here are three advanced tips to take your newsletter to the next level:

1. Segment your list for better engagement

Segmenting your email list means separating your subscribers into different “segments” or “buckets”. It looks like this:

Segmented lists perform far better than non-segmented lists. MailChimp found segmented lists receive 14.31% more opens and  double  the clicks compared to non-segmented lists. [ * ]

There are a few ways to segment a list:

• Based on what they opted in for on your website (i.e., guide to email marketing versus guide to SEO).
• Based on which emails they open (i.e., email about email marketing versus email about SEO).
• Based on which links they click within the emails (i.e., link about email marketing versus link about SEO).

Ideally, you’d want to segment based on all three.

For example, if someone opts in to your content upgrade about how to lose weight, send them articles about exercise, nutrition, and supplements.

Depending on which emails or links they click, send them more emails about the topic they’re most interested in. So if they’re most interested in exercise, send them more emails about exercise.

To start segmenting in  Sumo List Builder , go to the  Success  section of any form.

Then use the dropdown under  Add Subscribers To Group  to select a group to put them in.

To use this successfully, you need to segment them by how they opt in on your site.

So if they opt in for a certain content upgrade or discount, put them in a group that sends emails related to that upgrade or discount.

2. A/b test your email subject lines

The next “advanced” technique I want to talk about is split-testing your email subject lines. (I put “advanced” in quotes because it’s actually pretty simple.)

Split testing, or A/B testing, means sending two or more variants of your subject line to see which one performs the best (i.e. gets the highest open rate).

You can also split-test the content itself, such as the email copy, type of discount, etc., but we’ll stick with subject lines for the sake of simplicity.

To A/B test your subject lines, first brainstorm some ideas. Come up with 5-10 ideas, then pick the two most promising to test.

Many email providers, such as ConvertKit , allow you to do this automatically. Click the  A/B  button next to the subject line.

3. Survey your audience to see what they want

My final advanced technique is the least technical! Surveying your audience is easy, quick, and gives you some great insight into what they want.

You can create a survey to figure out what kind of content they want to see more of, what they like or dislike about your product(s), how often they want to receive emails, and more. The sky’s the limit!

Here’s how it’s done:

• Decide what questions you want to ask (use what I said above to brainstorm ideas).
• Create a free Typeform account or use a Google Form (they both work great).
• Add the questions with choices to your survey. You can choose from multiple choice, short text, long-form text, etc..

• Copy the URL for the survey. Write up an email to send to your list and include the URL for your audience to take the survey.
• Wait for the results and review!

Here’s an example survey email you might send to your list:

Hey, [name]…

I need your help.

You see, we’re trying to [mission, such as teach a million people make $100 through Facebook ads]. But we can’t do that without you!

We want to make sure our [content/product] is the best it can be. To do that, we need you to tell us what you need so we can provide it.

Please take 60 seconds to fill out this ultra-quick survey and help us send you better [content/product]: URL

Thanks so much!

Keep crushing it, [Name]

The survey might then have questions like:

• What struggles are you having with Facebook Ads? (Long-form answer)
• Which part of the advertising process are you most stuck on? (Multiple choice)
• How many emails would you like to receive every week? (Multiple choice)
• Is there anything else you’d like us to know? (Long-form answer)

Easy-peasy!

How to outsource your newsletter

Let’s say you’re not too keen on writing newsletters every week. Is it possible to hire someone else to do it for you? If so, how?

It is, and you have plenty of options:

• Hire someone from a freelance site like FreeeUp, Fiverr, or UpWork.
• Hire someone locally or someone you know and train them to do it.
• Hire an agency that specializes in email marketing.

The first two options are cheaper but time-consuming. The third option takes virtually no time at all, but can be extremely expensive.

If you opt to hire someone as your virtual assistant or newsletter writer, here are a few tips to help smooth out the process:

• Try to find people with raving reviews. Testimonials speak a thousand words.
• In your job listing, be as thorough as possible. Explain the exact skillset you need, what your business is about, a little about you if it makes sense, and your expectations in terms of the results you’re after.
• Always give your job applicants a test. This could be a trial newsletter written in your tone and style, for example.

On average, it costs anywhere from $10 to $100 per newsletter, depending on who you hire and how involved you want your newsletters to be.

How to Write a Newsletter Article

Creating a newsletter can be a difficult task and doing it effectively can be even harder. Knowing how to write a newsletter article is crucial here and you need to learn which elements should be included and how to use them properly.

But first, you have to be clear if you really need to send a newsletter or not. Think about what you want to achieve and if you have enough content available.

An online newsletter complements your existing communication accompanied by announcements about product updates, offers, events and general news about the company. It is not a promotional email dedicated to a single topic, promotion or event that includes additional content to make bulk.

If you feel that you can not provide enough important content or that the newsletter focuses on a single event or promotion, you should consider the option of designing an independent email marketing campaign to support these marketing objectives.

In this guide, you will see some newsletter article examples and learn some key elements that you should include in your campaigns.

You can use these to get newsletter article ideas for your emails and create something that could get more email subscribers  so you can continue to build your list effectively. Then, you can focus on implementing your  email marketing strategy  and achieving the results you desire.

How to Write a Newsletter Article: Getting Started

Personalization

If you really want to focus on personalization, you should go beyond simply including the name of the recipient of the email in the  subject line . Currently, most companies already do, so subscribers are accustomed to this type of customization and do not perceive it as something new and exclusive.

If you want to differentiate yourself to the maximum, try to adapt the content of your emails to each recipient.

The first step to achieve relevance is to understand who the person really is that receives your emails. If you have a large amount of information about the tastes, tendencies, and habits of each recipient you will be able to select relevant content for each one of them.

For example, an eCommerce site that has differentiated targets in terms of products, showing in their emails a specific selection of goods and/or promotions based on the characteristics of a purchase will make the communication more relevant to that recipient.

Regardless of the specific profile of the target you are targeting, in terms of content, remember that you are talking to real people, not robots. Use, as far as possible, a relaxed, accessible and personal tone. This way, you can create and maintain fruitful relationships with your customers.

One Email For Every Topic

Don’t confuse your subscribers with multiple topics in one email. This makes it cluttered and hard to convey a particular message.

Every email should have its own specific topic that it addresses. If needed, you can add other parts at the bottom such as “What’s New This Week”, or “What You May Have Missed”.

The main part of the email, which is the start where people will read first, is where your main message should be.

If you want to draw people to a specific page on your website, do it straight away at the top of the email. This increases the clickthrough rate to your desired page and conveys the message immediately.

Find A Striking Headline

To open or not open an email? That is the question. We live in an age where we are bombarded by the inbox and the subject of each mail is a very important factor in deciding whether to open it or throw it in the trash.

The headline is everything when it comes to sending out emails to your subscribers.

It can literally be the difference between someone opening your email or not.

DON’T USE ALL CAPS for your headlines or stupid forms of clickbait.

People are a lot savvier online than they used to be and scan their inbox in a few seconds to see if you look like spam or not.

There are various forms of headlines you could try, but you will ultimately need to experiment to find out what your subscribers are more receptive to.

“ [OPEN] Have you seen the latest about… “

If you saw this in your inbox, would you open it?

I probably would to be honest. Nothing about it looks spammy to me and it finishes on an unfinished note that intrigues me to open it.

Share Valuable Content

People gave you their email address for a reason.

And it was most likely because they want to receive future communications from you about your website.

They could have subscribed for other reasons, like to get a discount code or freebie for example.

But these people are still subscribed nonetheless and offer you the potential to work with.

Offering them something of value in every email you send increases the chance that they will purchase something from you.

This is where you can create high-quality blog posts and let your readers know about it.

The blog posts can even have a few  upsells or cross-sells  in it but should be made for the purpose of providing great information for free.

Start Writing

Sometimes you can think of what to put in your newsletter. So, just start writing and see what comes out.

As we mentioned before, don’t send out newsletters for the sake of it.

If you start writing and you manage to crank out something of substance, see if you can provide value to your readers with it. Sometimes the best ideas can come from nothing, so just give it a go.

Tips For Writing an Email Newsletter Article

Offer Real Value

Offer value as no one else can and start building lasting relationships with your audience. There are many fakers in the world of marketing, offering the illusion of valuable content but with the delivery of nothing. Real value will deliver you real results, so treat this element properly and your audience will appreciate it.

Keep a Schedule

This can be one of the easiest solutions on the list. The fact that you publish constantly and on a similar schedule helps readers to establish an “appointment” with your content.

Thus, excitement and anticipation are established that can be fulfilled. If you publish daily, but for three days you do not publish anything, your credibility may be affected. But if you always follow a schedule, your reputation may increase.

Also, you should be aware that there are certain  times for email marketing  that are better than others, so take this into consideration before you send out your emails.

Maintain Attention

You may have only 15 seconds to convince a reader that your content is worthwhile. You must hook them; Remember that it is very easy for any reader to be distracted and stop reading your content.

Careless work provides an easy way out of your content and this is a very common email marketing mistake  to commit. Try to retain them, provide the right quality and quantity so that they do not go to the competition and remain by your side.

Consistent and Simple Design

The design should be consistent with a large number of blank spaces that make it attractive and easy to read. If you follow a fixed structure, readers will become familiar with the design format and each time it will be easier to navigate through each edition.

The key is to make it as practical as possible so that readers find the sections they are most interested in so that they do not get lost and frustrated with so much information.

The presentation is important since the opening rate is provided by the subject line but many times the click rate depends on whether the user is impacted by the image of the email or not.

So remember to include the logo of your company, use a clean template, check the spelling, and test before sending.

Optimized for Mobile

A lot of people admit that they will delete any email that is not adapted to mobile . If your email does not take into account this factor for a correct design and launch, your marketing budget is not being spent effectively.

With the segmentation by device, you can send the correct message on the right device and thus capture a larger number of customers.

Every article or post is a story. But there are so many “storytellers” in the business at this time that the next marketing conference should be around a campfire.

In this context, however, narration means providing proof with a narrative. Use examples from the real world, for example, testimonials from your customers whenever you can.

When you can not, involve the imagination of your audience with the story of how your life will change with the solution you bring.

Don’t Include Excess Information

Newsletters usually contain news that covers all areas of the company, which makes it difficult to try to group all the articles together. You could create master sections that are constituted by relevant subtitles and images that help guide the reader through the information.

Instead of placing the launch of a product and opening a new office between the announcement of a partnership and an article about a new employee, a good tip would be to create a section called “Our Team” that contains all the information related to employees and another section called “Business Expansion” with company news?

Your newsletter has to be easy to read and direct, so you must maintain a minimal design and copy. In turn, the text should be clear and concise and point to a call-to-action markup that redirects readers to the web page in question or  landing page .

Sending A Newsletter Article

Once you have gone over everything and optimized your newsletter article for each different element you can prepare to execute your campaign and send out your emails.

You can use an email service provider to do this such as GetResponse who will be able to help you build a subscriber list, create newsletters, segment lists, and much more to in order to build an effective campaign.

You can then  study and track your analytics  after the campaign is finished so you can chop and change things round in order to get better results in the future.

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How to Write a Good Newsletter

Last Updated: October 19, 2023 References

This article was co-authored by Janet Peischel and by wikiHow staff writer, Jessica Gibson . Janet Peischel is a Writer and Digital Media Expert and the Owner of Top of Mind Marketing. With more than 15 years of consulting experience, she develops content strategies and builds online brands for her clients. Prior to consulting, Janet spent over 15 years in the marketing industry, in positions such as the Vice President of Marketing Communications for the Bank of America. Janet holds a BA and MA from the University of Washington. There are 10 references cited in this article, which can be found at the bottom of the page. This article has been viewed 628,511 times.

These days, everyone seems to have a newsletter! Writing one is simple, but with a few tricks you can make your newsletter fantastic. As long as you keep it interesting and informative, your audience will have a reason to read. It might help to think about the newsletters you open and read—they're probably useful, to the point, and personalized. Check out some of these useful techniques for your next newsletter.

Make the title or subject line interesting and informative.

• For instance, instead of using the title or subject line, "Community Newsletter, May 2021," you could say, "Spring plant sale, picnic, and community fundraiser."
• If you're writing a church newsletter that only comes out once a month, you might write, "January Newsletter: Potluck, Outreach, and Church Renovations!"

Outline the main points you want to make.

• If you're making a big announcement for your brand, you might want to limit the newsletter just to that information so there's more buzz about it. For a standard newsletter that you release every week or month, you might include a handful of smaller points—updates on a business, upcoming events, opportunities, or fundraisers, for instance.

Give authoritative information.

• You may need to research the information that you put in your newsletter. Spend time searching credible sources that you feel comfortable sharing.
• For instance, if you're sending out a nature conservation newsletter and you're bringing up the issue of fishing licenses, link to a government website with the official rules, guidelines, and costs.

Limit the promotional content in your newsletter.

• A non-profit charity might fill the newsletter with summaries about some of their key initiatives. Then, they could wrap up the newsletter with information about a current fundraising need.
• For example, if your company sells sustainable products for the home, your newsletter might cover current stories about the environment. At the very end, you might give them an offer or discount for a product on your site.

Close out your newsletter with a call to action.

• For example, if you're writing a seasonal newsletter, you might link to a schedule of events for your area or give direct links to upcoming programs.

Keep your writing conversational.

• Writing in a relaxed, conversational tone can make the newsletter seem more personal. This is a great way to build a connection with your employees, for instance.
• Be conversational but don't include a lot of slang that your readers may not know.

Make it personal.

• For example, you might imagine writing to a friend or colleague. You'll probably do a great job keeping the tone conversational and engaging this way.
• If you're writing the newsletter for a small group of people, like a congregation or your neighborhood, it's totally fine to mention people by name. You may say, "Mark completed the community garden beds last week," without having to list last names.

Choose a streamlined format that you like.

• If you've got a blog or website, you could also highlight portions from a post. Then, link to the original post so readers can check out more if they're interested. Maybe you've got a fashion blog and you can link to a recent post about a popular style trend.
• Instead of creating a double-column newsletter that packs a lot of content in a small space, go for a single-column layout so your reader can immediately see the topics you're covering. [11] X Research source

Make the format easy for your audience to read.

• Open your newsletter and check it over to see if the text is easy to read. Text that's too small might stop people from reading.

Include relevant images so your newsletter pops.

• To make the pictures more engaging, choose action images, if possible. For instance, instead of having volunteers pose and smile at a company event, share a picture of them doing something—filling care bags, taking donation calls, etc.
• Readers are currently favoring a single, relevant image instead of several smaller images in newsletters. A large image can also make your newsletter look sleek and less cluttered.
• For example, if your company's owner was recently featured in the news, use an image of them instead of clip art of a stack of newspapers.

Proofread before you send it out.

• Ask a friend to read through your newsletter to get some feedback. It's always good to have another pair of eyes looking for errors, too!
• Do an online search for sites that will proofread your work. In some cases, you may need to install an extension so it can run on your browser.

Community Q&A

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You Might Also Like

• ↑ Janet Peischel. Digital Media Expert. Expert Interview. 30 March 2021.
• ↑ https://www.nngroup.com/articles/email-subject-lines/
• ↑ https://www.vic.gov.au/create-and-manage-email-marketing-campaigns-digital-standards
• ↑ https://owl.purdue.edu/owl/general_writing/personal_correspondence/newsletters.html
• ↑ https://www.entrepreneur.com/article/279239
• ↑ https://youtu.be/06H4nL9H2Dk?t=485
• ↑ https://youtu.be/06H4nL9H2Dk?t=316
• ↑ https://www.inc.com/dakota-shane/how-to-write-an-email-newsletter-your-audience-will-actually-read.html
• ↑ https://www.entrepreneur.com/article/204844
• ↑ https://youtu.be/_c3dXgVoBHY?t=72

About This Article

If you want to write a good newsletter, you’ll need to make sure the writing is interesting, relevant, and easy to read. Think about who your audience will be when you're picking your topics since some material will appeal more to certain demographics than to others. Once you decide on your content, split your newsletter up into different sections, like a response section, letters to the editor, industry news, and feature articles, to keep your information varied and interesting. To draw your readers' attention to the different sections, write interesting headlines with powerful action verbs that will grab their attention. Before sending the newsletter out, make sure to proofread it for spelling and grammar issues as well as consistency of tone and voice. To learn how to research topics for your newsletter, keep reading! Did this summary help you? Yes No

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How to Write a Newsletter That Gets Read (+ Infographic)

Want to engage your audience while sharing your best content, deepest insights and brand story? Add a newsletter to your marketing strategy.

If you’ve read this blog for a while, you’re no stranger to the power of email marketing campaigns. Powerful tools for B2C and B2B alike, email is still one of the best ways to push prospects further down the sales funnel, and a valuable opportunity to engage existing clients.

That said, not all emails need to be sales-oriented. Have you ever considered the power of an email newsletter?

If you want a simple, consistent way to engage your target audience without annoying them (especially when they have bigger fish fry like, say, dealing with a pandemic), newsletters are the tool you’re looking for.

Email Newsletter vs. Email Campaign: What’s the Difference?

No doubt this is one of the first questions on your mind. The answer: Frequency and consistency. Newsletters are regularly occurring emails designed to keep your subscribers, customers, potential customers and other members of your target audience up to date on the latest information you have to give them. They don’t sell products – newsletters simply keep your subscribers engaged with your business, lasting for as long as your company is open.

Email campaigns, on the other hand, have a limited timeframe, a set number of emails and are generally planned in advance. They’re tools for pushing prospects down the sales funnel, directing them to gated assets, event sign-up pages or, in some cases, sales teams.

That’s an important distinction, so I’m going to repeat it: Newsletters aren’t the place for pushing products.

Newsletters are for building relationships.

A great newsletter shares knowledge with your customers in a manner that is conversational rather than promotional. Email campaigns are for sales; newsletters are for thought leadership and increasing engagement through storytelling.

Now, if that’s not a concrete enough goal for you, don’t worry. You can use newsletters to boost a variety of quantifiable metrics, including:

• Increasing qualified leads through gated content by directing readers to downloadable assets.
• Building brand awareness by promoting social media sharing.
• Increasing contact with existing customers.

You’re not limited to choosing one option; your business can have multiple newsletters, each with its own goals.

That said, your newsletters shouldn’t be a mess of content. Rather, they should be segmented into different audiences, goals or other criteria and written with a consistent subject.

To illustrate what I mean, let’s look at the newsletter page for the Harvard Business Review :

As you can see, HBR has many newsletters, and all are sorted into relevant content categories for readers. What’s more, you’ll also notice that HBR varies its email newsletter frequency depending on the content. Some are delivered daily; these are usually brief tips or snippets that can be read quickly and link readers to longer articles if they wish to learn more. Others are blog post roundups delivered weekly or monthly, which are consistent enough to keep readers engaged but not so constant that they become annoying.

So, now that we’ve discussed the various uses of email newsletters, let’s talk about creating them.

Step 1: Coming Up With Your Email Newsletter Topic

Ideally, your newsletters will exist as long as your business does, meaning they’ll evolve with it. Therefore, you should never run out of content ideas.

Now, I’ll be frank: As a writer, the idea of never running out of topics seems daunting. “Surely I’ll run into writer’s block sooner or later?”

Nope! If you ever get stuck, just think of what either your business or your audience has been focused on recently. Some simple ideas include:

Content Roundups

This is a way to ensure your email list sees your work (and a chance to show off your work, of course). You can link to your best-performing content (increasing the likelihood that it’ll resonate with your audience) or share something that could use a few more views.

In the HBR example above, you can see that the publication has segmented its roundups into various categories, including leadership, finance, strategy, tech, best of and more. You may not have as many categories (a single bi-weekly roundup may suffice for your company), but the content you include must be similarly consistent.

Company News

If your company is extremely large and incredibly active, you can create a monthly newsletter summing up your latest movements. Be careful of timing here — sending emails too frequently could annoy your audience while sending them too infrequently makes them think you’re asleep.

Case studies, white papers, infographics and surveys are all great details to share with your newsletter subscribers. Even other writing like exceptional blog posts, LinkedIn pieces, guest blogs and more can greatly appeal to your email newsletter audience.

Step 2: Creating a Killer Subject Line

Your subject line is your first chance to hook readers into your newsletter — and you don’t want to waste the opportunity!

So how do you get your foot in the metaphorical door? Follow these essential tips:

• Personalization: You need to know your audience. One subject line may appeal to a certain demographic more than another and that can help you target different audiences. Cater your content to the individual based on data as much as possible.
• Inspire action: If you’re informing clients of a time-sensitive event, offer or opportunity, emphasize that in your subject line. This can add urgency that gets your reader to open the newsletter.
• Pique their interest: Give your readers an idea of your newsletter content that’ll make them more curious and more willing to check out the full story.
• Keep it concise: You only have a few words to capture your audience’s attention, so use them wisely! The opening of your subject line needs to grab the reader and a long, wordy sentence won’t do that.
• Add numbers: Quantifiable statistics and data are a great way to make your newsletter stand out in an inbox.
• Have fun — and keep it professional: Humor is your friend. Don’t be afraid to show some personality in your subject line. On the other hand, avoid writing in all-caps or using too many exclamation points, both of which can come off aggressively, or worse, as spam.
• Look for examples: Do you have a newsletter you love? Or a brand that creates great subject lines? Take note of what grabs your attention and let that help you create your own subject lines.

Step 3: What to Include in the Body of Your Newsletter

The specifics involved in writing an email newsletter are similar to that of creating an email marketing campaign. The main difference is the structure of the body. Newsletters provide an overview of several different subjects at once, so the body is best broken up into separate sections for each.

Naturally, this means newsletters typically have a longer word count than sales emails. The latter are best kept to 50 to 200 words , while the former can be “ as long as they need to be .”

Pro tip: Your writing should be as concise as possible while still saying everything you need in order to convince the reader to take an intended action.

But before we get ahead of ourselves, let’s discuss the structure of an email newsletter from the beginning.

Attractive Sender and Subject Line

The sender and the subject line go a long way toward convincing people to open an email. (Want proof? Go to your spam folder and look at the garbage subjects and spammy “from” addresses. Are you at all interested in what they have to say?)

So, what makes an attractive sender?

• A name: Every guide on writing a B2B or B2C email will tell you to use a human name rather than something like “[email protected].” Doing so builds familiarity and creates that human connection that is so vital to building business relationships.

What about an attractive subject?

• Information: Subscribers want to know if the email they’re about to dive into is relevant. If they don’t get that sense, they’re more likely to leave you unread than to go searching for interesting content.
• Brevity: There’s no consensus on the perfect character length for an email subject line. Shorter tends to be better: various guides will say between 55 and 70 characters maximum. That said, shorter isn’t always possible if you want to clearly identify your newsletters.

This is where your newsletter shines. You’re compiling a lot of information about various topics here, so it’s important your readers receive a cohesive package of content while quickly understanding that the text contains information about a wide variety of subjects. This way, they can quickly scan your newsletters for the details that attract them.

Think of how a newspaper sports page is broken into separate sections. Each article is visually separate from another, divided either by spacing or lines. Furthermore, every article is about something different, but they’re all unified under a consistent theme.

Newspaper writing is also generally consistent overall. Each story has a unique tone influenced by the writer, but the masthead has a clear, consistent voice. YouTube commenters don’t write for The New York Times, after all.

Plain Text vs. HTML Emails

This section talks about newsletter design and, more specifically, how you format your newsletter content. Plain text is exactly as it sounds: the equivalent of a basic Notepad document in email form. There’s no text formatting, images or graphic elements of any kind. It sounds boring, but several studies show that plain text actually increases open rates.

One possible theory is that email clients may flag HTML-heavy emails and mark them as something to be filtered. As Hubspot pointed out, Gmail’s default “Promotions” filter tries to catch any sales-rich messaging and keep them out of the inbox. Depending on the email client’s default filter configuration, some customers may unfortunately never lay eyes on these newsletters.

Additionally, email clients display HTML differently: An HTML email opened in Gmail may look different when opened in Outlook. Furthermore, some email clients or browsers can’t display HTML emails at all, nor can screen-reading software for disabled viewers parse through the code. The reasons for this are complex (email client Litmus wrote a handy blog about it here), but the basic fact is that plain text emails offer greater consistency and ensure all of your subscribers are able to consume your newsletter.

That said, HTML can facilitate more powerful and impactful visual content. You can incorporate your brand’s colors and logos, split the body of your email into manageable sections and link to your website with attractive CTAs. Plus, HTML can introduce hierarchy into your emails via colors and font sizes, making them much easier to digest. Everything looks the same in plain text, making it difficult for readers to quickly identify the important information.

So which do you choose? The answer, of course, is both. Most email marketing platforms make it easy to convert your HTML emails into plain text, so there’s no reason to skip one version or the other.

Also, if you’re worried about some clients not displaying your snazzy HTML email correctly, you can always give readers the option to view the newsletter as a single web page in their browser.

Creating an HTML Newsletter Template

Just as newsletters are delivered according to a consistent schedule, so too should they have unifying visual elements. To put this in plain speak, a template ensures your newsletters look like they’re parts of a regular series (which, of course, they are). To put this plainly, a template ensures your newsletters look like they’re parts of a regular series (which, of course, they are).

Creating a newsletter template from scratch is complicated and requires some detailed knowledge about programming, design and various email clients, but there are some general visual rules you should always follow:

• Use a fixed width rather than a fluid layout. This means setting horizontal dimensions so readers aren’t forced to scroll from side to side or rotate their mobile devices in order to read a single line.
• Include a header. This adds visual interest, establishes hierarchy and incorporates your branding right from the outset.
• Break the body into sections. Each one will contain a different subject. The sections should be visually divided, and your most important or engaging content should a) sit at the top of the newsletter, and b) take up the most space (if your sections will be of varying size).
• Place social icons. You want people to follow your Facebook and Twitter, don’t you?
• Add a share button. This allows readers to share content from directly within the newsletter without having to navigate away from their email.
• Include a footer. This will mimic the footer on your website, reinforcing your branding and providing contact information.

This post from Hubspot has some great examples of newsletter templates if you need some inspiration.

Finally, here’s a brief checklist of other things to include:

• Your logo. It’s the most important visual element of your brand, after all.
• Headings. Important for establishing visual hierarchy and delineating different sections.
• A human face. Adding a face to go along with the sending address increases the human connection.
• Links to content/a CTA. You’ll always want to link back to your website or social pages to increase clicks/reads/engagement/whatever metric you’re looking for.

Step 4: Writing Your Email Newsletter Content

Newsletters can be jam-packed with information, but they should still be easy reads. Writing one is a bit art (using a voice that matches your audience) and a bit science (optimizing your subject, visuals and copy). Use short sentences and avoid passive voice for greater clarity.

In terms of tone, newsletters are a great opportunity to be personable and enhance the human connection between your business and your readers. Write as though you’re speaking to a friend who knows your industry: You don’t have to avoid corporate jargon completely, but you shouldn’t be overly academic, either.

Also, and I cannot stress this enough: Proofread your work .

Every spelling or grammar mistake – even the understandable ones – reduces the credibility of both your writing and your brand. the credibility of both your writing and your brand. This goes for any and all marketing content, but especially newsletters. A typo in a 2,000-word blog post is easier to overlook and forgive than one in a 100-word email.

Step 5: Scheduling Your Email Newsletter

Frequency is the main differentiator between newsletters and email campaigns. Your audience should expect to see your newsletters on the same days in a certain increment. The weekly newsletter is most common, but it can also be daily, bi-weekly, monthly or quarterly.

Now, the exact frequency depends on your content and your audience. If, for example, you plan to create a newsletter showcasing your latest content, consider how frequently you update your blog and create new assets. You’ll probably struggle to include enough information for a daily newsletter, but a weekly or bi-weekly one would work.

Similarly, a monthly newsletter is good for subjects with a few pieces of content – for instance, a summary of company news. A monthly newsletter of your blog posts, on the other hand, will have too much content and readers likely won’t make it to the end.

Still, this doesn’t tell you when and how often to send your newsletters. Unfortunately, there’s no universal answer. What works for your audience probably won’t work for another company, and vice versa.

That said, you can use some generalities to get started. Experiment with different dates and times and, once you have enough data, review your analytics to see when your audience opens emails.

Step 6: Measuring and Reviewing Newsletter Data

You’ll want to give your audience some time to read your emails to get an accurate analysis, so wait two or three days after sending before reviewing your analytics.

The data you’ll want to review includes:

• Total opens/open rates.
• Total clicks/click-through rate.
• Website visitors.
• Bounce rate.

This will give you a good understanding of how people are interacting with your newsletter.

Yes, we’ve just gone through a lot, but trust me: Writing a newsletter is a lot easier than it sounds. Once you get into a consistent routine, your emails will almost write themselves.

Now tell us: What’s in your next newsletter?

Editor’s note: Updated May 2022.

By Autumn Green

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15 brilliant newsletter examples (and why they work)

• Lena Sernoff
• Jul 26, 2021
• 11 min read

When creating email marketing campaigns , newsletters are one of the most effective ways to connect your business with your audience. That's because email newsletters can help nurture customers, build brand loyalty, as well as drive traffic and conversions when you create a website .

In order to reap the benefits of your newsletter, your emails need to be engaging, insightful and visually appealing. It might seem challenging to follow all these best practices in one email, but it can be done. In this article, we've gathered 15 outstanding newsletter examples for your inspiration. They've been categorized accordingly so that you can find the best example for your type of business and your specific marketing strategy .

What makes a good newsletter?

Before you make a newsletter , you should know what separates the good from the great. Here are some of the best practices to keep in mind as you craft your own newsletter:

Set clear goals: We recommend you have a clear mission and message behind every newsletter . You can segment your email list based on goals set for certain groups, whether it's to generate awareness or drive sales. Segmentation is important because it helps you send the most relevant content in correlation to where the user is in their customer journey.

Use a range of newsletter ideas: To keep your readers’ attention, you can change up your content using different newsletter ideas . From success stories and listicles to guides, these types of content engage users so that they look forward to your next outreach.

Be visual with your design: Your newsletter design should aim to be eye-catching and intriguing. The best newsletter examples include illustrations, photos or videos. Whichever you choose, your newsletter design needs to stand out.

Include a CTA: Incorporate a strong call to action (CTA) button somewhere in the newsletter that leads to a relevant business page. If you have not yet done so, creating a website will allow you to maximize your newsletter’s traffic, elaborate on your offer and best drive conversions.

Keep it mobile-friendly: Since most emails will be read on a smartphone, you should make sure your newsletters are mobile-friendly. For instance, readers will only be able to see the first 30 characters of your subject line when opened on a phone. With this in mind, write your copy considering these space limitations.

Best newsletter examples:

We Are Travel Girls

Foreign Policy Design Group

AIGA Design

Deakin University

Tech Will Save Us

Passion City Church

Holiday newsletter examples

01. skillshare.

Subject line: Honoring Juneteenth

Online learning community Skillshare celebrates Juneteenth, an annual holiday commemorating the end of slavery in the United States. In its newsletter, the company interviews its own Black artists and creators and shares their stories about what Juneteenth means to them.

Readers of the email newsletter received compelling images and powerful quotes that brought this complex topic to life. We believe this is a strong newsletter example because Skillshare successfully connects a historical moment to its own users in a unique and engaging way.

Why this newsletter example works:

Ties a national holiday back to their business

Showcases users in an effective way

Incorporates interviews and quotes

02. John Lewis

Subject line: Perfect gifts for Mother's Day

Mother's Day is a big holiday, especially for retail brands. As a business owner, or someone starting a business , you’ll need to know how to make your email newsletters stand out on this important day.

Take John Lewis’ email example as a model to base your next holiday campaign. Readers are greeted with a clear and concise Mother’s Day message in the subject line and an easy to find link to the company’s gift guide.

The brand also uses storytelling to help promote its products. For example, there is an image of breakfast being served in bed, accompanied by a text about letting your mother enjoy her favorite morning treats in her new John Lewis pajamas. After all, people want to buy products with great stories associated with them. And this newsletter example perfectly carries out that concept.

Has a clear subject line

Adds value with a holiday shopping guide

Uses narrative storytelling to drive interest in their products

Home decor newsletter example

Subject line: June newsletter + floral styling tips for beautiful home

MiMOKO sells beautiful handmade ceramic planters and vases. Although the company is primarily an online store , MiMOKO does not merely focus on promoting products and sales in its newsletter. Instead, they use many high-quality photographs to give inspiration for the product’s use.

In this newsletter example, you can find tips for styling tall vases, including using flower diversity, varying heights, and different forages in one vase. MiMOKO is able to introduce subscribers to new concepts relating to their products. Furthermore, their email helps solve a reader's pain point and puts the focus on the customer and not the business.

Emphasizes on photographs, thus letting the “images speak for themselves”

Offers helpful design tips that are embedded in the newsletter

Solves a pain point and puts the customer first

Food and restaurant newsletter examples

04. allplants.

Subject line: New Dish Alert! Tempeh Rendang Curry

Instead of inviting users to open their wallets, the company opens its readers’ appetites with mouth-watering photos and detailed descriptions that foodies won’t be able to resist.

A vegan food delivery service, Allplants’ email newsletter is a great example to follow. With it, the company is able to update users about new dishes on offer, as well as ingredients and nutritional information.

Allplants also hosts a giveaway campaign for its users on their next order. Using a free incentive, like a promotion code, can be a strategic way to get people to take immediate action on your newsletter.

Writes descriptive text

Uses a promotion code

Creates strategic content

Subject line: New on the Resy At Home Hit List: Cassava, Miss Ollie’s, Z Zoul, and More

Not all reservations are created equal, which is why Resy, a restaurant website , is on the mission to reinvent the way we book our reservations.

In its newsletter, Resy cooks up a selection of 10 local restaurants it recommends that month. This list is displayed using an off-balance symmetry and different-sized numbers that culminate into a truly engaging experience.

Furthermore, the newsletter content is accompanied by strong CTAs, displayed in a consistent blue font. Resy also drives people to download their mobile app with the large font that reads, “Don’t have the Resy App? Get instant access to the best restaurants.”

Visual way to use numbers in a listicle

Consistent and clear CTAs

Drives users to download an app

Travel newsletter example

06. we are travel girls.

Subject line: Wanderlust Wednesday (June 30th, 2021)

We Are Travel Girls is a community that inspires, connects and empowers female travelers. Their newsletter below includes diverse and helpful content, including travel book recommendations, travel news and relevant product suggestions.

As a best practice for newsletter layout, they’ve included numbers, images and clear CTAs. You’ll also want to consider ways to diversify your own newsletter content, where each section continually adds value for readers.

We Are Travel Girls’ email subject line is always “Wanderlust Wednesday,” with the date added at the end. This is in reference to a day recognized in the online community in which people share travel tips, tricks and trips. The group strategically sends out its newsletter on this day. Can you think of a day of the week or month that your brand might be most relevant and take advantage of it?

Diversifies content

Beautiful layout and design

Is sent on a relevant day of the week for its target audience

Design newsletter examples

07. foreign policy design group.

Subject line: Foreign Policy Design: Memo #1

By turning its newsletter into a memo, Foreign Policy Design’s marketing emails show to be artistic and undoubtedly creative. At the top of their email, they use a checklist, acting as a captivating teaser. Also, their typewriter font adds to their signature look. Keeping this in mind, consider adopting some consistent design in your campaigns that will enable users to immediately recognize your emails in their inbox.

The group's layout isn't the only reason we included Foreign Policy Design in our newsletter examples. We also admire this newsletter's implementation of a survey as part of its email marketing strategy. Asking your readers directly what they want will help you create a tailor-made and relevant newsletter. As a result, you can expect higher open rates and better engagement.

Uses a memo layout instead of the traditional newsletter format

Has a consistent font and design to create its signature look

Surveys its readers directly to improve content relevancy

08. AIGA Design

Subject line: Big Data’s Biases, and the Artists and Designers Filling in the Blank Spots

Professional association for design AIGA knows exactly who its audience is and speaks directly to them in its Eye on Design newsletter. The organization chooses a story from its website each week and highlights what makes it so exciting.

In the email newsletter example we've chosen below, you can see how AIGA does an excellent job summarizing a complex article about big data. You'd think a piece written about such a topic would be dry or possibly daunting to follow in an email. However, by using clear headings, images to break up text, and even a quote excerpt, the whole article becomes exciting and easy to read.

Another factor that stood out to us is that the whole newsletter consists of three: colors pink, black and white. This simplistic yet stylish email allows for a clear newsletter layout.

Highlights a story each week

Makes long-form content digestible

Is simple and stylish

Technology newsletter example

09. wetransfer.

Subject line: We say it best when we say nothing at all

Sometimes it's good to think outside the box. WeShare's whole newsletter is image-based which makes a statement about the file-sharing app. Knowing its users are primarily designers and creators, this newsletter example is “eye candy” to them. We can learn that you do not have to be traditional in your email newsletters. In fact, going against the stream can help you stand out and send the right message.

At the bottom, WeTransfer writes “bring your ideas to life,” and links to their products. They've thereby connected the dots between the newsletter's focus on art and its tool that allows you to share your creativity and files.

Goes against the norm with an image only newsletter

Knows its exact audience and caters to them

Bridges between the newsletter and the company’s products

Blog newsletter example

10. wix blog.

Subject line: The dos and don'ts of great logo design

When you subscribe to the Wix Blog newsletter , you're updated with tips and guides across website design, business growth and marketing to help you succeed online. We assign themes to our weekly newsletters to help readers focus and go in-depth into a specific topic.

We also support each niche topic using three closely related blog posts. Looking at the example of our logo-focused newsletter below, you can find one article about dos and don'ts of logos, a second one analyzing logo colors and a third post showcasing the best logos.

On top of content depth, we also find it helpful to add a product link to the landing page where users can take action and begin their creation journey. In the case of our example, you can go directly to the logo maker from the Wix Blog newsletter to get started.

Creates weekly newsletter themes that go in-depth into one topic

Strong CTA’s for each blog post

Includes a link to the end product to help readers get started

Looking to start a blog ? Get started with our blog maker.

Banking newsletter example

Subject line: Your Account is Still Waiting

While the color green might make you think of money, it also represents sustainability. In the case of Ando bank, the group is fighting climate change and wants clients to know that all its investments support green initiatives.

Since a lot of thought goes into where we deposit our money, Ando is wise to include that as part of its mission: "Banking with purpose" and "Banking for a more sustainable tomorrow" to help build a brand that's authentic and generates trust.

Additionally, Ando uses powerful repetition in its subheadings like "Banking for balance," "Banking with clarity," and "Bank with confidence." There is a good rhythmic feel to this text that also informs readers and establishes trust. Then, at the bottom comes the CTA "open my account" to convert the lead.

Educates readers about the bank’s values and mission

Is well-written content

Uses strong CTAs to drive conversion

Education and school newsletter examples

12. deakin university.

Subject line: Congratulations, you made it!

Who said school newsletters have to be dull? Deakin University welcomes its accepted students with a celebratory greeting, "Congratulations, you made it!" The bright design sets the tone for an exciting future ahead upon opening the email.

Each section in this newsletter example is sectioned off with a different neon color—courses in yellow, upcoming events in pink, scholarships in blue, and preferences in purple. This type of organization method greatly enhances the user experience and makes it effortless to find what you need.

Friendly subject line

Well organized color coding of categories

Exemplifies that long newsletters can still be intuitive

13. Tech Will Save Us

Subject line: Prepare For The Future

The subject line "prepare for the future" helps contextualize Tech Will Save Us' newsletter. The education company promotes projects and games that help students prepare for future careers such as in AI, robotics and space travel.

Tech Will Save Us uses cartoon images, boasting oversized typography and solid colors that make the email playful and engaging. There are sticker-like overlays such as a power voltage, pencils and stars that encompass an educational tone.

Lastly, its included subscription prices make it easy for the reader to understand the different tiers that they can choose. The group also makes the wise choice to add pricing toward the bottom email, hoping to convert at the end of a user's scrolling journey.

Contextualizes its mission

Adds playful design and colors that align with the educational brand

Incorporates subscription tiers in an effective way

Church newsletter example

14. passion city church.

Subject line: Watch "The Long Way Up" streaming on YouTube now!

Passion City Church's newsletter comes in bright colors, providing a happy and cheerful tone. In this newsletter example, the church starts by prompting new videos which are uploaded to its YouTube channel. You, too, can use a video maker to create engaging video content for your email campaigns.

A church newsletter is also a great place to remind people of upcoming gatherings and important speakers. Passion City Church advertises its pastor series effectively with a CTA button where readers can learn more about him before the event. Just like Passion City Church, in your own newsletter, you’ll want to remind people of your church's gathering times and days.

Uses an inviting visual language

Promotes video content successfully

Shares the church’s gathering times and upcoming speakers

Health and beauty newsletter example

Subject line: Hey, you're in!

Multivitamin company Ritual is a good example of a company staying on brand throughout its email marketing efforts. If you go to its website, you can see the same font, colors, and logo present in Ritual’s newsletter, conveying a consistent professional look. Try to use the same visual language in your newsletter as you do in your website design .

This email newsletter example has an engaging product image above the fold that is sure to pique visitors’ curiosity. It also informs readers about the company’s mission, promise and products. Ritual has kept each section to just a few sentences that educates without overwhelming the reader.

Lastly, Ritual utilizes the bottom section of the newsletter to prompt readers to follow the company on social media. Driving people from their newsletter to their social media might have likely helped grow Ritual’s Instagram to 267,0000 followers, and counting.

Shows consistency in design and colors that align with its website design

Displays great use of a large image in the newsletter

Offers a strategic way to gain social media followers

Thank you, Really Good Emails , for providing some of the images for the newsletter examples in this article.

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How to write and design an irresistible newsletter – a step-by-step guide

By kaleigh moore april 6, 2023.

It’s no secret there is money in your email list. But just how much depends on you.

A new study has found, the average employee spends 30 hours a week in their inbox . This is both good and bad news.

The good news is: Because people are spending so much time in their inboxes, you have an opportunity to make a big impact.

The bad news? More emails = dwindling attention spans.

You’ll need to get creative to break through the clutter of emails that loiter in your subscribers’ inboxes.

We’ll show you how to create an email newsletter that will keep your subscribers interested. Whether you want to improve your current newsletter or are researching ideas for your first one, these tried and true email marketing practices are sure to help.

Tips to create the best email newsletters

What are the best email newsletters made of? Captivating copy , engaging visuals, and a clear call-to-action , right? Well, yes, but there’s more to it than that.

The number of emails flooding inboxes these days is staggering. According to DMR, the average person will get 121 emails per day (which is roughly 44,000 emails per year). That’s a lot to read.

Due to the sheer volume of emails people receive daily, it’s crucial to cater to your target audience.

So how do you ensure your emails are the brightest in the inbox? How do you know what newsletter content ideas will get read?

Here are 6 email newsletter tips to help you get started:

1. Give readers what they didn’t know they needed

The inbox is a sacred space. It’s a direct line into the lives of your audience and potential customers—so whatever you send should be of the highest quality.

Yes, creating an email newsletter free of grammatical errors and broken links is important. But providing actionable, helpful information to readers is also important. Bonus points if you provide knowledge or insight on something they didn’t know they needed. You want to build a relationship with your subscribers with great content — rather than pushing for a sale every single time.

For example: If you’re a business development coach looking to expand your newsletter readership, including extra content that your audience cares about (like a template or eBook or one of these 25 Brilliant Lead Magnets ) is a good idea.

2. Encourage communication and request feedback

You wouldn’t walk into someone’s home with a megaphone and start blasting orders. So don’t do it in a subscriber’s inbox, either.

Start a conversation. Let them respond to you via email. Ask questions. Find out as much information about your readers as possible. What do they want from you?

Not only will your subscribers feel as if you are speaking directly to them, but their feedback will be invaluable to your business.

3. Keep readers reading with great newsletter copy and even better design

You can have the best written newsletter copy, but if it’s hard to read, it can be tough to get readers to stick around. We’re not suggesting that bad design mutes stellar copy, but striking a balance between the two is key when creating a quality email newsletter.

Take photo company Artifact Uprising for example. They’re a visual company, which is clearly communicated across all marketing materials. In the example below, they stick with large, eye-catching images and bold, monochromatic colors.

But they don’t rely solely on bold, featured images. The copy, although simple, packs a punch — and it’s hard to resist clicking on the single CTA button to learn how to create your own beautiful photo book.

The copy and images in this example work together to tell a story. This is not a long email newsletter, but it didn’t need to be. It’s chock full of value (an “insider’s guide” and “tips and tricks”), and that’s what resonates with readers the most.

4. An email that reads well, will be well read

Design doesn’t just mean pretty pictures. This is where readability comes into play. If you want readers to digest your content, make it easy to do so.

The Daily Carnage is a great example of strong layout and organization when it comes to email. It’s text-heavy, but in the best way. Bullet points, subheadings, and colorful call-to-actions make this email newsletter easy (and enjoyable) to read.

As with any writing, when it comes to the layout of your email newsletter, place the most important information at the top. Dwindling attention spans mean it’s critical to include important information first. The secondary details and other non-essential information come next.

If you see a block of text in the body of an email newsletter, what’s your first reaction? Delete? Scroll past? Chances are if you wouldn’t read it, neither would your subscribers.

Breaking the copy up into digestible paragraphs or bullet points will help your readers understand the message while saving them eye strain. The goal is to make the copy scannable, which is tough to do with large blocks of text.

An easy way to break up chunks of text: Use a zigzag or “z” pattern in your template. This design arrangement helps readers continue to move their way down an email, engaging with the imagery and content along the way. Think of it like a path for your reader to go down. It helps them make it to the end!

(Inside AWeber, use the Flat-white and Gibson templates , which have alternating sections built in.)

5. Leverage your lists correctly

Segmentation is an excellent way to make your email newsletters more effective and to grow your customer base. According to the DMA, segmented and targeted emails generate 58% of all revenue .

With email segmentation, you can create lists of customers based on specific parameters you set and then customize campaigns for each.

For example, let’s say you want to target customers who have bought from you once but have not been back since that purchase. You can create a list of these customers and deploy an email campaign that works toward a sales conversion goal.

Rewarding customers for past purchases, sharing sale information, or encouraging customers to tell their friends about your brand are a few of the things you can do with a segmented list. 

Or you can categorize customers based on their email behavior (who opened/didn’t open an email). Then, you can target each list differently, either educating them further on your business, or incentivizing them to buy with a unique offer.

Understanding what makes your lists unique is the key to using them effectively and seeing the ROI of your email newsletters over time.

6. Treat your subscribers as individuals — not a nameless, faceless list

Before you send an email, stop and think about your list. No, not the size of your list. But the individuals on your list.

Like Chelsea, who reads your email during her 45-minute train commute to work.

Or Victor, who opens your email while he’s in the grocery store checkout line.

Or Kate, who scrolls through her inbox as her newborn son sleeps on her chest at 2 a.m.

Stop writing to a faceless crowd of subscribers. Instead, write to the individuals on your list. When you write to a single subscriber, they come alive in your mind. Your writing will go from drab to engaging. Generic to targeted. You’ll solve his or her problems. You’ll put the perfect product in front of him or her. You’ll make them want to open your next email.

And all your subscribers will feel as if you personally wrote the email to each of them. This is one of the most effective ways to find success with email marketing over the long term.

How to best structure your email newsletter

The second your readers open your message, they immediately decide whether your email provides them enough value to act on your call to action or not.

The following three techniques show you how to structure your email newsletters so you provide clear value from the very first second.

1. Make your text scannable

As much as 77% of your subscribers may open your emails on their mobile devices, which means they’re looking at your content in the palm of their hand. Long blocks of text that force your readers to scroll and scroll create a bad user experience. That’s why you should break up your email copy into shorter, easier-to-read chunks.

Our advice: Keep email paragraphs to 2 to 3 sentences max. 

Below are 5 more simple ways to make your emails more consumable on a phone — and you can do them all inside AWeber’s easy-to-use drag-and-drop email builder:

• Separate sections with headlines
• Add bullet points when listing multiple items or tips
• Include a button instead of hyperlinked text for your call to action (CTA)
• Be concise (skip the run-on sentences, wordiness, jargon, buzzwords, and overly-difficult terms)
• For multiple articles, include only the first paragraph of each, and then link to the rest of the story

2. Include links for credibility

Adding research, data, studies, and quotes to your content is a compelling way to validate your points. However, you should always link to your reputable sources. If you mention a company or public figure, link to their website.

Linking when appropriate has several benefits:

• your emails earn an extra layer of authority
• your readers get the extended value of the linked content
• it’s a best practice on the web! When someone refers to your business or content, they should link to you, too.

3.  Focus on one call to action

Choice is the enemy of conversion. If you give a person too many options, it makes it difficult for them to make a final decision, according to psychologist Barry Schwartz, who named this phenomenon “the paradox of choice.”

Want your readers to take an action inside your email (like sign up for a webinar)? Then point them to that one specific CTA with a large button (all other instances can be hypertext links). 

You shouldn’t try to get them to also redeem a coupon, join your Facebook group, and book an appointment all in the same email. Your content should walk a subscriber down one path — don’t give them multiple paths to choose from, or else you’ll see little to no success.

Design & layout in email newsletters

When it comes to newsletter design vs. content, both matter

When creating an email newsletter, it’s easy to focus on either design or content. But the truth is: Both design and content are equally as important to the success of the campaign.

In fact, if an email includes too many images and not enough text, it can become problematic:

• Emails marked “image-only” may end up in the spam folder due to email service providers like Gmail filtering and blocking them.
• Subscribers may have disabled image viewing/downloading in their email settings.
• Depending on the internet connection and browser version, images can take longer than text to load. Subscribers may delete the email before the images have time to load.

So how can you be sure to strike a healthy balance between design and content in your email newsletter?

Let’s look at a few newsletter examples and break down what works well.

1. Use the template that matches your goal

Are you sending out a discount code to new customers? Launching a new product? Announcing a huge end-of-the-season sale? There are many email templates to choose from, which can feel overwhelming at first. 

The question is: Which one will be the best for the job?

For example, if you’re an AWeber user who wants to send a new discount code to new subscribers to show your appreciation and to get them to try a product, you might want to select a template that clearly indicates your message. Here’s our “announcement” layout that you can customize for your business and brand.

This Nike email does an excellent job of showing readers the detail of a product through visuals and copy:

2. Be bold in your image selection

Images do more than get your brand noticed, they elicit emotion. With images, you are able to set the mood and tone of your email before subscribers even begin reading.

This email from The North Face is a perfect example of stunning imagery at work. Not only does the image showcase the products (waterproof rain gear), but the striking contextual image captures attention immediately:

3. Utilize alt text for images

When you include images in your messages, they may or may not always display in the email clients they were sent to. That’s because many email services will disable images in messages that are sent to their users, unless the user actually verifies that they do indeed want to see the images.

Alternative text is helpful in these cases. When an image doesn’t load, a line of text will appear that describes what should be there.

Take a look at this email from Hotels.com where images were blocked, but the use of alt text was implemented.

And here’s what it should actually look like:

Now, you may be wondering, “Is including alt text worth my time?”

Absolutely. 43% percent of Gmail users have blocked images . If you set up alt text, the description will appear where the images were supposed to go. If you don’t, your reader will only see blank boxes.

Alt text is also important for your subscribers with visual or certain cognitive disabilities . They may have a screen reader that will read the alt text to them so they get a full understanding of what’s included in your message.

4. Balance your text-to-image ratio

Be bold with your photos — but also limit how many you use in an email. Text-to-image ratio is how much text there is in comparison to images in your email.

There’s no such thing as the perfect “text-to-image ratio”, but most people stick with 60 percent text and 40 percent images.

Here’s why it’s important not to rely too heavily on images:

• “Image-only” emails risk going to the SPAM folder since email service providers like Gmail, Yahoo! and Hotmail tend to filter and block them.
• Images may be ‘turned off’ as default by viewers or by their email client, which means that some of your image-based navigation elements or CTAs (like buttons) may not be visible.
• Images can take longer than text to load based on browser and internet connection. A subscriber may leave the email before they’ve seen all the content.

5. Leverage contrast and whitespace

When designing your email, be sure to consider contrast and whitespace.

Images that contrast in color are not only impactful and interesting to look at, but they help ensure readers can see the images, too. Including a healthy balance of whitespace is also a design best practice that can make reading your email easier for subscribers.

Take these newsletter examples from Peloton, Flock, and Headspace. All three newsletter examples use contrasting images and include enough whitespace to make for easy reading.

6. Keep design focused on the end goal

The email design should also be a path that leads the reader toward your ultimate goal (the CTA). To give you an idea, here is an example from Moo, a custom print and design company.

This email design works for converting readers to customers because:

• Follows a simple “Z” pattern layout, which means it easily moves your eyes in a zigzag that alternates text and images, and includes a CTA in at each “point” of the pattern.
• Consists of minimal elements and concise writing for a streamlined look.
• Includes visual examples of each product to minimize the use of long chunks of text and to show off their array of products.
• Creates defined sections for each product with the use of thin dividers.
• Contains lots of white (or in this case, blue) space to draw your attention to the images.
• Incorporates large “call to action” product buttons (i.e.: Shop Postcards) for easy navigation to their website.

7. Use big headlines and header images

You may have the world’s best headline, but if it drowns in a sea of text, no one will notice it. That’s where “visual hierarchy” comes in. You want the most important information in your message to get noticed first. Choose an increased font size and bolded text for your headline. It makes the main message in your email stand out.

Large header images evoke emotion. You’re attempting to make a connection with the viewer in the first few seconds after they open your message. The image sets a mood (happy! sad! angry!) or conveys a state of mind (hunger! relaxation!).

Above are three drastically different emails that give each individual brand a unique feel, predominantly through their use of photographic header images.

Don’t have a big budget or an in-house photographer? Here’s how to create amazing custom images for your emails, social posts, ads, and websites on zero budget.

Email newsletter content tips and ideas

1. make it personalized.

Customizing your email newsletters per your target audience is the secret to success.

Thanks to email segmentation, we can categorize subscribers with specific parameters and organize them into lists. Every email created should have the audience’s interests and needs at top of mind.

Customizing emails go a long way when done correctly. Personality test company Truity has seen increased open rates as a result of their personalization efforts, including personality type-specific messages, like the one below aimed at its specific personality type — ENFP subscribers. 

You can even personalize subject lines. This is a great way to increase open rates. Check out these subject line best practices for more ideas.

2. Short vs. long-form content

One question that marketers hear often is “ how long should my email be? ” The answer is, there is no right answer. Both can help you accomplish your goal and communicate your message. (Try different formats with your audience to see which ones they prefer through A/B testing .)

The InVision Weekly Digest is concise writing done right. Punchline copy delivered in an easy-to-read format.

Whether you choose to create an email that’s short and sweet or something long-form, one thing stands true for both: Make it easy to read.

This rings especially true for long-form content. As we mentioned above, having a large block of text in the body of your email doesn’t do anyone any good.

Break things up into short 2 – 3 sentence paragraphs or use a bullet point format to convey your message.

Ann Handley — author, and founder of Marketing-Profs, sends a bi-weekly email newsletter, Total Annarchy. It always begins with a long story. However, Handley does an excellent job of taking a ton of valuable information and presenting it in a digestible way.

3. Give your reader value

Trust is hard to gain (and easy to lose) when it comes to engaging with your customers. If someone has given you permission to his/her inbox and has opened your newsletter, it’s your time to shine.

Providing value-packed content to your subscribers is a key component in seeing a positive ROI on your email campaigns.

WouldYouRather (WYR) does this well by making every email engaging and interactive:

What’s more: WYR follows up with the results every week so subscribers can see what other people on their list chose (who won: compliment or a $100 bill) and why. They ask for the reasoning behind the choices made to share some insight into the human decision-making process.

Bottom line: If your content is not providing subscribers information worth their attention, leave it out of the email.

4. Special offers can lead to purchases, if done correctly

Promotional content can yield successful results, too. This is an integral part of business for those in the eCommerce world, as well as for those promoting events and selling tickets.

We see this executed well in this simple, to-the-point email from the band Phish:

5. Be a stickler for grammar (if you aren’t already)

Mistakes happen, but if grammatical errors are constantly popping up in your email newsletters (or any of your marketing materials for that matter), you run the risk of losing your credibility, customer trust, and money.

Have an editor or a coworker with a trained eye look at the copy before adding it to your campaign. Be sure to have them check it again after you finish building the email.

6. Repurpose your best legacy content

Repurposing older, high-performing blog posts in your newsletter is a great way to source content, save time and drive new traffic to your best work. Consider using your evergreen content (the type that isn’t time-sensitive), such as how-to information and answers to frequently asked questions.

If there’s any recent industry news that your post could tie back to, even better. Add that fresh spin to your legacy content in your email newsletter to emphasize its timeliness and importance.

7. Interview an industry thought leader

Interviewing an expert in your field is a great way to entertain, educate, and engage your readers, while adding a fresh perspective to your email newsletters.

Ask the thought leader to promote the interview to their own audience so you can reach new subscribers to add to your email list. Just make sure you add a sign up for your newsletter inside the interview so people know how to join!

8. Feature loyal readers and customers

Just as you can interview and feature high-profile thought leaders within your industry, try doing the same for your loyal readers.

In many cases, your readers might better relate to the success story of a person who doesn’t have as much clout as an influencer. Their success might feel more attainable, even if it’s not on the same scale as an influencer.

Need a quicker way to feature customers? You might want to consider sharing user-generated content from your subscribers, such as social posts.

In Paleo Pete’s email newsletter, he shares Instagram images tagged by his readers.

9. Add videos and interactive content

Most email clients — like Gmail and Outlook — won’t play video within a message, so you have to link to a hosted video outside of your email.

But you can include links to videos that look like you could play them within the email. It’s a creative way to deliver motion pictures and get your readers to click and watch.

Dynamic content and interactive emails is also a fantastic way to engage with your readers. 

More inspiration: newsletter examples

The examples below are grouped by category so you can find what’s most relevant to you.

Newsletter example: Blogs

Leading with a strong image and captivating copy is a sure-fire way to keep your subscribers reading. The example ( hey, that’s us !) below does just that:

Newsletter example: Local and small businesses

Showcase your products or services with an email template that is visual and text-friendly. This email from Moo does a great job of highlighting a product sale in a colorful way that is not only on-brand but also eye-catching.

Newsletter example: Podcasts

Podcasts tend to cover a lot of information during each episode. What better way to create a centralized place where listeners can do further research, learn more, or read up on guests than with a summary email?

This email from Smashing Magazine includes a table of contents that make jumping sections a breeze. With an organized layout and plenty of space for a recap, this format is perfect for podcasts.

Newsletter example: SaaS and software companies

Providing value to your subscribers, in whatever capacity that may be, is crucial to keeping them interested.

Including helpful content like this “How to Use Instagram Stories Templates” guide from Later is a great way to provide value. This also shows subscribers you know what you’re talking about.

Newsletter example: Non-profit organizations

The Human Rights Campaign knows how to welcome new supporters. This email not only includes a thank you note, but it also outlines how supporters can take further steps to help the campaign.

Newsletter example: Product and ecommerce

Like the SaaS example above, product and eCommerce companies can provide value with actionable content, all while keeping things fun and interesting:

Now it’s your turn

With all this good information, now you’re ready to knock out your next email newsletter. Maybe you’ve selected your template, but aren’t quite sure what to include in each section.

No problem. We’ve broken down what the layout of your email newsletter could look like.

• Title – [Your Brand Name]’s [Weekly | Monthly | etc.] Newsletter
• Paragraph 1 – This is a great place to summarize your company and explain why you’re great. Be sure to include the most important information in this section. If you’re sending a welcome note to new subscribers, add details on how often they can expect to receive your newsletter.
• Paragraph 2 – Leverage your template by selecting bold imagery that is not only on par with the content of your email but also with your brand.
• Paragraph 3 – Time to let your writing chops shine. The goal of your email will most likely determine the length of your copy. It’s important that your email reads the same as the rest of your marketing materials, so keeping your brand style guide close is a good idea.

Building your email newsletters

Your email newsletter is your opportunity to inform, educate, and connect with potential customers. Your subscribers have granted you permission to show up in their inboxes whenever you please — so now it’s time to get to work.

Let’s recap what we just learned:

• Providing value-packed content to readers is essential when it comes to the success of your campaign. Formatting your email for readability will make or break your click-through rates.
• Leveraging your segmented email lists correctly through customization will increase your ROI.
• Creating an email design that is eye-catching and functional will keep subscribers reading.
• Writing attention-grabbing copy that communicates your message goes a long way.

Want to get started on your next email newsletter? Sign up for AWeber Free to get started with email marketing at no cost!

Keep reading:

Kaleigh Moore

Contributing writer

email content , email newsletter , email newsletters , email writing , writing

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How to Write and Format a Newsletter: The Ultimate Guide

• 16-Feb-2022

Email marketing still works like a charm. Statistics have shown that: For every $1 spent on email marketing, expect a return on investment (ROI) of $36.

That’s why you need to embrace a robust email marketing strategy that can grow your audience 3x faster.

But for these figures to materialize in your own company, you should master the email marketing psychology and writing styles that get results.

Here are our tried and proven tips and hacks that will help you write an effective newsletter, format it like a pro, and achieve the above ROI:

1.  Stick to Your Goal

Whilst there are ay different types of newsletters, the core question should be: what do I intend the  newsletter achieve? Be sure to answer this question right before getting down to work. That way, your subscribers will know what to do.

Struggling to identify a goal? These will get you started in the right direction:

• Download an e-book
• Boost social media presence
• Increase sales
• Promote an offering
• drive traffic to a landing page etc

Consider the following newsletter from Litmus.

As you can see, its goal is to increase clicks and engagement rates. The subscribers can read their desired content based on the CTA they click. You can borrow a leaf from Litmus and build your newsletter up from there.

First, start with a headline or opening statement to introduce your goal. Secondly, mention the goal once or twice throughout the newsletter as you discuss it in detail. Finally, end with a powerful CTA.

Emphasize the goal and stay clear from ambiguity. Give the subscriber a clear direction of the action to take after going through your message.

2.  Use Enticing Sender

The sender name and subject line can make or break your success. For proof, visit your spam folder and see those spammy “from” addresses and depressing subject lines. Do they capture your attention and interest? According to Convince & Convert, 43% of recipients click the spam button based on the email “from” or email address.

Use a human name and avoid generic addresses like [email protected] . You’re communicating to humans, so a real name helps build familiarity and cement business connections.

3. Craft an Enticing Subject Line

Attractive subject lines are crucial if you want more email subscribers to open your newsletter. Convince & Convert reveals that:

• 35% of subscribers open email newsletters based on subject lines alone
• 69% report emails spam based on subject lines

So, how can you hack the subject line to deliver positive results? Here are our tried and tested tips (use most or all of them).

• For starters, stay clear from boring subject lines . Something like “December Message” doesn’t captivate subscribers to click it.
• Your subject line should reveal the information contained in the newsletter. And be careful with click-baits- No one wants to dive into an email only to realize they aren't getting relevant content. That’s a sure way of losing your readers’ trust.
• Keep the subject brief. Shorter lines (55-70 characters) tend to outperform long ones. However, you may have to make it longer if your newsletters need clear identification.
• Be personal. 82% of marketers reveal that personalizing subject lines drives up open rates. Additionally, 75% of thought leaders agree that personalized subject lines can lead to skyrocketing click-through rates. When it comes to this tip, your best bet is to use the recipient’s name.
• Use time-sensitive subject lines. Thanks to FOMO (the fear of missing out), a sense of urgency drives click rates higher. Words like breaking, urgent, alert, and important should be your friends.
• Address a common concern . For instance, promise readers that by reading your newsletter, they’ve got a solution to their pain points, improve their lives or put a smile across their face.

Whatever you do, be sure the subject line pique your readers’ curiosity and drive them to click it for more information. For instance, “How to X3 Your Sales in Just 1 Hour” sounds intriguing, right?

You can also spice up your subject line with “power words” to stimulate subscribers and appeal to their emotions. The words include:

• Jaw-dropping
• Mind-blowing

4. Start with a Killer Opening Line

Your readers have clicked that subject line. Kudos!

But the sender name and email subject lines aren’t always what people see first. GASP!

Your opening line is also equally important, so maintain the rhythm. A powerful opening line will entice the readers to diver deeper.  

Most email clients reveal a portion of the newsletter directly in the email browser. The reader can read this portion without opening the whole message.

See this desktop screenshot of an email program:

So, what should your opening line contain? Here are the best tips:

• Address each recipient by their first name. it further personalizes and authenticates the messages
• Stay clear of the dry, tired “Hi, I’m so and so…”
• “I realized that we both…” or “I saw that you…” sounds powerful. Such approaches spark interest and build a better relationship since you’ve drawn upon a common experience.

Go straight to the point and make a connection instantly. Try drowning readers in preliminary chatting, and they’ll flee in a huff to save their precious time.

5. Connect in the Body

It’s time to connect with the readers and show how your offerings can bring value to their lives.

Keep it short and simple (KISS). Don’t overwhelm your readers with extraneous details. Create some rapport, attract their attention, and warm them up to push the potential customers through your sales funnel.

• Split up the body into short, easy-to-digest paragraphs and sections
• Write in the second person and befriend the pronoun “ you” throughout the newsletter.
• Spice up the content with personal questions like D o you have any questions?

6. Let the Body Shine

You’re compiling diverse topics in one newsletter. Therefore, ensure the package is cohesive. Make scanning a breeze, and the readers will dive into what attracts them most.  

Pick up a local daily and visit the sports page to see what we are talking about. See how it’s broken into a separate article using lines or spacing. And while every article talks about something different, they all have a consistent theme.

Plain Text vs. HTML emails

 As the name suggests, a plain text email doesn’t involve formatting, graphics, or images. Sounds boring? But according to research, plain text can boost your open rates. They offer greater consistency and ensure all email receipts can digest your newsletters.

Email clients (a computer program that accesses and manages a person’s emails) may frown at HTML-heavy emails and filter them. In fact, HubSpot reveals that Gmail’s default “promotions” filter tends to flag “salesy ” emails and deny them entry to users’ inboxes.

Furthermore, HTML emails appear differently in different email clients- The way Gmail displays these emails may look different from how Outlook does. Some browsers, email clients, and screen-readers (for physically challenged users) may not even display the HTML formats due to technical reasons.

That said,  HTML can boost the impact and engagement of your newsletter content . With it, you can spice up your email with your brand’s logos and colors, divide the content into manageable sections, and use enticing CTAs to link to your site. Also, you can use font sizes and colors to organize your newsletter body into an easy-to-follow hierarchy. Readers may find it challenging to pinpoint crucial information in plain text format since everything appears the same.

So, what should be your best bet? We recommend you grab the best of both worlds. You can easily switch from HTML text to plain text with most email marketing platforms. Also, if you’re worried that your snazzy HTML email may not be displayed correctly, you can include an option of viewing the content as a web page on their browser.  

Crafting an attractive HTML newsletter template

Your newsletters are a regular series. Therefore, they should have a consistent newsletter design and unifying visual elements. That’s where a template comes in to help. Your template needs to have these visual spices:

• Use a fixed width, not a fluid layout: Set horizontal dimensions to enable your readers to read without rotating their mobile devices or scrolling from side to side.
• Include a header: It captures readers’ interest, introduces hierarchy, and boosts your branding.
• Sections: Visually divide the body into sections, considering that each section will talk about something different. The most engaging or crucial section should appear at the top. Will your sections have varying sizes? Be sure the most crucial topic occupies the most space.
• Social Buttons: Who doesn’t want people to follow their social media accounts or profiles?
• Logo: It’s your brand’s most crucial visual element
• Headings: Helps in introducing visual hierarchy and dividing sections.
• Your face: The readers want to know that human face being all that juicy talk. It boosts human connections and cement business relationships.
• CTAs and links: Link back to social or website pages to increase engagement, clicks, reads, and other desired metrics
• Share button: Let people share the newsletter directly without navigating away.
• Footer: Mimic your website’s footer to cement your brand and provide contact details.

But let’s face it- Unless you know your way around design, programming, and email clients, crafting a template from the ground up isn’t a walk in the park. That’s why you need a pro in that game.

Get a ZOEY Newsletter Writer and Skyrocket Your ROI

You now have our sure-fire tricks that deliver results if implemented well. But you don’t have time to weave them into your email marketing efforts.

Don’t fret. Every freelance writer in our top-in-class team knows how to write a newsletter that gets read. We can craft:

• Daily newsletter
• Weekly newsletter,
• Monthly newsletters, 
• Biweekly newsletter, and more.

Start increasing your email marketing ROI today by checking out our content writing services here!

Photo by Brett Jordan on Unsplash : Thanks Brett : )

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How to Create a Newsletter: A Beginner’s Guide

• Email for WordPress

A newsletter is a great way to stay connected with your audience between promotions. This is particularly powerful for businesses that don’t have frequent promotions, such as service-based businesses.

In this guide, I’ll explore:

• The benefits of a newsletter
• How to choose your goal
• How to create a newsletter schedule
• How to build an effective newsletter design
• How to write a successful newsletter
• How to use analytics to refine your newsletters over time

Why start a newsletter

As I mentioned in the intro, a newsletter is a great way to stay connected to your audience between email promotions . A newsletter can also help you engage your audience in a variety of ways:

• Direct them to your content. A newsletter is a great way to share the most recent articles on your blog with the people most interested in it. You’ll probably also get a social media boost for your articles this way: email subscribers are also 3-4x more likely to share your content on social media than other visitors. 
• Establish your expertise. Sharing your thoughts on recent industry developments and/or helpful advice through a regular newsletter establishes your brand’s expertise. You can also use this strategy to show people that your brand is adaptive and engaged with your industry as a whole.
• Make them feel like part of an exclusive club. You can do this by announcing things to your newsletter before you announce them publicly. You can also share updates you might not share with your full audience.
• Ensure consistency. One of the most important ways to preserve the quality of your list is to send emails on a regular basis. A scheduled newsletter makes it easy to do this month after month or week after week.

A newsletter is also one of the simplest email marketing campaigns to build. So let’s get into how it’s done!

How to create a newsletter

1. choose your goal.

At first glance, this might seem pretty straightforward. The goal of a newsletter is to keep people updated on your business, right? 

In general, yes. But there are a variety of reasons to do this:

• To keep people updated on the articles being published on your blog.
• To highlight major events in your industry and discuss how they relate to your business.
• To let people know about ongoing improvements to your products or services.
• To provide updates on your recent client projects and availability.

As you can probably already tell, the goal of your newsletter will determine the structure and topic of your emails. If your goal is to share recent posts from your blog, your newsletters should feature images, blurbs, and links for the posts you want to feature. The MailPoet newsletter does this:

On the other hand, if you want to update people on your current projects or improvements to your products/services, you might go for something more like a letter, like the following email from IBM:

Educational newsletters

Many businesses also create educational newsletters. These newsletters focus on teaching their audience new things to help them achieve their own goals. This is a great way to establish expertise and provide enormous value to your subscribers.

These newsletters are often simply formatted, with an emphasis on the information. Take a look at this email to my Author Marketing Club:

This email is entirely text based. Instead of images, I’ve used a numbered list and bolded text to organize the information in a visually appealing way.

You’ll also notice that this email links to a full article. This serves a couple of purposes:

• Allows me to control email length. Everyone’s inbox is crowded, and most people don’t want to spend more than a few minutes on an email. If they decide they want to learn more about the topic, they can check it out separately.
• Encourages people to interact with my site. By posting a full article on my site, I draw people’s attention to the site. From there, they can look at other things I’m doing, like the events I run. 
• Encourages people to share the content. People often won’t share a newsletter directly, but they will share the article connected to it. This leads new visitors to your site. With a well-placed signup form at the bottom of your page, you can turn those visitors into subscribers, expanding your audience.

You might choose a different formula, but it’s important to remember that even in an educational newsletter, you always want to give subscribers another way to interact with your brand .

2. Choose your frequency

The other major decision you need to make at the outset is how often you’ll send your newsletter. There are three main factors to consider here:

• How much time you have to spend on your newsletter. Your newsletter needs to be consistent in both schedule and quality. If you can’t make a weekly appointment to write a newsletter, publish on a biweekly or even monthly basis. 
• How often you can provide interesting updates. If you’re making consistent progress on something or working on small projects, weekly updates might make sense. Side businesses or long-term projects like books may only have interesting updates once a month. 
• How many sales emails you send. If you’re also sending multiple sales emails to your newsletter list every week, sending a weekly newsletter as well might be overkill. On the other hand, if you only send occasional marketing emails for product releases or seasonal sales, a weekly newsletter is completely reasonable.

Personally, I recommend most businesses start with a monthly newsletter. This is frequent enough for people to remember your business without being frequent enough to overwhelm you. You can always increase the frequency, or create different newsletters with varying frequencies, later on.

3. Schedule drafting and sending days

Now that your newsletter template is ready to go, it’s time to schedule when you’ll create and send this content. This means choosing a specific date and time for each part of the process. For example, your newsletter schedule might look something like this:

• Draft: The 10th of every month at 1PM
• Send: The 15th of every month at 9AM

This schedule ensures that you’re always scheduling your newsletter in advance, rather than rushing to finish it at the last minute.

Pro tip: Schedule your drafting day as a recurring event in your favorite calendar app and set up a notification on your phone. This will hold you accountable.

4. Design your newsletter template

One of the greatest things about a newsletter is that you can create a single template and use it for every newsletter. This allows you to create a consistent, branded look while also saving an enormous amount of time.

The simplest way to do this is to choose a MailPoet template , then customize it to fit your needs. There are dozens of high-quality responsive templates for newsletters in various industries.

Once you’ve selected a template, you’ll be able to customize it in the MailPoet editor. There are a few ways you might want to do this:

• Add your logo
• Placing a specialized newsletter banner at the top
• Divide your template into the sections you plan to include in every email.

You can even add text that will be reused. For example, in the Author Marketing Club example I shared earlier, I might make the text “For more details and examples, see the full article at Business for Authors” a permanent feature of the template. This saves me from having to type it out every time; I just need to remember to change the link.

When you’re happy with your newsletter template, you can save it by clicking the arrow on the side of the “Save” button and choosing “Save as New Template”. This will make it possible to choose your branded template from the “Saved Templates” section of the template library.

5. Write your first newsletter

With all of your plans in place, it’s time to write your first newsletter. There are some best practices to keep in mind here:

• Keep subject lines and preview text short. These appear in a shortened form on mobile devices, so you want to make sure they grab the reader’s attention right away.
• Personalize when possible. Something as simple as addressing subscribers by their first name can go a long way towards making them feel connected with your brand. If you collect this information in your signup forms, you can add names to MailPoet emails with shortcodes.
• Use short paragraphs. These are easier to read on screens, especially mobile screens.
• Write only as much as is necessary. The average person receives 121 emails per day . They don’t have the ability to spend a lot of time on every single one, so shorter emails usually make sense. However, if you release exclusive or educational updates through your newsletter, it may make sense to let your emails run longer. The key is to edit every paragraph so you’re using the clearest, most succinct phrasing possible.
• Focus on what is most interesting to your customers. Most of the time, your audience doesn’t care for detailed day-to-day updates about the operations of your business. Focus on extraordinary moments, achievements, and business improvements that directly impact your customers.
• Always include a call to action. A call to action is any word, phrase, or image that encourages subscribers to engage with your brand in some way. For example, you might ask users to visit an article, respond with their comments about your most recent update, or even share your newsletter with their friends.

Most of all, remember that you’re writing to real people. 

6. Use analytics to refine your newsletter plan

The final step to long-term newsletter success is to pay close attention to your email analytics . Specifically, take a look at:

• The email subject lines that get the most attention. Pay attention to both the topics and the structure of email subject lines that perform well. 
• When most people read them. You can use this to determine the best sending time for your newsletters.
• What types of calls-to-action are most effective. This can help you figure out how your audience is most interested in engaging with your brand. 
• What links get the most clicks. This demonstrates what your subscribers are most interested in.
• Who is reading your newsletters. You can use this information to fill out your customer profiles . As your business grows, you can also use this information to segment your list and even create multiple newsletters.

Armed with this information, you’ll be able to ensure the success of every newsletter.

Final advice on how to create a newsletter

A newsletter is one of the simplest, most reliable ways to connect with your audience on a regular basis. You can start your own newsletter in six steps:

• Choose your goal. This will determine the topic and structure of your newsletter.
• Decide on a frequency. You can use this to set audience expectations and give yourself some structure to work with.
• Schedule drafting and sending dates. These should be set up as repeat appointments in your preferred calendar app.
• Design your newsletter template. You can set this up once and save it for reuse in MailPoet.
• Write your newsletter. Remember to write with a focus on what your audience is most interested in and/or things that directly benefit them.
• Use analytics to refine your approach. Study your most successful emails to determine the types of content your audience is most eager to interact with.

If you’re building a newsletter for the first time, you may also want to check out our guide to signup forms .

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Blog Marketing

How to Create a Newsletter From Scratch [Templates Included]

By Jessie Strongitharm , Jan 30, 2023

Email newsletters are a great way to stay connected with subscribers, customers and employees alike — especially when it comes to highlighting company updates, sales offers and new products and services. But if you want to stand out in the inbox, your newsletters need to look and sound compelling. Not a graphic designer or email marketing expert? No problem. I’ll go over how to create a newsletter that’ll help you achieve your business goals in just 10 steps. I’ll also outline the benefits of sending newsletters, and discuss the various elements you’ll need to succeed. Plus, tips on how to design and format your newsletters so they’re attractive and easy to read.

Click to jump ahead: 

What is a newsletter.

• What are the benefits of creating a newsletter?
• Define your goals, audience and email marketing strategy
• Select a newsletter design and email marketing tool
• Choose a template and email layout accordingly
• Add your content, personalize your design and prioritize accessibility
• Export to HTML 
• Decide on a subject line
• Test your newsletter
• Send via ESP
• Review your email metrics 
• Analyze and iterate 

Newsletter FAQ 

Newsletters are emails that companies used to share information with a given audience . They are typically sent out on a regular basis, and may be sent externally to subscribers or customers, or  internally to employees .

That means there’s no shortage of topics and content you can cover! Some common uses for newsletters include:

• highlighting new products and services
• advertising promotions, sales and discounts
• showcasing upcoming events   with add to calendar buttons
• sharing company information, updates and news
• distributing educational content (i.e. industry insights, articles and tips)
• nurturing relationships with subscribers and customers

Here’s an example of an  email newsletter template  relaying promotional info: 

And here’s a newsletter used for providing resources and important information with your mailing list:

Finally, here’s one that’s great for sharing internal updates with your team:

As you can see,  newsletters sent by businesses  or organizations are a great way to build loyalty and foster conversation with subscribers and prospects. They provide valuable information, help build brand awareness and engage people right where they spend a lot of time: their inbox. 

From communicating organizational news and inviting subscribers to purchase, to managing remote teams and keeping everyone in the loop, these digital messages — when constructed well — are guaranteed to deliver results.

Related: 12+ Best Newsletter Examples to Inspire Your Next Email Campaign Strategy

Return to Table of Contents

What are the benefits of creating a newsletter 

Sending newsletters is a cost-effective way to reach a larger audience and achieve your business goals. For example, newsletters can help you with:

• Reaching a large audience in a targeted and personalized manner.
• Promoting new products and services, announcing sales and special offers.
• Enhancing brand awareness and recall.
• Building customer loyalty by providing them with valuable information, keeping them informed and engaged,
• Improving communication and collaboration among employees
• Providing a forum for sharing information and ideas.

According to research by Statista , the number of email users worldwide is set to reach 4.6 billion by 2025 — which means that a significant portion of the population can be reached through email newsletters. 

So don’t wait, start taking advantage of all these benefits today! Here are 10 simple steps to help you create amazing emails:

How to create a newsletter email in 10 simple steps

The first step to creating a newsletter is to have a clear understanding of the goal of your emails, your audience and your strategy for reaching people . Defining these elements is your key to crafting successful newsletters that resonate.

Let me explain…

Newsletter Goal

Knowing what you want to achieve with your newsletter will guide your content development and other aspects of your email marketing plan. A word of advice:  your goals should be specific and measurable . For newsletters to subscribers, you may be looking to increase your website traffic or conversion rates. So you’ll need to send promotional emails that link back to your site and products.

Perhaps a little something like the newsletter template above.

For a company newsletter, you might have the goal of increasing engagement and getting everyone on the same page. 

A concrete and measurable example of this would be to increase sign ups for internal events, or grow your email engagement by noting any boosts in click-through rates (CTR). Tracking the results gained by using the email template above would make it easy to see how you’re doing.

Newsletter audience 

You’ll also need to define who your newsletter is being delivered to —this includes stuff like building an email list or segmenting your contacts. 

Knowing your audience allows you to tailor and personalize your newsletter content and marketing strategy to their interests and needs. Consider things like their age, gender, occupation and location, as well their interests and preferences for receiving emails. 

Email marketing strategy

Your outreach strategy should include a plan for how often you’ll send your newsletter and the  time and date you’ll send them , what kinds of content you’ll include and how you’ll promote it. 

Be sure to consider how you’ll measure the success of your newsletters and email marketing campaigns, and which metrics you’ll track.

By clearly defining your goals, audience and outreach strategy, you’ll forge ahead with a concrete plan that’ll ensure your newsletter is primed for success.

Want a handy doc you can customize to write out and present your email strategy? 

This  marketing plan template  has everything you need. Feel free to customize each section, the layout and the text so it reflects your own personal newsletter action plan.

• Select a newsletter design and email marketing tool 

Remember how I said you don’t need to be a graphic designer to create amazing email newsletters? 

It’s true. By using an email marketing software and creation tool like  Venngage’s Newsletter Creator , you can start designing engaging emails in minutes — no design experience, technical coding or HTML knowledge required . 

You’ll find the free tool incredibly simple to use: there’s virtually no learning curve, especially if you’ve used any kind of drag-and-drop editor before.

All you need to do is sign up for a free account select from hundreds of professionally-designed  newsletter templates  to act as your starting point. Then, customize any visual asset on the page to suit your needs. Wha t’s more, Venngage’s Newsletter Creator gives you access to a ton of  amazing features , like: 

• 100% customizable newsletter designs
• Countless  data visualization  options (e.g. charts, graphs etc.)
• Millions of royalty-free  stock images  and illustrations
• Thousands of  diverse, customizable icons
• Automated branding with  My Brand Kit  ( paid plans )
• Real-time Team Collaboration  (paid plans)
• Direct export to HTML for clickable email campaigns (paid plans)
• Accessibility features to ensure you’ve created (paid and free plans soon)

Sign up for free  to start creating newsletters like the one below quickly and easily.

The next step is to choose a template that suits your needs and email content goals (see #1). This involves considering what kind of  email layout  will serve you best. 

Email layout refers to the look and feel of elements in your email, its aesthetic appearance and visual qualities. Besides design choices surrounding its  color palette , font choices, design style,  contrast  and  white space , the email layout also speaks to how the content is  laid out . Single column newsletters  are great for simplifying the browsing experience by streamlining info into one continuous flow from top to bottom, just like how we naturally read.

In the editable newsletter template below, you can see how placing all the promo details within a single column gives interested readers the ability to instantly understand all they need to participate.

This motivates your email subscribers to convert by placing all relevant information and the CTA smack-dab in the middle, right where readers would naturally come across them. No distractions — just the offer.

This is also key if you’re trying to relay a message clearly and directly.

By sending this single column outreach email, you can be assured potential leads will get the message loud and clear. 

Meanwhile,  double or two column newsletters  are fabulous for image or information-heavy content or when you’re covering multiple topics, since they divide content into two separate blocks.

This internal company update newsletter highlights different kinds of information effectively.

Need more sections to advertise products, for branding purposes or to curate info the way it’s intended to be consumed? Multi column or hybrid layouts got you.

Here’s an  infographic-style email that shows this off:

No matter which kind of layout and  email design  you believe suits your content best, Venngage has tons of free and premium newsletter templates you can quickly and easily customize. All you need to do is add in your content. 

Related: 15+ Email Marketing Infographics to Spark New Ideas and Plan Strategy

• Add your content, personalize your email design and prioritize accessibility

Once you’ve chosen a newsletter template, the next step in the production process is to  1) swap in your desired content  and  2) personalize your email design .

Generally, that means you’ll need to:

• Swap out the template’s text, images/illustrations and buttons
• Adjust the size of each section to your liking
• Add your colors/color palettes 
• Change out or add icons
• Hyperlink any CTAs and buttons
• Check for accessibility

I’ll use Venngage’s templates and editor to showcase: 

Let’s say our Human Resources team needs to alert staff of my upcoming resignation. To do so, I can start off by using this company announcement newsletter template.

The first thing I’ll do is replace the placeholder text content for my own. I’ll then adjust the font style and size to suit my liking.

After, it’s time to customize my design. I like the main graphic, so I’ll keep that. But I want to add my own flair, plus integrate our brand colors and logos (you know, to maintain brand consistency and all that good stuff!)

Here, I’ve adjusted the background color based on my brand colors, and added an image overlay on top of the background using our stock image library. I’ve adjusted the value (opacity) of the image to help it all blend together too. 

I’ll select My Brand Kit at the top left of the page to automate my branding with a few clicks.

Looking to add more visual interest? Add icons quickly and easily by searching for a keyword in the icon search bar. (I’m not actually adding these, but just know that I could) .

Make sure to clickable links to your newsletter designs, of course. This is vital when exporting your design to HTML so subscribers can act on those CTAs.

And there we have it, a completely customized email design that suits my needs.

Note that you can add data visualizations or other interactive elements as you see fit. But for my purposes, this’ll do the trick.

Don’t forget about newsletter accessibility !

I’ve noticed many “how-to” guides gloss over this subject, and it’s a shame. Because  accessible design  is a crucial consideration when it comes to creating a newsletter. 

Not only is it  a legal requirement to provide accessibility for people with disabilities , but it also ensures everyone can engage with your content while improving the overall user experience. So consider the needs of people with visual, auditory, motor, and cognitive impairments when creating your newsletter.

This includes things like using  high-contrast colors  for text and images, providing  alt text  and using simple and clear language and navigation. (Psst!  Venngage’s editor has built-in accessibility tools and checks .)

Looking for accessible color palettes? Try out Venngage’s FREE Accessible Color Palette Generator.

You should also try to use a  responsive email design  that adapts to different screen sizes and devices, since  nearly 50% of the world’s population  opens their email on mobile devices. 

All of the above will not only help you comply with legal requirements — it’ll also show your commitment to providing an inclusive and equitable email experience for everyone. 

Finally, it’s time to export your creation and get it all ready to send. To do that, you’ll need to export your email as an HTML file. HTML allows you to create a visually appealing, interactive email that can be easily viewed on any device . By exporting your newsletter to this format, you can include hyperlinked content and graphics, and embed videos and other multimedia elements that enhance users’ experience. 

You can include alt text tags and abide by other accessible design best practices. (FYI, it’s a major email accessibility no-no to send newsletters as one giant image file).

Venngage’s email marketing features allow you to export your design as a clickable HTML file directly.

• Decide on a subject line 

The first thing your audience will see is the subject line of your emails. So, make sure you spend time scheming up some winning words.

Here are a few tips to help you write great newsletter subject lines:

• Keep it short and sweet : The subject line should be brief (ideally no more than 60 characters), to ensure it doesn’t get cut off.
• Get personal : If you’re able to, add recipients’ names or other personal information to make the email feel more personal and relevant.
• Create a sense of urgency: For product and sales newsletters, use words that encourage readers to act fast (i.e. “limited time”, “last chance”, “24 hours left”)
• Write a pre-header : Use pre-header text to give a preview of the email content and entice opens.
• A/B test : Segment your list and try out different subject lines to see which styles perform best.
• Be creative : Use emojis, questions, numbers or puns to grab email subscribers’ attention and make it stand out.
• Follow email best practices : Avoid spam trigger words and keep your subject lines in line with your content to avoid misleading your recipient or getting marked as SPAM.

One email marketing tool I’ve found useful is this  Headline Analyzer by AMI institute . Input a subject line, and the site will assess its “Emotional Marketing Value” — AKA its ability to connect with viewers. You can test out a few and see where they land. 

• Test your newsletter 

It’s best practice to preview your templates on the email clients and devices across various devices, platforms and settings. (Particularly, the email clients most used by your audience!)

Using an email testing service ensures your audience can interact with the design and understand your newsletter content — which is key if you want to engage and/or convert them.

Oh, and be sure to check your links. With that, you’ll have full confidence that you can send successful emails every time.

• Send via ESP 

After testing your email newsletter and making any adjustments, the next step is to send it out to your audience via an email service provider. 

An email service provider (ESP), is a platform that allows you to send bulk emails to a large audience, track metrics and manage your email list. Mailchimp , Constant Contact and Active Campaign are a few notable options. 

While not all email providers have the same features, they generally allow you to upload a contact list, create a new email campaign, and schedule emails as needed. 

ESPs also offer a wide range of customization options to personalize your emails and segment your audience. You can also set up automations, such as  welcome emails , and use analytics tools to track your email’s performance. 

Which brings me to my next point…

Reviewing your email metrics a few days after is an important step in the newsletter creation process, allowing you to measure the success of your email marketing campaigns and make data-driven decisions to improve future ones.

Your  Open Rate (OR)   indicates how many people are actually opening your newsletter. Low ORs may indicate your subject line is not compelling enough, or your recipients are not interested in newsletter content.

Your  Click-Through Rate (CTR)  indicates how many people are clicking on links within your newsletter. Low CTRs can indicate the content of your newsletter is not engaging or relevant with your audience.

Your  Unsubscribe Rate (UR)  also matters. A high unsubscribe rate may indicate your newsletter is failing to deliver value, or you’re sending too many of them.

Last but certainly not least, you should use those learnings to track your email marketing results and improve your strategy over time. 

For example, if you notice that a certain subject line or type of content led to a higher open rate, you can use that information to inform future newsletter campaigns.

Similarly, if you notice that a certain call-to-action or design element led to a higher click-through rate, you can incorporate those elements next time. 

Here’s a document for showcasing all those fancy stats: 

By iterating on the elements that garnered good results, you can improve the effectiveness of your newsletter campaigns over time.This will help you to deliver more relevant and engaging content to your audience, which will in turn lead to better results. Remember: it’s easy to adjust as needed with Venngage’s editable newsletter templates.

What is the best application to create a newsletter?

There are many email marketing platforms and programs that can help you create a newsletter, such as Adobe, Lucidpress, Microsoft Publisher and Venngage. But Venngage is the best choice if you want to create a professionally-designed newsletter in just minutes. 

A huge selection of easy-to-edit newsletter templates and drag-and-drop visual editor makes Venngage the superior option over other email production options that require technical design skills or HTML knowledge. You can easily change your layout and content to suit your needs whenever you need. 

Plus, you can tell a story with your data by selecting from a range of data visualization options and access other great benefits, like  automated branding and real-time Team Collaboration . And when it comes to accessibility, Venngage has you covered: with built-in accessibility checks.

What is the easiest way to create a newsletter?

The easiest way to create a newsletter is to start with a customizable newsletter template. With ready-made email layouts and easy-to-edit components, there’s no need for prior design knowledge, technical skills or steep learning curves. Simply swap out the content of your email newsletter template, add your desired visual assets and you’re good to go.

What are 5 elements of an effective newsletter?

The most effective newsletter contain these 5 elements:

• Compelling subject line : the subject line and pre-header should entice readers to click the email right away.
• Appealing visuals:  avoid an unorganized, cluttered layout; use a pre-made template instead.
• Engaging content:  keep your content focused.
• Responsive design:  mobile-friendly layouts are important to accommodate those who check their email on smartphones and other mobile devices.
• Clear CTAs:  whatever you’re trying to accomplish with your email, make sure subscribers can understand and take the next step by ensuring your call-to-actions are obvious and accessible.

How do I create a free newsletter?

To create a newsletter for free, look no further than Venngage’s huge selection of  free newsletter templates  and intuitive, no-code editor. Here’s how to get started:

• Sign up for a free Venngage account .
• Visit the  newsletter template page  and sort the results by ‘Plan Type’ to filter out paid options. Hit the “Create” button on the template page once you’ve found one you like.
• Swap in your desired email copy, icons and colors to make it suitable for your business and use case. Looking to keep your branding consistent and your team in the loop? With a  Business Plan , you get access to premium features that your comms team will love — like  real-time Team Collaboration  and automated branding via  My Brand Kit .
• Once you’re happy with your newsletter design, you can share the link publicly for free, or  upgrade to a paid plan  to download your custom template / export it to an HTML file you can use with your preferred app. Venngage files work with Mailchimp, Outlook and other email service providers (ESPs).

Launching a successful email marketing strategy is easier than you think

Creating a newsletter is a great way to communicate with your audience, promote your business and build relationships with subscribers and employees alike. With thoughtful design, compelling content and a clear purpose, readers will welcome you into their inboxes.

Plus, there’s no need to feel daunted. Just remember these 10 steps to learn how to create a newsletter :

• Select your newsletter design and email marketing tool 
• Export your newsletter to HTML 
• Send via ESP  

With Venngage’s Newsletter Creator and email marketing tools, you can design great emails quickly and easily, using a wide range of pre-made newsletter templates as your launchpad. Get started for free and reach your audience effortlessly. 

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Customizable newsletter design templates

Create eye-catching newsletters with ease using designer-created customizable templates. whether you favor a printed newsletter or have gone fully digital, you'll find the right template for your newsletter needs..

Keep your audience up to date with newsletters

Are you new to newsletters or are you an old pro? Do you prefer to print your newsletter for distribution, or do you engage in email blasts? Maybe you find the most success with posting newsletter links for your social media audiences at LinkedIn and Facebook . The possibilities and options are near endless when you launch your newsletter with a flexible, customizable designer-produced template. Small business newsletters and holiday newsletters have different goals and requirements. They should both start with their own unique, audience appropriate template, right? No matter your platform or format, when you start by using a template you're sure to make receiving your missive nothing but good news.

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How to Create a Newsletter: Checklist, Examples & Templates

• What is a newsletter
• Newsletter checklist
• Newsletter examples by industry
• Newsletter templates

If you came here wondering how to create a newsletter , you are in luck.

While designing an engaging newsletter is no rocket science, without solid steps to follow, it may turn out to be a difficult process.

Whether you have a small but active audience or a bigger following that you want to re-activate, this guide will cater to your needs.

So, in this guide you can expect to learn:

• how to design a newsletter
• solutions to create and send your newsletter
• useful examples and templates you can use

The easiest and most affordable email marketing and newsletter software!

What Is An Email Newsletter?

An email newsletter is a marketing email sent to a list of subscribers on a regular basis (weekly, monthly) aiming to provide them with updates on new products and services, share company news, or educate them in general.

Email marketing is a proven channel to drive business growth and sales, offering a staggering ROI of $42  for each $1 spent and email newsletters are the pillars around it.

Let’s see why that is and what their actual purpose is.

What Is the Purpose of a Newsletter?

The purpose of an email newsletter is to give subscribers on your email list updates regarding your business, products, services.

Moreover, it’s an opportunity to engage and connect with your audience in a fun and interesting way, while at the same time encouraging them to take action (purchase, join a loyalty program, etc.)

So, they are important for successful email marketing.

Why Are Newsletters Important?

The importance of newsletters is paramount since they allow regular contact with your customers. With regular contact comes more trust . Loyal and active customers are the life force of a successful business.

Newsletters’ importance doesn’t stop there. They can help:

• build brand awareness
• generate more leads
• track prospects and measure their level of interest
• educate subscribers on their pain points

Are Newsletters Effective?

In fact, email newsletters are the most effective digital marketing tool at the hands of modern marketers.

With proper segmentation of the customer base and personalization in email campaigns, marketers deliver unique and targeted messages, able to achieve high click-through rates that translate into better conversions.

I’m sure that by now you’ve understood the importance and effectiveness of newsletters, so without further ado, let’s see how you can create your own newsletter for your business!

How To Create A Newsletter: Beginner’s Checklist for 2022

To create your email newsletter campaigns you need an email service provider (ESP). While you could technically use email clients like Gmail and Outlook, this is not ideal for sending bulk emails due to deliverability issues .

It is advisable to use an email marketing platform like Moosend or Mailchimp that allows sending newsletters to a large group of people without trouble and most importantly lets you measure important stats like open rates and clickthroughs.

Below you’ll find 8 easy steps that you can follow to create a professional newsletter for your business.

Checkpoint #1: Log into Your Email Marketing Software

The first thing you need to do to make a newsletter is to log into your email client. Then, you need to access the email editor in order to start creating your newsletter.

When you do that, you’ll have two different options, either build an email newsletter from scratch or choose one of the available email templates.

In our case, we’ll choose a pre-made template since it will both save you time and allow you to focus on making the perfect newsletter design.

If you want to check out Moosend’s intuitive drag-and-drop editor, you can do this by signing up for a free account.

Try Moosend for free

Checkpoint #2: Choose an Email Newsletter Template

Once you choose the email marketing service that you’ll use to make your first newsletter, you need to find the email template that best suits your needs. Also, have a rough idea in your mind how you would want your newsletter to look like.

Fortunately, the majority of email service solutions out there offer a variety of different newsletter templates that you can utilize as a starting point. Even if you’re a beginner with no design skills, those templates will save the day. Browse through the available templates and make your choice.

Be sure that your choice is based on the needs you and your audience have . Don’t go straight for the flashiest one.

Finally, make sure that the template you choose is also mobile-friendly so that your email subscribers can properly read and click on its elements.

With Moosend you don’t have to worry about this at all, since all email newsletter templates are optimized for mobile devices too.

Now it’s time to start customizing your template.

Checkpoint #3: Customize Your Newsletter Template (Branding, Copy, CTA)

It’s time to get creative! If the platform you’ve chosen features a drag-and-drop tool, then the process is straightforward since you simply drag and drop the elements you want into position.

First, to make your email identifiable, add your brand name and logo at the top. Your email newsletter has to be aligned with your brand identity. Also, your email subscribers will immediately know the email is from you. Change any colors from the template to match your own brand colors.

The next step is to add the newsletter content to the template. The most important message should come first, namely the design elements and copy that will entice the reader and grab his attention.

A general rule of thumb is to keep the copy short, fun, and engaging to encourage clickthroughs. Avoid any weird typos, since mistakes can’t be fixed once the email is sent. Then, find eye-catching images to accompany your email copy.

Now craft your call-to-action (CTA). This is a critical step, as it’s practically your conversion point. Choose a color that stands out and use action words that prompt readers to perform a specific action. Next, make sure your CTA is above the fold so your subscribers don’t need to scroll to see it.

Finally, make it easy for people to unsubscribe by providing an unsubscribe button at the end. In this way, not only will you be compliant with CAN-SPAM and GDPR rules, but you will also have a healthier email list.

Checkpoint #4: Personalize Your Newsletter

Personalization is no longer an optional marketing strategy, but an absolute must for both small businesses and big enterprises. Customers need to feel that the email was crafted for them personally to address their needs.

So, you have to add some personalization tags . Start with the recipient’s name which is pretty basic and easy to do. Just find the ‘Recipient Name’ personalization tag and add it. You can even tweak the “fallback” value to avoid sending a simple hi.

It’s also a good idea to experiment with conditional visibility or simply dynamic content. Dynamic content is the content that appears based on the parameters (custom fields) you’ve set.

How do you set up dynamic content? Well, almost effortlessly, with an email marketing tool like Moosend. Let’s say you want to create a specific offer for subscribers living in Canada; you need to go to Conditional visibility and adjust the Custom field “country” into “Canada.”

This works especially well the more data you’ve collected about your subscribers from your newsletter signup forms. In case your newsletter software of choice is Moosend, then you can create an opt-in form for your website for free, without even leaving the platform.

Checkpoint #5: Add Alt Text and Plain Text in Your Newsletter Content

If this is your first time going through the steps of creating a newsletter, you may have missed this. Alt text is the short written description that appears when a picture isn’t loaded.

It’s vital to include the alt text so your subscribers understand what they’re looking at since some email providers don’t always load images properly. Imagine a scenario in which your CTA is an image; your conversion rates will probably plummet without an alt text to save the day!

Moreover, there is a chance that email clients won’t display HTML as intended. Therefore, your emails have to look good in plain text. Your links have to be easy to click and it needs to be clear what the email is about without the presence of photos.

Checkpoint #6: Craft Your Subject Line and Preview Text

This is an equally important step in the process of creating a newsletter. First, you need to craft an attention-grabbing email subject line. Generally, try to be brief and state your value proposition immediately .

While nailing your subject lines can be tricky, there are some tools like Refine that can be particularly insightful. With this subject line optimizer, you can get a step closer to perfection through its suggestions.

Next, support your subject line with additional information in the preview text. The preview text is the short text appearing right after the subject line. To nail it, either explain the benefits of clicking on your email or try to induce a fear of missing out (FOMO) to the potential reader. In any case, be concise because mobile devices may not display your text in full.

Ideally, always conduct A/B testing to ensure you have the best possible opens and clickthroughs with your subject lines.

Finally, fill in the sender address. It’s advisable to use a sender name that’s recognizable, so your subscribers aren’t confused. If you use a real person’s name, know that it could have a positive impact on email opens.

Checkpoint #7: Launch Your Newsletter Campaign

Your newsletter campaign is almost ready to go. Before you hit send though, it would be useful to conduct a spam and delivery test .

The spam test checks how your email rates against the popular spam filters, so your efforts don’t go to waste. The delivery test allows you to check how your campaign displays before it reaches your recipients’ inbox.

Since not all email providers read email code the same way, this test will show how your email renders. Finally, check how your newsletter loads in the most popular browsers.

How can you do these tests? You can use Moosend’s award-winning campaign editor and go to the “Spam and Delivery Test” tab. Now launch your newsletter!

Checkpoint #8: Monitor Results and Optimize Your Performance

In a few days’ time, you’ll have enough data about the performance of your marketing campaign.

Check if you achieved your goals first, and then see how the individual parts of your campaign performed. Which subject line got the most clicks, what content had more clickthroughs?

This data will be your guide in your next newsletter campaign. Optimizing your campaign requires a lot of time and effort, but it becomes easier the more data you collect about your audience and the more experience you gain.

And now’s the time to get inspired! Let’s go ahead and check out some hand-picked newsletter examples.

5 Email Newsletter Examples to Inspire You (Categorized by Industry)

I’m sure that by now you’re confident enough to develop a newsletter yourself. But having a little inspiration doesn’t hurt.

Here you’ll find 5 top-notch email newsletter examples categorized by industry, specifically picked to show you how to tick all the boxes.

Example #1: MVMT’s Ecommerce Newsletter

Subject line: SALE: 20% off Blue Light Glasses

In this email, MVMT aims to promote their blue light glasses with an eye-catching email campaign. Here’s what works:

Copy: The brand uses a clear and straightforward headline that emphasizes why the user needs to pay attention to this email. The email copy is on-point and gives the viewer exactly what they need to know.

Design: MVMT uses neon blue as the main color to make a connection between the product and the email copy . The important element of the headline is emphasized with a bigger font size (“20% OFF”). Moreover, while you cannot see it here, the brand has employed a GIF to make the email more playful.

CTA: The CTAs of the email stand out right away with the use of a black background. As for their placement, it’s ideal as they’re slightly below the fold, so with a minimal scroll, you can see them. The copy is simple providing options to what the customer wants to see next.

Example #2: Moosend SaaS Newsletter Idea

Subject line: Assorted posts for delicious reads over your morning coffee

Here we have a monthly company newsletter from Moosend featuring their latest content. The aim behind this newsletter is to nurture their subscribers and educate them on topics that will help them grow their business.

Copy: As you can see, the copy at the top contains only the essential information that’s going to draw the reader in and explain what is going to follow. The company uses active wording to encourage readers to take action, i.e., read the article on the company blog. As for the subject line, its playful character attracts people’s attention.

Design: We have a simple and elegant design, focusing on clarity. There is adequate spacing between the elements, which makes the email easy to read and digest. The brand logo at the top makes the email immediately recognizable.

CTA: The CTAs use the brand’s colors, which also happen to stand out in this email format. They are simple yet effective and they don’t obstruct the user.

Example #3: New Darlings Blogger Newsletter

Subject Line: EARLY ACCESS: Shop the Canyon Collection!🏜

Here we have a highly visual email newsletter from New Darlings giving subscribers the unique chance for early access to the new collection. Let’s delve deeper, shall we?

Copy: The headline of the email immediately informs readers that they get early access to a new collection of clothes. The main body of the email copy is warm and personal, trying to make an emotional connection with subscribers. While it’s not short, it plays a crucial role in showing why users have to check out this new collection.

Design: The email newsletter design is simple with an emphasis on the visual side. The bloggers use their own images to make it even more intimate. Also, the color of the font is aligned with the setting of the visuals (i.e desert) to create a beautiful balance.

CTA: The CTA may not be unique or original, yet the message is clear and simple (i.e., shop early). The addition of a password to “unlock” the early access adds to the exclusivity of the products. You need to act fast to have them before the rest of the world.

Example #4: The New York Times Publisher Newsletter

Subject Line: Limited time offer: €0.50 a week.

Here we have a publisher newsletter example from the well-known New York Times featuring a limited-time offer. Let’s see what works.

Copy: The email newsletter has a minimal copy that serves the purpose of highlighting the benefits the reader will receive. Subscribers are given the “solution” to their need of getting informed on a regular basis. ‘Limited time offer’ appears 2 times to add urgency to the message.

Design: This is a prime example of unique color formatting. All three colors blend beautifully and create a nice contrast. Moreover, the main message is in white background, which makes it easier to read. Finally, the reader immediately understands what this is about since after the header we have a nice ‘limited time offer’ block. Overall, this is an easy and effective way to make newsletters.

CTA: The CTA button is big and obvious, so it serves its purpose well. The contrast with the background is excellent and the wording of the CTA is in agreement with the message of the email (i.e., proceed to checkout since this is a great value proposition you shouldn’t miss).

Example #5: Zillow Real Estate Email Newsletter

Subject Line: Excited? ✔️ Overwhelmed? ✔️ Worth it? ✔️✔️

Here we have a real estate email newsletter by Zillow , aiming to familiarize subscribers with the brand and get them to try their services.

Copy: The brand employs short and engaging copy to lead readers towards the CTA. Through the well-crafted copy, the company aims to take the stress off the readers’ shoulders and encourage them to take action. That’s something that they achieve from the spot-on headline.

Design: This email follows the inverted pyramid model , with the email building up to the CTA. The branding element is clear and the visuals used are aligned with the purpose of the email.

CTA: As you can see, the CTA button is in a different color in order to stand out. Moreover, the company uses encouraging language to persuade users to take action. You could even say that the CTA is the logical answer to the subject line (which poses a few deliberate questions).

3 Free Newsletter Templates to Use Right Away

In the previous section, we saw a few successful email newsletter examples to inspire you and get you started.

Now we are providing you with 3 exciting newsletter templates that you can use for free in Moosend’s newsletter creator. Of course, you can access our full arsenal of email newsletter templates by signing up for a free account here .

If you’re as eager as I am right now, read on!

Template #1: The Promotional Newsletter Template

Being able to send an engaging promotional newsletter, either for your website launch or for your product/services, is an essential part of every successful email marketing strategy. To do that you need a marketing ace, which in this case is a well-crafted template customizable to suit most newsletter needs .

At the top of the template put a catchy headline that draws the readers in and creates the need to find out more. Below add a supporting email copy that encourages and leads the reader towards the CTA. As you can see, the email follows the inverted pyramid model that attracts attention without tiring the reader.

This template is ideal for most kinds of newsletters because of its simple format and adequate spacing between different elements. It also gives you the opportunity to feature resources from your company blog, thus bringing traffic to your website and helping you nurture your leads. Finally, the color palette employed makes the important parts of the email, such as the CTAs, stand out.

At the bottom, be sure to add links to the social media icons, so that your audience can follow and engage with your brand’s content available there. This could also help you create social media groups where your customers can hang out and share their knowledge and opinions about your product/service.

The one-click unsubscribe button at the bottom ensures that you maintain a healthy email list and people don’t flag your emails as spam.

Use this template

Template #2: The Online Event Promotion Template

Promoting your business through online events, webinars, and conferences is very important to grow your business. This template saves you the time and effort of having to design it from scratch.

The overall design is based on the contrast of black and white, with CTA buttons that immediately catch the reader’s attention.

Craft a catchy headline and emphasize the value of attending in your main email copy. Then, customize your CTA according to the type of event you’re having.

It shouldn’t be a hassle to add the necessary details to this pre-made template, and the result you’ll end up with will be definitely worth it!

Pro tip: You can easily integrate a countdown timer in this template and add urgency to your campaign. Just drag and drop a “Timer” Element and set the date you want it to expire.

Overall, the simplicity of the design makes this template digestible and fun to engage with, something which is necessary to achieve high click-through rates.

You can test out its effectiveness yourself by signing up for a free Moosend account .

Hop into the Editor

Template #3: The SaaS Email Newsletter Idea

If you want to increase brand awareness or showcase how your product/service solves your subscribers’ pain points, use this template to create your newsletter.

It employs a friendly and relaxed style, utilizing nice colors and bright CTAs. It also offers you the opportunity to add social proof (“see who trusts us”) in order to build trust with your audience.

You can follow the template and add a real-life image of your offices, thus humanizing your brand. The CTA encourages people to “see” the people behind the company.

Be sure to showcase your company’s strong points or intrigue people to check how your service is better than your competitors and how it applies to their pain points.

The overall style of this template sets the tone for interesting content to follow on your landing pages.

Customize this template

Looking For A Newsletter Maker?

You’ve got your checklist, successful examples to get inspired on how to create a newsletter, and a ton of ideas about how to apply what you’ve learned to design a professional-looking newsletter for your business.

As they say, strike while the iron is hot! So go ahead, pick the tool that suits your needs, and design away!

If you want a tool that you can start using right away without much hassle while delivering amazing and responsive newsletters, check out Moosend by signing up for a free account . No strings attached!

Frequently Asked Questions (FAQs)

Here you are going to find the most frequently asked questions we’ve been getting regarding how to create a newsletter.

Q1. How to Design an Email Newsletter?

First, decide which email provider you’ll use. Then, select one of the available email templates and customize it to suit your needs. Craft an engaging subject line, write your copy, pick relevant visuals, add your brand logo and colors, and finally design your CTA.

Q2. How to Name a Newsletter?

Crafting a unique newsletter name is essential for brand awareness and connection with your audience. The name of your newsletter has to be short and simple to make it memorable. Think of words relevant to your content or make a pun/wordplay . The name could also include the frequency of newsletters (e.g., The Weekly Dispatch).

Q3. When Is the Best Time to Send a Newsletter?

The best time to send an email newsletter according to data is between 9 and 11 am . An alternative time slot that works well is 1-2 pm , as numerous consumers have their lunch breaks.

Q4. What Is the Best Day to Send a Newsletter?

The best day to send an email is Thursday . Moreover, Tuesday seems to be a close second. On a more general note, data suggests that sending email newsletters during the middle of the week yields the highest open rates.

Q5. Are Newsletters Still Relevant?

Yes, email newsletters are still relevant. Now more than ever, consumers expect personalized experiences that are tailored to their needs to be delivered to them when they need them. Newsletters are a direct digital marketing channel to achieve this.

Q6. What’s the Best Newsletter Maker?

There are several great newsletter creators out there, but Moosend stands out from the rest due to its intuitive drag-and-drop editor, variety of ready-made templates, and freedom to test out and use. For a detailed rundown of the best email newsletter tools, check this list .

John Desyllas is a Content Writer with 4+ years of marketing experience!

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12 Tips for Creating Compelling Newsletter Content

May 29, 2023 - By Camilla Mackeviciute

Are you looking to build an email newsletter campaign that gets real engagement? Building an email newsletter campaign that engages readers requires effort. 

With the average person reading only a few newsletters from the hundreds of websites they have subscribed to, it’s essential to stand out from the competition.

As prospects show interest in your business by signing up to join your email list , it also presents an excellent opportunity to capture their attention and build a relationship. 

That’s why in this blog post, we’ll share 12 tips for creating compelling newsletter content, along with some inspiring examples of the best email newsletters.

What Should Newsletter Article Content Contain?

Newsletter emails are a way to keep your audience updated on all the latest news and releases related to your product or brand. They also allow brands to promote and share their blog posts, interviews, roundups, and other helpful information.

Many businesses typically send newsletter emails on a scheduled basis, whether daily, weekly, or monthly. 

Creating daily content for newsletters can be challenging, even for experienced marketers with creative writing skills . Here’s a quick list of ideas:

• Welcome email
• A message from the CEO
• Product or service guides/ updates
• Exclusive offers and discounts
• Testimonials and success stories
• Community and UGC content
• Feedback collection to measure satisfaction 
• Gratitude and thank you email
• Company milestone or anniversary
• Resource roundup
• FAQs with answers

These content ideas are just the beginning! The key is to provide value to your business and subscribers with any content you include in your newsletter articles.

Newsletter sending would be a disaster without a great email marketing tool, right?

Good thing you can send captivating newsletters effortlessly and affordably with Sender. Responsive premade templates, simple drag-and-drop email builder, robust automation feature, and much more — absolutely free!

How to Write a Newsletter Content: 12 Actionable Tips

Follow these tips and creating newsletter content will be a childsplay.

1. Be Concise

In email newsletters, less is often more. Your readers are busy and often don’t have time to sift through lengthy content. 

So, avoid unnecessary banter and lengthy introductions. Keep your newsletter articles concise and focused on one topic or message.

To ensure your content is easily digestible, be clear and straight to the point in your writing. Be specific, thoughtful, and useful before hitting the send button.

Here’s an example from Apple that illustrates this approach, telling customers they can deliver last-minute gifts in just two hours.  

2. Compelling Subject Line

Your email subject line is the first impression your readers have before they decide to open your newsletter article. 

Writing a compelling subject line that piques your readers’ curiosity can entice them to click on your email. Here are some quick tips: 

• Use action words at the beginning of your subject line to inspire action, such as: “Shop smart on April 1st.”
• Create a sense of urgency by adding a deadline, like “Get 40% off before midnight” or “Limited time offer.” 
• Ask a question to pique the subscriber’s curiosity and get them to click on your email to find the answer.

Regardless of your tactic in your subject line, it is crucial to ensure that your newsletter article content delivers on the promise made in the subject line. 

Keeping your subject lines compelling and aligned with your content will help increase open rates and engagement with your newsletter.

3. Relevant Content

Another tip for crafting your newsletter campaign is to offer relevant email content . 

This means providing valuable data, insights, and solutions that are meaningful and beneficial to your readers. Avoid generic or irrelevant content that may result in unsubscribes.

Relevant content not only attracts and retains your subscribers, but it can also set up an organic process that promotes the sale of your products or services. 

Proper segmentation and triggered responses can help you send the right content to the right people at the right time, resulting in a more effective and successful newsletter campaign.

4. Personalize Content

Email newsletters need to be personal. It should be customized to each subscriber, as they have shown a personal interest in your product or business by joining your email list. 

Email personalization can be as simple as including your reader’s name in the greeting and content to make it more personal and engaging. 

But to truly connect with your readers, it’s essential to segment your email list based on opt-in methods, preferences, behavior, or demographics, so you can deliver relevant content that resonates with each subscriber.

A great example of personalization is Spotify Wrapped, which creates a personalized experience by reminding customers of their memorable moments with Spotify. 

Readers are excited to learn about their listening habits and share them with the world. This has helped Spotfify build stronger relationships with its subscribers and customer loyalty. 

5. Catchy Headline

Like your subject line, your newsletter article’s headline should be catchy to grab your reader’s attention. It should evoke emotion or interest to entice your subscribers to continue reading.

A compelling headline sets the tone for your content and can significantly impact the success of your newsletter campaign.

You can use powerful words, statistics, or intriguing statements to make your headline stand out in a crowded inbox.

A great example of this is demonstrated in the email by The School of Life, which starts with the intriguing headline “How to be a fool,” an idea that most people likely never thought of.

This kind of headline piques curiosity and generates interest, compelling readers to want to know more, and is a powerful technique to make your newsletter stand out and encourage readership.

6. Brief Introduction

Following the headline, the introduction of your newsletter article is a crucial element that determines whether your readers will continue reading.

Keep your introduction brief and captivating, as it serves as a hook to draw your readers in. Clearly state the purpose of your content and highlight the benefits your readers will gain from reading further.

This also sets the tone for the rest of the newsletter. So make sure your introduction creates excitement and anticipation to compel your readers to want to know more. 

7. Use Simple Language

When it comes to email copywriting , avoid complex language like technical terms or jargon that may confuse or bore your readers.  

Instead, use conversational language to make it easier for your subscribers to understand and resonate with your brand. 

Writing in a conversational tone, as if you are speaking directly to your readers, can make your content more engaging and accessible.

An example is the abandonment email from Nomad, which uses a conversational tone to connect with the reader and encourage them to complete their purchase.

By using simple and relatable language, you can create a more personalized and approachable experience for your subscribers, enhancing their engagement with your content and increasing the effectiveness of your email campaigns.

8. Contextual Links

When including links in your newsletter articles, it’s crucial to use contextual links to drive traffic to your website.

Link to relevant articles, blog posts, or landing pages related to your content. 

This not only adds value to your content but also encourages readers to click through and engage further with your brand, enhancing their overall experience.

Avoid using generic link text like “click here.” Instead, use concise and descriptive link text that provides meaning and context to entice readers to click.

Additionally, make sure your contextual links are apparent and easily identifiable, prompting subscribers to instinctually click on them, like this newsletter here by Really Good Emails. 

This newsletter by Really Good Emails uses clear and visually appealing contextual links to guide readers to their content.

9. Clear Call-to-Action (CTA)

A compelling call-to-action (CTA) is a crucial element of any effective email, as it prompts your readers to engage with your content, click through to your website, and ultimately take action.

When creating your CTA, keep it short and visually appealing to make it stand out. 

Whether it’s to sign up for a webinar, download a resource, or take any desired action, a clear and compelling CTA can significantly improve engagement and conversion rates.

While it’s generally recommended to have one clear CTA, there may be situations where you need to include two or more CTAs. 

In such cases, be strategic with your positioning to avoid overwhelming your readers with too many options.

A great example of effective CTA placement can be seen in this email example by Fellow, who cleverly used buttons to segment audiences while presenting it in a visually clean format.

10. Proofread the Article

Nothing can undermine the credibility and professionalism of your newsletter, like grammatical errors, typos, or factual inaccuracies. 

Whether you are editing the email yourself or hiring a freelance proofreading service, it’s crucial to thoroughly go through your newsletter content before sending it out to your subscribers. 

Pay close attention to spelling, grammar, punctuation, and factual accuracy to ensure your content is error-free and presents your brand in the best possible light.

One tip is to read your content out loud, as this can help you catch any awkward phrasing or errors you may miss when reading silently. 

Additionally, consider having someone else review your content with fresh eyes, as they may spot errors you overlooked.

11. Quality Visuals

Quality visuals are not only a great way to present information, but they can also make your content more engaging, memorable, and shareable.

Using high-quality images, graphics, or videos relevant to your content can enhance the visual appeal of your newsletter. Avoid generic stock photos and opt for original visuals whenever possible, as they can help differentiate your content and make it more unique.

An excellent example is the Athletic Greens product email, which effectively uses a product image with benefits to showcase its offering.

When using visuals in your newsletter, ensure that they are correctly formatted and optimized for email so they load quickly and do not disrupt the overall layout of your content. 

Large or improperly formatted visuals can negatively impact your newsletter’s load time and user experience, so optimizing them for optimal performance is crucial.

12. Target Audience

Lastly, always keep your target audience in mind when creating newsletter content. Put a face and name on your audience so you know exactly who you’re talking to. 

This makes it easier to craft content that resonates with them but fundamentally understand your target audience’s interests, pain points, and needs and tailor your content accordingly.

When creating targeted email campaigns, you must recognize that you may have multiple types of customers or subscribers. Consider creating separate buyer personas for each audience segment to make these campaigns work effectively. 

This allows you to understand the unique characteristics and preferences of each segment better and create content that speaks directly to their interests.

Creating relevant and meaningful content for each target audience can establish a strong connection with your readers and increase engagement. 

Conclusion: Best Tips for Creating Newsletter Content

Creating compelling newsletter content requires strategic thinking and attention to detail. 

By following these best practices, you can create a newsletter that captivates your readers, fosters a loyal readership, and drives meaningful results for your marketing efforts. 

So, take the time to plan, create, and polish your newsletters to ensure they deliver maximum impact and value to your subscribers. Happy newsletter writing!

Adela Belin leads content at Writers Per Hour . With a passion for storytelling, she brings a wealth of knowledge to the field of content marketing and is dedicated to creating result-driven content. Find her on Twitter and LinkedIn .  

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How To Write An Effective Newsletter Introduction (With 10 Examples)

• 27 August 2021
• By Victor Ijidola

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Over 319 billion emails will be sent today. Make people see yours.

Make yours stand out from the crowd, no matter how many emails you send. It all starts with a short and sweet introduction to Flodesk.

Nailing your email introduction is more important today than it’s ever been. Statista estimates that 319.6 billion emails will be sent per day in 2021. This means inboxes are a highly competitive space, with lots of brands vying for the same attention. So it’s absolutely critical to write a strong newsletter introduction. You’ve got to hook readers immediately and convince them to keep reading. 

7 quick tips to write an amazing newsletter intro

To help you, we’ve compiled some tips to write amazing newsletter intros along with real-life newsletter introduction examples. 

If you’re still in the list-building phase of your email marketing campaign, check out 7 Newsletter Signup Form Examples to Grow Your Email List

1. Adopt a “no-fluff” mindset

To get your email subscriber’s attention you need a stunning newsletter header and your intro needs to get to the point right away. No small talk, no chit-chat, just the point. 

Now, this doesn’t mean you should be brash or unconversational. It just means to think about your message from the reader’s perspective. A no-fluff mindset means removing anything that doesn’t add value to the reader or explain what they’ll get out of the full email. 

For example, here’s an email introduction from Carol Tice at The Freelance Writers Den :

Hi [First name],

This week, we’ve got a podcast with Stefan Pallios, author of the new book The 50 Laws of Freelancing. He and Den admin Jennifer Roland talked about that book, his freelancing career, and how he manages such ambitious side projects alongside a full slate of clients.

Check it out in the Resource Library.

Carol gets right down to business, immediately describing the value in the current week’s email—a podcast interview with Stefan Pallos, author of the book, The 50 Laws of Freelancing . And she includes a clear CTA encouraging customers to click through to her website to listen to the podcast and check out the related blog post. 

2. Make it a one-liner—with a strong punch

One-liners may seem simple on the surface, but they often make us laugh in spite of ourselves. And when every word counts, it’s hard to beat a one-liner in terms of efficiency when you write intros. You can make a connection, establish rapport and give existing customers the giggles all in one quick sentence. Of course, you’ll need to use them sparingly in your email campaigns and only when it’s relevant to your brand or product. 

(To learn more about how to connect with your customers in emails, watch 3 Tips to Connect with Your Audience in Emails .)

For example, here’s a good one-liner that would be great as a recipe intro:

“Just burned 2,000 calories. That’s the last time I leave brownies in the oven while I nap.” 

If your email newsletter happens to focus on baking and you’re sending brownie recipes, something like this would be a great way to grab your customers’ attention while staying relevant. One-liners are also a fantastic way to incorporate a visual into the newsletter. 

Pack a punch with your first Flodesk newsletter

First impressions are everything in email marketing—make subscribers remember you with an unforgettable introduction email using Flodesk templates.

3. Ask an interesting question

Questions are useful in intros because they get the reader thinking, tempting them to continue reading. The trick, however, is to lead with an open or leading question as opposed to one with a specific yes/no answer. 

For instance, if you ask: “Need quotes to refinance your mortgage?” 

The reader is likely to think, “Nope.” And then just move on. 

But if you say, “Will mortgage rates stay this low much longer?”

It’s likely to pique their interest. And they may click through to find out what you have to say. 

Here’s a good example of a newsletter intro that asks an interesting question from Annie Franceschi at The Greatest Story Creative: 

In Annie’s email newsletter intro, she kicks things off with a question that’s likely on the mind of her potential customers (newbie email marketers)—“But how do you get started and what should you be sending to be genuine and not sleazy?”

Such a question gets the reader thinking and also succinctly communicates what they can expect from the rest of the newsletter. In fact, Annie follows the question immediately with a link to her new podcast episode discussing the topic in question. 

4. Share an uncommon, but relevant statistic

A great statistic can tell the whole story quickly, eliminating the need for long-winded descriptions. Plus, the numbers themselves are visually eye-catching. 

According to Mike Hamers , owner and founder of Lightspeed Commercial Arts, “Our brains are attracted to numbers because they automatically organize information into a logical order… like candy for your organizational mind.”

Statistics are effective anywhere you put them, whether in your intros, headlines or subject lines. For instance, LinkedIn ran A/B testing on headlines with and without statistics:

Headline A: 75% of B2B buyers rely more on content to make purchasing decisions than they did a year ago. 

Headline B: B2B buyers rely more on content to make purchasing decisions than ever before. 

And they found that statistics had a big impact on click-through rates. The headline with the statistic (Headline A) had a 37% higher click-through rate and 162% more impressions. 

Statistics can also pique interest, similar to a question, enticing readers to find out more. This is where the uncommon part comes into play. If it’s a statistic that the reader has heard before, there’s nothing to motivate them to keep reading. 

But if it’s new or uncommon, the reader is more likely to want to learn more—especially if it’s relevant. Statistics also lend authority to your newsletter since you’re introducing the reader to new, relevant information. 

Take this example from CSP Kitchen’s email newsletter : 

“Coffee With a Kick: 37% of Survey Respondents Add Alcohol to Coffee at Work”

CSP Kitchen leads with an eye-catching statistic that 37% of respondents add booze to their coffee at work. Given all we’ve shared about statistics, you can imagine how this is going to make a lot of readers want to find out more, just out of sheer curiosity. 

5. Lead with a relevant image

Everyone knows the old saying, “a picture’s worth a thousand words.” And even though it’s a cliche, it’s true. You can communicate so much with a relevant image, leaving you to get down to business with your intro. Images are also a great way to make a personal connection with customers since images can evoke feelings more quickly than words. 

Here’s a good newsletter example that leads with a relevant image from ‘Cause We Can Events: 

In this email newsletter from the folks over at ‘ Cause We Can Events , things kick off with an image of a bride and groom with a stunning desert backdrop. If you’re in the wedding planning world (which their audience likely is) this picture is going to tug at your heartstrings pretty quickly. 

Don’t limit your images. Think big.

Flodesk’s simple but elegant templates make your newsletters stand out with loud and proud images that capture your subscribers’ attention.

6. Share an unpopular opinion or bold statement

Sharing an unpopular opinion is a surefire way to get your readers’ attention and make them curious to know more. As Psychology Today explains , the drive to seek out information about our world is hardwired into us, through our dopamine-reward system:

“There is a body of research suggesting that dopamine incentivizes behavior more through wanting (…) than liking. In effect, the dopamine creates an itch that needs to be scratched.”

Unpopular opinions and bold statements can create an especially strong itch. However, you need to be careful to avoid a few common pitfalls—namely alienating your readers with the opinion itself or coming off as too “click-baity” by using irrelevant or overly shocking statements. 

One of the best ways to avoid these problems is by sharing opinions that aren’t yours. Instead, you can share opinions held by others about something relevant to your audience. Then, the reader will be interested in the opinion enough to want to find out what’s behind it without being offended or annoyed. 

Here’s a good example of a newsletter leading with a bold statement from Sarah Peck’s Startup Parent : 

“Truth talk: the world of work was not made for working parents.” 

This email newsletter starts out with a bang as Sarah drops some “truth” on her customers. The bold statement grabs attention and likely elicits a strong response from her readers (mostly professional women). 

Read next: How to write a nonprofit newsletter !

7. Call out their common identity

Calling out a common identity is a good way to personalize an email. It immediately tells the reader you have something in common and makes a connection. Plus, it gives them a reason to consider what you have to say. 

Here’s a good example of a newsletter intro that calls out a common identity from Sarah Turner : 

“These are the top 10 books that EVERY copywriter MUST read. These books were crucial for my growth as a copywriter & an entrepreneur and I hope they’ll be just as important to you.”

Sarah’s email newsletter targets copywriters and entrepreneurs. As you can see, she calls out their common identity right away, immediately making a connection with her customers. 

Let’s now look at even more examples of newsletter intros so you can draw inspiration from them.

10 best newsletter introduction examples

These intro examples are some of the best we’ve seen, so we’re sharing them with you here:

1. Myrtle’s irresistible sense of style 

Founded in 2011 by Whitney Bickers and named after her great-great-grandmother, Myrtle is an online boutique featuring pieces by independent female designers. 

This fashion newsletter introduction does a great job of capturing the sense of style inherent to Myrtle’s business. Leading with a crisp, relevant image and bold colors, the reader is immediately drawn into the email. 

It’s also a great example of using enticing text, offering “the first of spring” which makes customers feel like they’re getting early access to something. 

2. Nutriciously’s mouth-watering summer recipes

We love how this email newsletter introduction by Nutriciously gets right down to business. It has a bit of conversational banter at the top but the main image clearly shows the value to the reader right off the bat—22+ fresh vegan summer salad recipes. 

The arrows are a nice touch too, drawing subscribers’ eyes to the main event and making the whole thing feel a bit personalized. 

3. An Indigo Day’s chic freebie

Fans of Jessica Camerata’s fashion and lifestyle blog, An Indigo Day , will love her awesome newsletters as well. Jessica sends weekly digest emails to educate readers about her newest blog posts, including a personal note. 

Plus, she shares loads of helpful information with her customers, including a monthly newsletter with 3 things inspiring her for the month ahead. And, every now and then, she shares a favorite product; a must-shop sale; or inside tips and tricks. 

In this particular newsletter, Jessica is sharing a 14-page free guide with subscribers. We love how she features the actual guide as the image in her introduction. 

It’s also great how the message is personalized with the subscriber’s first name. 82% of marketers report an increase in open rates using personalized emails vs non-personalized emails so this was a good move.

4. D’Ana Joi’s inviting photo and tone

We love this particular intro from multi-passionate coach D’Ana Joi because it leads with a great photo of herself (important because she’s selling coaching services) on a brightly colored backdrop. The photo is inviting and professional, gently nudging the potential customers to engage. 

The intro is also personalized with the reader’s name and quickly gets to her value proposition—the top five benefits to working with a multi-passionate mentor. 

Create vibrant and professional newsletters with Flodesk

Your customers deserve better than plain-text emails. Let them live life in full technicolour.

5. Science & Soul Nutrition’s relatable opening line

This email newsletter from Science & Soul Nutrition , a meal delivery service, hooks readers with an enticing statement—“Count colors not calories.” 

It goes on to share about the benefits of plant-based food, suitable substitutions for customers with food allergies and a reminder to check out the current week’s menu, creating value and enticing readers to click through.

6. Wayfarer Design Studio’s aspirational intro

Abby over at Wayfarer Design Studio gives us another good example of a newsletter introduction. She leads by dangling something her customers likely aspire to—turning a $2.5K client into a $9K client. 

And she follows the enticing headline immediately with a CTA button to watch the interview. For those who make it past that, Abby then personalizes the introduction using the subscriber’s name and explains a bit about the interview series and what the reader can expect. 

7. Westerly Kitchen’s well-designed layout 

Westerly Kitchen is a meal delivery service in the greater Seattle area. They really know how to format a newsletter for their audience, as you can see in their email newsletter promoting the current week’s menu. Since people “eat with their eyes,” the bold visuals make a big impact with clear and concise copy describing the week’s dishes. 

They also include a CTA button to “Order now” both above and below the fold for extra conversion.

Plus, their newsletter is optimized to look just as good on mobile devices as it does on desktop. According to a recent article in Forbes , mobile now accounts for 46% of all emails opened by consumers and professionals. While mobile responsiveness is an especially important feature when sending email newsletters, platforms like Flodesk make it easy with templates that are optimized to look great on any device, in any inbox. 

Looking for the best software to design beautiful email templates like the one above? We have you covered – check out these top Mailchimp Alternatives

8. A&M Collective’s sharing expertise and value at the top

In this no-fluff email newsletter from social media strategist and blogger Antoinette Faltz-McQueen , the value is presented to the reader immediately—4 Tips To Increase Your Engagement. 

For her audience of small business owners and coaches, these practical tips not only provide value but also demonstrate her expertise, potentially turning subscribers into clients. 

We especially love how she includes a link to a freebie as her call-to-action, along with an invitation to check out her new website. 

9. The Fearless Chase Collective’s understanding of their target audience

Madison Anaya knows her audience. And it shows in this quiz-based email newsletter from The Fearless Chase —the business education and community-focused membership platform you never knew you always needed.

According to Neil Patel , “Using quizzes in your marketing strategy is one of the most underrated marketing moves. (…) They are incredibly effective at generating leads, engaging your audience, and much more.”

Showing her marketing prowess, Madison made one of her own personality quizzes featuring sitcom characters from popular shows. This is one quiz you won’t find on Buzzfeed though as it tells users which iconic sitcom character embodies their current stage of business. 

We also love how Madison’s intro (and all of her emails) are written in a unique and consistent brand voice. To learn how to craft your own, check out, “ Brand Voice: What It Is, How to Develop Yours & Why It Matters. ”

10. Brick & Batten’s value-packed welcome letter

We love this effective welcome email newsletter by Allison Vaccaro and Cassie McDowell of Brick & Batten , an exterior home design company. They lead with a simple but on-point message (We’re Glad You’re Here) which makes subscribers feel welcome. 

Then they proceed to load up new subscribers with lots of valuable and relevant links, making it clear from the get-go that this is one newsletter that will be worth the reader’s time—especially since it mentions that subscribers will be the first to get deals or a discount code. 

To learn more about writing effective welcome emails, read our post on the 11 Best Examples of Welcome Email Subject Lines (& Tips to Write Your Own) .

Email newsletter introduction FAQs

What do you write in a newsletter introduction.

A newsletter introduction should tell the reader what they’ll get out of reading the rest of the email or linked article. This should be of value to the reader and communicated without fluff and in a conversational tone. 

What makes a good newsletter introduction?

Good newsletter introductions get right to the point, using techniques such as questions, statistics, images and one-liners to make a connection with the reader and get the main idea across quickly. 

Once you’re done with your intro, check out, “ How To Write A Newsletter (A Really, Really Good One ), on Flodesk University to learn about writing the rest of your newsletter.

Let’s sum it up

If you’re wondering if all this effort is really worth it, especially with so much competition in the inbox, you’re not alone. But the answer is a resounding yes. Email marketing still has the highest ROI of any marketing channel, bringing in $42 for every dollar spent. So, now you can get to work on your email newsletter, knowing that your time is well invested.

If you want to learn how to make email marketing easy, why not read our post on 11 ConvertKit Alternatives for Your Email Marketing Strategy .

Flodesk: the simple & intuitive email marketing platform

You don’t have to learn code to create a beautiful email or create an introductory newsletter your subscribers love- that’s why we’re here!

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About the author

Victor Ijidola

Victor Ijidola is the CEO & Content Lead at Premium Content Shop—a content marketing agency for B2B and SaaS businesses. Feel free to connect with him…

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Newsletter examples.

Make a custom and unique newsletter for free in minutes with Adobe Express.

Create your newsletter now

1. Monthly newsletter examples.

Are you looking to share content about the month? Check out these monthly newsletter templates. They help you distill information into small paragraphs, giving readers a taste of your month. Choose a template to serve as a cover page for a longer newsletter, or pick a standalone design.

2. Travel newsletter examples.

Newsletters are an effective way to share travel information. If you’re looking to excite potential tourists, provide facts about a location, or update readers about a personal trip, these travel newsletter templates are just the ticket. Use your eye-catching photos, or pick from our extensive photo library.

3. School newsletter examples.

Are you a teacher or school administrator? These school newsletter templates are what you need to keep parents, students, and faculty up-to-date with the latest news. You can add pictures, logos, school colors, and fonts to make your newsletter feel unique to your school.

4. Health newsletter.

When creating a newsletter to share health information, your design needs to be clear yet eye-catching. Make sure you design a template that allows you to attract the reader’s attention without overwhelming them. Choose images that compliment your health facts and help readers visually understand your message.

5. Parent newsletter examples.

Parents - newsletters are the perfect way to share information pertinent to your kids. Keep everyone on the playground up-to-date on local kid’s activities, school news, and parenting hacks. There are many parenting tips out there, so make sure to incorporate bright colors and big fonts.

6. Conference or event newsletter examples.

Get the word out about your conference or event with an attention-grabbing newsletter. When creating a newsletter, make sure you display all necessary details, including contact information, calendars, and a general overview. Pick colors, fonts, and images to embody your organization.

7. Holiday newsletter examples.

‘Tis the season for a holiday newsletter. Whether you’re sharing information about holiday deals or updating your loved ones about your family’s year, make sure your newsletter is merry and bright. Add images to your newsletter to make it festive.

8. Photography newsletter examples.

A photography newsletter can be a great way to show off your photos and your process. You can share tips, stories, and information about your business right next to your breathtaking images. Make sure you’re putting your pictures in noticeable locations to catch the reader’s eye.

9. Fashion newsletter examples.

Everyone is always looking for the latest fashion trends, and a newsletter is a perfect way to share them in style. Make sure your photos are the centerpiece of your newsletter and add personalized colors and fonts to fit your brand. Explore different themes and layouts to amp up the flair.

10. Product showcase newsletter examples.

When launching a product, it’s essential to integrate relevant information with a straightforward design. Make sure to highlight your main points in designated sections with readable fonts. Customize the colors, typography, and images to match the theme of your showcase.

11. Hiking newsletter examples.

Want to share information about hiking? Use a newsletter to showcase relevant details, including closures, seasonal information, top trails, and fun facts. If you want to attract tourists, make sure to include captivating images.

How to make a newsletter.

Spread information with creativity on your side..

With the power of Adobe Express, you can create eye-catching newsletters that people love to read. Once you create your newsletter, resize your design to turn it into a poster, social media post, or email. You have the power to spread information with creativity on your side.

Writing a Newsletter: Examples, Format, and Strategy

Every message you send should promote your product, service, or mission successfully. But writing a newsletter can seem frustrating. Where do you begin: with the design, the content, or both? Will people even find it engaging? As a blank screen stares back at you, you may feel overwhelmed. Keep calm and read on to learn all about newsletter writing from start to finish.

Table of Contents

What are 5 elements of an effective newsletter, what should be included when writing a newsletter, what is a newsletter example, how do you start writing a newsletter, what should i write in my first newsletter, how do i create a newsletter template, how do you sign off a newsletter, how often should you send a newsletter, how do i make a newsletter for free, how do you write a professional newsletter.

For a summary of the main points in this article, read 5 Elements of an Effective Newsletter . If you prefer to absorb everything, dig into the details below.

Your goals can determine the newsletter content and the design. Michael Katz of Blue Penguin Development suggests you answer the question, “What is this about?” in one clear sentence. And aim to give your readers information that will appeal to them. Ideally, it will help them do better jobs or live better lives.

If you’re in business, your priority may be to get more leads, which can eventually turn into sales. You can address every stage of your buyer’s journey , from their awareness of your business to consideration, decision-making, and loyalty. So, when writing a newsletter, feature content that informs potential customers about you and your products or services and how you can help them.

To build a great newsletter , plan what to include in each issue.

Content Ideas to Help You Build a Relationship With Your Readers

• News or upcoming events: your own or from sources you credit
• One or more of your recent blog posts (links with or without summaries)
• Discounts, special offers, or giveaways (a free guide, a prize drawing, etc.)
• Your thoughts on a topic tied to your product or service
• Readers’ comments, including questions and answers

And it doesn’t have to be all business. Katz also recommends you blend stories about your life experiences with your business knowledge to connect with readers and build trust. A more personal touch may make you stand out as someone people can relate to rather than a faceless brand name. It can also keep your content interesting. Their responses to your content could reveal how popular it is or how well it converts.

To write a short (and good) newsletter article , consider:

• The purpose of the piece and if it fits the theme of your message; if not, find a suitable topic. To refine your subject, link your article goals to the different stages of the buyer’s journey (more on that later).
• The writing style: will it be informational or tell a story? Will you go for laughs?
• The outline or structure.

Artificial intelligence can help, but check any facts for accuracy and tailor any content it generates to your unique brand voice, language, and tone .

Learn how to write a newsletter article.

Regarding formatting, research and marketing firm Fenwick studied 100 email newsletters by B2B (business-to-business) companies in different industries. They found four common newsletter formats:

• The Summarizer: about 69 percent of the emails repackaged pieces the firms had already published
• The Hard Sell: 18 percent of the messages focused on product/service benefits
• The Homepage: eight percent of the newsletters curated content from across the web and provided analysis/context
• The Forwarder: five percent of the emails the firm generated when it published a new piece of content without any context

Need more ideas? See the samples below.

If you run a professional services firm (lawyers, insurance, real estate agents, etc.), these are some examples of excellent e-newsletters . I also have some thoughts on healthcare emails .

Among 501(3)(c) charitable nonprofits, I like the National Hemophilia Foundation’s HEMAWARExpress . It features a tasteful design with images and brief descriptions that link to the full articles. The headlines are short. Other copy, such as the sponsored content, is formatted into two columns to stand out from their own articles. Every image is eye-catching, designed to help tell the story. The newsletter could, however, be shorter. With fewer content blocks, readers would scroll less and save time.

Editing tip: Make sure your headlines follow a consistent case style. In the example above, one of the headlines among the sponsored content is lowercase, but the rest of the words in the headlines are capitalized — consistency is key for easy reading.

I’ve created e-newsletters for economic development nonprofits. One of my local chambers of commerce, the Bangor Region Chamber , excels at keeping their content and design short and sweet, without bold colors, large fonts, or other distracting elements.

These examples can guide you in choosing the content, design, and style of your newsletter. As shown, depending on your audience and subject matter, your copy should keep a friendly and informational tone throughout.

Next to your copy, the design also determines the basic newsletter structure. Follow AIDA, which stands for attention, interest, desire, and action.

• Attention – Get people to click on your emails. Put the most interesting parts at or near the top. Start with a compelling subject or headline — the first thing readers will see. Use power words , numbers, news, or scarcity (“This Friday Only”) to grab attention. Subject Line , Sharethrough , Advanced Marketing Institute’s Headline Analyzer and other analyzers can help you choose click-worthy titles. If your email marketing platform allows for it, include some preview text. It can build on the headline and offer more details to influence opens through helping readers see the value of your email. Inside, much of the age-old writing advice for articles applies, such as starting with enticing sentences to keep people reading. I won’t bore you with everything, but generally, that involves stating an intriguing fact, adding a good quote, or asking a question. Images should also draw readers in. Personalize the copy by tailoring it to users’ interests or behavior.
• Interest – After you’ve started, the challenge is to keep people reading. HubSpot suggests you do that through “building relevance.” If you know why you’re sending people your newsletters, ask yourself, “What value are they going to get from it?”
• Desire – Build on the initial steps through showing readers the value of your product or service.
• Action – This is the goal of your email. It involves a clear and eye-catching “call-to-action” (CTA), such as a sentence or a button that links to your website where readers can learn more. It could be a paragraph about your featured article with a link to the full piece. Action verbs help. Focus on the benefits of the content to get clicks.

To write a great CTA, HubSpot recommends you ask yourself:

• What do I want the reader to do?
• Why should they do it?
• How will they know to do it?

Beyond CTAs in link form, buttons are easy to see. You can change the design and add white space around them. Some copywriters suggest you use the word “me” or “my” instead of “you” or “your” in your CTAs to enhance their appeal.

• Book Your Tour and Save
• Schedule My Free Consultation

The footer can include links to any social media pages and information that complies with CAN-SPAM (U.S. and Canada) and GDPR (Europe) laws.

Keeping It Simple to Maintain Interest

Whatever you decide to include in your emails, the Content Marketing Institute recommends they be “simple and focused.” Stick to one topic. If you must add more information, mention it briefly after the body of the email. Too many details can stop the flow and decrease interest. The text should be conversational and helpful, written in a tone appropriate for your style and brand and your target market or buyer’s “persona.”

Some experts recommend the average newsletter be 300 words or fewer — or about six to seven lines of text per message — with simple words, short sentences, and action verbs.

Research backs this up. The Nielsen Norman Group (NNG), which studies internet usage patterns, analyzed 117 newsletters with infrared emitters and webcams to capture people’s expressions. They also used eye-tracking heat maps that showed where users looked.

Their research reveals that people tend to skip introductory text. A little over one-third of the time (35 percent), users skimmed or glanced at the material. The average time users spent opening a newsletter was 51 seconds.

Another of their usability studies of ten emails showed that “users have highly emotional reactions to newsletters.” Because they arrive regularly in their inboxes, readers tend to see them as an ongoing relationship, with more of a bond between them and the company than a website or a blog. And the format must be simple. Only 23 percent read them thoroughly. Users skimmed, scanned, or didn’t open the rest.

A heat map , like those the NNG used that connects to your email marketing platform, can note where people tend to look. Tracking readers’ activity, including open rates, can help you determine future content.

Later, we’ll cover how to create a newsletter template to house your content.

Your first newsletter can set the standard for later emails. It may serve as an introduction, apart from a “welcome” message or script you send new subscribers automatically. It can also state the purpose of your newsletter and cover content you feel is most relevant to readers. And you may mention when they can expect to receive it.

HubSpot follows a holistic approach to writing a newsletter. They suggest you “consider how to send the right email to the right person at the right time.” They recommend you ask yourself:

• When will this contact see value from this email?
• Will they be able to do something with it right now?
• Is this information relevant to their needs or goals?

Each potential customer is at a different stage in the buying process; some may be in an “awareness” stage and need more educational content compared to someone who is still deciding and needs more information, such as a consultation.

Popular email marketing platforms such as MailChimp and Constant Contact offer templates you can customize with your own colors, fonts, content, stock photos, and branding. You can also choose pre-made templates based on the audience and subject matter. They typically feature a header and a footer, with one column throughout or a mix of one- and two-column content blocks. There’s usually only one of each column style per email.

Fenwick suggests that when it comes to design, you should keep it simple (like your content). The B2B newsletters they studied “buried whatever point they hoped to make in walls of tiny text, crammed non-essential images into two-column formats (not a death sentence, but difficult to pull off).” They also “produced an experience that felt nothing like their website.”

The newsletters Fenwick ranked highest were:

• An average of 241 words long
• Used fewer images
• Had one column
• Featured the same colors and branding as the company websites

What Does A Well-Designed Email Look Like?

Fenwick gave the average newsletter a score of 1.83 out of three — just below average; newsletters in their top ten percent achieved a 2.6. They granted only 20 percent of the companies high marks. The top email newsletters were simple, visually appealing, and kept readers’ attention throughout. “The lowest scoring email newsletters were cluttered, poorly formatted, and featured several different nested headers, many columns, and a disorienting amount of text.

Perhaps unsurprisingly, great writing and great design are correlated. Companies that have good copy also have good design instincts and vice versa.”

ADA Guidelines for People With Disabilities

An overlooked part of newsletter design is compliance with accessibility standards such as the Americans with Disabilities Act of 1990 (ADA) and the European Union Accessibility Directive . The ADA requires certain businesses to accommodate people with disabilities. Web content for them should be accessible for navigation by voice, screen readers, or other assistive technologies. The ADA guidelines apply to businesses that run 20 or more weeks yearly with at least 15 full-time employees or those that provide public accommodation, such as inns and restaurants.

Often, people believe websites must be ADA compliant — they can be subject to fines if they aren’t — but newsletters and emails aren’t often discussed. The ADA guidelines aren’t specific, so much of them are based on Web Content Accessibility Guidelines . The ADA legal requirements for an email include:

• Maintain a logical reading order
• Use heading elements in code — if you rely on templates and don’t know HTML, this won’t apply
• Include enough contrast between text and background colors ( WebAIM contrast checker tool )
• Provide “alt text” for images
• Feature meaningful link text
• Keep your code concise (not applicable if you rely on templates)
• Use a descriptive subject line

Also, check how your emails look in light and dark modes and if necessary, change your design elements to improve accessibility . The dark mode setting in email clients shows the text, icons, and other user-interface elements in light colors against a dark background.

The design elements can also include providing enough space around your text and not using colors that are too similar. People with vision problems may find italics hard to read. Links, ideally, include three or more words. Linking to an entire sentence (if it’s short) can be easier to read. Campaign Monitor recommends avoiding “click here” and “read more,” in favor of the more precise, like “Read our recommendations for better links.”

Many of these guidelines are for the visually impaired, so the content should make sense and work well with other devices, such as screen readers.

A descriptive subject line should refer clearly to the newsletter content.

Example: “Picked for you: Light Wash Jeans” (Levi’s®).

Whether or not your business must meet government accessibility laws, it’s practical to make your content easy to read for everyone.

Planning Your E-Newsletter by Design

MarketingProfs suggests you type or hand-draw a basic design before you begin. If you’re working with a designer or programmer, you can give it to them and they can go from there. They also suggest you ensure the look and feel are clear and consistent with your brand and its voice.

HubSpot recommends you keep the type of device your readers will use to see your messages in mind. Smartphones are among the smallest screens. Plain text emails work best for newsletters that focus on content. This format is also helpful if you’re linking back to a blog post or a website. Newsletters in HTML format may be more eye-catching than text.

Plain text emails work best for newsletters that focus on content. This format is also helpful if you’re linking back to a blog post or a website. Click To Tweet

To quote HubSpot, “Regardless of which type of email you are sending, your reader needs to know what you’re trying to convey. Aim for a clean, straightforward design to display the value you are sending.”

Elements of Design That Enhance Appeal

As covered earlier, every email, to comply with your country’s laws, should have a footer. Per the CAN-SPAM Act in North America, it must have your physical address and links for readers to unsubscribe or to email preferences. It should include your company name, street address, city, and state. The option to unsubscribe is a “goodwill” gesture. HubSpot sees it as a way to build and maintain trust.

For faster load times, use fewer images and keep them fairly small. MailChimp, for example, prompts users to size them 800 pixels wide and 600 pixels high.

Also, too many columns can confuse readers. When you’re ready to test your design, check how it looks on other devices. Some email platforms offer this feature. You may also send yourself a copy. This helps with all parts of editing and proofreading, from design elements (images, content blocks, fonts, white space) to checking links and the content itself.

HubSpot uses the following steps when creating a template to show the reader value, explain the action they should take, and create a conversation that feels natural:

• Set a goal.
• Outline your email design; write and design the content to involve the reader in your conversation (and convert).
• Focus on creating a consistent experience.
• Bring everything together and create a call to action to guide the reader to their next steps.

Essentially, everything should support the goal of your message and be consistent throughout. And format the writing and the design elements for easy scanning and reading. That’s another part of building a relationship with your readers.

Design Elements That Improve Engagement

Think about the different elements of your email. The top, or header, should be a focal point — put details you want people to see first here, such as your logo.

Headers, links, bold text, and white space throughout emphasize certain parts of your newsletter, making it scannable. White space gives your content room to breathe, breaking up text and images for easier reading.

In most email marketing platforms, the standard width is 600 pixels, but you may be able to change the settings to suit different screen sizes.

Depending on the content, each “block” or section can have its own call-to-action (CTA). These usually appear at the end of the block. Campaign Monitor recommends you add some personality to the end of your newsletter or CTA. Your final message should match the tone of the rest of your content.

They suggest you:

• Know your audience
• Keep it pleasant, short, and sweet
• Show gratitude when it’s appropriate

Less is sometimes more.

The short answer: it’s up to you. 🙂

If your emails will feature the latest news or promotions, it may be better to send them daily or weekly. For evergreen content, every two weeks or once a month can work well. At the least, it shouldn’t be less than four times a year or quarterly.

Ann Handley of MarketingProfs offers the following rules of thumb:

• Quality matters more than frequency (with some exceptions). It takes her about eight hours to write and publish her newsletters, hence she issues them every two weeks. She also believes there’s no “right answer” to the question of how often you should publish. To her, weekly or every two weeks is a minimum. She sees monthly as “too infrequent.”
• “Write only when you have something to say” doesn’t work. (The Content Marketing Institute has promoted that philosophy.)

For professional services firms or solopreneurs, Michael Katz advises that every two weeks is fine; he publishes his on that schedule and finds that “it keeps me very visible and top of mind.” And he says that nearly all of his clients publish theirs monthly. For many people, more often is too much work. He reasons that with social media and other tools, you can get more mileage out of your newsletter through posting on other platforms. Like other forms of content, newsletters yield benefits over time.

Research can help you decide the best schedule. Fenwick — remember them? — suggests that “For a newsletter to remain enjoyable, one email per week is probably fine.” Their analysis found that companies sent an average of six emails monthly. The ones they ranked in their top ten percent averaged 11 per month. They advise that sending an email every other day is a lot and suggest sticking to the average.

Few email marketing platforms are truly free; many of them offer limited trials and then charge a monthly fee based on the number of subscribers and/or how often you send.

MailChimp is among the best and most well-known free providers for lists of 500 or fewer subscribers. It offers a decent variety of templates for non-designers or programmers, but if you know HTML, there’s an option for that. You can also preview your newsletters, send tests, and check links. And you can send every new subscriber a “thank you” or “welcome” email. Plus, the platform provides solid metrics, letting you track clicks and opens, including the best dates and times for sending. A/B tests are available for paid accounts.

Other services offer similar options based on the number of contacts and emails you send. With Mailjet , the free limit is 6,000 subscribers and 200 emails daily. The plan includes:

• Unlimited contacts
• Advanced statistics
• Advanced email editor

ConvertKit , popular with content marketers, provides their free plan to users with up to 1,000 subscribers. It includes:

• Unlimited landing pages and forms
• Sending email broadcasts
• Selling digital products and subscriptions
• Email support

Other extras are available through their paid plans.

After you’ve finished writing a newsletter, check for errors. A thorough read-through to catch mistakes before you hit “send” will make your newsletter look polished. Email yourself and anyone else on your team a test message (or three). Use this list to spot mistakes:

• Check all links.
• Go over the design elements, such as font sizes and colors, and links to images, to make sure they’re consistent.
• Check the readability level. Some grammar experts recommend that your content read at an eighth or ninth-grade level or below. To check the level, use The Hemingway App .
• Edit and proofread .
• Ensure everything makes sense and is correct, including any names, dates, and times. Figures should add up.

If you follow all the steps I outlined above and avoid mistakes , you should be on your way to writing a newsletter.

The best of luck to you in your efforts.

To see my newsletter, subscribe below. Plus, you’ll get a gift — my Easy 5-Step E-Newsletter Template .

Need help sending your newsletter regularly? Contact me , check out my newsletter writing packages , or request a free e-news audit .

• ← 5 Ways to Personalize Your Writing
• 5 Types of Industry Advertising Guidelines to Follow →

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Newsletter Templates Word

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Nobody would want their newsletters left unread in emails. And to avoid that problem, we can help you. All you need to do is to check out our ready-made Newsletter Templates in Word . Our templates are 100% editable. They are also beautifully designed and made by professionals. So, what are you waiting for? Download a newsletter template today and share your company's message and information while impressing your readers!

How to Make a Newsletter in Microsoft Word

According to Chron , newsletters benefit a business since they promote an organization's or company's services and products to its readers. Companies can also use newsletters to offer coupons , which is good for marketing. And if you're going to offer newsletters and want to discover how to start one, then check out our tips below.

1. Make the Design Attractive

Always remember that a boring business newsletter is not something that your readers would want in their inboxes. Don't expect them to read your content if all they can see is plain white and text layout. To fix that problem, make sure that your church or company newsletter contains colors, pictures, different readable typography, and more like a brochure. 

2. Add Different Content

Your simple newsletter should not only contain one content. You can add actually add more content to it. All you have to do is to categorize your newsletter. You may add content like how to use your products, contests, surveys, event invitations, the employee of the week, Christmas coupons (for the Christmas holiday), and many more. 

3. Keep the Content Short

Another important tip you must remember is not to write long content. Some people won't have the time to read your content no matter how informational or educational it is. So, keep your simple email newsletter short and clear. Additionally, make sure your content is engaging so people will keep on reading your document. 

4. Include Your Company's Information

Lastly, don't forget to insert your company's information. This way, the readers can visit your website or social media sites and check out your services or products to lead to sales. 

Frequently Asked Question

How many newsletters can i download from this site.

You can download around 14 newsletter templates from our site. We have a marketing email newsletter, sales email newsletter, employee newsletter, Christmas newsletter, and many more templates.

What makes MS Word good for editing newsletters from this site?

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What makes newsletters beneficial to my business or organization?

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