Sumo email marketing

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

writing a newsletter article template

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:

Screenshot of 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.

Screenshot of email

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:

Screenshot of impact of monthly email campaigns on email open rate

And for impact on click rates:

Screenshot of impact of monthly email campaigns on email click rate

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).

Screenshot of Hemingway Editor

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: [ * ]

Screenshot of 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.

Screenshot of text-to-speech tool like Natural Readers

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:

Digital Marketing Agency Example List Segmentation

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.

Screenshot of steps to start segmenting in Sumo List Builder

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.

Screenshot of steps to A/B test subject lines

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..

Screenshot of Google Form

  • 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.

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Memberships & Subscriptions

How to Create a Newsletter (8 Steps)

This in-depth guide to creating a newsletter will help brands and independent creators make and send successful newsletters.

By Mighty Team

December 27, 2023

19 min read

IN THIS ARTICLE

Think back to 2010, if you remember. Social media was exploding in popularity. Who could have predicted that in the 2020s, email would still be one of the best ways to market, grow an audience, and reach people?

But it’s still going strong. Yes, newsletters are still a super viable creator economy business.

In this article, we’ll introduce you to:

  • What a newsletter is
  • Important statistics about newsletters and email marketing
  • The benefits of creating a newsletter
  • The newsletter monetization model
  • A step-by-step guide for creating one

What is a newsletter?

A newsletter is a physical or virtual publication that shares ideas, news, updates, and information on a recurring basis with a specifically defined audience–most often people who have chosen to join an email list . Newsletters can be created by businesses or individual creators, and in ideal circumstances create awesome interest in and loyalty to your brand. Newsletters can be text-based or can include links, videos, or other rich content features.

Email newsletters have been around since the early days of the internet–the mid-90s saw wide-scale adoption of email and marketers recognizing its value as a tool. But by the 2000s, virtually everyone had an email address. New technologies emerged for running email marketing at scale–companies like Constant Contact and MailChimp. These let newsletter providers track subscribers and send en-masse, and the software has become even more sophisticated since then. We’ll talk about these features below!

Despite the rise of social media, email newsletters haven’t gone away. ConvertKit reports that their creators sent 21,723,377,414 emails in 2022. And we’ve seen the explosion of the creator-led monetized newsletter as platforms like Substack and Gumroad grew businesses around subscriptions.

Newsletter statistics

Here are some Newsletter statistics to get you excited about starting a newsletter right now!!

  • There will be 4.73 billion daily email users by 2026 ( Statista )
  • Daily emails sent will jump from 306 billion to 376 billion between 2020 and 2025 (Statista)
  • 43 % of emails are opened on a mobile device (Statista)
  • Gmail has 1.8 billion users in 2023 ( Tech Report )
  • Revenue from email marketing is projected to grow from $7.5 billion (2020) to $17.9 billion in 2027 ( Statista )
  • No need to have a huge following to earn a living from it. Only 3% of creators have more than 10,000 subscribers ( ConvertKit )
  • The average open rate was 43% in 2022 (ConvertKit)
  • Creators send the most emails on Tuesday (ConvertKit)
  • 4.7% of readers will click through links in an email (ConvertKit)
  • 80,000 creators will use email automation this year (ConvertKit)

Newsletters and the news

Some newsletters are… well… news . Newsletters are disrupting journalism too. Reuters found that 17% of people are reading newsletters for the news weekly, with 10% of those saying that newsletters are their main source for news.

This is still dominated by the newsletters of major news outlets (50% are reading these), but there are more and more individual and independent journalists and experts using newsletters to grow their impact. Subscribers to individual journalists are highest in the U.S. according to Reuter’s study, likely an indication that the personal brands of journalists are a bigger deal in the U.S. than elsewhere.

Readers said they subscribed to newsletters for: 1. Convenience, 2. The author’s personality, 3. Diverse perspectives, and 4. Unique takes ( Reuters ).

Newsletters Reuters

Benefits of creating a newsletter

A newsletter is an incredible thing that can lead to transformative relationships with your readers. So whether you’re running a huge brand or starting a 1-person newsletter business as a creator, here are the benefits to watch for.

  • Intimacy with readers : There’s something special about being in a reader’s inbox, especially if you make it past the spam folder. It’s familiar.
  • Establishing expertise : The newest crop of creators sending emails includes a lot of experts–people like journalists, authors, and bloggers. And people want that expertise and are even willing to pay for it.
  • Secondary business value : For both brands and independent creators alike, email generates secondary business value through purchases and subscriptions for both physical and digital products .
  • Nurturing : For those who have newsletters as part of a sales funnel or community flywheel , it lets you nurture the relationship with potential customers–keeping front of mind until they’re ready to buy.
  • Cultivated audience : With social media feeling a bit like screaming into the void, starting a newsletter can create a cultivated audience of people who are excited to hear from you.
  • Response option : When you create emails, one of the most interesting things can be the responses. People will hit reply from time to time and ask questions, give feedback, or just say hello. Ask any creator, these moments are special!
  • Digital product integration : Newsletters integrate easily and naturally with pretty much any digital product–especially a membership community , which we’ll talk about below.

creator economy

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Newsletter monetization models

Most people learning how to make a newsletter are also interested in monetization, and there are honestly a lot of ways to earn from newsletters. And these are not mutually exclusive–you can virtually combine any of these:

  • Direct subscription : People can pay directly for the newsletter on a one-time or monthly membership.
  • Paywalls : A newsletter could contain a hard or soft paywall , connecting readers to premium content they can pay for.
  • Communities : Building a community and connecting it to your newsletter (e.g. using Mighty Networks and ConvertKit’s integration) can monetize with a combined membership or upsells in the community.
  • Digital products : Newsletters are an excellent way to make money selling digital products . They work great as part of a digital product sales funnel for nurturing and creating offers. Think things like online courses , virtual events , or eBooks.
  • Physical products : Newsletters can be great nurtures for physical products–it’s why every store tries to get you to join theirs when you checkout.
  • Services : Finally, newsletters work great for service providers. They can give value, help to establish the brand or consultant as an expert and nurture a sales process too.

Mighty Networks - Challenge Fam - Feed Paired Dark

Tips to create newsletters people open and forward

  • Use their name . Subject lines with a person’s name in them have a 50% higher open rate .
  • Give them exactly what they want . With the segmentation tools of a modern email platform, it's easier than ever to send readers what they want and avoid what they don’t. Good segmentation increases open rates by 30% and clickthroughs by 50% .
  • Say something worth reading . Go look at the brand emails in your inbox. Most of them are clones of each other. If you can say something unique, that’s worth reading because of its value or interest, or even just your voice or your take, you’ve got a better chance of success.
  • Include offers . If emails are part of a sales process, offers lead to higher open rates.
  • Have a unique take . Why would someone forward something that sounds like something every other brand or creator would say? If you want organic newsletter growth from forwarding, you’ll need to generate a unique take nobody else has–that makes people say “You gotta read this” to their friends.
  • Provide value . Never forget the question everyone asks themselves before they open an email–WITFM. What’s in this for me? Do you have concrete tips on earning more or living better? Do you share unique research they can use at work or a unique take they can learn from? People are inherently selfish–we open emails because they help us.
  • Be actionable . If your brand is that you offer some sort of transformation (e.g. get a promotion, get in better shape), let your emails give concrete actions that will help readers get the things they want.
  • Be fun. Last, don’t underestimate the value of being entertaining, interesting, or even funny.

Mighty Networks - Graphics - Discovery - VC NEws

How to make your newsletter suck

So we’ve talked about succeeding, what if you want to make your newsletter suck? Well, here’s what you do.

  • Only include corporate updates that interest your company, but are not the least interesting to your readers.
  • Copy some marketer’s “email templates for more sales” that have 0 personality and don’t fit your brand.
  • Write dry, corporate jargon so that you sound like a company–not a person.

Obviously, this is a joke. But remember that it’s your personality, unique take, and specific newsletter ideas and suggestions that make a newsletter shine!

How to create a newsletter

If you’re joining the creator economy and ready to start your first newsletter, how should you go about it? This will be an in-depth guide to help individual and independent creators get started (but much of this will apply to brands too). Here’s how to make a newsletter.

1. Start with the topic

Find a topic you want to write about. Consider:

a. Your expertise and credentials

What unique education or experience do you have that gives you a unique take? The top three newsletters on Substack by traffic in 2020 were:

  • Letters from an American by Heather Cox Richardson - History, U.S. politics, and what it means to be an American.
  • TK News by Matt Taibbi - Deep journalist takes on important issues.
  • Common Sense by Bari Weiss - Investigative journalism from a balanced perspective.

These aren’t fluffy newsletters. They’re deep takes by intelligent people who work hard to cover an issue–and that’s what people pay for. Although “news” is a huge demographic, you’ll find successful newsletters dealing with arts and culture, business and marketing, hobbies and special interests, and more.

Find where your experience, expertise, and credentials can combine with a unique take.

Substack - Discover

b. What you’re passionate about

Passion is a word that gets thrown around a lot, but starting a newsletter is a long-term commitment. It will take you time to grow your subscriber base, probably months if not years. (This might be quicker if you have an existing following you can bring in.)

If you’re a middle manager at your company and all you want to do is talk about gardening, maybe you should do that. Passion is hard to force–if you’re not excited about a topic now, you definitely won’t be a year from now.

Your passion will bubble over in your writing.

c. The thing nobody’s saying

If there’s a unique perspective you want to hear and you’re frustrated you’re not hearing it, maybe you need to create it.

For example, one of our favorite creators on Mighty is Martinus Evans–who started creating content directed at the “back of the pack” runners, those who weren’t the top runners but wanted to learn to run anyway. The result was 100,000 followers and the Slow AF Run Club .

Slow-AF-Run-Club-Martinus-Evans

If there’s a perspective you’re not hearing or content you’re not seeing, maybe it’s a good place for you to start creating.

2. Identify your ideal reader

ideal members - falling in love

A unique take is great, but you also need someone who wants to read it. Identifying an ideal reader can be a good exercise for this.

Who is the person who will benefit the most from your perspective? Is it…

  • A marketer wanting to get the latest industry trends?
  • A political junkie wanting more perspective?
  • A home gardener excited to learn to grow new things?

Every newsletter is for someone, and if you know who you’re writing to–your avatar–it increases the chances of success.

You can even do some research by interviewing some people.

  • What are their questions?
  • What are they trying to learn?
  • What are they stuck on?

Doing this at the beginning will pay off as your newsletter gets up to speed.

3. Choose a monetization model

If your newsletter will be monetized content , you need to choose how to monetize it. Obviously, there are a lot of different ways but here are three of the easiest–and these are not mutually exclusive.

a. Direct subscriptions

Selling subscriptions has been a staple of the news economy for a while now, and digital subscriptions have become a mammoth source of revenue for news publishers like The New York Times.

paywall - NYT 2

To start a subscription business and then sell subscriptions, you’ll need a landing page with a payment processor. You may also want list segmentation–at a minimum, so you can send separate things to leads and subscribers. (But we’ll get to this below).

We’d recommend ConvertKit for this. It’s one of the most powerful email software on the market and it comes with the ability to sell subscriptions. Where a newsletter platform like Substack will take 10% of your revenue as a subscription fee, ConvertKit just charges a flat rate that starts from $9/mo. It also builds great landing pages, which we’ll get to below.

Convertkit Paid Newsletter

b. Communities

A newsletter is a natural fit for a community. An online community is a group of people who come together to discuss, learn, and grow. It works as a membership product–community members pay a subscription–and get access.

Mighty Networks - Graphics - Courses and live streaming - Galaxy DAO

Communities can often have higher membership fees than a standalone newsletter because you can charge for memberships, events, courses, and more. But because you’re not creating all the content, a community is a great place to host discussions relating to your newsletter topic.

As of writing this, the average community on Mighty charges a $48/mo membership fee. You can use the creators calculator to see the relative earnings from a community vs other types of monetization.

creator calculator content creators

c. Ads and sponsorships

Finally, newsletters position you as a thought leader in your chosen niche. Some creators choose to run ads, sponsorships, or even affiliates through their newsletters. This can be annoying if overdone, but if the offers are relevant to your niche and your readers it can be a good fit.

For example, you could use an affiliate platform like Impact to find companies to partner with.

Impact

4. Start collecting subscribers

If you have an established following, it might be fine to start selling the newsletter right away. If followers already know you and respect your opinion, there’s a good chance some will pay to be on a newsletter.

Otherwise, if you’re just starting, you may want to create a social following, a community, or even a free newsletter before trying to monetize with a paid one. It can take time to earn people’s trust and grow attention to your brand.

Here are some of the common ways to collect subscribers:

  • A “lead magnet” or an “opt-in.” This is a dedicated landing page that you can send people to (social media followers, readers, etc.) to sign up. They usually get a goodie in exchange for their email–for example, a PDF or webinar. ConvertKit makes it really easy to create a landing page to send people to.
  • If you have a blog or website, include sign-up boxes there–perhaps as in-line opt-ins–for people to add their names.
  • If you have a physical presence (a store, an event, or a physical publication), create ways for subscribers to add their names there.
  • Include links to your newsletter on your social feeds.

ConvertKit has a bunch of templates for opt-ins that are easy to customize and use.

ConvertKit Landing PAge Templates

REMEMBER - You ALWAYS need someone’s confirmation to be on your list–NEVER just import emails from somewhere without the owner’s permission. There’s a good guide to this here .

Newsletters need opting-in

Newsletters require opt-ins from a practical standpoint–you want your readers to want to hear from you. But due to anti-spam laws around the globe, opting in isn’t just a best practice. It’s also a legal requirement for sending emails to a list. For example, the CAN-SPAM act is a set of rules for commercial emails, setting requirements for getting readers’ permissions and penalties for failing to do so.

ConvertKit Form Settings

5. Plan your layout & design

Only some people will care about the layout and design of the newsletter. Some writers will obsess over it and some will just want to get down to the business of writing and sending.

Which of these is the right approach? It doesn’t matter!

It’s your newsletter. Make it your own.

For those planning visual layouts, your newsletter software should give you templates and customization features. Always test with some practice emails and open them on different devices and browsers to make sure they look okay.

A software like ConvertKit gives you lots of templates to build with:

ConvertKit Templates

Subject lines are probably the most important thing visually. It’s this that makes or breaks whether someone even opens the email. Keep it short, snappy, offering lots of value. Make sure it reads well on a mobile (without cutting off). It’s also a good idea to have an image or avatar attached to the email account, instead of just leaving this blank.

Naming your newsletter

Coming up with a name is a challenge. Look for names that are original, memorable, and available.

  • Original: It’s unique enough to define what you do without being used by someone else.
  • Memorable: It’s easy to remember and talk about.
  • Available: It’s not in use by a brand or business already (if applicable), and you can register the appropriate social handles, web domans, etc. (if applicable)

We have a free Newsletter Name Generator that can help you do this!

6. Set up segmentation

Segmentation is an important part of email businesses, and it becomes more important as you grow. We mentioned above that you might start by segmenting people who receive free updates from those who receive a premium paid newsletter.

But this is just the start. With segmentation, you can organize your list, setting up your software to automatically “tag” subscribers who are interested in different things.

You can add tags when:

  • A subscriber clicks a link.
  • A subscriber opts in on a certain form.
  • A subscriber finishes a sequence.

So what does this look like in real life? Here’s an example. If you run a gardening newsletter and you’re running a live event for gardeners, you could add a link with details in your letters. You could then tag subscribers who click that link as “LIVE EVENT INTEREST.” As the event gets closer, you can send more and more offers to those people about the event, without annoying the rest of your list.

Here's an example built with ConvertKit using three types of gardeners: rookies, serious hobbyists, or professionals:

ConvertKit segmentation

When someone clicks the link for "I work as a gardener" they'll get tagged as a professional gardener.

  • Segmentation helps you KEEP subscribers since you’re not annoying people about stuff they don’t care about.
  • It helps you SELL more since you’re sending subs relevant offers.
  • And it helps you LEARN about what your list is most interested in.

Even doing a bit of segmentation is worth it–you can collect segments to have, even if you never end up using them. It’s easy to do and worth it when you need them.

7. Send it!

After all the planning, you’ll need to send that thing–whether you have 10 or 10,000 subscribers. You may feel vulnerable as your hand hovers over the “Send” button. Maybe you’ll even feel a bit of insecurity.

Don’t worry. It’s normal.

You have two forms of sending at your disposal:

  • Broadcasts : Emails you write and send to your list. Broadcasts might be your regular newsletters.
  • Automations : Any good email software gives you ways to do automations, to set up sequences that will send emails when you’re sleeping. For example, if you have a free opt-in to get emails, you might write a 20-part email sequence as a follow-up that includes more info and offers a premium subscription.

Here's an example of a simple visual automation in ConvertKit. Each landing page or opt-in funnels into a course.

ConvertKit Automations

Each of these types of sending are tools you can use to deliver a newsletter. But don’t get overwhelmed. At the end of the day, you don’t need to overthink this. You just need to hit send. You’ll figure the rest out later.

A note about A/B testing. It’s normal for many newsletter and email marketing businesses to use A/B testing. This means that you send out two different versions to see which performs better. The most common A/B testing for newsletters is really just A/B testing a headline.

Your software will send two different headlines to two small groups of subscribers. Then it will send the version that performs the best (gets opened the most) to the rest of your list.

You can use A/B testing if you want, but it’s not necessary.

convertkit ab testing

8. Check the metrics

When you’ve sent it, you can check the metrics on your email to see how it performed. Metrics are really valuable. But they also can be misleading and discouraging for a first-time emailer.

Here are a few things to remember to avoid getting discouraged:

  • Not everyone will open it . Even seasoned email marketers report an open rate of 46-50% (HubSpot). You can “Resend to unopened” on ConvertKit if you want–but don’t lose sleep over it.
  • Even fewer readers click links . The same HubSpot study found a 2.6-3% click-through rate for links.
  • Unsubscribers are normal . The most painful metric might be the people who unsubscribe. While it might be tempting to see this as a judgment on you and your email, it’s not. People have different things going on, and interests change.

The bottom line is this. Focus on the people who open and read your emails. They love hearing from you. And as you grow your list, all you need to do is keep finding more and more people who love hearing what you have to say.

Let those who don’t naturally self-select out, and don’t take it personally.

Newsletter growth strategies

So, to overview everything we’ve talked about in this article and add a bit more–here are the top newsletter growth strategies:

  • Create incredible content. If you get this wrong, it doesn’t matter what you get right. Be real and write to your ideal reader, helping to entertain, educate, or inspire them.
  • Make subscribing easy . If there’s friction, you’ll lose subscribers in the process. Make subscribing as easy as possible (but include double verification to make sure you’re on the right side of spam laws).
  • Give, give, give some more. Give value, give promotions, give offers, just keep giving everything your readers want.
  • Collaborate. You can grow faster by finding other creators and even newsletters to collaborate with and share audiences.
  • Monetize in a way that fits. Find a method that works for you and go for it.
  • Consider paid advertising. It can be a great way to grow and help you find your ideal subscribers.
  • Build a community. Think beyond the newsletter and find ways to build community with your readers–giving them a chance to share and create too.

Ready to start?

If you’re ready to start a newsletter business, hopefully this guide has helped. Remember, if you want the ultimate newsletter and community combo, Mighty Networks and ConvertKit fit together seamlessly with our “nearly native” integration. You’ll have the tools you need to run the newsletter and community without Zotero.

From ConvertKit, this means:

  • Awesome subscriber management
  • Visual automations and easy segmentation
  • Built-for-you landing pages
  • Integrated community updates with the email templates

From Mighty, this means:

  • Discussion forums, member profiles, chat, and messaging
  • Events and livestreaming
  • Live and pre-recorded courses
  • Sell memberships, courses, or bundles in 135 different currencies
  • An app for every device (or even your own branded app with Mighty Pro)

You can try Mighty free for 14 days–no credit card required.

Add a community to your newsletter!

writing a newsletter article template

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MARKETING INSIGHTS

15 brilliant newsletter examples (and why they work)

  • Lena Sernoff
  • Nov 26, 2023
  • 14 min read

15 Brilliant Newsletter Examples (And Why They Work)

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 and 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 is an email newsletter?

An email newsletter is a regularly sent email that informs subscribers about the latest news and updates about a product or brand. It's a valuable tool for businesses to stay connected with their customers, promote new products and services and build brand awareness.

Newsletters can be sent weekly, bi-weekly or monthly, depending on the frequency of updates and the preferences of the subscribers. They typically include a variety of content, such as:

Company news: Announcements about new products, services or initiatives

Industry news: Updates on trends and developments in the industry

Thought leadership: Articles and blog posts on relevant topics

Promotions and discounts: Special offers for subscribers

Customer stories: Case studies and testimonials from satisfied customers

Newsletters are a great way to nurture relationships with customers and keep them engaged with your brand. They can also be a powerful tool for generating leads and driving sales.

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

Skillshare newsletter example for juneteenth

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

Newsletter example of John Lewis

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

MiMOKO newsletter

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

Food and restaurant newsletter examples: Allplants

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

newsletters examples: Resy

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

We Are Travel Girls's email newsletter example

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

Foreign Policy Design Group's email newsletter example

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

AIGA Design's newsletter

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

WeTransfer email newsletter example

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.

blog newsletter examples: Wix Blog

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

Ando banking business newsletter example

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

school newsletter example by Deakin University

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

tech will save us business newsletter example

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

 Passion City Church newsletter example

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

Ritual email newsletter

What are the elements of an email newsletter?

An effective email newsletter blends engaging content with a visually appealing layout to capture subscribers' attention and convey the desired message. Here are the key elements of an email newsletter:

Compelling subject line:  The subject line is the first impression your newsletter makes, so it should be clear, concise and attention-grabbing. Use strong verbs and relevant keywords to entice recipients to open the email.

Preheader text:  The preheader text is a brief summary that appears below the subject line. It provides additional context and encourages readers to open the email. Keep it concise and informative, highlighting the main points of the newsletter.

Header:  The header is the top section of the email newsletter, typically featuring your brand logo and establishing a consistent visual identity. Use a clean and professional design that aligns with your brand aesthetic.

Hero image:  The hero image is a large, visually striking image that captures the essence of the newsletter. Choose a high-quality, relevant image that sets the tone for the content.

Content sections:  Divide the newsletter into clear and distinct sections, each focused on a specific topic or theme. Use clear headings and subheadings to guide readers through the content.

Body copy:  The body copy is the main text of the newsletter, where you deliver your message. Keep it concise, informative and engaging. Use a clear and readable font, and break up the text with bullet points, numbered lists or short paragraphs.

Call-to-action (CTA):  The call-to-action is a prominent button or link that tells readers what you want them to do next. Use clear and actionable language, such as "Shop Now," "Sign Up" or "Learn More."

Unsubscribe link:  Include an unsubscribe link at the bottom of the newsletter, allowing subscribers to opt out if they no longer wish to receive your emails. This is required by law and demonstrates respect for your audience.

Footer:  The footer provides additional information about your company, such as contact details, social media links and copyright information. Keep it concise and professional.

Remember that the layout of your email newsletter should be visually appealing and easy to navigate. Use a consistent color scheme, ample white space and a responsive design that adapts to different screen sizes.

How to make a newsletter

Creating an engaging and effective newsletter involves planning, designing and writing content that resonates with your target audience. Here's a step-by-step guide to crafting a compelling newsletter:

1. Define your goals and audience

Start by clearly defining the purpose of your newsletter. What do you want to achieve with it? Are you aiming to inform, educate, promote or simply connect with your subscribers? Once you have a clear goal, identify your target audience. Who are you trying to reach with your newsletter? Understanding their interests, preferences and online behavior will help you tailor your content effectively.

2. Choose an email marketing platform

Select an email marketing platform that aligns with your needs and budget and that provides tools to manage your email list and analyze campaign performance. Wix Email Marketing is a built-in email marketing platform that seamlessly integrates with your website. It offers a user-friendly drag-and-drop editor, a variety of designer-made templates and advanced data analytics to help you create, send and track email campaigns effectively.

3. Design a visually appealing template

The layout and design of your newsletter play a crucial role in capturing attention and conveying your message effectively. Choose a template that matches your brand identity and use visuals strategically. Consider using high-quality images, consistent branding elements and a clear hierarchy to guide readers through the content.

4. Craft compelling subject lines and preheader text

The subject line is the first impression your newsletter makes, so it's critical to craft a concise, attention-grabbing line that entices recipients to open the email. Use strong verbs, relevant keywords and a sense of urgency to pique curiosity. The preheader text provides additional context and encourages readers to open the email. Keep it concise and informative, highlighting the main points of the newsletter.

5. Write engaging and informative content

The content of your newsletter should be informative, valuable and relevant to your target audience. Use clear and concise language, break up text with bullet points or numbered lists and personalize the content whenever possible. Include a mix of content formats, such as articles, blog posts, tips, customer stories and event announcements.

6. Incorporate a clear call-to-action

Every newsletter should have a clear call-to-action (CTA) that tells readers what you want them to do next. Whether it's visiting your website, signing up for a webinar or making a purchase, make your CTA prominent, easy to find and actionable. Use strong verbs and enticing language to encourage clicks.

7. Proofread and test your newsletter

Before sending your newsletter, thoroughly proofread the text for any grammatical errors or typos. Ensure that all links are working correctly and that your newsletter displays well across different email clients and devices. Consider sending test emails to yourself or colleagues to check the overall look and feel.

8. Send and track your newsletter

Once your newsletter is ready, schedule it to send at a time when your audience is most likely to be engaged. Use email marketing platform analytics to track open rates, click-through rates and unsubscribe rates. Analyze this data to identify what resonates with your audience and make adjustments to future newsletters.

9. Continuously improve and adapt

Newsletter marketing is an ongoing process, so it's essential to continually monitor your results and adapt your strategy accordingly. Gather feedback from subscribers, experiment with different content formats and CTAs and stay updated on email marketing trends to keep your newsletters fresh, engaging and effective.

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

Related Posts

10 newsletter design ideas for your next email campaign

How to make a newsletter your audience will love

30 newsletter ideas that will interest your readers

Was this article helpful?

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

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 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.

writing a newsletter article template

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.

writing a newsletter article template

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 :

How To Write a Newsletter | Brafton.com

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.

writing a newsletter article template

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?

writing a newsletter article template

Editor’s note: Updated May 2022.

writing a newsletter article template

By Autumn Green

writing a newsletter article template

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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.

email newsletter example from company Artifact Uprising

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.

email newsletter example from company Carnage

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!

An example of a z-pattern email design layout

(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.

AWeber email template with coupon code

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

strong visual newsletter example from Nike

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:

email newsletter example from The North Face showing bold image

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.

Example of email rendering without images, showing importance of having detailed alt text

And here’s what it should actually look like:

email examples showing what happens when images render properly

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.

three different newsletter samples from Peloton, Flock and Headspace

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.

email example showing Z design pattern

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!).

Three separate email design samples showing large image

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. 

email newsletter example

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.

Short-from examples of content newsletter

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.

email newsletter example from Ann Handley

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:

email newsletter example from company WouldYouRather

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:

email newsletter example from the bank Phish announcing a summer tour

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.

social post email from Petes Paleo

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. 

email newsletter with embedded videos

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:

inspiring newsletter example from AWeber

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.

email newsletter example from company MOO

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?

Smashing Newsletter example

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: SaaS and Software Companies

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.

nonprofit email newsletter example

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:

AWeber Newsletter example

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!

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Kaleigh Moore

Contributing writer

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

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writing a newsletter article template

Writing a Newsletter for Business: Examples, Format, and Strategy (2023)

Every message you send should promote your product, service, or mission successfully. But writing a newsletter for your business 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.

What Are 5 Elements of an Effective Newsletter?

For a summary of the main points in this article, read 5 Elements of an Effective Newsletter for Business . If you prefer to absorb everything, dig into the details below.

What Should Be Included When Writing a Newsletter?

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 for business.

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.

What Is a Newsletter Example?

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.

HEMAWAREExpress newsletter snapshot.

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.

How Do You Start Writing a Newsletter?

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, emojis, 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. 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, persuasive, 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 — what readers will get from it — to earn 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.

Get The Easy 5-Step Business Newsletter Template

What should i write in my first newsletter.

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.

How Do I Create a Newsletter Template?

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 premade 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 the 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.

Email Design Best Practices - Email Uplers - writing a newsletter

How Do You Sign Off a Newsletter?

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.

How Often Should You Send a Newsletter?

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.

How Do I Make a Newsletter for Free?

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 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.

Other Types of Platforms

Sending a newsletter directly from a social media platform or a blog can be easier than using an email newsletter provider. Essentially, your blog serves as the newsletter, as you email everyone an update whenever you post.

Creating the newsletter on the platform is more “plug-and-play,” and doesn’t require coding or much design, saving set up time.

Some popular free options:

Depending on the platform, you might not own all of your data there, namely your subscriber list. As Ann Handley of MarketingProfs has said of LinkedIn , access to that data can be a problem if the company folds. Major changes could also happen under new owners, like when Elon Musk bought Twitter.

These platforms could also change their content policies and limit what they deem acceptable for posting.

If you meet the access criteria and have over 150 followers on LinkedIn, you can make newsletters through a personal profile or a company page. Google and other search engines may index them, and with LinkedIn’s high domain authority, they could outrank your website or blog content.

Sending an existing newsletter through the platform can cross-promote your content to a wider audience. Once you publish, unless you’ve opted out, everyone in your network will be notified.

beehiiv and Substack look similar. Substack is becoming more of a social platform, letting people react to posts and offering audio/video features, including podcast hosting. It’s geared more toward those interested in earning money from their content. Both sites let you email blogs to an established list for free. If you decide to charge for subscriptions, however, Substack will get a 10% cut and their payment processor, Stripe, will take 2.9% plus $0.30 (USD) per subscriber transaction.

Compared to Substack , beehiiv is more SEO-friendly and is more of a webhosting blog service. It bills itself as the solution for writers who want more flexibility and options, like access to surveys and advanced analytics (mainly for paid users). It’s free for lists of fewer than 2,500 subscribers with unlimited sends. With its application programming interface (API), it acts similar to an email service provider like MailChimp.

How Do You Write a Professional Newsletter?

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.
  • Nowadays, many email marketing platforms convert your e-newsletter content for viewing on mobile devices. Go over the design elements, such as font sizes and colors, and links to images, to ensure they’re consistent across all devices. Is everything easy to read and scan? Keep your sentences three to four lines long (or less) to enhance scannability.
  • 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 business 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 Business E-Newsletter Template .

Need help sending your newsletter regularly? Contact me , check out my newsletter writing packages , or request a free e-news audit .

  • First published: September 7, 2021
  • Last updated: November 27, 2023

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Blog Marketing

70+ Best Email Newsletter Templates and Design Ideas

By Ryan McCready , Jun 07, 2023

Email Newsletter Tips and Templates

In the fast-paced digital age, where social media platforms dominate the marketing landscape, it’s easy to overlook the humble email newsletter.

Unlike social media, where algorithms and algorithms dictate reach and visibility, email newsletters offer a direct line of communication to your audience’s inbox.

A well-crafted newsletter enables you to deliver tailored messages, promotions and updates directly to interested individuals, increasing the chances of engagement and conversion.

If you’re thinking about using email newsletters for your marketing strategy, you’re in the right place. I’ve rounded up 70+ email newsletter templates and design tips that you can use right away. Keep reading to learn more!

Email newsletter templates (click to jump ahead):

  • Business newsletters
  • Real estate newsletters
  • Wellness and health newsletters
  • Monthly newsletters
  • Retail industry newsletters
  • Sign-up newsletter examples
  • Nonprofit newsletters
  • Classroom newsletters
  • College newsletters
  • Fashion newsletters
  • Holiday newsletters
  • Event newsletters
  • Email newsletter design tips
  • Email newsletter FAQ

1. Business newsletters

Companies are scrambling to adapt to the rapidly changing business environment. Newsletters to both customers and internal communications are more important than ever.

Managing a remote team , communicating a return to work plan, responding to crisis situations and keeping customers loyal and in the loop are all critical. In this section, we’ll address all those concerns.

Business update newsletter design example

Update your staff, investors, customers or clients on the state of your company with this easy-to-read newsletter template. It’s our #1 used newsletter template at Venngage for good reason!

Modern Business Update Newsletter Template

Keep in mind that your email will most likely be read on a mobile app. When you choose an email template for your business, make sure your own content fits into the existing text area. This will ensure that your email is responsive and can be viewed on a mobile app.

Design Tip : A quick hack to help images blend into an email design is to give them a  color filter that matches the rest of the design elements. You can do this by adding a color layer over the image and adjusting the opacity within our online editor.

Take a look at how the blue color filter on the image in the email newsletter template above blends in seamlessly with the rest of the design. Thankfully, we’ve done the hard work for you in this template. You can also add your own image from the free stock photos library.

Crisis communications all-company announcement newsletter template

Maybe you need to address a crisis situation within your company. Or announce your company’s stance on external events like the pandemic or Black Lives Matter to your customers.

This straightforward company announcement newsletter is simple to edit and send out quickly.

All-Company Announcement Email Newsletter Template

You can use one of the above email templates for other announcements as well. Find more crisis communications templates  or browse our business letter templates .

Remote working guide newsletter

Keep your employees up to date with your remote work expectations or any other company news, guidelines and updates.

Gallup estimates that you can add up to 59 percent more growth in revenue per employee and great communication is critical to getting there. Using a newsletter to keep employees in the loop is a simple but effective tactic.

Remote Working Guide Email Newsletter Template

Using design tools like Venngage makes it easier to slot your own content into existing designs. Double-click the text box and paste your text inside or start writing.

You can also change fonts easily. Add your brand font to the editor via My Brand Kit . Or pick a font from the options available.

brandkit

Internal back to work announcement email newsletter

As countries reopen their economies during the age of COVID-19, companies are scrambling to put together return to work plans. The CDC’s return to work guidelines is the best place to start.

Then, communicate your back to work plan in an internal newsletter that clearly outlines Do’s and Don’ts.

Internal Back To Work Announcement Email Newsletter Template

Marketing email newsletter template

Use this letter-style newsletter template to communicate either with your customers or staff and stakeholders. It’s easy to edit the text. Import your brand colors, upload your logo and your own photos too.

Social Distancing Email Newsletter Template

Colorful corporate newsletter template

Company newsletters don’t need to be dull. When done well, they are powerful tools for nurturing customer relationships. A beautiful design helps (see below) but be sure to pack it with thought leadership from internal experts at your business and helpful tips and tricks .

Corporate Email Newsletter Template

Design Tip : One way to make your email newsletters more engaging is to use an uncommon email layout . Most newsletters follow a simple left-to-right, top-to-bottom layout. But a more unusual layout will stand out from the others.

For example, the snake layout in the example above draws the eyes back and forth across the page, making for a more engaging reading experience.

Professional company outreach email newsletter format

This email newsletter is a great example of what a company newsletter should focus on: your unique expertise and deep experience. You’re not just in your customers’ inbox to sell, you’re also there to deliver helpful insights that help them succeed.

Professional Email Newsletter Template

Design Tip : Picking alternating colors is a fantastic way to break your email newsletter templates into consumable sections.

The different color schemes help the customer see that each section is different and unique. They then see five small sections that they can work through rather easily. You can also use borders or lines, but I think that different colors make an instant impact in their mind.

Simple monthly company email newsletter template

Design is critical to newsletters. Bad design hurts even the best email content.

And a common mistake that you can make while designing a newsletter is having too much going on visually. That’s why it’s important to keep a singular visual theme throughout the newsletter design.

In this simple newsletter example, the designer did just that. The header is clean, precise, with a bold colored background. They could have just as easily used a stock image or something else, but because they stuck to one theme the newsletter template from this organization looks professional.

Outreach Mobile Email Newsletter Template

Another example of a company announcement newsletter that preaches the importance of a minimalist design:

writing a newsletter article template

Note that this one is a quarterly email, but you can totally edit and make it your monthly employee newsletter template.

Data visualization company newsletter template

Graphs and charts are simple ways to visualize complex data or information. Perhaps you need to update stockholders and show that your company has been doing well lately (we hope).

That said, data visualizations in your newsletter shouldn’t be too complex. Point out exactly what you want the readers to take from a graph or chart by using accent colors or visual cues like arrows.

Monthly Company Email Newsletter Template

Industry news email newsletter template

New to newsletter design? Here’s the one thing you really need to know: don’t make your readers work to get the information they need! Your design should work to highlight your key points, so don’t make it more complicated than it needs to be.

I cons are a great way to illustrate information and emphasize points in your newsletter. Placing an icon beside your headers will attract readers’ eyes, like in this email newsletter example:

Marketing Email Newsletter Template

Design Tip :Pick icons that reflect the theme of your information. Just be sure to use icons with a consistent style–this will help your design look cohesive. Venngage has over 40,000 icons and illustrations you can use to customize your email newsletter templates.

Branded visual email newsletter idea

Hopefully, you already have your  brand colors , brand fonts or  logo that your subscribers know belong to your company. If not, no fear, click the links to get tips and pre-made templates to whip up your own.

If those brand elements have already helped you build a strong visual brand for your company, why wouldn’t you use your branding in your email newsletters?

Office Healthcare Email Newsletter Template

Design Tip : In this newsletter example, the healthcare company’s visual identity includes tones of blue which are often seen in healthcare branding. Hence, utilizing these colors in their newsletter will help readers recognize it immediately.

2. Real estate newsletters

Real estate agents may find that purely promotional emails with listings work. But try combining listings with insider information like tips on hot neighborhoods or helping first-time home buyers learn what they need to know.

This will earn your potential clients’ loyalty and trust and increase your chances of landing a sale. Up your chances by filtering and cleaning your email list your list based on demographics or interests so potential buyers are only seeing the listings and information they want.

Not a designer? Try using our easy-to-edit newsletter templates. You can also browse different types of email marketing software from G2 to help with this. If you’re looking to optimize your email campaigns, consider conducting an  email marketing audit . This process will help you identify areas of improvement and ensure that your strategies align with your marketing goals. With the insights gained, you can make informed decisions to enhance the effectiveness of your email marketing efforts.

Realtor newsletter template

This email newsletter design uses a variety of icons and illustrations to make the real estate organization stand out from the crowd.

Real Estate Marketing Tips Email Newsletter Template

Newsletter templates for real estate agents

Peach Real Estate Email Newsletter Template

Weekly real estate newsletter template

Bold Real Estate Email Newsletter Template

Monthly real estate newsletter template

Light Purple Real Estate Newsletter Template

For more real estate marketing tips and templates, our post on real estate marketing has it all.

3. Wellness and health newsletters

Health and wellness programs and retail have largely gone online. Making it even more important to keep connected to your customers or clients.

Here are some easy tips to keep your wellness and health newsletter engaging:

  • Include practical tips like easy snack recipes or workouts
  • Include educational tips like interesting statistics or infographics. These infographic ideas should help.
  • Add trivia questions and prizes for winners
  • Add photos from your social media accounts, with links to these accounts
  • Promote programs and new incentives

Contest email newsletter template

Color overlays are a simple way to create a strong email newsletter or upgrade your boring one. All you need is a photo, some text, and a semi-transparent shape, which can all be found in Venngage.

Contest Email Newsletter Template

Ever since I started designing and creating content, this tip has been one of my favorites based on the simplicity alone. Just look at the example above–the semi-transparent rectangle makes the text easy to read without totally obscuring the background image.

Cosmetics brand email newsletter template

Put your products front and center with this easy-to-edit sales newsletter. Swap out the product photo and edit the text. Then, click to change the colors. You can edit this template for any industry–not just cosmetics.

Cosmetics Brand Valentine's Day Email Newsletter Template

4. Monthly newsletter templates

Need to send a monthly update for your company, retail operation or small business? A beautifully-designed newsletter will help your message stand out.

Not a designer? No problem. These newsletter templates are easy to edit. Plus, with our new Export to HTML tool, you can create a clickable newsletter that you can import to Outlook or Mailchimp ( Professional Plan and up only) without any coding skills. Assign different links to different buttons/sections so you can customize your calls to action.

Company monthly newsletter template

Monthly Business Email Newsletter Template

Zapier monthly content roundup newsletter layout

Lists work very well in a newsletter. But here, I want to highlight how Zapier does something a bit different.

In many newsletter examples I looked at, people would use a catchy header and then bury the information they referenced somewhere else in the newsletter. Instead, Zapier gives the reader exactly what they said they would in the header.

Zapier Marketing Email Newsletter Template

This may sound like a small thing but people get mad if they have to really search to find something that should be easy to find. I shouldn’t have to get my magnifying glass out or scroll to the bottom to find something you talked about on the first line or even the subject line.

Monthly branded  music newsletter template

An important part of making your brand recognizable is to use cohesive branding in all of your messaging. Since your email newsletters will be one of the main ways you contact your audience, make sure the design is in line with your branding guidelines .

Music Email Newsletter Template

Design Tip : Use a color scheme that includes your brand colors, or that reflects your brand’s personality .   Venngage’s My Brand Kit feature will automatically import your brand colors, fonts and logo, making it easy to drag and drop your brand assets into any project.

5. Retail industry newsletter templates

In this new retail environment, you can’t market based on product and price alone, according to Deloitte’s new study . You must make your business stand out by the convenience you can provide to customers.

Same day delivery, curbside pickup, buy online and pick up in store–retailers need to offer one or all of these options and do it more effectively than their competitors.

Here you’ll find retail email newsletter templates that make it easy to communicate your unique convenient services, as the economy starts reopening globally.

Home store reopening email newsletter

This beautiful store reopening newsletter is clean, stylish and effective. Be sure to add your eCommerce URL and all the ways customers can buy–via PayPal, Instagram DM, Facebook Marketplace or any other creative solution that works best for you and your customers.

Home Store Reopening Email Newsletter Template

Design Tip : It’s easy to swap out the photos in any of our templates. Enter our drag and drop online editor by clicking the template image above. Click the photo and the “Replace” button. Upload your own photos or choose from our in-editor free stock photo library. We have thousands of beautiful options.

Light playful email newsletter template

You’re searching for new ways to add convenience for your customers. But, you need to gauge what really matters to them and their willingness to pay for this convenience. It could be delivery options, more product offerings, a better eCommerce experience etc.

Send a survey email newsletter to get feedback (and offer a discount code to encourage shopping!).

Light Playful Email Newsletter Template

Valentine’s customer appreciation email newsletter template

Keep your holiday emails short and sweet. Add an exclusive promo code or flash sale to sweeten the deal and try sending your email only to disengaged customers or customers who haven’t purchased from you yet.

You can also use this template to run a flash sale to get rid of extra stock or revive a slow season.

Valentine's Customer Appreciation Email Newsletter Template

Design Tip : Venngage newsletter templates can be downloaded as a PDF or PNG file. Add them to your newsletter service and link the image to your chosen destination, like your sale page.

Dark cityscape promo email newsletter template

Use this newsletter template to run a survey and bring in new customers and sales. Once you’ve collected the data, present your findings to your team with a survey infographic .

Dark Cityscape Promo Email Newsletter Template

Simple peach business email newsletter template

This sweet and simple newsletter works well to promote a new study or blog post. You can also use it to send an update about your company or how your retail business is responding to a crisis.

The focus here is on text, but you can also upload your own images or browse our free photo and illustration library.

Simple Peach Business Email Newsletter Template

Numbered eCommerce newsletter idea

Numbers can help keep people engaged with your content. There’s a reason why lists are such a popular format for  blog titles .

In this ShopStyle email newsletter, they use numbers at the top of each email newsletter section to keep things organized and hook the reader. Using numbers in this way gives your eye and brain a simple path to follow, and pulls you deeper into the content.

Shopstyle Fashion Email Newsletter Template

Mystery flash sale email newsletter template

This newsletter design does something exceptionally well. It deliberately uses vagueness and mystery to push you to click on their call to action. Or if you’re a millennial, it uses the fear of missing out (FOMO) pretty well.

Retail Sale Newsletter Template

Using FOMO is a powerful way to drive people to take a very specific action that they already know will benefit them in an email campaign . For example, signing up for a giveaway, accepting a gift card or getting a discount, like in this newsletter.

When it comes to calls to action (CTAs), take a cue from business infographics  by keeping it simple and direct.

Visual retail email newsletter layout

I know that GIFs are a marketer’s best friend. They can help express emotion, show someone how to do something or just add some motion to your graphics.

In this newsletter example above, a GIF is used to add a tiny bit of motion to the header. It’s nothing fancy, just a few alternating colors, but it will draw the eye to it. I’ve seen GIFs work extremely well in social media graphic design,  and think they are perfect for newsletter templates as well.

Handwritten font sales email example

Handwritten newsletter fonts are a big design trend. You can use a handwritten font to draw attention to a particular part of your newsletter. Like Loeffler Randall did in the example below to show their subscribers there was a new location.

Minimalist Modern Email Newsletter Template

Handwritten fonts jump off the screen. It may be the first thing your eye sees on a page or email newsletter as well. Our post on elegant fonts has lots of examples.

Bold font product launch sales newsletter idea

To say that Cotton Bureau used a bold font on this newsletter may be putting it lightly. This is a font that you can’t ignore when it hits your inbox, especially in the header.

Bold Creative Email Newsletter Template

The header uses this font to bring you into the email, but I think the best use of it is on the “Free Shipping” offer. This is an easy hack to put the reader in the right state of mind before they read all the other information as well. Now they know that they will be getting free shipping before they even look at the shirts or read more about the company.

6. Sign up newsletter examples

Before sending out an email newsletter to new subscribers, I would recommend sending a customized welcome email .

These types of emails reportedly have an 86 percent higher open rate  than the standard newsletter email, so they’re important to set the tone and build a relationship that will hopefully lead to a sale.

Modern welcome event email newsletter template

This graphic welcome email is short and sweet. Replace the icons with your product shots and add your social media links to the bottom.

Welcome Event Email Newsletter Template

This makes a lot of sense, especially if you send a well-written welcome email while your brand is still bouncing around in their head. This will ensure that the recipient has a good first impression of your company from the start. Make sure you have a good onboarding email strategy as well that extends beyond your welcome email.

Also if your brand only sends out a monthly or biweekly newsletter, you can still engage them quickly after they subscribe. Many companies use Mailchimp to send these newsletters, but there’s plenty of  Mailchimp alternatives  and email marketing tools you can choose from.

Introduction sales email example

This sales email newsletter from Fossil may be one of my favorite examples in this article. All of the design elements like font and icon usage are excellent.

But the best part of this newsletter design is that it targets their whole audience so effectively. In the simplest terms, they have two main customer groups based on this sales email : men and women. Now, instead of targeting both of them in separate campaigns, they hit both with the same email.

Modern Holiday Marketing Email Newsletter Template

This may seem like a common thing to do, however, I am guessing a solid chunk of Fossil’s products are given as gifts. A recipient may not need a watch that instant, but their significant other or family member could. By targeting both groups around the holidays, they could maximize the potential sales.

Simple email campaign newsletter example

This is a pretty easy hack that you can add to your newsletter template in a few seconds, but I guarantee will help boost readability: use a line as a visual cue to guide readers’ eyes.

Minimalist Tech Email Newsletter Template

Sometimes your brain needs a little hint about what to look at next, and that line connecting points or sections will help it out. But it doesn’t need to be very obvious to do the trick, as you can see in this newsletter example from Udacity . It’s so subtle that people won’t even realize it’s there, but it will still do the trick.

7. Nonprofit newsletter templates

Nonprofit marketing can be tough, especially with limited resources. It can be a challenge to engage donors, convince them to donate their time or money and keep them coming back to your cause.

Nonprofit email newsletters are critical to getting compelling visuals and stories in front of your donors to keep them engaged. Facts and figures are good, but storytelling is what really connects donors to your cause.

Nonprofit fundraiser event email newsletter template

This simple fundraiser email template can be quickly edited to give an update on your nonprofit as a whole, on a cause, on an upcoming event etc.

Canceled Fundraiser Event Email Newsletter Template

Nonprofit crisis response support email newsletter template

Taking your programs online? This well-organized visual newsletter quickly gets your point across, with easy to digest pointers on your new services.

Nonprofit Crisis Response Support Programs Email Newsletter Template

Get more nonprofit crisis communications templates .

Nonprofit infographic email newsletter template

This example, from Charity Water , is a great example of a nonprofit newsletter. In this case, the newsletter uses a simple list infographic design to make key points easy to read.

After they state their case on why you should donate, a call to action seals the deal. Our post on nonprofit infographics will teach you how to create your own visual story.

Charity Water Nonprofit Email Newsletter Template

Our post on 9 powerful examples of nonprofit storytelling  is a great way to learn to tell the story of your own nonprofit.

8. Classroom newsletter templates

Whether you’re part of the school administration or a head teacher, you need a quick and easy newsletter template to keep parents or staff informed.

These templates have done the design work for you, now you just need to add your own words!

TeachHub recommends adding some of all of the following information:

  • Important dates
  • News from the nurse
  • Answers to common parent questions
  • Kids websites that are fun and educational
  • News from arts teachers
  • News from the librarian
  • Inspirational quotes

Preschool newsletter template

Preschools and daycares are reopening across the country. Parents are anxious, so send them a preschool newsletter with all your new safety protocols such as staggered pickup times, temperature taking, rules around washing hands and whether both or one parent can do pick up and if they’re allowed inside.

Vibrant Preschool Email Newsletter Template

Simple elementary school newsletter template

This simple elementary school newsletter is easy to customize, whether you’d like to send it monthly or more often.

Easily upload your own photos, click any text box to change the words and add your school colors to the backgrounds with a couple of clicks.

Elementary School Email Newsletter Template

Back to school newsletter template

As schools plan to reopen in fall 2020, back to school newsletters will be important to communicate the transition plan and new safety measures to keep students and staff healthy.

Colorful School Email Newsletter Template

Welcome back to school newsletter template

As students return to school later this year, it’s a great idea to send a welcome back to school newsletter to help them feel confident and excited about returning to the (physical) classroom.

Get them excited about upcoming events and new clubs and outline what they can expect during their first week back.

Welcome Back to School Newsletter Template

9. College email newsletter template

Colleges and universities have a lot of people to communicate with–alumni, staff, applicants, enrolled students and prospective students.

They also have a lot to communicate, whether it’s convincing potential students to enroll, onboarding new students, keeping current students up to date on events and news and keeping in touch with alumni to foster community and encourage giving.

MailerLite has a great guide to education newsletters if you need advice on how to meet your goals with email.

The following newsletter templates will help you fire off all these communications, with minimal effort.

University email newsletter template

This classic university newsletter template is easy to customize. Click the text boxes to change the words and change the background colors to match your school colors.

University Email Newsletter Template

Modern red university newsletter template

This modern newsletter template can easily be edited to reflect your college or university’s branding. Click the image to replace it and upload your own. Or choose from our free stock library with thousands of high-quality images.

Modern Red University Email Newsletter Template

10. Fashion newsletter template

Fashion email newsletters can drive traffic and conversions, but some bloggers and retailers think they don’t have time to make them or give up too quickly.

Here are some tips to ensure success, thanks to the Independent Fashion Bloggers :

  • Offer exclusive content, downloads and deals, like featuring other local retailers or follow-worthy fashion social media accounts
  • Nail your subject line. Power words like “easy” or “free” work well. Or ask a question like “Is your summer wardrobe feeling like old news?” And make sure you have a solution in your email.
  • Numbered lists are easy to scan
  • Promote your newsletter on your blog and social media accounts. Include a highly-visible sign up widget on your website.

Net-A-Porter luxury fashion newsletter design

If you are featuring a selection of different products in your newsletter, I would recommend adding a background shape or frame to each. Borders or frames can help unrelated parts of your newsletter look uniform. This may be one of the easiest things to add to your newsletter, yet many people forget it completely.

In this example from Net-A-Porter, they use subtle frames to make it look like these 8 items go together.

Modern Fashion Email Newsletter Template

Survey email blast

There is going to be a time that you need your readers to go to bat for your brand. It could be filling out a survey, like in this example below, or helping you promote a new blog post.

Gradient Promotional Email Newsletter Template

Whatever it may be, most of them are going to need an incentive to help your company out, so give it to them. Only the most hardcore followers are going to do something without seeing the benefit for themselves.

Creative font professional email format

All of your CTAs should stand out relatively quickly in your newsletters. An easy way to do this is to use different sized or colored fonts. Or just by picking a wacky font that is used nowhere else.

But what if you just used italics or underlined the text to make it even more eye-catching? In this example from Edited, they do just that for the three CTAs in their newsletter.

Creative-Mens-Fashion-Email-Newsletter-Template

Straightforward eCommerce email newsletter idea

In addition to using some bold colors, this newsletter also has a very straightforward goal: to get people to check out their sale. There is no pitch or hidden agenda that NeedSupply wants their readers to fall for. It’s almost like they are reaching out to a friend to tell them not to miss this sale.

Black-Modern-Fashion-Email-Newsletter-Template

Some people may think it’s too plain, but I think that is what makes it so effective. You want them to check out your sale–nothing else is really needed. It’s eCommerce marketing at its finest.

Birchbox beauty newsletter layout

Using a well staged and shot photo can make an outstanding background for your email newsletter. Be sure you pick or create one that allows the important text to be seen easily.

For example, this background photo from Birchbox is crafted in a way that the text doesn’t feel out of place. Plus, it shows off all of their products in a very natural way. Like you just saw them laying out on a table in your house, which feels genuine.

Birchbox-Creative-Email-Newsletter-Template

Colorful professional email format example

An understanding of color theory can really help spice up your newsletter designs. Check out this guide to picking colors  to get started.

Trunk-Club-Marketing-Email-Newsletter-Example

In this example from Trunk Club , they use complementary colors in their email design very well. The orange CTA button contrasts with the blue background. This type of color usage can be added to buttons, links or important pieces of info to bring attention to them.

11. Holiday newsletters

Before you send your holiday newsletter, make sure to create a new page on your website for “Best Christmas gifts” or whatever holiday you’re prepping for. A curated gift list will make it easier for customers to buy, says Omnisend .

Then, think about if you’ll provide a discount. Bundle promotions, like buy three and save 30 percent, are popular. And remember, good quality images of products help customers convert much better. So, invest in good photography.

Nordstrom retail holiday email blast sample

One of the most interesting things that I saw researching this article was the unique way brands framed text. Most of the time it was with a nonintrusive border or a background.

But some of the trendsetters decided to use graphics and icons to frame their copy. Like in this newsletter example, from Nordstrom , which used a handful of flowers.

Nordstrom Fashion Email Newsletter Template

This not only makes draws your eye directly to the message but fits what the text says. You can check out these  newsletter ideas from popular brands  for more design tips.

Personalized holiday offer email newsletter design

What’s more simple than replying to an email? Not much, and that’s probably why they used it as a call to action in this email. To start working on a gift package with Greetabl , the customer simply has to the email. No clicking a link or filling out a form. Just an easy reply, like they are talking to a real person down the hall.

Minimalist Sales Email Template

Also, I like how they use white space and large font to put that CTA at the forefront of the newsletter example. That section is the first thing you are going to be drawn to and it has some of the most important info of the whole newsletter.

12. Event newsletter templates

While many events will stay purely online, other organizations are testing out a hybrid model.

Hybrid events combine a physical location and a virtual component, like someone moderating a panel remotely–with audio and video of that person. This option may be better for event organizers as they navigate trying to include speakers or attendees who cannot (or will not) travel given the pandemic.

New to virtual events? Slido has a comprehensive guide to best practices for virtual events . Convene’s post on hybrid events is also a must-read.

Virtual or hybrid event email newsletter template

Virtual events work differently than in-person events in terms of communication. Most people won’t clear their schedule for it, so you’ll have lots of impulsive joiner or last-minute absentees.

Tailor your email communications accordingly. Ramp up your emails 48 hours before the start time with reminders of key speakers and “how to join” information.

Marketing Virtual Event Email Newsletter Template

You can also send feedback surveys after the event is done. Convene recommends asking for three tips on how to improve the event for next time.

Colorful event newsletter template

Every event email newsletter should have a call to action (CTA)–that’s a no-brainer. A lot of newsletters use only one call to action, placed at the very bottom.

Whether you’re using one CTA or many, make sure it’s always clearly defined. This newsletter example uses a contrasting green button for its CTA buttons:

Creative Weekly Email Newsletter Template

It’s always worth it to test out different numbers of CTAs or their placements. With the right email analytics tool handy, you can compare different data to decide what works best for your audience.

Holidays and events newsletter design example

As you can tell, I really like it when brands use GIFs in their email newsletters. But this tip isn’t about GIFs, instead, I want you to see how well Luciana crafted their Valentine’s Day newsletter example.

First of all, it looks like a card that you would get from a close friend, not a large company. Something like this automatically makes the brand feel a lot more genuine.

Next, all of the copy, fonts, and icons that are used fit the overall theme of Valentine’s Day. Nothing feels out of place, and it comes together to make an effective email newsletter template. If you are struggling to put together a relevant newsletter template, take a look at the calendar first.

Our post on  holiday marketing examples has even more tips.

More email newsletter examples

We’ve rounded up even more email newsletter templates and examples that vary in terms of industry, purpose and design. Hopefully they will inspire you as you think about your own email campaigns .

Indigo startup email newsletter template

This newsletter example below features an ideal CTA. The contrast between the light blue text and purple button background color make it easy to read, while the wording is simple and to the point.

Indigo Startup Email Newsletter Template

Easy-to-read media newsletter layout example

There really isn’t a limit to how long email newsletter templates can be. While looking for examples for this article I found some that could be a flyer and others that looked like a novel.

NYT Marketing Email Newsletter Template

But no matter how much information you’re packing into one newsletter, make sure your content has room to breathe by leaving whitespace. Whitespace can help you draw attention to specific points, like the New York Times does in the above example. Plus, with all of that white space, the text is easier to read from any device.

Bold color photography email newsletter design

One way you can set your emails apart this year in by embracing bold color palettes. This email newsletter example from Lomography uses bold and bright colors extremely well. You’re going to have a hard time missing this email or the awesome cameras they are promoting.

Lomography-Product-Marketing-Email-Newsletter-Template

37. Vimeo fun illustrative newsletter format

Over the past few years, we have seen hand drawn and dynamic icons really rise in popularity. This is probably a reaction to the clean and minimalistic graphic design trends that dominated the past decade.

Vimeo Minimalist Tech Email Newsletter Template

Hand-drawn icons and graphics can still really liven up an email newsletter template. If it fits your brand, like with Vimeo , you should definitely use them. They are a fun company that was built for creatives and dreamers, which means these fun illustrations are welcome in their newsletter.

Simple Apple pre-order newsletter design

Apple is known to not do a ton of traditional advertising but when they do, they definitely make it count.

In this newsletter, they put their most important product right at the top. It’s the first thing that anyone is going to see when they open the email–and they know that is exactly what their fans want to see.

Apple Email Newsletter Template

ClassPass social media reviews email newsletter layout

The majority of people trust recommendations from friends more than other types of social proof.

So, it makes sense why ClassPass would design a whole newsletter around social media reviews. These statements and photos, even from random users, hold a lot more power in the mind of consumers than anything the brand will say.

Classpass Fitness Email Newsletter Template

I also really like that instead of using random names, they attributed the quotes to real social media accounts. That way you can check these people out and, hopefully, put a real face to that quote.

Compelling custom header for email newsletters

A header can be the thing that makes or prevents someone from reading the rest of your email newsletter. In this example from The Octopus , the header will stand out immediately in a crowded inbox.

Creative Startup Email Newsletter Template

Additionally, this example uses the name of the newsletter to direct the design choices, further cementing their unique brand font  and style. You’re not going to forget a company that embraces an octopus so wholeheartedly.

Check out our email header templates for more ideas.

Airbnb interactive header email newsletter example

With a company as large as Airbnb , they have no shortage of creative talent. They also have an abundance of amazing places that you can stay around the world.

In this example, one of those places that you can stay at is featured in the newsletter header. And best of all, you can book it with one click, directly from the email.

Creative Airbnb Email Newsletter Template

They could have just as easily used the photo and then buried the link in the newsletter somewhere. But they made the header serve two purposes instead. You can easily copy their idea–for example, if you feature a blog post in your newsletter have the header link to that!

Branded stylish interior design newsletter layout

I was first drawn to this email newsletter template from Homepolish because of the clean lines and minimalistic theme. Only after I visited their website did I see the true greatness of this example.

The email newsletter and homepage feel so similar that people will never mistake who the email came from. Overall, it was one of the better uses of consistent branding that I saw in all of the examples.

Homepolish Real Estate Email Newsletter Template

Creative header gaming newsletter template

Your email newsletter header will likely be the first thing people see when they open your email. That’s why it’s important that you grab their attention with a creative header.

Create a header that reflects the theme of your newsletter, using icons to illustrate ideas and fonts that reflect the theme and mood.

For example, the pixelated font in this email newsletter template reflects the video game theme of the content.

Gaming Email Newsletter Template

Creative infographic email newsletter template

About 80% of readers are only skimming your email newsletters , instead of reading them in-depth. You can combat this stat by using a creative infographic as inspiration, which is already great for summarizing information.

In this newsletter example from Code Camp , they use an infographic newsletter to succinctly present a bundle of interesting stats to their stakeholders.

Creative Infographic Email Newsletter Template

Engaging marketing newsletter format

Directional cues are visual indicators like arrows, fingers pointing, and lines that guide your readers’ gazes in a certain direction.

For instance, take look at this enticing newsletter format from J.Crew.  The massive ice cream cone pulls your eye down to their call to action with its arrow-like shape.

Minimalist Email Newsletter Example

Combining an ice cream cone with some snappy copy makes a simple email more engaging. Your eyes know exactly where to look or click.

Charming marketing email newsletter template

Sometimes mistakes happen when sending out newsletters. I know it’s happened to me at least once–I used the wrong link in an email that went to about a million people. So that was fun!

But right after I noticed my error I tried to fix it. Just like Fab did in the newsletter example above, where they make for sending a random cat image to their subscribers. They owned their mistake and offered a discount to make up for it.

Fun Email Newsletter Template

Creative weekly book club email newsletter template

Not every newsletter needs to be a novel. It says exactly what it needs to say–in this case, making a few book recommendations–and that’s it.

Book Club Email Newsletter Template

Getting an email like this is bound to stand out in an inbox, based on the simplicity alone. Additionally, this is a newsletter that can be easily read on any screen or device.

Spotify personalized infographic email newsletter example

We have all gotten emails with our name and key details, like our birthday or hometown, included in the copy. Those details make the emails feel a little more personal and real.

But in this infographic newsletter example from Spotify , they take it to the next level.

As you can see, this email was created for each of their millions of listeners based on their listening data. Each section was crafted just for them and gives them info that they care about.

Spotify Monthly Email Newsletter Template

8 Email newsletter design tips to drive engagement

An effective email newsletter template can make a significant difference in capturing your readers’ attention and driving engagement. To help you create newsletters that stand out in crowded inboxes, consider the following design tips:

1. Start with a Clear Hierarchy: Establish a clear visual hierarchy by structuring your newsletter with headings, subheadings and sections. Play around with colors or use larger font sizes for headlines and make important information easily scannable. This way, readers can quickly understand the main message and navigate through your content.

2. Keep it Concise and Scannable: With people’s limited attention spans, it’s crucial to keep your newsletter concise and scannable. Break up your content into short paragraphs, bullet points and sections with descriptive subheadings. Utilize white space strategically to provide visual relief and guide readers through the information effortlessly.

3. Choose a Cohesive Layout: Maintain a consistent layout throughout your newsletter. This includes using a consistent color scheme, typography and branding elements. A cohesive layout helps build familiarity with your brand and ensures a professional and polished appearance.

4. Optimize for Mobile: Given the increasing number of users accessing emails on mobile devices, it’s vital to ensure your newsletter is mobile-friendly. Use a responsive design that automatically adapts to different screen sizes. Keep the font sizes readable, buttons easily tappable and avoid using large images that may slow down loading times.

5. Make Images Relevant and Impactful: Visual elements play a crucial role in capturing readers’ attention. Choose high-quality images that align with your content and brand. Use visuals strategically to complement your message, evoke emotions or illustrate key points. Remember to optimize images for fast loading without sacrificing quality.

6. Pay Attention to Color and Typography: Select a color scheme that reflects your brand identity and conveys the right emotions. Use a limited color palette to maintain visual harmony. Similarly, choose fonts that are legible and appropriate for your brand’s tone. Stick to a maximum of two or three font styles to maintain consistency and readability.

7. Include Clear Call-to-Actions (CTAs): To drive engagement and conversions, incorporate clear and compelling call-to-actions in your newsletter. Use contrasting colors for buttons, place them prominently and make the purpose of the CTA explicit. Encourage readers to take action by using persuasive and actionable language.

8. Test and Optimize: Don’t underestimate the power of testing and optimization. A/B test different design elements, subject lines and content to see what resonates best with your audience. Monitor key metrics like open rates, click-through rates and conversions to identify areas for improvement and refine your newsletter design over time.

If you need more inspiration on how to design your next email newsletter, here are some newsletter examples to help supercharge your email campaign strategy.

FAQ about email newsletter

1. how do i email a pdf newsletter.

Your PDF or PNG image should be 550 to 600 pixels wide before you download it. Once it’s downloaded, upload the image in a new email or use a email newsletter service to access a lot more features. G2 has a great roundup of the best email marketing software with real customer reviews. In Venngage, you can adjust the page size within our online editor. Just click on “Settings” and then add a new custom page size. In the example below, the width is set to 816 pixels. Just tick the box “scale content on resize” and change the width to 600 pixels and you’re done.

Email Newsletter Screenshot 1

2. How do I make sure my email newsletter arrives correctly?

While you can design the perfect email newsletter, it can still look less than ideal if there’s a coding incompatibility with any of the major email clients (Outlook, Hotmail or Gmail can be notoriously difficult in that regard). In this instance, it’s best to do two things: use an HTML email template builde r to design your emails and rigorously test your templates. Ideally, you should use a  newsletter tool  that provides an automated testing tool for different email clients.

3. What makes a good newsletter design?

Here are 8 of my favorite newsletter design tips: 1. Create an infographic like newsletter 2. Use complementary colors to make information pop 3. Don’t be afraid to keep your newsletter brief 4. Put your money makers in front of the readers 5. Visualize data with charts & graphs 6. Use consistent branding across your newsletter 7. Send a welcome email first 8. Make sure your CTA is worth their time

If you would like to learn more about the best time to send an email,  read this data-driven study!

Then go check out our collection of email newsletter templates .

NEW! Use Venngage with your favorite email software or app

Venngage now works with Mailchimp, Outlook and other email apps. Sign up for Venngage for free. Select a newsletter template and you’ll enter our drag-and-drop online editor where you can customize your design. Or start from a blank canvas. Add hyperlinks to any element.

When you’re done, select Export to HTML ( paid plans only ) to get a file you can use with your preferred email app. This video shows how simple it is to create beautiful custom newsletters that you can easily send to your audience.

Related: How to Create a Newsletter From Scratch [Templates Included]

More business design guides:

  • How to Make a Letterhead in 5 Steps [+ Templates & Examples]
  • Website Marketing for Small Businesses: The Ultimate Guide
  • 15+ Professional Business Letterhead Examples and Branding Tips
  • 55+ Creative Poster Ideas, Templates and Tips
  • 50+ Captivating Flyer Examples, Templates and Design Tips
  • 10 Page-Turning White Paper Examples and Design Tips
  • 21 Brochure Templates and Design Tips

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Carmine Mastropierro

How to write a newsletter: step-by-step guide, join the newsletter.

Get my latest content on business, marketing, and copywriting.

So, you want to know how to write a good newsletter.

You’re in the right place.

I’ve been writing email newsletters for upwards of 8 years and have helped dozens of clients with their email campaigns.

It seems simple; it’s just a newsletter, after all, right?

Not so quick.

Copywriting is an art, and when done right, it can make you serious coin.

Heck, 82% of B2B and B2C companies use email marketing.

But, many entrepreneurs attempt writing newsletters before they’ve learned the proper strategies and the results are lackluster.

Sound familiar?

Today you’re going to learn how to write a newsletter that captivates people and makes them take action.

Take out your typewriter (not literally), and let’s get into it!

What is a newsletter?

Newsletters are printed or online reports that people can subscribe to. They contain useful pieces of content, updates, and news, as you can guess.

Companies regularly send out newsletters that share stories, information, and resources to help employees perform better.

But we’re focusing on a different type of newsletter today— a marketing newsletter . This is used to drive traffic to websites, generate sales, and grow relationships with subscribers.

This is the Friends Newsletter from Nick Gray for illustration:

Example of an email newsletter

Email marketing is older than your grandma (not literally, but close) yet still drives massive ROI.

Don’t believe me?

I’ll let the data do the talking: email marketing generates $40 for every $1 spent , according to Lyfe Marketing.

I’ve also consulted with clients and helped them set up email campaigns that generate five figures in MRR.

You can learn the strategies I used in my online courses .

But without out of the way, I’m going to teach you arguably the most important component of writing newsletters next…

Newsletter subject lines

The subject line of an email will make or break your email campaigns.

If it’s boring, no one will open it.

And if no one opens it, you won’t make any money. 👎

Approximately 35% of all recipients open an email based on the subject line alone. It’s crucial that you take the time to craft one that’s irresistible to click.

One of the best newsletter subject lines to test is one that includes their name .

I’ve never experienced higher open rates with newsletter copywriting than when I use someone’s first name in the subject line.

Something as simple as “To { Name} ” or “Hey { Name} ” works wonders.

Why is this? Because it’s been proven that calling someone by their name enhances something known as conscious processing .

It peaks their awareness, makes them more likely to examine the information, and makes them feel emotionally attached to it—since it’s their name and identity, after all.

It also shows that you’ve done your research and you’re not just sending another copy and pasted email.

To pull this off, make sure that you require at least a first name when opting into your newsletter like MobileMonkey does on their blog :

MobileMonkey popup

You can also use a sense of urgency or FOMO (Fear of missing out).

This will entice subscribers to open the email to avoid missing out on something great. Here are some newsletter subject line examples using this tactic:

  • “12 Hours Left to Get Your Free Copywriting Course “
  • “You’ll Regret Not Knowing These 5 SEO Tips “
  • “John, Are You Making This Deadly Marketing Mistake?”

Look how lead pages used this strategy by simply stating, “We’re sorry:”

Email subject line example

It instantly creates a sense of mystery.

What happened?

Is something wrong?

There are many questions that might go through your head when you hear a company you’re a customer of apologizes without context.

This no doubt greatly increased CTR as recipients would be interested to read the email.

Furthermore, I love keeping a swipe file to reference every time I’m writing a newsletter. This is simply a spreadsheet with ideas and inspiration.

When you see a headline, subject line, or any piece of copy for that matter, copy it into your swipe file. Obviously, don’t steal material from other writers, but use it for brainstorming.

I go into email marketing and lead generation more in-depth in my copywriting course if you’re interested in learning how to grow a profitable writing business.

Newsletter best practices

Now that you understand what a newsletter is and its components, let’s touch on some best practices and what to include in a newsletter.

Always include an opt-out

The Federal Trade Commission enforces a set of laws known as the CAN-SPAM Act .

This covers commercial email laws, and you absolutely need to be aware of it. Or else you might get the FBI knocking at your door.

Okay, probably not.

But, they are legitimate laws that you need to follow, and you can get into legal trouble if you break them.

Two of the rules you must follow are:

  • Tell recipients how to opt out of receiving future emails from you.
  • Honour opt-out requests promptly.

Any modern email service, whether it’s Mailchimp or Aweber, will provide you with an option to let subscribers opt out.

Always include this in the footer of your emails and ensure that if someone does opt out, you don’t continue emailing them. That’s when the feds will come knockin’.

If you’re enjoying today’s topic, I’d also recommend you read my email follow up guide since it contains a lot of useful information that ties in email marketing in general.

Don’t use misleading subject lines

Have you ever added “FW:” or “RE:” to an email without prior contact with that person?

If so, I have something really bad to tell you…

You’re a criminal!

The second requirement in the CAN-SPAM Act is to not use deceptive subject lines. It must accurately reflect the body of the email.

I would avoid using those prefixes in your subject lines.

Not only is it technically against the law, but it’s tricking people, and I don’t think you want to start off your relationship with a client or subscriber on that foot.

Monitor employees and team members

Do you have employees that email subscribers or prospects on your behalf?

Then you need to be monitoring that they are also following the CAN-SPAM act and general best practices.

Because guess what?

It might be someone else physically sending the emails, but it’s still coming from your address.

A.K.A, you all will get into trouble.

To avoid this, I like giving my team templates and resources to send them on the right track. Give them the link to the CAN-SPAM guidelines , email scripts, and maybe this article.

Don’t overdo it

No one wants to be spammed to death with emails every day.

Emails sent and open rate

Omnisend performed a study on email frequency and it’s correlation to open rate and click-through .

They discovered that the fewer emails that were sent on a monthly basis, the higher the open rates and click-through rates became.

What can you learn from this? Quality over quantity. Don’t send out emails every day. Perhaps not even every week.

Aim for a few extremely high-quality newsletters every month.

Include social sharing

Visual content is up to 40% more likely to get shared than non-visual content.

Social sharing is the easiest way to achieve a viral effect with this in mind.

Ensure that there are Facebook and Twitter sharing links at the end of your newsletter, so subscribers can forward it to all of their friends.

On that note, if you use Facebook to promote your business, don’t miss out on my Facebook ad copy article.

Add other social networks to the newsletter if you’d like, as well.

Imagine if you had 1,000 subscribers, and 50 of them shared it. Those 50 people could reach an additional 500 users if 10 individuals per subscriber read it as a result.

Writing a newsletter – the meat and potatoes

Alright, you have a good idea of what a newsletter is, what it achieves, and how to get subscribers to click based on the subject line.

Now it’s time to learn how to write a newsletter article.

How you go about this will change depending on your individual business goals, but the principles remain the same. Here’s what you need to know:

Use storytelling to create emotional connections

Stories help subscribers emotionally relate to your business, its message, and its product.

You can get a story in three different ways: stating your own experience, sourcing someone else’s story, or crafting a fictional tale.

A personal story is effective because you can tie it into writing a newsletter article effortlessly. Let’s say that you’re promoting an e-book on affiliate marketing you recently published.

You could tell the story of how you were broke and in debt, but stumbling upon affiliate marketing changed your life. You bought a car, got an apartment, and now know the secrets to master it as a business.

That’s pretty simple, of course. But, consider your own life experiences, especially emotional ones, and how you can mention them in newsletters.

Look how Ramit Sethi talked about his experience getting married and asked for subscribers’ best piece of advice in this email :

Ramit email

It’s a simple illustration of how a piece of personal information can make you feel closer to the other person sending the email.

If you don’t have any stories to share, there’s nothing wrong with using someone else’s. Publications, specifically news outlets , do this every day. Everyone loves a good story, but it doesn’t have to directly be yours.

Research stories and case studies on the topic of your newsletter. If it’s about machine learning, find a story about companies that used AI to transform their productivity and output.

Lastly, you can always just make up a story.

But, be careful. Don’t claim anything outrageous, like a previous customer used your product and generated $1 billion.

People will see right through that, and they’ll lose trust in you.

Read my guide on storytelling in copywriting to learn more effective tactics.

Make it a slippery slope

The goal of the headline is to make them read the first sentence.

…The goal of the first sentence is to make them read the second sentence.

…The goal of the second sentence is to do the same as above until they finally reach a call to action.

Focus on the flow of your words. You want the subject line to intrigue them first. It should relate to their needs, wants, or pain points as a customer.

Then, the first sentence needs to be bold . Use an interesting stat, a thought-provoking question, or make an absurd comment. The goal is to hook their attention.

Traffic Think Tank executed this perfectly in one of their promotional newsletters.

Slippery slope email example

Short and snappy sentences make it easy on the eyes.

Every sentence has a meaning and substance while effortlessly leading into the next.

Use the other copywriting principles in the remainder of the body, and next you know, they’re at the end of the newsletter with their credit card out.

The slippery slope method was developed by the famous copywriter Joseph Sugarman. I wrote a blog post covering some of his main tactics you can read here .

Make them feel like it’s real

Imagine selling flashy cars like Ferraris or Lamborghinis. We’ll call our company Bambino’s Autos .

We’re trying to increase how many subscribers call to schedule a test drive for some new arrivals.

How could we convince these people to come test a $500,000 car?

Simply, actually.

Just make them feel like they already own it . We could write something like this:

Everyone is staring at you. People are taking pictures. The scream of the V12 engine turns every head in sight. You’re pressed back into your seat with the slightest touch of the peddle, and the digital dash looks like something developed by NASA. Just glancing at the car gives you the jitters, let alone knowing that you own it. Test drive the new Lamborghini SVJ today.

Even if you’re not a car enthusiast, I think it’s safe to say that writing like this would make you excited to go for a test drive.

It speaks to the customer’s interest in appearing special, wealthy, and wanting to drive fast. I’m generalizing here, but follow along.

The goal is to make them imagine as if they already own the product and the experience that would come along with it.

This, as a result, generates the associated emotions and makes them more likely to take action. Cool, huh?

Predict their questions and answer them ahead of time

To make your email newsletters “slippery,” you need to be able to predict what questions and thoughts your subscribers are having. This allows you to answer them ahead of time and keep them flowing through your content.

Consider what they would want to know about pricing, features, benefits , refunds, and any other detail about what you offer. Weave this into your copy, and they will think you’re a mind reader.

More importantly, it prevented obstacles.

If someone has to stop and scratch their head or wince in suspicion, you’ve lost them .

They’re likely to click off the email and do something else—losing you the sale.

This requires you to have a solid buyer persona and a great understanding of your ideal customer.

Do you? If not, it’s something you need to develop because all great copywriting stems from it .

I recommend using a free form tool like Google Forms .

Use one of the available templates or start from scratch.

Add questions that you would like to know about customers. Good ones include:

  • How much are you willing to spend on this type of product?
  • What problems are you experiencing in this area?
  • Why do you shop with your favourite brands?
  • How did you find our business?

Send this out via (no pun intended) a newsletter to collect feedback.

Finish it with a call to action

A call to action is very literal.

It’s telling the reader to take some form of action that gets them closer to a sale.

In your case, it might be a discovery call, consultation, or similar.

You can’t just leave them hanging either, so the end of the newsletter needs to forward them somewhere. Examples of calls to action are:

  • “Buy it now”
  • “Continue reading”
  • “Get our free e-book”
  • “Schedule a call today”

Want to hear some crazy stats? Wordstream found that emails with calls to action lead to a 371% increase in clicks and a 1617% increase in sales.

Yep, you read that right, too.

It’s such a simple concept, but it makes so much sense, as well.

As humans, we want to be told what to do.

It makes our lives easier since it means we don’t have to think harder.

When we see a call to action, it immediately helps us move on to the next step.

Look how the retailer Huckberry did this in one of their Labor Day sale emails:

Shop now CTA

They use the “Shop Now” call to action many times throughout their newsletter to promote visiting their online store.

Best time to send email newsletters

In my cold emailing guide , I spoke about how the best time to email someone is before 9:00 AM and after 5:00 PM.

Why do you think this is?

…Because it’s before they get to work and after they’ve come home.

Your email will be one of the first things they see when they check their mailbox if you follow this strategy.

Hubspot email open time

Additionally, Hubspot discovered that emails sent at 11:00 AM on Monday, Tuesday, and Wednesday experience the highest open rates.

Try it out for yourself.

Every business has a unique audience, so monitor data to see if your subscribers are different. You might notice that they open emails at 2:00 PM more, for example.

Summing up newsletter copywriting

Copywriting newsletters is a great way to reach a large audience, and collecting an email list is one of the wisest things a business owner can do.

Focus on nailing a subject line that people would want to open in the first place. Urgency and using someone’s first name is a proven tactic.

Then, take the time to craft a body of text that acts as a slippery slope. Every sentence should flow smoothly into the next and ideally will make them want to finish reading the entire newsletter.

Add in your own personal stories to make them relateable, or find one that relates. Poke their imagination with vivid detail, and answer any questions they might have before they’ve even thought of them.

If you do all of that, they’ll make it to the end of the newsletter, and you can finish it with a call to action.

Check out my copywriting courses to learn more and get mentorship from me and a community of writers.

Here’s an infographic that sums up everything I spoke about today, as well:

How to write an email newsletter

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How to write a newsletter article: 11 Tips

  — November 15th, 2023

How to write a newsletter article: 11 Tips

Grabbing attention is a difficult task in today's content-heavy world. You need your content to make your readers stop and take notice. It's also important that it's of consistently high quality so your readers will continue to read and even recommend your articles.

How to improve employee newsletter open rates and drive engagement

Here are our 11 tips for writing great newsletter articles.

  • Keep it short : remember, your readers are busy and need to consume content quickly. Bear in mind they may also be reading the article on their mobile phones. Stick to a concise word count with your newsletter articles. You can explore more in-depth topics in other ways – consider using video  for example.
  • Make it relevant : this is a no-brainer, but you want to make sure you are including content that's relevant to your readers. You should use analytics to determine the type of content your readers are typically most interested in.
  • Have a catchy headline : it's all about grabbing readers' attention. By using a catchy headline you can pique interest. Write the article content first and then come back to the headline. Make sure it sums up the article but don't be afraid to be quirky or use puns. Making use of numbers is also a good idea to capture eyeballs.
  • Include a short intro that sums up what the article is about : often newsletters  will feature a home page or cover page where articles are teased with a headline and short intro. Use this space to really sell the article. Give the reader an idea of what they'll be reading but don't give too much away, make them want to click through to read the whole article.
  • Use simple language: avoid using complicated language. You want your newsletter to be inclusive, and not to alienate readers with unfamiliar words or phrases. Keep your sentences short and to the point.
  • Add contextual links : by adding links to the content you can direct your readers to other relevant or interesting content. This gives people an opportunity to find articles they may not have already read.
  • Add a call to action : make it clear what you want the reader to do after they read the article. Do you want them to sign up for a workshop, read an important PDF, provide feedback, or simply read a follow-up article! Include a clear follow-on call to action at the end of the article.
  • Proofread final article : if you've written the article, get a colleague to cast their eyes over your final draft. You will seldom notice your own errors and it's always wise to get a new pair of eyes to look over what you've written. Errors and typos can leave a bad impression on your readers, so be sure you do a simple check.
  • Double check spellings of all names you mention in the article: if you are referring to people in your article be sure you have double checked the spelling of their name. People will always remember if you spell their name incorrectly and this might sway them negatively against your content.
  • Good imagery: an interesting or illustrative photo is a good accompaniment to any well-written article. Take time to choose an image  that best illustrates the photos and make sure to use a good quality, high-res image. Poor photos can make the rest of the content look bad.
  • Include comments facility : to encourage engagement to consider adding a comments facility to each newsletter article. This offers your readers the opportunity to get involved in the conversation and could generate some interesting discussions or even spark ideas for future content.
  • Personality Punch: Inject some personality into your writing. Let your unique voice shine through, and your readers will feel a personal connection. An article without personality is like a party without music—forgettable.
  • Storytelling Mastery: Craft your articles like captivating stories. Weave a narrative that keeps readers hooked from the first word to the last. Everyone loves a good story—make yours unmissable.
  • Visual Variety: Don't limit yourself to static images. Embrace variety with infographics , gifs, or even interactive elements. A visually diverse newsletter is a feast for the eyes.
  • Mobile Magic: Optimize your content for mobile users. Ensure that your articles are easily digestible on smartphones. The world is in the palm of their hands—make sure your content is too.
  • Social Media Savvy: Spread the love on social media. Share snippets of your newsletter content, enticing readers to explore the full article. Let your newsletter be the talk of the social media town.
  • Trendy Topics: Stay on top of trends in your industry. Incorporate timely topics into your newsletter to show your readers you're ahead of the curve. Ride the wave of relevance.
  • Sneak Peek Surprises: Tease upcoming content in your newsletter. Give readers a sneak peek into what's on the horizon. It's like offering a glimpse behind the curtain—they'll be eager for the next act.
  • Embrace White Space: Don't underestimate the power of white space. It's the unsung hero of design, giving your readers' eyes room to breathe. A cluttered newsletter is like a crowded room—overwhelming.
  • Consistent Schedule: Be the reliable friend who always shows up on time. Stick to a consistent publishing schedule for your newsletter. It builds anticipation and keeps your audience coming back for more.

If you're struggling to think of regular content for your newsletter, check out our blog with 26 ideas for newsletter content.

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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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How to write a newsletter introduction: Examples to inspire your next newsletter issue

Last updated:  26 December 2023

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Ahmed Chougle

WordPress writer.

Newsletter introduction examples

Writing an effective newsletter introduction is all about getting a busy, distracted subscriber interested enough to keep reading the rest of your newsletter.

The goal of your first sentence is to get your reader to read the next sentence. If you haven’t hooked them, chances are they’ll stop reading and click on the next email in their inbox. A missed opportunity.

Hence, an awesome newsletter introduction is really important for building engagement, loyalty, and conversions over time.

The problem is that writing a good newsletter intro isn’t always easy. It requires creativity, attention to detail, and some basic knowledge about your audience.

In this article, we’ll give tips on how to write a perfect newsletter introduction and share some real-world examples to get you inspired for your next issue.

Best practices for writing catchy newsletter introductions

1. be clear and concise.

Don’t overwhelm your readers with too much information or bore them with long, rambling sentences.

Think about what you want to say and why your readers would care. Then, get to the point quickly.

If you’re not sure where to start, try writing a list of bullet points or short sentences that capture the essence of what you want to say. Then, flesh out those points with a few more sentences. Once you have a rough draft, go back and edit for clarity and conciseness.

Keep in mind that every audience is different. So, don’t be afraid to experiment with formats and styles until you find something that works for you and your readers.

Real-world example: Brainstorm Force

Astra theme newsletter introduction example

The team at Astra clearly states what the newsletter is about right at the beginning. The second line tells subscribers who this update is for (eCommerce) and the benefits (enhances the shopping experience). The third line goes into a little more detail and reassures the readers that it helps makes things super easy.

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This could’ve been a dense paragraph, but Astra manages to fit a lot of key information in just 3 lines.

2. Don’t bury the lede

Everyone’s busy. Tell your subscribers the juiciest bit right at the top to get them hooked. You don’t want to bore your readers and have them give up on your newsletter before they even get to the good stuff.

Burying the lede is a common term in journalism where the most important part of the story is placed at the end or hidden in the middle, instead of summarised at the beginning, where it belongs. 

An effective introduction should be short and one that takes readers to the main point of the newsletter before any background information or supporting details.

Real-world example – Jared Newman, advisorator.com

Jared Newman Advisorator newsletter intro

After the first sentence welcome message which stays the same every week, Jared immediately dives into the main point of the email so that you know exactly what the rest of the email will be about (DuckDuckGo’s email privacy tools), in the first 10 seconds of opening the email.

3. Start with a hook

A good newsletter introduction should always start with a hook. This could be an interesting statistic, a personal story, or a question that piques the reader’s curiosity. The goal is to get the reader’s attention and make them want to read more.

Real-world example – Simon Harper, srhdesign.co.uk

Simon Harper newsletter intro

Simon catches the attention by mentioning the birthday presents and then hooks the reader by further telling them that it has finally arrived and that it’ll be something special just for his subscribers. What a great way to entice subscribers to keep reading!

4. Be personal

The best newsletter introductions are personal and make the reader feel like they are part of a community. A good way to start a newsletter introduction is by telling a story that is personal to you and relatable to your reader. This will make your newsletter seem more like a conversation rather than a one-sided broadcast message. 

Another tip for writing personal introductions is to address your readers by name. For this, you can use mergetags in your email marketing software to pull the reader’s name into the newsletter automatically.

Real-world example – Viktor, user-interface.io

newsletter user interface io by Viktor intro

Even though this is a newsletter about user interface design, Viktor starts off by talking about the weather in Armenia and his vacation. 

This allows readers to build a relationship with him as a person, rather than just skim his UI tips. 

5. Focus on the benefits for the reader

What will they gain from reading the newsletter? Why should they care about what you have to say? What is in it for them? If you can answer these questions in your introduction, you will have a better chance of getting them to read the rest of the newsletter.

By highlighting how the newsletter will improve their life or business, you will immediately capture their attention and interest. In order for them to understand the benefits, be specific and give examples.

Real-world example – MailerLite

MailerLite newsletter introduction

In this example, MailerLite clearly states the benefits the readers will get from reading the newsletter, i.e. 19 strategies to increase the conversion rate. 

6. Use a consistent one-line summary introduction

People subscribe to more than one newsletter and receive 100 to 120 emails daily in their inbox. When they receive your newsletter, they may not remember why they subscribed to you or what your newsletter is about.

By including a consistent one-line summary introduction at the top of each newsletter, you remind your subscribers what the newsletter is all about and why they’ve subscribed.

Real-world example – Shane Parrish, Farnam Street Brain Food

newsletter intro of Farnam Street Brain Food

Shane uses a consistent one-liner summary in his weekly newsletter – Brain Food is a weekly newsletter full of timeless insights.

This sets expectations of what the newsletter contains, and how often a subscriber can expect to receive. it.

That’s it! If you follow these best practices, you can be sure that your newsletter introduction will effectively engage readers and encourage them to read the rest of the content.

Takeaway: Email newsletter introductions

Your newsletter introduction is as important as your subject line.

The subject line is the first thing recipients see when they open their inbox, and the introduction is the first thing that they see when they open a specific email. The newsletter introduction is your opportunity to hook a reader and get them interested to read the rest of your email.

Frequently Asked Questions

Why is the email newsletter introduction so important.

The introduction to your email newsletter is important in setting the tone for the rest of the content. A good subject line catches the reader’s attention, and a good introduction grabs their interest.

It’s the first thing your readers will see after opening the email. It should be engaging and interesting, but most importantly, it should be clear about what the newsletter is about. A good introduction will make it easy for readers to understand what they can expect from the newsletter and will encourage them to keep reading.

How to start a newsletter with an introduction?

You can start a newsletter by introducing the newsletter itself, explaining what readers can expect to find inside, and perhaps providing a brief overview of the main topic of the current issue. You can follow the tips that we’ve shared above to write an eye-catching introduction that’ll hook your readers.

How to introduce yourself in a newsletter?

If you’re writing the introduction for a welcome email, you can start by telling your readers who you are and what you do. This’ll help them connect with you and understand your perspective. Next, tell your readers why you started your newsletter. Finally, end the introduction by encouraging them to reply or ask questions. This will make them feel valued and engaged.

Sign up for more newsletter building and growth tips.

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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..

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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.

All Formats

The Fundamentals of a Good Newsletter

We all know that communication is an extremely significant aspect that carries a great value in the business world. Communication helps business people express their ideas and thoughts, as well as providing each other with essential information. However, there are three different forms of communication used in the business organization: verbal, non-verbal, and written. But among the three different methods, the written communication requires more thought and effort to ensure that the text conveys its message concisely.

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What Is a Newsletter?

4 major uses of a newsletter, it helps you introduce a new product..

  • Testimonials from customers
  • Unbiased reviews
  • Call to action

It puts the spotlight on your company brand.

It keeps customers in the loop on the latest company news., word-of-mouth marketing, how newsletters benefit your business, builds a relation of trust, brand awareness, strengthens marketing efforts, makes customers more confident with your company, boosts traffic to your website, provide business exposure, helps increase sales, checklist for effective newsletters, clever headlines, regular schedule, effective call to action, clean format, mobile responsive, unsubscribe button, terms and conditions, tips for writing a good newsletter, write from the reader’s perspective, incorporate a journalism style of writing, include facts, statistics, and quotes, straightforward writing, brief and concise information, use relevant images, interesting headlines, mind the copyright issues, proofread the article before finalizing, sample newsletter templates that you can download and use as references, investment company newsletter template.

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Final Thoughts

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I Asked ChatGPT to Write 5 Types of Sick Day Emails to Send to My Boss — Here's What I Got

Cassie Wilson

Published: February 16, 2024

In 2023, I decided to run a half marathon. As any long-distance runner would do, I found a training plan and set out to crush some practice miles.

Woman writes an email to call in sick from work

But you know what they say about the best-laid plans, right?

My body failed me, and I fractured my hip. Which, unfortunately, resulted in me needing to take a few sick days at work. How was I going to explain this one to my boss?

With a sick day email.

→ Download Now: The Beginner's Guide to Email Marketing [Free Ebook]

Sick day emails are short, direct emails you send to your boss to alert them of your absence. It’s important to remember that you’re not asking for a day off but rather telling your boss you won’t be in due to medical reasons beyond your control.

Whether you’re like me and you’ve broken a bone, you’re physically sick, or you need a mental health day, you can use ChatGPT to write sick day emails.

Here’s how.

(Hint: Use these ChatGPT prompts below!)

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A Beginner's Guide to Email Marketing

How to execute and measure successful email marketing campaigns

  • Growing an email list.
  • Remaining CAN-SPAM compliant.
  • Using email automation.
  • Segmenting your audience.

You're all set!

Click this link to access this resource at any time.

What ChatGPT Wrote Me

ChatGPt is a helpful writing assistant — especially if you’re dealing with writer’s block and unsure how to write a formal sick day email.

I asked ChatGPT to write five sick day emails to use for various scenarios.

Here’s what I got.

The “I’m Pretty Sure I Broke a Bone” Email

Starting with the example of my broken hip, I asked ChatGPT to write an email to let my boss know I would not be in to work due to a potentially broken bone.

This is the prompt: “I need to email my boss to let him know I am sick. I think I've broken a bone. Please write an email.”

And here is ChatGPT’s suggested sick day email.

writing a newsletter article template

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