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Writing Engaging Email Newsletters 9 Proven Best Practices

Writing Engaging Email Newsletters: 9 Proven Best Practices

Are you tired of sending out bland, boring email newsletters that never seem to grab your readers’ attention? It’s time to shake things up and inject some personality into your writing!


Writing for an email newsletter is all about connecting with your audience and delivering valuable content in a conversational, relatable tone.


Whether you’re promoting your latest product or sharing industry insights, a well-written newsletter can help you build a loyal community of followers.


Unlike a blog post or social media update, an email has to grab the reader’s attention within seconds, or it’s likely to get buried in a crowded inbox.


So how do you make sure your emails stand out? It all starts with the subject line and continues with a well-written, engaging intro.


In this blog post, we’ll dive into the ins and outs of writing for an email newsletter. From crafting the perfect subject line to structuring your content for maximum impact, we’ve got you covered.


But first, let’s start with some basics.


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What is an email newsletter?


Put simply, a newsletter is a regular email (or series of emails) that you send to a list of subscribers with the goal of keeping them informed and engaged.


Newsletters can cover a wide range of topics, from industry updates and company news to special promotions and behind-the-scenes peeks.


Think of it like a digital version of a newsletter you might get in your mailbox but with the added bonus of being able to track how well your email is performing and adjust your strategy accordingly.


Newsletters are a great way to build a relationship with your audience, showcase your brand personality, and drive traffic to your website.


Why should you have a newsletter?


If you’re a business owner, you might be wondering why you should bother with sending out a newsletter. After all, aren’t there a million other things on your to-do list already?


Well, here’s the thing: newsletters are a powerful marketing tool that can help you stay top of mind with your audience, drive traffic to your website, and even generate leads and sales.


Here are just a few reasons why your business should have a newsletter:


  • Keep in touch with your customers – Newsletters allow you to regularly communicate with your audience and provide them with valuable content, whether it’s industry updates, company news, or special promotions.


  • Build brand awareness – Newsletters help you establish your brand’s voice and personality, which can help you stand out in a crowded market.


  • Generate leads and sales – By including calls to action and links to relevant pages on your website, newsletters can help you generate leads and drive sales.


  • Track your results – Email marketing platforms allow you to track the performance of your newsletters, so you can see which tactics are working and which aren’t.


So, if you’re not already sending out newsletters, it’s time to give it a try! 


Nailing the basic elements of a newsletter


If you’re planning on creating a newsletter, there are a few key elements you’ll want to include to make it a success.


  • Subject line
  • Preview text
  • Title
  • High-quality, valuable content
  • Featured content
  • Media
  • Actionable CTAs
  • Social share buttons
  • Unsubscribe links


But why? Let’s dig in.


Basic elements of a newsletter

1. Subject line


When it comes to writing a newsletter, the subject line is arguably the most important element.


It’s the first thing your readers see and can be the deciding factor in whether they open your email or send it straight to the trash.


So, how do you come up with a winning subject line?


First and foremost, make it relevant. Don’t try to trick your readers into opening the email with a misleading subject line. They’ll quickly catch on and lose trust in your brand.


Instead, make the subject line clear and to the point. If you’re announcing a sale, say so. If you’re sharing a new product launch, let them know.


Next, keep it concise. With attention spans shorter than ever, you want to get to the point as quickly as possible.


Aim for around 50 characters or less, and avoid using jargon or unnecessary words.


Make it catchy, but not too flashy. A catchy subject line will definitely pique your readers’ interest, but going too far with exclamation points and all caps can come off as spammy.


Strike a balance and try to be creative without going overboard.


Finally, consider your audience. Think about what your readers are interested in and what will grab their attention.


Use language and tone that speaks to them and resonates with your brand.



Take a few extra minutes to come up with a killer subject line. It may seem small, but it can make all the difference in getting your message across to your readers.


2. Preview text


The preview text is an often overlooked yet super important element of a newsletter. It is what shows up in the subject line of your email.


If you want to entice your subscribers to open your newsletter, you better make it good! It’s like a little teaser of what’s to come in the actual newsletter.


Now, I know what you’re thinking. “But wait, isn’t the subject line more important than the preview text?”


Well, yes and no. The subject line is definitely important, but the preview text works hand in hand with it.


Think of the subject line as the headline and the preview text as the lede. They both work together to grab the reader’s attention and make them want to learn more.


So, how do you write a killer preview text? First, keep it short and sweet. Aim for around 50 characters or less.


Next, make it relevant to the content of your newsletter. Don’t try to trick your subscribers into opening it with false promises.


Finally, add a little personality. Your preview text is a chance to show off your brand’s voice and make a connection with your audience.


One last tip – make sure to test out different preview texts to see what works best. A/B testing can be a game changer when it comes to email marketing.


3. Title


The title is often the first thing your readers will see in the actual newsletter. It’s the hook that draws them in and gives them a sense of what the newsletter is all about.


So, it’s important to choose a title that’s catchy, clear, and concise.


Here are a few tips to help you come up with the perfect title for your newsletter.


What to keep in mind when crafting a title


  • Keep it short and sweet – Remember, you only have a few seconds to grab your readers’ attention. So, make sure your title is brief and to the point.


  • Use action words – Action words like “discover,” “unlock,” and “explore” can help spark readers’ curiosity and encourage them to click on your newsletter.


  • Use numbers – People love lists and numbered articles, so consider using numbers in your title to draw in readers.


  • Make it relevant – Your title should be closely tied to the content of your newsletter. This will help your readers understand what they can expect to find inside.


  • Get creative – Don’t be afraid to get a little creative with your title. If you can come up with something unique and attention-grabbing, it can really help your newsletter stand out.


4. High-quality, valuable content


Good content is key when writing an email newsletter. After all, what’s the point of sending out a newsletter if there’s nothing interesting or valuable for your readers to read?


So, how do you create good content for your newsletter? Here are a few tips.


  • Know your audience – Understanding who your readers are and what they’re interested in will help you create content that speaks to them and keeps them engaged.


  • Keep it fresh – Nobody wants to read the same old thing over and over again. So, make sure to mix it up and provide your readers with a variety of content to keep them coming back for more.


  • Provide value – Your newsletter should offer something of value to your readers. Whether it’s tips, insights, or just plain entertainment, make sure your content is worth their time.


  • Be authentic – Your readers will appreciate honesty and authenticity, so don’t be afraid to share your own experiences and insights.


  • Edit, edit, edit – Good content doesn’t just happen. It takes time and effort to craft. Make sure to proofread and edit your newsletter carefully to ensure it’s error-free and easy to read.


5. Featured content


The main attraction in your newsletter is most likely the featured content.


It’s the meat of your newsletter, and it’s what your readers are most likely to be interested in. So, it’s important to choose your featured content wisely and make sure it’s something your readers will really enjoy.


Here are a few tips to help you choose the best featured content for your newsletter.


  • Keep it relevant – Your featured content should be closely tied to the theme of your newsletter. If you’re writing about travel, for example, it makes sense to include articles about cool vacation destinations or tips for planning a trip.


  • Mix it up – Don’t be afraid to mix things up and include a variety of different types of content in your newsletter. This could include articles, videos, podcasts, or even infographics.


  • Stay current – If you can, try to include content that’s timely and relevant to what’s happening in the world right now. This will help your newsletter feel fresh and relevant to your readers.


  • Get personal – Consider including personal stories or experiences in your featured content. This can help your newsletter feel more authentic and relatable to your readers.


  • Keep it short and sweet – Remember, you want to keep your readers engaged, so try to keep your featured content brief and to the point.


Make sure to give your featured content the attention it deserves. This is what your readers are most likely to be interested in, so it’s worth putting in the extra effort to make it really shine.


6. Media


Incorporating media into your newsletter can be a great way to spice things up and keep your readers engaged.


Whether you’re using images, videos, or audio clips, media can help bring your content to life and make it more interactive and visually appealing.



Here are a few tips for using media in your newsletters.


  • Use high-quality images – Choose images that are relevant and visually appealing. Avoid using blurry or pixelated images, as they can be a turn-off for readers.


  • Embed videos – If you have a video that’s related to your content, consider embedding it into your newsletter. This can help break up the text and make your newsletter more dynamic.


  • Use audio clips – If you have an audio clip that you think your readers would be interested in, consider including it in your newsletter. This can be a great way to add another layer of content to your newsletter.


  • Use infographics – Infographics can be a great way to present complex information in an easy-to-understand way. If you have an infographic that’s relevant to your content, consider including it in your newsletter.


  • Keep it balanced – While media can be a great addition to your newsletter, it’s important to keep things balanced. Don’t overdo it on the media, as this can be overwhelming for readers and make your newsletter hard to read.


If you’re looking to add some pizazz to your newsletter, consider incorporating some media into your content. Just be sure to use it wisely and keep things balanced.


7. Actionable CTAs


The call-to-action (CTA) is a crucial part of your newsletter that tells your readers what you want them to do next – whether it’s to visit your website, sign up for your email list, or make a purchase.


So, it’s important to craft a CTA that’s clear, compelling, and effective.



Here are a few tips to help you write a killer CTA for your newsletter.


  • Keep it simple – Don’t overcomplicate your CTA. Use clear, concise language that tells your readers exactly what you want them to do.


  • Make it actionable – Use verbs like “click,” “sign up,” or “buy now” to give your readers a specific action to take.


  • Use a sense of urgency – Creating a sense of urgency can be a powerful way to get your readers to take action. Consider using phrases like “act now” or “limited time offer” to encourage them to act quickly.


  • Personalize it – Adding personalization to your CTA can make it more effective. For example, using the reader’s name or location can help make the CTA feel more relevant to them.


  • Test and optimize – Don’t be afraid to experiment with different CTAs and see which ones work best. Testing and optimizing can help you find the perfect CTA for your newsletter.


8. Social share buttons


If you’re writing a newsletter, you want as many people as possible to read it, right? Well, one simple way to help get your content out there is by including social sharing buttons in your newsletter.


Simply put, social sharing buttons allow readers to easily share your newsletter on their social media accounts.


So, if someone loves what they’re reading, they can easily share it with their followers, which can help them reach a whole new audience.


But it’s not just about getting more readers – social sharing buttons can also help improve your newsletter’s SEO. When someone shares your content on social media, it creates a backlink to your website.


And the more backlinks you have, the higher your website will rank in search engines like Google.


So, how do you add social sharing buttons to your newsletter? It’s actually pretty easy.


Most email marketing platforms, like Mailchimp or Constant Contact, have built-in options for adding social sharing buttons to your newsletters.


Simply choose the social media platforms you want to include, and the buttons will automatically be added to your newsletter.


But don’t just add any old social sharing buttons – make sure they’re prominently displayed and easy for your readers to use.


You don’t want them to have to hunt around for the buttons or struggle to figure out how to share your content.


9. Unsubscribe link


The unsubscribe link may not seem like the most exciting topic, but trust us, it’s actually pretty important.


Unsubscribe link


First of all, the unsubscribe link is a legal requirement for email marketing. It’s a way for your readers to opt-out of receiving your newsletters if they no longer want them.


But the unsubscribe link is also an opportunity for you to show your readers that you respect their time and attention.


By providing an easy way for them to unsubscribe, you’re demonstrating that you value their preferences and don’t want to waste their time with emails they’re not interested in.


So, where should you put your unsubscribe link? It’s generally a good idea to include it at the bottom of your newsletter, along with any other legal information or fine print.


That way, it’s easy for your readers to find if they need it, but it’s not in their faces if they don’t.


While it may be tempting to bury your unsubscribe link in the hopes of keeping as many subscribers as possible, it’s actually much better to be upfront and transparent.


This will help you build trust with your readers and keep them engaged with your newsletters in the long run.


In short, don’t forget to include an unsubscribe link in your newsletters. It’s not the most exciting part, but it’s an important part of responsible email marketing.


Best practices when writing a newsletter


Here is a list of the best practices for writing an email newsletter to help you craft the perfect email.


  • Keep it short and simple… again.
  • Establish a tone
  • Review other successful newsletters
  • Survey your audience to see what they want
  • Stay clear of technical jargon
  • Write the way you talk
  • Balance your newsletter content
  • Link the most important details
  • Make it easy for your readers to unsubscribe


Let’s jump into each of them in more detail.


Best practices when writing a newsletter

1. Keep it short and simple… again.


Yes, you’ve read this almost throughout the whole article, but that’s only because it’s really important!


With a newsletter, it’s important to keep it short and simple. Your readers are busy people, and they don’t have time to wade through a long, drawn-out email.


Make sure you get to the point quickly and keep your newsletter as concise as possible. Use bullet points and headings to break up the text and make it easier to read, and avoid using jargon or overly complicated language.


By keeping your newsletter short and simple, you’ll be more likely to capture your readers’ attention and keep them engaged.


The next time you sit down to write a newsletter, remember the old adage: “less is more.”


2. Establish a tone


Your tone sets the mood for your entire newsletter and helps your readers understand what to expect.


So, how do you establish a tone? It’s all about finding the right words and language that align with your brand and the message you want to convey.


Whether you want to be serious and informative or lighthearted and fun, make sure you choose your words carefully.


Once you’ve established your tone, it’s important to stick to it throughout your newsletter. This helps create a cohesive and consistent experience for your readers.


So, if you start off with a light and playful tone, make sure you maintain it throughout your newsletter.


3. Review other successful newsletters


It can be helpful to review successful examples for inspiration. After all, there’s no sense in reinventing the wheel when it comes to crafting the perfect newsletter.


So, where can you find these successful examples? One option is to browse newsletters from companies or organizations you admire. Take a look at their titles, layout, and content to get an idea of what works and what doesn’t.


Another option is to search online for “best newsletters” or “successful newsletters” and see what pops up. You might find some great examples that you can learn from and adapt to your own newsletter.


Keep in mind, however, that what works for one newsletter might not work for another. So, be sure to review these examples with a critical eye and adapt them to fit your own brand and goals.


4. Survey your audience to see what they want


It’s important to keep your audience in mind. After all, they’re the ones reading it! So why not ask them what they want to see?


By conducting a quick survey, you can gather valuable insights and make sure your newsletter hits the mark every time.


Plus, it’s a great way to show your audience that their opinions matter to you. So don’t be afraid to reach out and ask for feedback – it’ll make for a better newsletter experience for everyone involved.


5. Stay clear of technical jargon


It can be tempting to throw in a bunch of technical jargon to impress your readers, but that’s usually not a good idea.


Why? Because technical jargon can be confusing, especially for those who aren’t familiar with the topic you’re writing about. It can also make your newsletter feel stuffy and boring, which is the last thing you want.


So, what should you do instead? Keep it simple and clear. Use language that’s easy to understand and avoid using terms that most people won’t recognize.


This will help your newsletter feel more accessible and enjoyable for all of your readers.


6. Write the way you talk


It’s important to remember that you’re writing for a human audience. And let’s be real, humans love to communicate with other humans – it’s just how we’re wired.


When you’re writing your newsletter, try to write like you talk. It’ll make your writing feel more personal and relatable.


What do we mean by that? Well, imagine you’re having a conversation with a friend or colleague. You probably wouldn’t use big, fancy words or speak in a formal tone, right?


You’d just talk normally, using language and words that feel natural and comfortable.


That’s exactly what you should aim for when writing your newsletter. Use language that feels natural and conversational.


This will help your readers feel like they’re having a conversation with you, rather than reading a dry and formal document.


7. Balance your newsletter content


Finding the right balance between educational content and promotional material is key. You want to provide value to your readers while still promoting your brand and products.


One way to strike this balance is to aim for a 90/10 split – 90% educational content and 10% promotional material. This way, you’re providing your readers with valuable information while still being able to showcase your products or services.


Remember, your newsletter should be all about your readers, not just about promoting your brand. So, focus on providing them with useful and relevant content that they’ll actually want to read.


Of course, this balance may vary depending on your industry and your readers’ needs. But as a general rule of thumb, the 90/10 approach is an effective balance.


8. Link the most important details


It’s crucial to include relevant links to the most important details in your newsletter. After all, you want your readers to have easy access to the information they need, right?


So, what should you link to? It really depends on your newsletter’s focus and the content you’ve included.


If you’ve mentioned a new product or service, make sure to include a link to where readers can learn more. If you’ve included a quote or statistic, consider linking to the source for further context.


And don’t forget about social media! If you have a strong presence on platforms like Instagram or Twitter, make sure to include links to your profiles so readers can stay up to date on all your latest updates.


In short, including links to the most important things in your newsletter helps make it easy for readers to access the information they need and stay connected to your brand.


9. Make it easy for your readers to unsubscribe


While you want your readers to stay subscribed, you also want to make it easy for them to unsubscribe if they no longer want to receive your emails.


Think about it this way – if someone is feeling overwhelmed by the number of emails they receive and they can’t easily find the unsubscribe button, they may just mark your newsletter as spam.


Not only does this mean you’ll lose a reader, but it can also damage your reputation as a sender.


So, make it easy for your readers to say goodbye if they need to. Include an unsubscribe button in every newsletter and make it easy to find.


It’s better to have a smaller, engaged group of readers than a large group of unhappy subscribers.


Plus, it’s just the polite thing to do.


Craft top-notch newsletters with Scale It Right


Writing a newsletter may seem like a daunting task, but it doesn’t have to be! With a little planning and organization, you can easily create a newsletter that your audience will love.


Start by determining your goals and target audience, and then gather content that aligns with those objectives.


Want to learn how you can create an engaging newsletter from scratch? Here’s a helpful article:  7 Steps To Create A Popular Email Newsletter


But if you’re feeling overwhelmed or just don’t have the time, there’s no shame in seeking out professional help. This is where Scale It Right comes in.


Our team of experts has the skills and experience to guide you through every step of the process, helping you craft successful and read-worthy newsletters from scratch.


By outsourcing these tasks to us, you can focus on your core business activities while still building a strong email marketing presence.


Plus, our services are tailored to your specific needs and goals, ensuring that your newsletters are effective in growing your subscriber list and achieving your desired outcomes.


So don’t hesitate to reach out to us and discover how we can help you create a personalized newsletter, just the way your audience wants it!

About Scale It Right

At Scale It Right, we offer hyper-focused demand generation as a service to help your startup or SMB scale and grow. Our approach is designed to help businesses generate high-quality leads and accelerate their growth through targeted marketing campaigns and personalized outreach.

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