How To Write A Good Newsletter

Antonio author

Antonio Pršec

Content Writer

Even though email newsletters are one of the most common types of emails to send, they are some of the hardest to do. To create effective email newsletters, you need great content which is tailored to your audience. This newsletter content could be either entertaining, educating, convincing or pursuing.

Newsletters are important parts of your communication strategy. You may think that emails are so 2005 but contrary, they are still great and commonly used. They increase conversion and ROI, build trust with your audience, drive traffic to your site and easily drive attention to your offer.

Here are some simple steps you can take to write a good email newsletter.

Define the goal and specifics of your newsletters

What do you want to achieve with your newsletters? What is the goal of your marketing efforts? Answering these questions is crucial. Do you want from the subscribers to buy something? Is your purpose to educate your readers? Your email newsletter content must align with these goals.

Share valuable content

Chances are, your email newsletter subscribers don’t want to hear about your products and services 100% of the time. People like to be informed of sales but selling shouldn’t be the primary focus of an email newsletter.

Therefore, balance your newsletter content to be 90% educational and 10% promotional.

Focus on sending your subscribers educational, relevant, timely information. Unless you have exciting news about your product, service, or company, leave out the promotional parts.

Paldesk newsletter example

Picture 1. Paldesk newsletter example

Choose your primary call-to-action

Part of what makes a newsletter a newsletter is that you’re featuring multiple pieces of content with multiple calls-to-action. But, that doesn’t mean you should let those CTAs share equal importance.

Instead, let there be one head CTA. Just one main/important thing that you would like your subscribers to do. The rest of the CTAs should be “in-case-you-have-time” options. Whether it’s simply to click through to see a blog post or just to forward the email to a friend, make it super simple for your subscribers to know what you want them to do.

Good and optimized images

An interesting photo is a good partner to any well-written article. Therefore, choose an image that best suits your content and makes sure to use a good quality, high-resolution images. But email is a little bit trickier. Most of the time, people won’t have images enabled.

Related: Email Marketing Trends – 2019

Therefore, you’ve got to make sure your images have one essential component and it’s alt text. Alt text is the alternative text that appears when images aren’t loaded in an email. This is important if your CTA is images. You want to make sure people are clicking even without the image enabled.

Track the metrics that help you reach your goals

That’s when your marketing objectives come in. When you know what your KPI is, it’s very easy to see if you managed to achieve what you wanted. Decide which metrics are most useful for your analysis to see how your campaigns perform over time.

Those can be something like total emails sent or delivered, open rate, CTR, conversion, etc. Depending on what your goal is, you will focus more on some metrics than others. That knowledge can help you to tweak your strategy to bring success.

Track metrics that lead to business success

Picture 2. Use metrics to bring success

Test the best time to send your emails

There is no actual recipe for the right time of sending for your newsletters though. It depends on your audience. Find out what works best for you and stick to it. So, experiment with different sending times to see when your subscribers are the most active and likely to convert.

Don’t send newsletter too often or rarely

Make sure your subscribers don’t forget you but don’t annoy people either. Because you will end up in a spam section, and you don’t want that, right? Send newsletters when you have something to say or share. If you don’t have the time and resources, don’t put yourself into an unpleasant situation where you push yourself just for the sake.

Have a catchy headline

Even if your subscribers sign up for your emails, there’s no guarantee that they will open your emails once they get them in their inbox. It’s all about grabbing readers’ attention. We receive so many emails each day, they overwhelm us. For this reason, we ignore the ones that aren’t important. By using a catchy headline, you can raise interest.

First impressions are important for establishing any type of relationship, professional or personal. How you introduce yourself to someone can raise or lower the listener’s interest in continuing a conversation. The same goes for your email newsletter’s subject line. If the subject line isn’t compelling, interesting or intriguing, your reader may not even open it.

Keep the design simple

You don’t want to have your subscribers hang out and read your email all day. You want to send them elsewhere, your website or blog, etc. to consume the whole piece of content. White space is also a key factor in email newsletters. It helps visually alleviate the cluttered feel, and on mobile, makes it much easier for people to click the right link.

It’s a clever step to create a nice email template that you can use over and over. It will save time for you and ensure that the layout will be consistent. There are many built-in templates you can use but you can also create a guideline for this purpose to create a customized and branded layout with an email builder.


Grabbing attention is a difficult task in today’s content-heavy world. The secret of successful email marketing is segmenting your audience. Even if you have a great article but it’s totally irrelevant to your recipients, you are wasting time. Make sure you send the right message to the right person. With that in mind, you can easily win a lot by using the right email marketing strategy.

Precise planning and quality content are as important as being reliable and sending newsletters at the right time. The outcome of your email marketing campaigns can be improved by analyzing the data and creating actionable insights. So, use insights to write a successful email newsletter that delivers the value to your subscribers.

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How To Write A Good Newsletter was last modified: May 21st, 2019 by
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