25 Tips for a Great Email Newsletter

How many email newsletters flood your inbox each week?

For me, that number is 22.

Do I open them all? Mostly, yes. Do I READ them all? Absolutely not.

Like most of us, there are some standouts. I look forward to their arrival, read them from beginning to end, buy their products or pay to subscribe. You've probably got similar newsletters in your inbox too. Others you'd be lucky to glance at once a month.

So, how can you ensure your newsletter stands out to your subscribers and keeps them eagerly reading every email?

I've got 25 helpful tips (and examples) to help you craft an email newsletter your target audience can't wait to read.

#1. Define your audience

Successful newsletter authors know who they're writing for. Instead of putting out a generic email aimed at "everyone" they understand their target audience and plan a content strategy that perfectly suits those readers.

Jeremy Enns "Scrappy Podcasting" newsletter is a perfect example.

His daily podcast marketing micro-lessons arrow straight towards podcast creators who want to improve their marketing and grow their audience. Jeremy believes in creating content based on connection, empathy and generosity, so he attracts readers who agree with that philosophy.

Those are the subscribers who also listen to his podcast and perhaps join his academy. If that's not you, to be honest, he'd probably rather you didn't sign up.

#2. Set clear goals

Understand why you're writing a newsletter, and what you hope to achieve. Once you understand your newsletter's purpose, you can set goals to help you get there.

Perhaps you want to build rapport and grow your audience. To do that, you might set a goal of increasing your engagement rates using a personalized content strategy.

Are you establishing (and maintaining) your credentials as a thought leader? Your goal could be to write and publish two substantial insights in your newsletter each month.

Drive traffic to your business, increase engagement or generate leads. One goal could be to repurpose segments in 10 ways to share on social media, with links back to your newsletter or website.

Is your newsletter the business? Do you plan on monetizing it? Are you looking for pin money or a substantial income stream? You might set a goal to achieve a sponsorship deal within 3 months. Or a more ambitious one of converting 15% of your readers into paid subscribers.

#3. Have a point of difference

How can you create one of those amazing newsletters that subscribers can't wait to open? You need a point of difference. Something that makes you stand out from all the rest.

Perhaps it's what you say - or how you say it. Maybe it's your visuals, your humor, or the way you express your insights and opinions. Perhaps it's the way you present it? If everyone else in your niche has jumped on the content curation bandwagon, perhaps you write an essay each week? Or vice versa.

Here's an example.

Most authors have websites and newsletters where they tell you about their latest books. But 1920s Cozy Mystery author Anna Sayburn Lane does things a little differently. She invites her readers deeper into her world by writing about the research that underpins her books in "The Stories Behind The Story."

#4. Craft an irresistible subject line (and preheader text)

Do you know just how vital your subject lines are? Often they're the deciding factor in opening your email or consigning it to the bin.

Gone are the days when you can write "Weekly round up" or "Special Offer inside" or even "Hi [name] and hope to have great open rates. Instead, try asking a question or teasing their curiosity. Use an astounding number, use an action word (e.g., discover) or preview the value of your content.

Keep your subject lines short enough to show in an email preview (40-60 characters.) Make them too long and half the words will disappear into oblivion.

Preheader text (aka preview text) is the sentence under your subject line. It relates to and enhances the subject line and is another chance to grab attention and persuade people to open your email.

#5. Keep the tone consistent

Your newsletter's tone and topics are guided by your promise and its value proposition.

If you’ve promised subscribers an informative article and three short tips each week, that’s what you should deliver. You’d certainly annoy your audience if they signed up for business tips and you sent recipes one week and garden gnome photos two days later. (That’s an extreme example, for sure, but you get the point.)

Look through the back issues of the newsletter examples in this article and you'll see how consistent their branding, tone and topics are.

#6. Keep it skimmable

It's hard to read in depth on a screen. That's one reason why people tend to skim read newsletters and emails. Another is the frantic pace at which many of us live our lives.

That's why it pays to make your newsletter easy to skim. How?

• Use headlines to signal what each section is about.
• Incorporate whitespace between lines and sections
• Break the text with images, colors or lines
• Consider leading with a summary.

#7. Focus on quality over quantity

Invest time in writing or curating the most interesting content possible. Your readers are more likely to stay on your list and eventually become paid subscribers or purchase your product if you're consistently sending quality emails.

Quality means different things to people. For some it could be a longform essay. For others, a funny story, an analysis or solution to a problem. Some people love getting links to useful content from others in that niche.

One of my favorite weekly newsletters is Saturday Solopreneur, by Justin Welsh. Coincidentally, just as I was writing this article, one of his posts arrived with a heap of useful thoughts about writing quality newsletters in 2025. Like this:

Your content needs to solve real problems. Create comprehensive content hubs instead of quick posts and crappy freebies. You want to build a resource-heavy content library for your audience.

#8. Consider personalization

Not that long ago, personalization meant greeting the reader by name (and perhaps including that name in the body copy, too. However, in 2024 and beyond, personalization has become far more sophisticated.

Nowadays, it means things like:

• Sending information based on readers' interests and behavior
• Using dynamic content blocks to send curated links and posts
• Changing subject lines and headers (aka using conditional subject lines) to appeal to different groups in your audience
• Giving people control over how often they want to receive your newsletter

Comprehensive email service providers (ESP) like ConvertKit and MailerLite have personalization tools built in. You could choose to use a Marketing Automation platform, like Klaviyo or analytics tools like Google Analytics to help you learn about your readers. Or you might make it even more personal and ask about their preferences in your welcome email sequence or through surveys and feedback tools.

People are understandably wary about the amount of information businesses have about them, so be very transparent about what data you collect and why. Let them know that personalization will enhance their experience, not invade their privacy.

#9. Include a clear CTA

What do you want subscribers to do after they've read your newsletter? That's where you focus your call to action buttons - on the number one step you want people to take.

Some people link to their products towards the end of each email using phrases like "when you're ready, here's how I can help."

Many marketers include several CTAs in their newsletters, others prefer to concentrate on just one.

For example, Sounds Profitable has one simple message:

#10. Experiment

Once your newsletter's underway, test some of the key elements to see what works and what needs to change.

For example, can you improve your open rates by adjusting the subject line? You might experiment using funny subject lines or questions to see which gets better results. You could do that over time, or A/B test by sending the same email with a different subject line to see which gets more opens.

Try testing your send time, too. Divide your audience in half and send the same edition to each segment but at different times. You might even experiment sending them on different days.

Consider your audience demographics, too. Are you all in the similar time zones or are a significant segment on the other side of the world? Are they business professionals and more likely to read your industry-related newsletter at work? Or is your content more suited to leisure time reading, and might be better arriving during the weekend?

Sending emails when inbox competition is lower can make your newsletter more visible, so which day is that for your readers? Your personalization might extend to letting them choose which day suits them best. Very few emails arrive in my inbox on Sunday morning, for example. Yet, that's the day I have more time to read them. So, I'd welcome the chance to say "send it on a Sunday in my time zone, please."

#11. Include exclusive content

Consider creating content that readers will only find in your email newsletters.

You might share exclusive tips or write original essays. Draw cartoons, share your opinions on industry controversies or answer reader questions.

For example, a few years ago, I kept a blog about living on our family farm.

I wanted to build rapport with my readers, so I sent out a biweekly newsletter with links to the latest blog post and always included content that didn't appear anywhere else. It gave people an extra incentive to sign up, and some replied regularly with accounts of their own rural experiences.

#12. Use a clean, consistent layout

Your readers get familiar with your newsletters style and layout, and like to see the same thing in each issue. Use the same brand colors, font, header and layout every time. It keeps things simple for the reader, but it also makes producing each issue a lot easier for you, too.

E newsletters can be plain text emails like you'd send to a friend or you can use a template from your ESP. I can make a case for both options.

• A plain text email looks and feels more personal, so it might work best if you're looking to make connections and build trust with your readers. Plain text emails load quickly and display well on all devices.
• Using a template lets you create strong visual branding and makes it easy to organize the newsletter's structure, adding headings, body text, images, etc. Most templates also let you insert interactive elements like call to action buttons, quizzes, videos and so on.

If you're not sure which works best for your newsletter, why not involve your audience and ask their opinion?

#13. Optimize for mobile devices

Have you ever opened a newsletter on your mobile and found the text didn't fit the screen? The images seemed squashed and the CTA button was so small you could hardly see it?

That newsletter wasn't optimized for mobile viewing.

Good on you if you struggled through to the end—many readers would have given up in disgust.

Don't risk having your email newsletters thrown out. Instead:

1. Use a responsive template that adjusts to any sized screen.
2. Write short sentences and break the text up with bullet points and headers to make your newsletter content easy to scan.
3. Ensure your CTA buttons are as easy to find and tap on mobile as they are on a tablet or computer screen.
4. Preview your newsletter in every format to be sure there are no annoying surprises.

I found that last tip out the hard way. I write a weekly newsletter for one of my clients and soon learned that in their template a long title looks fine on my screen but splits into two widely spaced lines when viewed in other formats. It looks awful, so now, I always keep the title short and use our previewer to double check the look.

#14. Should you include visuals?

Images, charts, doodles, cartoons... visuals can be very effective in email newsletters, but they come with pros and cons.

PROS: Visuals break up the text. They provide a different way to present information and, used consistently, they contribute to the overall look and feel of your brand.

CONS: Using too many can slow your load time, especially if you haven't formatted them correctly. Images can present accessibility challenges for readers using screen readers and some email clients will automatically block images (unless a subscriber marks you as a trusted sender.)

If you include visuals in your email newsletters, you can deal with the cons like this:

• Compress all images with online compressors like TinyPNG, CompressNow or JPEG Optimizer
• Choose the right formats (JPEG for photos, PNG for images with transparency or text)
• Encourage subscribers to add your emails to an approved list.

#15 Incorporate user-generated content UGC)

Get your subscribers involved by inviting them to contribute. I can think of all sorts of creative ways you might feature UGC in your newsletter.

• Publish testimonials: Encourage comments by publishing people's positive feedback in your newsletter. Gather them from your blog, social media, podcast feed, emails and surveys.
• Include photos: Ask readers to send images around a theme. For example, a photography newsletter might run a series on landscapes and invite subscribers to share photos in a Facebook or Instagram post. A fashion newsletter might promote a dress range and ask subscribers for photos of themselves wearing the dress in unusual venues. A cat-focused newsletter might do the same for cats. Choose the best/most unusual images and publish those in your newsletter.
• Create a contest: Offer prizes and publish the best entries in your newsletter.
• Publish reader tips: If you create a brand newsletter, invite subscribers to send in their best tips for using your product or service.
• Showcase letters to the editor: Newspapers and magazines get lots of engagement by publishing a section where people can air their opinions. Why not invite your readers to reply or to answer a particular question, then publish the most interesting responses in the next edition?

#16 Encourage potential subscribers with a newsletter landing page

You can slip a sign up form onto your website home page, and many people do just that.

However, it's worth creating a dedicated landing page, too. A landing page gives you a link to send people whenever you make a call to action during podcast interviews, in guest articles or on social media posts.

Landing pages have one job—to get people onto your email list. Use them to showcase your branding and convince people of the benefits of signing up.

Check out these ten high-converting landing pages for ideas about how to create yours.

#17 Keep to a schedule

Are you consistent with your newsletter?

Most email recipients prefer to know when their favorite newsletters will arrive in their inboxes. If you promise to send a newsletter every Wednesday, that's what should happen. If your landing page says you'll send three daily newsletter tips, that's what you should deliver. Your subscribers won't be thrilled if they get one essay on Friday instead.

Not every successful newsletter sticks to a schedule. Indeed, one company I write for is deliberately inconsistent and varies the time and the gaps between newsletter issues. It works for them, but most marketers advise you keep to a regular timetable.

#18 Add social proof

Get people excited to subscribe by showing them what others think of your newsletter.

Examples of social proof might include:

• Testimonials on your newsletter sign up page
• Mentioning (and linking to) what's happening on your social media channels
• Sharing examples of activities associated with your newsletter or products.

Here's a cool example. The Podcast Brunch Club brings podcast listeners together in groups called "Chapters" for themed discussions. Like a bookclub, but for podcasts. They encourage their newsletter subscribers to join by sharing photos of their get togethers in various locations.

#19 Highlight benefits over features

Ultimately, people subscribe because they believe they'll benefit from reading your newsletter.

You might give relevant information that makes their job easier. Perhaps you list the latest trends, or you make them laugh, or your perspective makes them see their problems in a new light.

Craft a value proposition (that's the newsletter equivalent of an elevator pitch) and use versions of it on your sign up page, in podcast interviews, articles... in fact, wherever you might get the chance to mention your newsletter. It doesn't need to be long. Just a few lines with essential elements like what subscribers get, how it helps them and how often you send it is usually enough.

#20 Segment your list

Segmenting means dividing your audience into smaller, targeted groups based on shared characteristics, behaviors, or preferences. It's an email marketing strategy where you send more relevant, personalized content to each group.

Segmenting can lead to increased engagement, open rates, click-throughs and more reader satisfaction, so it's worth considering.

Marketing ESP specialists like Kit (aka ConvertKit), Mailchimp and Klaviyo have built-in segmenting tools. Newsletter platforms like Substack and Beehiv also allow some segmenting, while other platforms, e.g., Ghost, integrate with tools like Zapier.

#21 Add interactive elements

Can you involve your audience by making your newsletter more interactive?

Many newsletters include a reaction poll at the end where people can rate the issue. It's quick and easy for the reader and helps them feel involved. It also lets the author see what sort of content resonates with their subscribers.

You could include a poll letting people choose what blog post content they'd like to see next. Here's an example from Nicholas Cole.

Modern newsletter templates offer many chances for interactive elements. Consider adding quizzes and surveys, videos or clickable carousels showcasing product collections, event highlights, or photo stories. Carousels are an easy way to include lots of images and let people control what they dive into or bypass.

#22 Make unsubscribing easy

I don't know about you, but I loathe the way some newsletters make you jump through hoops to unsubscribe. Click here...go there...are you sure you want to leave...sorry to see you go...have you made a mistake? Then there's the miniscule font, or the pop-up you can't get rid of because the X is exactly the same color as the background. Grrr!

It's in your interest to let subscribers go if they want to opt out. Email service providers usually charge by subscriber numbers, so your list should only include people who really want to be there. Anyone else is costing you money. That's why experienced newsletter operators regularly review their email list and cull anyone who's not opening their emails.

#23 Include a personal note

In these days of AI this and AI that, it's so easy to generate perfect email marketing campaigns and weekly newsletters. But how can you differentiate your newsletter from millions of others?

How about by making them personal—as in obviously from a real person?

You might:

• Share a short story or anecdote from your life or work experience that ties into the newsletter’s theme
• Provide a behind-the-scenes look at your creative process or business operations
• Offer a heartfelt thank you to your readers or a specific community member for their support.

Keep it real and be sincere, like this example from sci-fi and thriller author Gareth L. Powell.

#24 Optimize for accessibility

Keep your newsletter inclusive by making it easy for people who are neurodiverse or have disabilities to consume your content.

• Use a font that's easy to read and consider the size and colors - dark on a light background (or the reverse) works well
• Include ALT text so screen readers can interpret your visuals
• Consider making transcripts available or including captions on videos
• Make it possible to view the email online, which can often be easier to navigate.

#25 Review analytics

Keep a close watch on your newsletter stats. How many opens and click throughs are you getting? How many new subscribers and unsubscribes?

Check the results of your A/B tests and other experiments.

Analyze your surveys and polls - check the numbers and act on the comments.

Note how many people reply when you ask questions, or how many write to say how much this week's story resonated with them. (Remember to answer people who take the trouble to write in. It's another way of adding that personal touch, and subscribers are even more likely to buy your products or services if they feel seen.)

Final thoughts

Growing a newsletter can be hard, especially when you're starting from scratch. Following our tips can help, especially when you're completely clear about who your newsletter's for and its purpose, mission and goals.

I wouldn't advise actioning every tip at once. Choose one or two that stand out for your newsletter situation, implement them and analyze the results over the month. Then once you've embedded those tips, work on adding more improvements.

You can see millions of newsletter examples on Reletter.

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