Creating the perfect email newsletter (or e-newsletter) isn’t just about sending sporadic updates to your subscribers. It’s about building meaningful engagement, delivering value, and driving action.
With 69% of marketers relying on email as their primary content distribution channel, your e-newsletter should serve as a powerful strategic tool in your marketing efforts.
In this guide, we’ll break down the steps to help you create the perfect email newsletter.
You’ll learn how to plan effectively, create compelling content, design a clean and engaging layout, and measure performance, ensuring that each email not only reaches your audience but also resonates with them and drives meaningful engagement.
Let’s get started.
What is a Newsletter?
A newsletter is a regular email that serves as a tool for communication and relationship-building with your audience. Rather than just promoting news or products, a well-crafted newsletter delivers valuable, interesting content that keeps readers engaged and fosters a connection with your brand.
The best newsletters focus on content that readers want to see—information that educates, entertains, or inspires.
Even if you’re a retail brand like Nike, for instance, promotions and sales should only play a minor role. Instead, the content should primarily offer value.
This way, your newsletter becomes a resource that readers look forward to, rather than a sales pitch.
Here are a few newsletters that set the standard for delivering exceptional value. Use these newsletter examples as inspiration to craft your own newsletter that resonates with your audience:
1. Matt Haycox’s Newsletter
Written for business owners, by a seasoned entrepreneur and investor, Matt Haycox’s newsletter delivers the news you want to read every Friday, along with tips, strategies, and advice from an 8-figure business owner.
It’s designed to provide readers with actionable insights they can apply directly to their businesses, making it a valuable resource for entrepreneurs.
You can subscribe to Matt’s newsletter here and take a sneak peek at his latest newsletters.
2. James Clear’s 3-2-1 Newsletter
James Clear, author of Atomic Habits, sends a weekly newsletter to over 3 million subscribers with a straightforward format: three ideas, two quotes, and one question.
This minimalist approach makes his content easy to digest while delivering valuable insights that keep readers coming back each week. You can subscribe to the 3-2-1 newsletter here.
3. HubSpot’s Marketing Blog Newsletter
HubSpot’s Marketing Blog Newsletter is a go-to resource for marketers, offering insights, tips, and industry updates tailored to help professionals stay ahead of the curve.
What makes HubSpot’s newsletter effective is its focus on providing actionable content that covers a range of topics, from SEO and content marketing to sales strategies and social media trends.
The Role of Email Newsletters in Marketing
Email newsletters are a key component of modern marketing strategies.
Case in point: 81% of B2B marketers report that email newsletters are their most commonly used form of content marketing.
This highlights the unique advantage newsletters offer by giving brands a direct line to their audience, allowing them to keep subscribers engaged with regular updates on products, services, and news.
But beyond just sharing information, newsletters are powerful tools for nurturing leads, improving customer retention, and building brand loyalty.
With a consistent email strategy, you can engage your audience more effectively than many other marketing channels.
How to Plan Your Newsletter
Before diving into the design of your e-newsletter, you need to plan it. A well-thought-out plan ensures your newsletter aligns with your goals and resonates with your audience.
1. Identify Your Target Audience
Who are you writing to? Knowing your audience is crucial for crafting a newsletter that resonates.
Segment your subscribers based on demographics, behaviour, and preferences so you can deliver personalised content that truly appeals to them.
For example, a newsletter for small business owners might include productivity tips, while one for marketers could focus on SEO trends.
The more you understand your audience, the better you can tailor your content.
2. Generate Newsletter Ideas That Resonate
To keep readers engaged, your newsletter should primarily focus on relationship building and delivering valuable content.
It’s essential to align with your audience’s interests and go beyond merely sharing updates or promotions.
Instead, consider content that educates, informs, or inspires to keep readers coming back for more.
Here are some strategies for generating newsletter ideas that provide insane value:
- Share Industry Insights and Updates: Deliver fresh perspectives and analyses on recent trends to position yourself as a thought leader.
- Feature Case Studies or Customer Success Stories: Showcase real-world examples that readers can relate to, emphasising learning points rather than sales pitches.
- Offer Educational Resources and How-Tos: Help your audience learn something new, providing them with practical tips and actionable advice. For example, if you’re a retail brand, you might share style guides or product care tips instead of directly promoting products.
- Highlight Upcoming Events or Soft Promotions: While promotions can be included, they should be subtle and take a backseat to more valuable content. Use these sparingly to avoid overwhelming your readers with sales messages.
By focusing on valuable content and keeping promotional elements minimal, you’ll build stronger connections and make your newsletter a resource that readers look forward to.
3. Set Goals and Objectives for Your Newsletter
Define a clear purpose for your newsletter. Do you want to drive traffic to your website, promote a product, or grow your subscriber list? Having a specific goal will shape your content and give you a way to measure success.
For instance, if your aim is to drive sales, include product highlights and strong CTAs. Setting clear objectives will keep your newsletter focused and help you track what’s working.
Once you’ve set clear goals for your newsletter, you’ll need a solid subscriber list to reach the right audience. To grow your subscriber base, check out our guide on building the perfect mailing list, it’s packed with insights to help you grow your subscribers and boost engagement.
How to Create a Newsletter: 5 Key Elements
The perfect e-newsletter doesn’t happen by accident—it’s built with intention. To keep your audience engaged and coming back for more, you need to include a few essential elements.
Here are five key elements you should focus on.
1. Compelling Subject Line
Your subject line is the most crucial element of any email you send. It’s the first thing your audience sees.
In fact, 64% of email recipients open or delete emails based on subject lines alone.
As such, it should be attention-grabbing, but at the same time not misleading.
A strong subject line encourages subscribers to open your email and sets the tone for what they can expect.
Compare these two email newsletter subject lines:
Subject line 1: Monthly Newsletter #5
Subject line 2: Boost Your Productivity with These 5 Simple Hacks
Which newsletter are you more likely to open? The first is dull and forgettable, while the second piques curiosity and offers clear value.
Engaging subject lines like the second give readers a reason to click—and that’s the key to driving higher open rates.
2. Engaging Preview Text
Preview text is the snippet that appears after the subject line in most email inboxes. It should complement your subject line, providing additional context or teasing the content inside your newsletter.
A well-crafted preview text can make your e-newsletter stand out, even in the most cluttered inbox.
For example, if your subject line is “Boost Your Productivity with These 5 Simple Hacks,” the preview text could read, “Discover quick, actionable tips that will streamline your workflow today.”
This gives subscribers a clear idea of what value the email offers, complementing the subject line without repeating it.
3. Relevant Content
The heart of any newsletter is its content. Whether you’re sharing industry news, product updates, or educational resources, make sure your content reflects your audience’s goals and interests.
Without relevant content, even the best design won’t keep your readers engaged. Always consider what value you’re providing in each email, and ensure your topics are timely and useful.
For example, take Morning Brew’s newsletter approach. Instead of simply sharing business news updates, they break down complex financial and market information into bite-sized, witty, and relatable content that resonates with their audience.
4. Strong Call-to-Action (CTA)
Every newsletter should include a clear CTA that guides readers toward the next step. Whether you’re driving traffic to your blog, promoting a new product, the CTA should be direct, easy to understand, and highly actionable.
Check out GrowthHackers’ newsletter below, which is promoting HubSpot’s free ChatGPT guide:
Instead of opting for a generic CTA like “Download Now” or “Learn More”, GrowthHackers chose a more specific and actionable CTA text like the one used above to create a sense of value.
5. Visual Elements
Visual elements like images, icons, and videos can significantly impact the success of your e-newsletter. According to GetResponse’s Benchmarks report, emails with images achieve a 30.27% open rate and a 2.78% click-through rate, while those without images see lower engagement—just a 21.9% open rate and 1.13% CTR.
Adding visuals not only boosts the likelihood of your email being opened but also encourages readers to take action.
Austin Kleon’s newsletter is a great example of how to leverage visual elements to create an engaging and memorable e-newsletter.
Kleon often shares snapshots of his latest projects, inspiring quotes, and doodles that visually break up the text, making it easy to skim. The layout is simple, but the visuals give it a dynamic feel, drawing readers in and keeping them engaged.
How to Design Your Email Newsletter Layout
A well-designed newsletter not only looks appealing but also ensures your message is delivered clearly. Design plays a significant role in how your subscribers interact with your content.
Choose the Right Email Newsletter Templates
Using pre-designed email templates can save you time and help maintain consistency across your newsletters. Many email marketing platforms provide customisable templates that can easily be tailored to reflect your brand’s identity.
Here are some of the best email marketing platforms with top-notch newsletter templates to consider:
1. Mailchimp
With a commanding 40% market share, Mailchimp is among the most popular email marketing platforms globally. It offers a wide range of professionally designed templates that are fully customisable, allowing you to adjust colours, fonts, and layouts to match your brand. With a drag-and-drop editor, it’s easy to create polished newsletters that align with your marketing goals.
2. Beehiiv
Trusted by renowned entrepreneurs like Matt Haycox and Shaan Puri, beehiiv is a powerful platform built for creators, offering intuitive tools that make it easy to craft engaging newsletters.
With customisable templates, built-in analytics, and seamless audience management, beehiiv provides all the essentials to grow and monetise your newsletter. It’s perfect for those looking to deliver content with a focus on community and engagement.
3. ConvertKit
Designed with creators in mind, ConvertKit offers a range of customisable templates that cater specifically to bloggers, podcasters, and small businesses. Its clean, minimalistic designs keep the focus on your content, making it easy to craft visually appealing newsletters without overwhelming your readers.
Best Practices for Layout and Design
When designing your e-newsletter, keep the following best practices in mind:
Keep it Simple
Simplicity is essential for an effective e-newsletter. Avoid cluttering your design with too many elements—white space helps improve readability and lets readers focus on your message. Use images sparingly and ensure they enhance rather than overwhelm the content. A streamlined design with clear content hierarchy makes it easy for subscribers to engage with your email.
Mobile Responsiveness
55% of emails are opened on mobile devices. As such, it’s essential that your newsletter is mobile-friendly. A responsive design adapts to different screen sizes, making your content look great on both desktop and mobile. This enhances readability and ensures that subscribers have a seamless experience, regardless of how they access your email.
Clear Hierarchy
Organise your newsletter with distinct headings, subheadings, and bullet points to create a clear content hierarchy. This structure makes it easy for readers to scan the email quickly and find the information they’re most interested in, improving overall readability and engagement.
Consistent Branding
Incorporate your brand colours, fonts, and logo throughout your newsletter to maintain a consistent brand identity. This helps reinforce brand recognition and ensures that all your communications feel cohesive and professional.
Tips for Enhancing Readability and Engagement
To ensure your newsletter is easy to read and keeps your audience engaged, focus on a few key design and content strategies.
Here are some tips to help you craft a newsletter that captures attention and encourages readers to stay connected:
Use Short Paragraphs
Break up text into smaller, digestible sections. No one wants to read large chunks of text in an email. Each paragraph should focus on a single idea, making it easy for subscribers to follow along and quickly find the information they’re most interested in.
Incorporate Visuals
Adding visual elements like images, icons, and infographics break up text, draw attention to key points, and can help illustrate complex ideas in a more accessible way. A well-placed image or infographic can make your content more memorable and keep readers interested from start to finish.
Optimise for Skimmability
Since most readers will only skim your newsletter, make it easy for them to catch the key points. Use bold text, subheadings, and highlighted quotes to emphasise important information. This helps guide their eye through the content, ensuring they quickly grasp the main ideas and stay engaged with your message.
How to Track Your E-Newsletter Campaign Performance
Your newsletter is only as successful as its results. Tracking performance helps you understand what’s working and where you can improve.
To gauge the success of your e-newsletter, keep an eye on the following metrics:
- Open Rate – Measures how many recipients opened your email.
- Click-Through Rate (CTR) – Tracks the percentage of readers who clicked on links within your newsletter.
- Conversion Rate – Looks at how many subscribers took the desired action, whether that’s making a purchase, signing up for an event, or downloading a resource.
- Bounce Rate – Shows how many emails failed to reach your subscribers’ inboxes.
- Unsubscribe Rate – This helps you identify how many people are opting out of your email list. If this number is high, it could signal that your content isn’t resonating with your audience.
By regularly reviewing these metrics, you can make informed decisions about what to tweak in future newsletters. The data will help you refine your content, improve your design, and ultimately increase engagement with your subscribers.
Final Thoughts
Creating the perfect e-newsletter requires careful planning, thoughtful design, and consistent analysis. By following the steps discussed, from identifying your target audience to tracking your performance, you’ll be well on your way to developing a newsletter that not only engages your readers but also helps you achieve your marketing goals.
Ready to Dominate? Let’s Get Started!
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Ready to elevate your digital marketing? Let’s work together to build a strategy that fits your goals and drives real results. Reach out today to schedule a consultation.
E-Newsletter FAQs
The frequency of your newsletter depends on your audience and content. Some businesses send weekly newsletters, while others may send them monthly. Test different frequencies to see what works best for your readers.
There’s no one-size-fits-all answer, but generally, weekdays during the late morning or early afternoon tend to perform well. Use A/B testing to determine the best time for your audience.
Your footer should include an unsubscribe link, your company’s contact information, and any relevant social media links.
