essay about newsletter

How to Write a Business Newsletter: Examples, Format, and Strategy (2024)

Michelle Troutman

Every message you send should promote your product, service, or mission successfully. But figuring out how to write a business newsletter can be 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 business newsletter writing from start to finish.

Table of Contents

What makes a business newsletter effective, what should be included in a business newsletter, what are some business newsletter examples, how do i create a newsletter for my business, what should i write in my first newsletter, how do you write a business newsletter template, how do you sign off a newsletter, how often should you send a newsletter, how do i make a newsletter for free, how do you write a professional newsletter.

A business newsletter informs potential customers about products or services. The benefits of sending an e-newsletter include cost-effective marketing, targeted messaging, and direct communication.

Learn more in What Are the Elements of an Effective Business Newsletter?

A successful newsletter starts with a well-defined content and design plan. Identify your target audience, determine your newsletter goals, and set a consistent publishing schedule.

• 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 publish blogs, social media posts, or press releases regularly, add your newsletter to your content marketing mix. Use it to recycle or reinvent existing content. Consider how your messages fit into your content calendar.
• 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 feature content that informs potential customers about you and your products or services and how you can help them.

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 expertise 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.

When writing a company newsletter, consider:

• The purpose of the content 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 buyer’s journey stages (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 an article for a business newsletter.

How to Write a Business Newsletter: Tailoring Your Content to Different Audiences

Consider segmenting your audience by their needs and interests. This lets you craft content that connects deeply with each group. By offering a variety of content formats, you can cater to different learning styles and preferences. Here’s how.

1. Know Your Audience: Segment your target market based on factors like industry, company size, or legal or financial needs to address their challenges or goals. Potential segments for a professional services firm:

• Startups: They might need help with forming a legal entity, fundraising strategies, and navigating early-stage regulations.
• Established Businesses: This segment could benefit from content on contract negotiation, intellectual property protection, or tax-saving strategies.
• High-Net-Worth Readers: This group might be interested in estate planning strategies, wealth management tips, and asset protection.

2. Craft Content in Their Language: Once you know your segments, change your language accordingly. Examples:

• Startups: Add terms familiar to them like “seed funding” or “minimum viable product (MVP).” Simplify complex legal and financial concepts clearly.
• Established Businesses: Use industry-specific jargon relevant to their field (e.g., “marketing and advertising law” for an ad agency). Provide in-depth analysis of legal or financial issues that affect their operations.
• High-Net-Worth Readers: Explain wealth management and estate planning in formal language like insights on complex investment options and tax benefits.

3. Variety Adds Spice: Don’t bore your audience with the same format. Mix it up with different content to show your expertise:

• Startups: Show infographics on business formation, offer Q&A sessions with legal or financial experts, or checklists for essential tasks.
• Established Businesses: Share case studies featuring successful client outcomes, publish webinars on industry trends and legal updates, and go in-depth with exclusive white papers.
• High-Net-Worth Readers: Feature interviews with wealth management specialists, discuss tax law changes that affect their portfolios, or grant access to gated content on estate planning strategies.

4. Track and Analyze: Track your email analytics to see how different segments respond to the content. Use this data to refine your strategy and give each audience useful information.

“I’ve picked up a few email marketing pointers along the way as a real estate investor. I’ve found that personalization is key — I always tailor my newsletters to the specific interests and needs of my audience. Plus, consistency is crucial. I make sure to send out regular updates to keep my subscribers engaged. And don’t forget about valuable content — I strive to provide useful information that adds value to my readers’ lives.” Harpreet Saini, CEO, We Buy Houses

5 Business E-Newsletter Must-Haves

Crafting compelling business emails requires a strategic approach. Five best practices to consider:

• Plan for Scannability: People skim emails. Structure your content with clear headings, bullet points, and concise language to enhance readability. Many email marketing platforms offer mobile-friendly templates (learn more further below).
• Embrace Consistency: Set a regular newsletter format. This streamlines creation and enhances familiarity. Consider sections like a welcome message, featured articles, a blog post, and a call to action.
• Fuel Your Content Engine: Keep a three to 12-month content calendar. Explore content curation tools to collect industry news. Don’t be afraid to repurpose existing content from blog posts or white papers: reframe, summarize, and link back to your sources.
• Content that Converts: Newsletters educate and nurture leads. Craft catchy headlines, interesting body copy, and clear calls to action. Share your unique experiences and insights to connect with your audience.
• Stay Compliant: Ensure your email complies with laws like CAN-SPAM. This includes having clear unsubscribe options and avoiding deceptive subject lines. For international audiences, stay aware of CASL (Canada) and GDPR (Europe) compliance standards.

Follow these practices to send informative, engaging, and legally sound messages.

The Best Business Newsletter Structure

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 business newsletter writing examples below.

If you run a professional services firm (lawyers, insurance, real estate agents, etc.), see these business newsletter examples . 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.

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 distractions.

These best business newsletter 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.

Next to your copy, the design also determines the basic business newsletter structure. Follow AIDA: attention, interest, desire, and action.

• Attention – Start with a compelling subject or headline — the first thing readers will see. Use power words , numbers, emojis, news, or scarcity (“This Friday Only”). 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 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 writing an appealing opener. Generally, that involves stating an intriguing fact, adding an interesting quote, or asking a question. Personalize the copy to users’ interests or behavior. Images should also draw readers in.
• 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: show 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 more information. 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 and click on, especially on mobile devices. Ensure the buttons are large enough for users to comfortably tap with their fingers. Add white space around them.

Also, write clear and concise button text that conveys the action you want readers to take. Some copywriters suggest you use the word “me” or “my” instead of “you” or “your” in your CTAs to enhance their appeal. Add a benefit — show what readers will get.

• 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.), CASL (Canada), and GDPR (Europe) . Per the CAN-SPAM Act, commercial emails must have your physical address and links for readers to unsubscribe or to email preferences. HubSpot sees these options as a way to build and maintain trust.

Explore how to write a law firm newsletter , including law firm newsletter topics, law firm newsletter templates, and legal newsletter examples for clients.

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 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) 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 (35 percent), skimmed or glanced at the material.
• Another of their usability studies of ten emails showed “users have highly emotional reactions to newsletters.” Because they arrive regularly in their inboxes, they 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 platform, can note where people 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

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 company 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.

Popular email marketing platforms like MailChimp and Constant Contact offer templates you can customize with your own colors, text, 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 you keep the design simple (like your writing). 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

“We used automation tools like Mailchimp and Constant Contact to design our newsletters. They helped segment our audience and personalize content for higher conversion rates.” Fahad Khan, Digital Marketing Manager, Ubuy Nigeria

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 connected. Companies that have good copy also have good design instincts and vice versa.”

Planning Your Newsletter for Business 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 business newsletter writing format is also helpful if you’re linking back to a blog post or a website. Newsletters in HTML 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.”

Design Elements That Drive 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 is a crucial design element. It gives your content room to breathe, breaking up text and images to enhance readability. Effective newsletter design uses it strategically. Margins, gutters, and spacing between lines add to an appealing and easy-to-read format.

In most email marketing platforms, the standard width is 600 pixels, but you may change the settings to suit different screen sizes.

Learn how to create a professional email newsletter .

How to Create an Engaging Design Template

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 across all devices That’s another part of building a relationship with your readers.

ADA Guidelines for People With Disabilities

An overlooked part of newsletter design is compliance with accessibility standards like 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.

Adjusting Your Newsletter Design Further for Readability

The design elements can also include providing enough space around your text and not using colors that are too similar. Some people might 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.”

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.

Mobile-Friendly Elements of Design That Enhance Appeal

Today, many people read emails on smartphones or tablet PCs. Responsive design ensures your newsletter’s layout automatically adjusts to fit their screens.

For faster load times, use fewer images and keep them fairly small. To ensure smooth viewing on mobile devices, resize your images to dimensions appropriate for your content. MailChimp, for example, prompts users to size graphics 800 pixels wide and 600 pixels high.

Free tools like Irfanview or Promo’s Free Image Resizer can resize graphics. Also, consider image formats designed for web use like JPEG or PNG, which balance quality and file size effectively.

Though they can look good on desktop screens, too many columns can confuse readers and be harder to navigate on mobile devices. Consider a single-column layout; on smartphones and tablets, the text and images stack neatly on top of each other.

When you’re ready to test your design, check how it looks on all devices through your email platform or send yourself a copy.

“Establishing a template with minor customizable parts can drastically cut down on design time. For instance, at Businessmap, we have an evergreen template featuring our brand colors and fonts, but we switch up images and texts per edition to keep it fresh.” Pavel Naydenov, Head of Marketing, Businessmap

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.

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.

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 (aka Kit), 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.

Sender : Their free plan includes:

• Access to all features, including automation
• Up to 2,500 subscribers
• Up to 15,000 emails per month

Sender offers several features suitable for everyone from bloggers to businesses of all sizes and types.

Among the notable options are automation in the form of product data added to emails from a link and the ability to collect user data after a purchase. Like other platforms, Sender provides:

• Segmentation
• Personalization
• Social sharing
• Automated welcome messages
• Email sequences

But compared to other ESPs, their free plan is more generous with subscriber and email send limits.

Though it might seem small compared to more prominent email service providers, Sender boasts more than 300,000 users, including well-known brands such as Deloitte, Disney, and the World Wildlife Fund. It’s also fairly versatile, supporting integration with apps like Cloudflare, WooCommerce, Zapier, WordPress, and Shopify.

“Automation is a game-changer. Leverage email marketing software to automate certain aspects like sending the newsletters, tracking performance, and adjusting strategies based on analytics.”  Gianluca Ferruggia, General Manager, DesignRush

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: Social vs. Blog Hosting

beehiiv and Substack look similar. Substack is 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 monetizing 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 web-hosting 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’s similar to a provider like MailChimp.

After you’ve finished writing a company 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. Explore the design element, like 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 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’ll be well on your way to mastering how to write 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 .

• First published: September 7, 2021
• Last updated: June 11, 2024

By Michelle Troutman

For more than ten years, Michelle Troutman has crafted newsletters and other content for service providers. She has spent a decade creating attention-getting e-newsletters for law and economic development firms. Her marketing and business administration background and education enhance clear and persuasive copy.

Through features in publications like "Attorney at Work" and "Law Fuel," and her e-newsletter and YouTube channel, she inspires professionals to create engaging content. She enjoys helping businesses who serve others reach their marketing goals.

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How to Write A Newsletter Step-By-Step

Today I’m going to show you how to write a successful newsletter—AppSumo-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:

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!

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.

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 high-quality 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. Your email campaigns should 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:

And for impact on click rates:

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).

Check out these great deals on email marketing software that can help supercharge your newsletter!

How to write your first newsletter in 5 steps

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: [ * ]

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.”

3. Review the draft

After you finish your draft, don’t forget to review and 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 and 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 to you.

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 newsletter 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.

How to optimize and improve your newsletter using analytics

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”. Here is an example using a digital marketing agency:

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 CTAs (call to actions) 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.

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 newsletter 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.

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..

• 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 template 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,

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 campaigns.

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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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 ).

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.

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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.

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.

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.

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 .

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

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.

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.

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.

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.

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.

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.

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.

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:

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:

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.

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.

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!

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Carmine Mastropierro

How to write a newsletter: step-by-step guide.

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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:

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 :

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:”

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.

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 :

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.

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:

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.

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:

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How To Write A Newsletter

There’s no one way to write a newsletter.

But there are best practices you can use to write a newsletter people will want to open, read, subscribe to, and share with others.

The following newsletter tips are based on what’s helped me grow my For The Interested newsletter to 18,000+ subscribers and made it the engine for my business.

How To Pick A Newsletter Topic

Success always starts with a goal and that’s especially true when it comes to newsletters.

Before choosing your newsletter topic, first consider your overall goal – why write a newsletter in the first place?

To grow your audience? Serve your customers? Generate leads? Drive sales?

Choose a newsletter topic that will attract the audience you need to reach to accomplish that goal.

Then, decide what specific value you can provide to them through your newsletter and make that your newsletter topic.

Your newsletter’s success depends on your ability to provide value to an audience, not your ability to extract it from them.

How do you know what they’ll value?

In most cases, value is rooted in transformation.

If your newsletter topic helps your audience get from Point A to Point B, it will transform them and that’s valuable.

Try to fill in the blanks on this sentence:

My newsletter will help [Target Audience] solve [Problem/Challenge] by sharing [Content/Solution].

(By the way, check out my Newsletter Booster to learn how to get subscribers in 5 minutes a day.)

How To Write A Newsletter Subject Line

If people don’t open your newsletter, it doesn’t matter how well written it is.

It’s crucial to write a great subject line.

What makes a good newsletter subject line varies depending on your newsletter topic, audience, and goals, but here are a few suggestions to increase your open rate.

Write a subject line that’s specific to the content included in that issue of your newsletter. Don’t just title it “Issue #11,” or “This Month’s Newsletter,” or use your newsletter name as the subject line for every issue.

Craft a subject line that gives enough detail to make a subscriber curious, but doesn’t give away so much they have no reason to open the email.

Make your subject line informal, friendly, and feel like something you’d send to an individual instead of a large group of readers.

Simple and curiosity-provoking works well.

For example, the subject line of the most-opened newsletter the Barack Obama campaign ever sent was just, “Hey.”

To give you some subject line ideas, here are a few I’ve used in the past which had good open rates:

• “Not sure if this is for you, but…”
• “Pass it on.”
• “I have a confession to make.”
• “How I got 1,000 new subscribers in a day.”

How To Write A Newsletter Introduction

Most newsletter introductions are overwritten.

Don’t open with a bunch of rambling explanations of what you’re about to tell people in the newsletter – just get to the good stuff.

Keep your newsletter introduction short (no more than a paragraph or so) and write something that provides value to readers.

Don’t think of it as a preview of what comes next, think of it as a place to provide quick value that may not have fit elsewhere in your newsletter.

Your introduction is your first opportunity to grab your reader’s attention (after they saw your subject line), so don’t waste it by hitting them with a sales message, self-promotion, or something that may scare readers off before they get to the good stuff.

My advice on how to write a powerful first sentence can help you kick off your newsletter with a bang.

How Long A Newsletter Should Be

No one complains a newsletter is too short, but lots of people unsubscribe when a newsletter is too long.

There’s no “right” newsletter length, but aim to make your newsletter as short as it can be and still deliver value.

The shorter your newsletter’s length, the more likely people are to read it and open the next issue.

If you regularly write long newsletters, readers may hesitate to open them because they know reading it requires a time commitment they may not have in the moment…even if they love your newsletter.

The more concise and value-packed your newsletter, the more likely it will succeed.

I’ve even found success with a daily newsletter as short as a single sentence and a link – people love its brevity.

Write Your Newsletter To One Person

Even if your newsletter goes to a million people, it will only be read by one at a time.

Keep this in mind and write as if you’re speaking to a single person, not a massive audience.

This strengthens a reader’s connection to you and makes them feel like they have a relationship with you – they’re not just one of a million people.

Here are a few examples of how you can make people feel like you’re only writing to them:

• Instead of writing “I’d like to thank you all for supporting…,” you could write “I’d like to thank you for supporting…”
• Instead of writing “Sales people may struggle with…,” you could write “You may struggle with…”
• Instead of referencing your readers as a group and writing “Welcome to the 23 new people who subscribed this week…,” you could write “I’m so honored you checked out my newsletter this week…”

How To Write Newsletter Headlines

You need to write great headlines.

Many readers will skim your newsletter and headlines are the key to grabbing their attention to get them to read more.

The best headlines will often be ones which promise value to your audience and suggest what you’re sharing is actionable and useful.

“How To” headlines are effective because they imply the reader will learn how to do something valuable.

Don’t ever write misleading headlines.

They may get you a few extra clicks in the short term, but when people are inevitably feel tricked they’ll be less likely to click future headlines.

Even if an article your write or share isn’t exactly a how to article, you can still use an actionable headline to draw attention to it.

Simply focus on the benefits of reading the article and why it matters.

For example, “Five Garden Tools That Will Save Your Garden” is a more compelling headline than “Five Great Garden Tools.”

How To Write A Newsletter Summary

If you share multiple pieces of content in your newsletter, you’ll want to choose a consistent format for your summaries.

Here’s a simple template you can use.

For each article you summarize, start with the headline and then use some version of the following structure:

Sentence 1 explains why you’re sharing the link and what makes it relevant to your audience. Make it an attention grabber.

Sentence 2 mentions the source of the content (where you found it or if you created it) and a description of it that mirrors or expands on the headline.

It usually looks something like this: [Publication/Author] [explains/shares/breaks down/reveals] [headline].

Sentence 3 wraps up the summary with references to a couple specific things readers will learn if they click the link.

Here’s an example of what it looks like when you use this format to write your newsletter summary:

Four No-BS Steps To Launch A Successful Newsletter [Headline]

This might be the most valuable podcast interview I’ve ever done. [SENTENCE 1]

I recently was interviewed by Louis Grenier on the Everyone Hates Marketers podcast and shared with him four no-BS steps to launch a successful newsletter . [SENTENCE 2]

In the episode I touch on everything from the difference between a newsletter and email marketing, to how to set a goal for your newsletter, to how to position your newsletter’s value to potential subscribers. [SENTENCE 3]

How To Write Link Text In Your Newsletter

While the headlines you write may be the most important element of your newsletter, the clickable link text (also known as anchor text) is a close second.

Just like with your headlines, your link text will catch the attention of people who skim your newsletter so you want to make it compelling.

Treat it almost like a secondary headline.

Never use link text that simply says “Click here” or “read more” – that won’t capture the attention of skimmers.

Instead, write link text that makes readers want to click even if they don’t read the rest of the summary.

For an example, notice the link text I used in the summary example I shared above.

How To Format Your Newsletter Writing

The way you present your writing in your newsletter is almost as important as what you write.

Reading an email newsletter is a completely different experience from reading a printed book or magazine and you need to adjust accordingly.

Write short sentences and short paragraphs – most shouldn’t be more than a couple sentences.

Include lots of white space to make for an easier read.

Use a large font that’s easy to read (I recommend 16 point).

Use bold, italics, colors, and other font treatments sparingly and strategically.

Images are great, but don’t overdo it.

Less is more. Simple is better.

Newsletter Writing Examples

There’s no shortage of great examples of newsletter writing out there to inspire you, but here are a few newsletter writers with unique styles you may want to check out:

Total Annarchy by Ann Handley

Sticky Notes by Cole Schafer

The Lefsetz Letter by Bob Lefsetz

For The Interested by Josh Spector (I might be biased)

More Newsletter Writing Resources

There are several more ways I can help you write and grow your newsletter including:

The Newsletter Accelerator

39 helpful creativity newsletters

The Newsletter Tips Collection

The Newsletter Creators Facebook group

A newsletter clarity call

7 Newsletters That Will Improve Your Writing

Reading Lists

Writers offering the best of craft and publishing advice, writing prompts, and pitch calls.

The resurgence of the email newsletter over the past couple of years is great news for writers. So much of our work requires probing our deepest thoughts in isolation, biting our cuticles, staring at cracked paint on the walls. Whether online or IRL, sharing insights and developing community is essential for survival. Subscribing to newsletters by writers, for writers is a way of staying in conversation with peers. Email newsletters can offer emotional support, tips and exercises for improving craft, and resources for getting published that might otherwise be inaccessible, especially to writers beginning their careers. Some even promote community-building by establishing writing challenges and providing platforms for writers to discuss their experiences. The seven newsletters below offer the best of craft and publishing advice, writing prompts, pitch calls, and encouragement and commiseration about the writing life.

Craft Talk by Jami Attenberg

Four years in a row, the author of eight books—most recently the novel All This Could Be Yours and memoir I Came All This Way to Meet You — has brought tens of thousands of writers together for the #1000wordsofsummer project. Subscribers get a daily letter of encouragement from Attenberg or guest contributors, then aim to write 1,000 words a day for two weeks. $5/month or $50/year gives paid subscribers access to participant discussion threads to stay accountable. When not in #1000wordsofsummer mode, Attenberg sends a weekly email covering creativity, productivity, motivation, and publishing. The way she talks about the writing life is tender and comforting. “There’s so much value in just touching your work every day, circling it, thinking about why you started it,” Attenberg recently wrote.

I Have Notes by Nicole Chung

In her weekly newsletter for The Atlantic, Nicole Chung gives advice for living our best creative lives, answers reader questions, engages in conversations with authors and experts, and shares beautiful essays on how issues of the moment intersect with what we’re trying to do as writers. The author of the memoirs All You Can Ever Know and the forthcoming A Living Remedy, Chung explores these areas (some of which require a paid digital subscription to The Atlantic for $59.99/year) with great care, from interviews on the reality of being an anxious writer and tips for negotiating with editors to insights on pitching and rejection, telling stories about pain without retraumatizing ourselves, and navigating writing about living family members. I particularly love her responses to reader questions, but her essays, which explore topics such as gun violence, anti-Asian hate, and abortion, are powerful. “If I act and work and write as though a more just future will exist,” Chung writes, “perhaps I’ll be one step closer to believing in it.”

No Failure, Only Practice by Matt Bell

Every month, Matt Bell puts out a free newsletter featuring fiction writing exercises, thoughts on craft, and reading recommendations. The author of 12 books, including the novel Appleseed and craft book Refuse to Be Done , Bell creates fresh, specific, detailed exercises on elements like character, story structure, dialogue, punctuation, the passage of time, worldbuilding, and audience and intent. The exercises are always in conversation with at least one book, short story, or essay. They’re lengthy, but fascinating; Bell’s joy and curiosity set the tone for every email. “There’s an art to fashioning a good exercise,” he said in his first newsletter. “I love the challenge of trying to balance clarity of instructions with well-chosen examples, and of imposing just enough difficulty to make space for play and surprise.” 

Opportunities of the Week by Sonia Weiser

This one’s for writers looking for cold, hard pitch calls. Twice a week, journalist Sonia Weiser, whose bylines include The New York Times, The Washington Post, and New York Magazine, scours social media and sends subscribers a curated list of writing and writing-adjacent jobs. Weiser only lists jobs that pay, and she has a $4/month suggested rate for newsletter subscribers (otherwise pay what you can). In addition to pitch calls and jobs, Weiser’s newsletters incorporate comprehensive resources like her Reference Desk document with links to pitching help, payment support, and finding expert sources. Feel free to share this document with anyone, even non-subscribers. 

Freelancing with Tim by Tim Herrera

If you’re seeking a comprehensive education on how to succeed as a journalist, Tim Herrera’s newsletter demystifies everything from pitching to negotiating rates to crafting essays. The former New York Times editor’s free weekly newsletter shares insights and resources on topics including finding freelance work using social media and ways to approach pitching editors. His advice is candid and practical (for example: to find an editor’s contact information, casually DM a freelancer who you’ve seen published in that outlet.) Herrera’s twice-weekly live Zoom panels with industry veterans on structuring long-form features, selling books, accelerating your freelance business, and even personalized pitch feedback roundtables, are particularly unique. For $6/month or $60/year, paid subscribers receive additional newsletters and access to recordings of Herrera’s panels.

Write More, Be Less Careful by Nancy Reddy

Write More, Be Less Careful features tips in a variety of forms—essays, interviews, and even bullet points. Reddy’s digestible format, encouraging and light tone (“how to write when your brain is a fried egg”), and advice work toward her goal of helping people make writing part of their routine without dread. The author of three books of poetry, most recently  Pocket Universe , Reddy sends free emails twice monthly: end-of-month intentions emails that ask writers to reflect on the past month’s work and set goals for the coming month, and mid-month pop-ins with prompts, ideas, encouragement, and links to resources. Sometimes she also spearheads initiatives like Back to Writing , an eight-week newsletter covering subjects that are hard about writing, from dealing with digital distractions to banishing imposter syndrome. If you like actionable guidance for your writing process, you’ll like this newsletter.

Writing in the Dark by Jeannine Ouellette

Jeannine Ouellette describes this recently launched project as “a newsletter for people determined to keep creating through relentlessly uncertain times.” Author of the memoir The Part That Burns and founder of the creative writing program Elephant Rock, Ouellette lets uncertainty guide her writing and teaching. Writers will appreciate the extensive weekly prompts designed to get them out of their comfort zones and “peer over the edge of doubt” to discover new things, although some are only for paid subscribers ($6/month or $60/year), as is the community chat. Ouellette also sends monthly emails on the craft of writing, the writing life, book recommendations, author interviews, and more. Even in newsletter form, the sincerity of Ouellette’s writing tends to break your heart—in a good way.

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How to Write and Format a Newsletter: The Ultimate Guide

• 16-Feb-2022

Email marketing still works like a charm. Statistics have shown that: For every $1 spent on email marketing, expect a return on investment (ROI) of $36.

That’s why you need to embrace a robust email marketing strategy that can grow your audience 3x faster.

But for these figures to materialize in your own company, you should master the email marketing psychology and writing styles that get results.

Here are our tried and proven tips and hacks that will help you write an effective newsletter, format it like a pro, and achieve the above ROI:

1.  Stick to Your Goal

Whilst there are ay different types of newsletters, the core question should be: what do I intend the  newsletter achieve? Be sure to answer this question right before getting down to work. That way, your subscribers will know what to do.

Struggling to identify a goal? These will get you started in the right direction:

• Download an e-book
• Boost social media presence
• Increase sales
• Promote an offering
• drive traffic to a landing page etc

Consider the following newsletter from Litmus.

As you can see, its goal is to increase clicks and engagement rates. The subscribers can read their desired content based on the CTA they click. You can borrow a leaf from Litmus and build your newsletter up from there.

First, start with a headline or opening statement to introduce your goal. Secondly, mention the goal once or twice throughout the newsletter as you discuss it in detail. Finally, end with a powerful CTA.

Emphasize the goal and stay clear from ambiguity. Give the subscriber a clear direction of the action to take after going through your message.

2.  Use Enticing Sender

The sender name and subject line can make or break your success. For proof, visit your spam folder and see those spammy “from” addresses and depressing subject lines. Do they capture your attention and interest? According to Convince & Convert, 43% of recipients click the spam button based on the email “from” or email address.

Use a human name and avoid generic addresses like [email protected] . You’re communicating to humans, so a real name helps build familiarity and cement business connections.

3. Craft an Enticing Subject Line

Attractive subject lines are crucial if you want more email subscribers to open your newsletter. Convince & Convert reveals that:

• 35% of subscribers open email newsletters based on subject lines alone
• 69% report emails spam based on subject lines

So, how can you hack the subject line to deliver positive results? Here are our tried and tested tips (use most or all of them).

• For starters, stay clear from boring subject lines . Something like “December Message” doesn’t captivate subscribers to click it.
• Your subject line should reveal the information contained in the newsletter. And be careful with click-baits- No one wants to dive into an email only to realize they aren't getting relevant content. That’s a sure way of losing your readers’ trust.
• Keep the subject brief. Shorter lines (55-70 characters) tend to outperform long ones. However, you may have to make it longer if your newsletters need clear identification.
• Be personal. 82% of marketers reveal that personalizing subject lines drives up open rates. Additionally, 75% of thought leaders agree that personalized subject lines can lead to skyrocketing click-through rates. When it comes to this tip, your best bet is to use the recipient’s name.
• Use time-sensitive subject lines. Thanks to FOMO (the fear of missing out), a sense of urgency drives click rates higher. Words like breaking, urgent, alert, and important should be your friends.
• Address a common concern . For instance, promise readers that by reading your newsletter, they’ve got a solution to their pain points, improve their lives or put a smile across their face.

Whatever you do, be sure the subject line pique your readers’ curiosity and drive them to click it for more information. For instance, “How to X3 Your Sales in Just 1 Hour” sounds intriguing, right?

You can also spice up your subject line with “power words” to stimulate subscribers and appeal to their emotions. The words include:

• Jaw-dropping
• Mind-blowing

4. Start with a Killer Opening Line

Your readers have clicked that subject line. Kudos!

But the sender name and email subject lines aren’t always what people see first. GASP!

Your opening line is also equally important, so maintain the rhythm. A powerful opening line will entice the readers to diver deeper.  

Most email clients reveal a portion of the newsletter directly in the email browser. The reader can read this portion without opening the whole message.

See this desktop screenshot of an email program:

So, what should your opening line contain? Here are the best tips:

• Address each recipient by their first name. it further personalizes and authenticates the messages
• Stay clear of the dry, tired “Hi, I’m so and so…”
• “I realized that we both…” or “I saw that you…” sounds powerful. Such approaches spark interest and build a better relationship since you’ve drawn upon a common experience.

Go straight to the point and make a connection instantly. Try drowning readers in preliminary chatting, and they’ll flee in a huff to save their precious time.

5. Connect in the Body

It’s time to connect with the readers and show how your offerings can bring value to their lives.

Keep it short and simple (KISS). Don’t overwhelm your readers with extraneous details. Create some rapport, attract their attention, and warm them up to push the potential customers through your sales funnel.

• Split up the body into short, easy-to-digest paragraphs and sections
• Write in the second person and befriend the pronoun “ you” throughout the newsletter.
• Spice up the content with personal questions like D o you have any questions?

6. Let the Body Shine

You’re compiling diverse topics in one newsletter. Therefore, ensure the package is cohesive. Make scanning a breeze, and the readers will dive into what attracts them most.  

Pick up a local daily and visit the sports page to see what we are talking about. See how it’s broken into a separate article using lines or spacing. And while every article talks about something different, they all have a consistent theme.

Plain Text vs. HTML emails

 As the name suggests, a plain text email doesn’t involve formatting, graphics, or images. Sounds boring? But according to research, plain text can boost your open rates. They offer greater consistency and ensure all email receipts can digest your newsletters.

Email clients (a computer program that accesses and manages a person’s emails) may frown at HTML-heavy emails and filter them. In fact, HubSpot reveals that Gmail’s default “promotions” filter tends to flag “salesy ” emails and deny them entry to users’ inboxes.

Furthermore, HTML emails appear differently in different email clients- The way Gmail displays these emails may look different from how Outlook does. Some browsers, email clients, and screen-readers (for physically challenged users) may not even display the HTML formats due to technical reasons.

That said,  HTML can boost the impact and engagement of your newsletter content . With it, you can spice up your email with your brand’s logos and colors, divide the content into manageable sections, and use enticing CTAs to link to your site. Also, you can use font sizes and colors to organize your newsletter body into an easy-to-follow hierarchy. Readers may find it challenging to pinpoint crucial information in plain text format since everything appears the same.

So, what should be your best bet? We recommend you grab the best of both worlds. You can easily switch from HTML text to plain text with most email marketing platforms. Also, if you’re worried that your snazzy HTML email may not be displayed correctly, you can include an option of viewing the content as a web page on their browser.  

Crafting an attractive HTML newsletter template

Your newsletters are a regular series. Therefore, they should have a consistent newsletter design and unifying visual elements. That’s where a template comes in to help. Your template needs to have these visual spices:

• Use a fixed width, not a fluid layout: Set horizontal dimensions to enable your readers to read without rotating their mobile devices or scrolling from side to side.
• Include a header: It captures readers’ interest, introduces hierarchy, and boosts your branding.
• Sections: Visually divide the body into sections, considering that each section will talk about something different. The most engaging or crucial section should appear at the top. Will your sections have varying sizes? Be sure the most crucial topic occupies the most space.
• Social Buttons: Who doesn’t want people to follow their social media accounts or profiles?
• Logo: It’s your brand’s most crucial visual element
• Headings: Helps in introducing visual hierarchy and dividing sections.
• Your face: The readers want to know that human face being all that juicy talk. It boosts human connections and cement business relationships.
• CTAs and links: Link back to social or website pages to increase engagement, clicks, reads, and other desired metrics
• Share button: Let people share the newsletter directly without navigating away.
• Footer: Mimic your website’s footer to cement your brand and provide contact details.

But let’s face it- Unless you know your way around design, programming, and email clients, crafting a template from the ground up isn’t a walk in the park. That’s why you need a pro in that game.

Get a ZOEY Newsletter Writer and Skyrocket Your ROI

You now have our sure-fire tricks that deliver results if implemented well. But you don’t have time to weave them into your email marketing efforts.

Don’t fret. Every freelance writer in our top-in-class team knows how to write a newsletter that gets read. We can craft:

• Daily newsletter
• Weekly newsletter,
• Monthly newsletters, 
• Biweekly newsletter, and more.

Start increasing your email marketing ROI today by checking out our content writing services here!

Photo by Brett Jordan on Unsplash : Thanks Brett : )

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Inspiring Newsletter Examples by Writers 

Writers sometimes need new outlets to feed their creativity, to boost their online presence, or even just as something fun to do that isn’t the “big book project” or “work.” With the new uptick of email newsletters, writers may have actually found something interesting that also could make a bit of money on the side. Wondering why you should write an email newsletter? Here are four inspiring newsletter examples and helpful observations from theirs writers who corresponded with me over email. 

“You get the impression when reading it that you’re not alone…” Illustration by Josh Quick

Want more details on how to write a great newsletter? Read my previous post on what’s involved in an email newsletter.

Samantha Irby doesn’t want you to laugh at her (but with her)

Hilarious blogger and author Samantha Irby sends out her newsletter, “ books/snacks/softcore ,” when she has something to share (lately with hilarious recaps of the day’s Judge Mathis episode). She also still has her blog at Bitches Gotta Eat and her latest book of essays, Wow, No Thank You, is due out in March from Penguin Random House. She writes emails to her subscribers in between writing her next book and sending back proofs to her editor. 

I asked her if it’s hard to think of things to write about for her newsletter, what with all her other writing outlets pulling at her attention. 

“Sometimes,” Irby replied. “But I don’t write when I can’t think of something that might be funny or interesting. I never ever want someone to open my newsletter and think UGH THE WELL MUST BE RUNNING DRY.”

Despite having a lot of other places to write, Irby finds her newsletter to be a positive addition to her regular routine. 

“So far it’s been a good and low stakes way to exercise my writing muscle while also making enough money to pay my phone bill,” she said. “My ultimate goal, in all things, is to convince strangers to love me. I’ll report back when I figure out whether or not it’s working.”

Irby’s plan has been to just try this new thing out and see what happens, which is about as relaxed and healthy as you can get with a new venture. 

“I don’t think I could ever rely on a newsletter for my sole income (I really don’t believe that you can live forever on a creative job *gestures wildly at entire life* or whatever) BUT if I look at it as I do everything (it’s a laugh! maybe I can buy face cream and a sandwich!) then that makes it feel worthwhile to me? I feel like everything is easier when I attach the lowest stakes possible.”

She added, “It’s also a way to boost other people’s projects/articles/websites, because there’s only so much instagram and twitter signal boosting a person can reasonably do.” 

Wendy Mcclure is mining her family history

Author and children’s book editor Wendy McClure had similar feelings on writing her newsletter, “ Space and Time .”  

“One part is just miscellany—links to things I’m reading and collected thoughts about some of my favorite subjects (the Little House books, children’s publishing, anything that’s roughly in the realm of the stuff I write about in my books),” McClure said. “The other part is an old photo of a dead person or lost place—usually from my huge collection of old family pictures—and some kind of short essay about the photo.”

About how she got started, McClure said it fit well with what she was looking for in her writing life. 

“I was reading other people’s newsletters and I liked those a lot,” she said. “I missed blogging—the way it gave me an outlet, a regular writing assignment—but posting things on a blog hasn’t felt right to me since Google Reader went away. It got so nobody knew you had a new blog post up unless you linked to it on Facebook and Twitter, and then everyone would comment on the link, essentially defeating the purpose of having a separate site (which nonetheless still appealed to me).

That’s not all that McClure likes about a newsletter’s separation from social media.

“I like the way newsletters have a direct connection,” she said. “A reader doesn’t have to be on a particular platform or social media site to access me, and when I write a new installment I don’t have to chase down my audience by linking to it on three different sites.” 

Rosamund Lannin offers travel tips and lipstick picks

Rosamund Lannin , a writer who also co-founded the Chicago female live lit show, Miss Spoken , puts out “ It Means Rose of the World ,” on a quarterly basis. She started writing it back in the spring of 2016 via Tiny Letter, but recently moved over to Substack. 

When asked about how and why she got started writing an email newsletter—Rosamund already writes pretty prolifically on social media and in a variety of publications and outlets, in addition to working a fulltime 9-to-5 job—she said it seemed like fun. 

“Some friends of mine who were also writers had started TinyLetters and I liked the idea of sharing what I was doing in a less constant, immediate format than social media,” Lannin said. “I wanted something curated and put together but still accessible and fun. It’s a way for you to keep up with what I’m reading, writing, and thinking in a roughly quarterly format, which sounds dry but includes lots of words about books, lipstick, and carne asada burritos.” 

Claire Zulkey enlists a team of evil witches to help write a great newsletter

Claire Zulkey is a freelance writer and author who brings a no-nonsense parenting perspective to her newsletter, Evil Witches , with a little help from her fellow mom friends. 

“After forming a private/informal community of mothers I knew, I started getting the impression that maybe the discussions we were having might be interesting to a larger audience,” Zulkey said over email. “I considered different platforms/community models but at the end of the day a.) I’m a writer and b.) I do not want to moderate something gigantic and/or cater to every conceivable interest (like a general interest publication).”

What’s different about “Evil Witches” is its group approach to editorial content, some of which comes from questions posed on social media to followers or readers, which also adds to its authenticity. You get the impression when reading it that you’re not alone with your wild child or clueless spouse.

“I make the editorial decisions and write a chunk of the content but E.W. wouldn’t exist without other Evil Witches,” she said. “It toes the line between reporting and crowdsourcing I’d say (to make it a quicker read I strip away a lot of the niceties of an actual written article), and capturing the knowledge, stories, complaints, jokes, and so on from like-minded folks.”

Zulkey isn’t sure where her newsletter is headed, but with the option of making a little bit of money from this adventure, it may turn into a regular source of at least part of her freelance income.

“It’s truly been an experiment; I have no big plans at this time, no idea how long it will go on for,” she added. “The payment model however helps me envision it as a legitimate work project instead of something that’s totally done in my spare time.” 

Looking for more inspiring newsletter examples? Consider subscribing to Submishmash Weekly , Submittable’s free newsletter for creatives, packed with arts and literary news, curated opportunities for submission, and more.

Anne Holub holds a creative writing MA from Hollins University and an MFA from the University of Montana. Her poetry has been featured on Chicago Public Radio and in The Mississippi Review , The Asheville Poetry Review , and The Beacon Street Review , among others. Originally from Virginia, she now lives in Billings, Montana with her husband Dan and their two dogs, Merle and Rosie.

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21 Inspiring Newsletter Examples (and Why They Work) [2022]

Imagine this: It’s the middle of the day and you’re busy working through your long to-do list when you hear the ping of a new email that has popped up in your inbox. But this isn’t a request from a colleague, an update about a project you were working on, or even a promo for an upcoming sale — it’s a newsletter.

You immediately stop what you were doing and click on the email, excited to see what content awaits. Because this isn’t just any newsletter — this is the one newsletter you look forward to reading every week.

This newsletter always seems to know what you’re thinking. It shares insight into a topic you want to learn more about, provides an actionable solution, or simply puts a smile on your face and gives you a mid-week boost of motivation.

If you have a membership business, this is the experience a powerful newsletter can create for your members.

When done right, email newsletters can build community, increase brand loyalty, and ultimately help membership businesses meet their bottom line.

To inspire your own email newsletter strategy , let’s take a look at some of the best newsletter examples from brands across a variety of industries.

Table of Contents:

• What Does A Good Newsletter Look Like?

App Newsletter Examples

Ecommerce newsletter examples, health and fitness newsletter examples, education newsletter examples, real estate newsletter examples, business newsletter examples, design newsletter examples, blog newsletter examples, paid newsletter examples, what does a good newsletter look like.

There’s a reason some email newsletters always get opened and have impressive click-through rates — they’ve nailed down the top email newsletter best practices.

Here are a few newsletter best practices to follow if you want to create an effective email newsletter:

• Engaging subject lines:  The subject line is the determining factor in whether or not your email gets opened in the first place. The best newsletters invest as much effort into crafting the perfect subject line as they do with curating the content, and are continually testing and improving subject lines to see what resonates with readers.
• Strong calls-to-action:  Once subscribers have opened your email, what do you want them to do? Good newsletters make it clear what the subscriber’s next step should be.
• Mobile-friendly : Constant Contact found that  60% of emails are opened on mobile  phones and tablets. If you want to provide the best experience for a majority of readers, make sure your newsletter is optimized for mobile.
• Engaging content : Give your subscribers a reason to click around by providing listicles, tips, or quizzes that they can engage with and find value in.
• Visual design element:  No one wants to read a wall of text, so make sure there’s an engaging visual design element somewhere in your newsletter.
• Provides value:  Your subscribers are part of your community. It’s your job to hone in on what they find value in and provide that through your email newsletter content.

The Best Newsletter Examples (And Why They Work)

So what do the best newsletters look like? Here are a few of our favorite newsletter examples and what works for them.

If you’re looking for inspiration for your web or mobile app newsletter, check these examples for inspiration.

1. DocuSign

DocuSign , a popular business tool, is anything but bland when it comes to newsletter content.

Here’s a great example of a  DocuSign newsletter .

Subject Line:  5 questions every business should tackle this year

Why it Works

DocuSign’s email newsletter is a great example of how to structure engaging content. From featured blog posts to upcoming events, and even a customer case study, DocuSign offers a variety of content sections for its newsletter subscribers to scroll through and engage with.

Canva  makes it easy for anyone to create their own graphic designs. The brand uses its email newsletters as an opportunity to communicate to its email list how easy it is to use the tool.

Here’s a great example of a  Canva newsletter .

Subject Line:  Did somebody say new Zoom virtual backgrounds?

This newsletter example from Canva provides value for those who receive it. Not only does it include tips on how to set up a new Zoom background, but the newsletter also shares background templates people can use right away.

3. Blank Street

Blank Street , a coffee app, makes it easy for people to order premium coffee drinks from one of its many coffee carts in New York City. The brand demonstrates this ease of use in its visual newsletter example.

Here’s a great example of a  Blank Street newsletter .

Subject Line:  Let the good energy in

Blank Street’s newsletter is highly visual. The colors and graphics are eye-popping and draw subscribers’ attention to the products they’re promoting. The newsletter is also actionable and makes it easy for subscribers to quickly order a drink that catches their eye by including a CTA to order through the app.

If you’re looking for inspiration for your ecommerce newsletter, take note of what these top brands are doing right.

Ecommerce marketplace  Etsy  is a source for all things handmade and consistently inspires its community to support handmade. In this newsletter example, Etsy stays true to its brand with an engaging seasonal newsletter.

Here’s a great example of an  Etsy newsletter .

Subject Line:  Naturally the best

In honor of spring, the newsletter focuses on nature and weaves those elements throughout the email, starting with the subject line to the headings (“see what’s been sprouting”) and even including a spotlight on an Etsy seller that makes ceramic plant pots.

By maintaining a consistent theme, as well curating products that fit the theme, the email keeps readers engaged and inspires them to take action, which in this case is to browse products and make a purchase.

5. Pineapple Collaborative

Pineapple Collaborative  is a community and ecommerce brand that’s centered around food and women.

Here’s a great example of a  Pineapple Collaborative newsletter .

There are a few reasons why this email newsletter is effective. Not only is it visual and well-designed, but the content is tailored to its audience and gives them multiple opportunities to engage.

If you’re a subscriber of a health and fitness newsletter, you most likely expect to be inspired or informed. For example, if you subscribe to a fitness brand newsletter, there’s a good chance that you’ll want to feel inspired or motivated to get moving. Or, for health newsletters, subscribers want to stay informed about health-related topics.

Open , a mindfulness, meditation, and yoga studio offers a great example of how to send a yoga newsletter that your members will actually find useful.

Here’s a great example of an  Open newsletter .

Subject Line:  Breathe, Meditate and Move with us.

From the subject line to the body of the email, this newsletter example from Open is actionable. Plus, the newsletter content is easily scannable which is ideal for mobile users.

By simply including the schedule for the week, this newsletter makes it easy for subscribers to sign up for a class. It’s clear that this fitness brand knows its audience. If you have a  membership business , Open’s newsletter is a great example of a straightforward, actionable email to send to your community.

Vitamin brand  Ritual  frequently sends out emails that provide value to its subscribers, whether in the form of educational content or promotional codes.

Here’s a great example of a  Ritual newsletter .

Subject Line:  What’s on your plate?

A study from Smart Insights found that the word “what” in the form of a question is one of the  top-performing subject line phrases . This is the exact formula Ritual used for its engaging newsletter, in addition to its visually engaging structure.

The education industry has a higher-than-average  open rate of 33% . Take note of how these effective education newsletter examples grab subscribers’ attention and keep them engaged.

Email marketing platform  Flodesk  used an email newsletter (naturally) to announce the launch of its email marketing resources library, Flodesk University.

Here’s a great example of a  Flodesk newsletter .

Subject Line:  Flodesk University is LIVE!

This email generates excitement from the start with a timely subject line. It follows that up with enticing CTAs and engaging video previews that sum up what students will learn from the online courses.

9. Skillshare

For online learning platform  Skillshare , educational content is at the center of everything it does, which means its audience expects value from its education newsletters.

Here’s a great example of a  Skillshare newsletter .

Subject Line:  Quiz: Find the Perfect Class for Your Mood

93% of marketers say that interactive content  like quizzes is more effective at educating buyers compared to static content.

It’s hard to resist taking a quiz. This email newsletter format is a creative way to encourage readers to browse through Skillshare’s classes.

While those who subscribe to real estate newsletters expect certain types of content, like house listings or market data, make your newsletter stand out with interactive content or inspirational tips.

Here’s a great example of a  Trulia newsletter .

Subject Line:  Eenie, Meenie, Miney, Mo

Why it Works:

Interactive content encourages engagement. The “This or That” format of Trulia’s email prompts subscribers to participate in a voting exercise which directs them away from the email and to Trulia’s website, which could ultimately help boost traffic.

11. Compass

Here’s a great example of a  Compass newsletter .

Subject Line:  Welcome to Compass

The clean design is easy to scan and offers quick links that new subscribers can access to get started or learn more.

Zillow  is a go-to source for home listings and market research in the real estate industry, and it’s clear the brand uses its credibility to distribute helpful content to its email newsletter subscribers.

Here’s a great example of a  Zillow newsletter .

Subject Line:  Check Out What’s Trending on Zillow Digs This Week

Trend round-ups are always a great way to position your brand as an industry expert as well as provide inspiration for subscribers. Zillow’s real estate newsletter is an example of how to provide content that your audience wants to read while communicating your brand’s expertise.

Whether for the B2B or SaaS industry, your business newsletter doesn’t have to be boring. Keep your email list audience engaged with valuable content, strong visuals, and personalized tips.

Trello  is a project management tool that regularly creates content around productivity, remote work, and managing a team.

Here’s a great example of a  Trello newsletter .

Subject Line:  Conduct better remote interviews

Trello not only curates valuable blog posts in its newsletter, but each one includes a strong CTA button with phrases that are much more engaging than “Read More” or “Learn More.”

14. Evernote

Note-taking app,  Evernote  isn’t afraid to get a little personal in this business newsletter example.

Here’s a great example of an  Evernote newsletter .

Evernote’s newsletter is an example of valuable content that is audience focused. The newsletter calls out different organizational styles and offers tips for how each style can get the most out of the app.

15. Zendesk

SaaS company  Zendesk  has its own library of content that it regularly distributes through its email newsletter.

Here’s a great example of a  Zendesk newsletter .

Subject Line:  5 sales process templates for building out your pipeline

Zendesk’s approach to email newsletters is focused on providing value. In this newsletter example, the company provides templates its subscribers can put to use right away.

Plus, the subject line lets subscribers know exactly what they can expect from the newsletter which can help increase the open rate.

Subscribers to design newsletters expect strong visuals, eye-catching design, and bold text. Here are a couple design newsletter examples for inspiration.

Format , a portfolio website platform for photographers, engages its community  through a monthly newsletter . Based on the example below, it’s clear the brand has an eye for design just like its audience does.

Here’s a great example of a  Format newsletter .

Subject Line:  Share Your Work and Your Voice with Format

Format uses strong visuals to communicate with its audience of photographers who undoubtedly appreciate good design.

17. Hoefler and Co.

As a type foundry, the bar is set high for  Hoefler and Co.  to produce creative, design-driven emails — and the brand’s newsletter delivers.

Here’s a great example of a  Hoefler and Co. newsletter .

Subject Line:  Italics Examined

Hoefler and Co. uses its own fonts to illustrate the power of italics-style fonts. This is an engaging way to show off what the brand offers while giving readers a visual idea of how they can use the product.

The key takeaway? Show, don’t tell. Demonstrate how your members can use or benefit from your offering by sharing examples, client stories, or tutorials.

For media publications or businesses that produce a high volume of content, a newsletter often serves as a distribution channel for blog posts.

Blog newsletters should include a roundup of recent articles and feature a compelling subject line that gives subscribers a glimpse at what’s inside.

A great blog newsletter example comes from design publication  Domino .

Here’s a great example of a  Domino newsletter .

Subject Line:  The peninsula in this kitchen reno only looks like marble

Domino’s newsletter is structured and branded like its publication which provides its dedicated readers with the same experience that they’d have on the website or when reading the magazine.

19. EmailOctopus

Another example of a blog-focused newsletter comes from  EmailOctopus . The email marketing platform uses a newsletter approach to promote its latest blog posts.

Here’s a great example of an  EmailOctopus newsletter .

Subject Line:  How psychology can improve your emails

Instead of using a subject line such as “Our latest blog posts,” EmailOctopus used a headline from one of its blog posts to immediately capture subscribers’ attention. Once readers open the email, they’re given a preview in the introduction of which blog post topics they can expect to find in the newsletter.

If you have a blog, this newsletter is an example of how to engage your readers and provide value with the content.

If you’ve considered launching a paid membership platform but don’t know where to begin, a paid newsletter is a great starting point. If you want to build a community and eventually expand your paid membership business, here are a couple paid newsletter examples to get inspired by.

20. Christy Harrison

Another great newsletter example comes from  Christy Harrison , an anti-diet registered dietitian and certified intuitive eating counselor. In her weekly newsletter titled  Food Psych Weekly , Christy answers readers’ questions around intuitive eating and diet culture. She takes a long-form approach to answer thoroughly and thoughtfully while positioning herself as an expert.

Here’s a great example of a  Christy Harrison newsletter .

Subject Line:  Will Intuitive Eating Make You Lose Weight?

Not only is this weekly newsletter consistent with Christy’s brand, but she positions the content around the members of her community by answering readers’ questions.

The newsletter also includes several relevant links to Christy’s website whether linking to an article or an online course she offers. This connects the newsletter to her  membership platform  and further solidifies her knowledge and credibility on the topic

Index  (formerly known as XXXI), a mixed-use community center, offers workshops and programs for designers. The organization regularly sends out email newsletters to inform its subscribers of upcoming events.

Here’s a great example of an  Index newsletter .

Subject Line:  New Workshop at XXXI: Type Design for Designers

The subject line is straightforward and lets subscribers know what its new workshop is about. The design of the email reflects the interests of the intended audience and it also includes the workshop details at the top for people who don’t want to scroll.

We hope that these newsletter examples have given you some inspiration and ideas for your email newsletter!

If there’s anything these newsletter examples show us, it’s that engaging email content can be achieved by brands of all sizes and across all industries as long as you keep a few elements in mind.

💡 Want help monetizing your newsletter? Check out  MemberSpace University , your one-stop resource hub full of tips, tricks, step-by-step guides, educational videos, and more for marketing and selling digital products and memberships with MemberSpace.

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How to Write a Good Newsletter

Last Updated: October 19, 2023 References

This article was co-authored by Janet Peischel and by wikiHow staff writer, Jessica Gibson . Janet Peischel is a Writer and Digital Media Expert and the Owner of Top of Mind Marketing. With more than 15 years of consulting experience, she develops content strategies and builds online brands for her clients. Prior to consulting, Janet spent over 15 years in the marketing industry, in positions such as the Vice President of Marketing Communications for the Bank of America. Janet holds a BA and MA from the University of Washington. There are 10 references cited in this article, which can be found at the bottom of the page. This article has been viewed 634,139 times.

These days, everyone seems to have a newsletter! Writing one is simple, but with a few tricks you can make your newsletter fantastic. As long as you keep it interesting and informative, your audience will have a reason to read. It might help to think about the newsletters you open and read—they're probably useful, to the point, and personalized. Check out some of these useful techniques for your next newsletter.

Make the title or subject line interesting and informative.

• For instance, instead of using the title or subject line, "Community Newsletter, May 2021," you could say, "Spring plant sale, picnic, and community fundraiser."
• If you're writing a church newsletter that only comes out once a month, you might write, "January Newsletter: Potluck, Outreach, and Church Renovations!"

Outline the main points you want to make.

• If you're making a big announcement for your brand, you might want to limit the newsletter just to that information so there's more buzz about it. For a standard newsletter that you release every week or month, you might include a handful of smaller points—updates on a business, upcoming events, opportunities, or fundraisers, for instance.

Give authoritative information.

• You may need to research the information that you put in your newsletter. Spend time searching credible sources that you feel comfortable sharing.
• For instance, if you're sending out a nature conservation newsletter and you're bringing up the issue of fishing licenses, link to a government website with the official rules, guidelines, and costs.

Limit the promotional content in your newsletter.

• A non-profit charity might fill the newsletter with summaries about some of their key initiatives. Then, they could wrap up the newsletter with information about a current fundraising need.
• For example, if your company sells sustainable products for the home, your newsletter might cover current stories about the environment. At the very end, you might give them an offer or discount for a product on your site.

Close out your newsletter with a call to action.

• For example, if you're writing a seasonal newsletter, you might link to a schedule of events for your area or give direct links to upcoming programs.

Keep your writing conversational.

• Writing in a relaxed, conversational tone can make the newsletter seem more personal. This is a great way to build a connection with your employees, for instance.
• Be conversational but don't include a lot of slang that your readers may not know.

Make it personal.

• For example, you might imagine writing to a friend or colleague. You'll probably do a great job keeping the tone conversational and engaging this way.
• If you're writing the newsletter for a small group of people, like a congregation or your neighborhood, it's totally fine to mention people by name. You may say, "Mark completed the community garden beds last week," without having to list last names.

Choose a streamlined format that you like.

• If you've got a blog or website, you could also highlight portions from a post. Then, link to the original post so readers can check out more if they're interested. Maybe you've got a fashion blog and you can link to a recent post about a popular style trend.
• Instead of creating a double-column newsletter that packs a lot of content in a small space, go for a single-column layout so your reader can immediately see the topics you're covering. [11] X Research source

Make the format easy for your audience to read.

• Open your newsletter and check it over to see if the text is easy to read. Text that's too small might stop people from reading.

Include relevant images so your newsletter pops.

• To make the pictures more engaging, choose action images, if possible. For instance, instead of having volunteers pose and smile at a company event, share a picture of them doing something—filling care bags, taking donation calls, etc.
• Readers are currently favoring a single, relevant image instead of several smaller images in newsletters. A large image can also make your newsletter look sleek and less cluttered.
• For example, if your company's owner was recently featured in the news, use an image of them instead of clip art of a stack of newspapers.

Proofread before you send it out.

• Ask a friend to read through your newsletter to get some feedback. It's always good to have another pair of eyes looking for errors, too!
• Do an online search for sites that will proofread your work. In some cases, you may need to install an extension so it can run on your browser.

Community Q&A

You Might Also Like

• ↑ Janet Peischel. Digital Media Expert. Expert Interview. 30 March 2021.
• ↑ https://www.nngroup.com/articles/email-subject-lines/
• ↑ https://www.vic.gov.au/create-and-manage-email-marketing-campaigns-digital-standards
• ↑ https://owl.purdue.edu/owl/general_writing/personal_correspondence/newsletters.html
• ↑ https://www.entrepreneur.com/article/279239
• ↑ https://youtu.be/06H4nL9H2Dk?t=485
• ↑ https://youtu.be/06H4nL9H2Dk?t=316
• ↑ https://www.inc.com/dakota-shane/how-to-write-an-email-newsletter-your-audience-will-actually-read.html
• ↑ https://www.entrepreneur.com/article/204844
• ↑ https://youtu.be/_c3dXgVoBHY?t=72

About This Article

If you want to write a good newsletter, you’ll need to make sure the writing is interesting, relevant, and easy to read. Think about who your audience will be when you're picking your topics since some material will appeal more to certain demographics than to others. Once you decide on your content, split your newsletter up into different sections, like a response section, letters to the editor, industry news, and feature articles, to keep your information varied and interesting. To draw your readers' attention to the different sections, write interesting headlines with powerful action verbs that will grab their attention. Before sending the newsletter out, make sure to proofread it for spelling and grammar issues as well as consistency of tone and voice. To learn how to research topics for your newsletter, keep reading! Did this summary help you? Yes No

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Aug 10, 2018

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Aug 29, 2016

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The Complete Guide To Newsletters

Learn everything you need to know to create and execute a successful newsletter.

In this guide, you’ll discover why a newsletter is effective, how you can create one, and what practical steps are necessary to bring it to life. Whether this is completely new to you, or it’s already a staple in your marketing, you’ll gain valuable insights on how to run a successful newsletter.

Sustainable success takes discipline, strategy, and an actionable plan. After reading, you’ll understand the key attributes to developing consistency, thoughtful strategy to creating relevant content, and applicable next steps to make it happen!

Continue reading to learn how   your   newsletter can become a sales driving force and produce the results you’re looking for. You can also use the links to the right to jump to a specific section.

Interested in the cost of mailing a newsletter? Fill out a quick form and get a free quote for your newsletter.

Table Of Contents

• What Is A Newsletter?
• Who Is A Newsletter For?
• What Are The Benefits Of A Newsletter?
• How To Design A Newsletter
• Creating A Newsletter People Want To Read
• Letting Your Newsletter Work For You
• What You Need To Know About Mailing A Print Newsletter
• Next Steps: Make It Happen!

Free eBook Download: The Complete Guide To Newsletters

Take this guide on-the-go and download it for free. read it offline or make it a bookmarkable guide. let your friends know about this freebie too.

Section 1: What Is A Newsletter?

When created and used strategically, a newsletter can be your most effective sales piece. It’s a vessel to drive conversions, nurture relationships, and delight your reader. With limitless options and varieties, you can create and publish your own efficient, high- performing newsletter right now.

Types of Newsletters

There are two types of newsletters you can create: an e-newsletter or a print newsletter. Although the principles and strategies behind them are similar, the biggest difference is format and delivery. One is electronic and one is a physical copy. Let’s look at the different variables within each type of newsletter.

E-Newsletter

An e-newsletter is a newsletter formatted and sent via email, electronically. Thus where the “e” comes from. This is a digital format where your readers will likely open and read it within their email browser. Typically, it’s formatted in a continuous, vertical single column similar to a social media feed on your phone. The reader begins at the top and scrolls down as they read further.

Another option used less often is an e-newsletter sent attached as a PDF or JPG. The reader opens the attachment inside the email and reads it within the respective program. If sent as a PDF, it has more of a “book feel,” with pages the reader can work through. A PDF also allows your reader to print your newsletter in a more readable format than email.

Print Newsletter

A print newsletter is a physical piece printed on paper. It has actual weight and feel, giving the reader something to hold as they read. Typical sizes for a print newsletter are either 11” x 17” (4 pages) or 8.5” x 11” (2 pages). If you’re going to mail these to your customers without an envelope, you’ll need to fold them down to a final size of 5.5” x 8.5” to meet mailing standards. With an envelope, you can either leave it at 8.5” x 11” or down to 5.5” x 8.5.”

Because it's physical, you can choose a variety of papers to print on. The two most common paper types are 70# text or 80# gloss/dull text. The difference in paper selection comes down to thickness (how heavy the paper is), and finish (whether it’s glossy or matte). As with anything, the cost of each paper choice depends on the different aspects.

Another variable in a print newsletter is the use of color. With an e-newsletter, publishing it in color or black and white doesn’t make a difference with cost. With a print newsletter, color is more expensive than printing in black ink, which may alter your decision. A majority of our customers send their newsletters in color because they have images and graphics that look better in color. Of course, your budget will play a major role in the decision of using color or black and white.

How Often It’s Delivered

The other key attribute of a newsletter is the frequency at which it’s delivered. The three most common delivery frequencies are weekly, monthly, and quarterly. To determine frequency of sending your newsletter, you’ll need to consider budget and time.

An e-newsletter serving as a short and quick update is usually sent on a weekly basis or monthly basis. Whereas a print newsletter is sent as a more in-depth piece on a monthly or quarterly basis. Regardless of which type, the time it takes to compile and create the newsletter influences how often it's published. If you’re the one doing all the work, you might not have the time or resources to send a newsletter as often. But if you’re collaborating with others, you should be able to send one more often.

Section 2: Who Is A Newsletter For?

Perhaps the most critical factor to any successful newsletter is this: understand your audience. Without this foundation, you’re setting yourself up for failure. So where do you start?

Define The Reader

First, do you understand who your reader is? You need to ask and answer several questions about your reader like: Who are they? What relationship do they have  with you? Why should they read your newsletter? Are they gaining anything from reading?

Identify The Needs Of The Reader

If you don’t know the answers to these questions, you won’t have a focused direction. This “reader persona” needs to be your top priority when making any decision on the direction of your content. It’s your compass to keep you aligned with your goals. Use it as the standard for what belongs or doesn’t belong in your newsletter. Without a complete understanding of who your reader is, you won’t be able to tailor your content toward them. As a result, your newsletter will become irrelevant to the reader.

Second, have you identified the needs of your reader? Sure, it’s great if you know who they are, but you also need to know what their needs are. Because, if your newsletter is going to be relevant and worth reading, it has to provide solutions to their needs.

The readers of your newsletter want value, so the quickest and best way to appeal to your customers is to generate content that has this as its core. That’s not to say every newsletter needs to be a research paper. Value can come in the form of any of the following: entertainment, education, or sales. If you want your reader’s attention, you better deliver something worthy of their time.

Consider your relationship with your readers. Are you focusing your newsletter toward customers, prospects, or both? With that in mind, does that change what you include for them to read? The more you focus on their relationship with you, the more you can give them the content they’re looking for.

Once you’ve laid the groundwork and have clearly defined these different variables, begin paving the way with quality content. You know who they are and what they want to read, so now it’s the easy part. Start delivering it!

Section 3: What Are The Benefits Of A Newsletter?

Why should you send a newsletter.

A newsletter is a substantial investment of time, effort, and resources. So what makes it worth it?

It’s a multi-dimensional piece that can accomplish several goals at the same time.

Because of its versatility, you can reach prospects and customers while giving them valuable content. You can use it to delight your customers after the sale or move along your prospect in the buyer’s journey. It can be educational, persuasive, and entertaining. You can include in depth articles, comics, company updates, and more. With so much flexibility, you can develop your relationship with customers and prospects alike.

Whether your focus is on driving more sales or nurturing relationships, a newsletter gives you the platform to achieve that mission.

What Makes It Effective?

Sending a newsletter on a consistent basis allows you to “touch” your reader more often. You’re probably familiar with the stats about how often you need to “touch” your prospects or current customers before each sale. This is another avenue you can do that in a friendly and non-intrusive way.

You can promote new products and services. You can run seasonal promotions and limited-time offers. Provide a personal feel by sharing a family update or a recent charity you supported. You have the opportunity to present yourself in a special way to your prospects and customers. By reading your newsletter, your reader develops a personal relationship with you and feels valued.

Deciding On Which Newsletter Is The Best Fit For You

As you read earlier, there are two types of newsletters: e-newsletters and print newsletters. Let’s look at the pro’s and con’s of each to identify which type is the best fit for you.

The Pros Of A Print Newsletter

Because it’s a tangible , physical piece, it engages more senses, leading to deeper comprehension and a stronger emotional bond.

You distinguish yourself from your competitors by sending a newsletter that grabs your readers undivided attention.

A printed newsletter tells your reader they’re worth the investment of your time and resources.

The Pros Of An E-newsletter

It’s cost efficient so you can create, produce, and send a high quantity with minimal investment.

By sending it via email, you can be confident your e-newsletter is delivered instantly, allowing you to be precise on timing.

You unlock a world of opportunity by including hyperlinks and calls-to-action for your readers to take immediate action.

The Cons Of An Print Newsletter

Printing and mailing newsletters can be costly especially when sending high quantities.

It can be harder to time when your reader will receive it, which can increase the difficulty of planning deadlines for offers.

Since it’s a paper piece, there’s no way of tracking if your reader received it or even opened it.

The Cons Of An E-newsletter

There’s a high probability it gets lost in the flow of other emails. And can come across as annoying if they didn’t sign up to receive your newsletter.

It can be difficult to hold the attention of your reader since they'll be distracted by so many other things on their computer.

Section 4: How To Design A Newsletter

When you hold a print newsletter in your hands or open an e-newsletter, what’s the first thing you notice? Is it the high quality writing or the witty humor used throughout? No, it’s the design!

Design draws readers into your newsletter, pulling them into the text and immersing them in the content. Like the cover of a book, it’s what your readers will judge first.

If you want people to read your newsletter, you need to create something that passes the eye test. You may not be an expert in this, so what are some ways to achieve this? The first place to start is deciding which program you want to design it with.

Picking The Right Program

There’s a plethora of different design programs out there that would be serviceable. Here are three in particular that might be a good fit for you based on your level of design experience.

• Adobe InDesign (Difficulty: Advanced)
• Canva.com (Difficulty: Intermediate)
• Microsoft Publisher (Difficulty: Beginner)

You can spend hours and hours researching which program suits your needs, but the key is to just get started! Understand the importance of design, but realize it  doesn’t have to be perfect to be sufficient .

Creating Effective Design

Now that you’ve picked a program to use, there’s not a magic button to create

 something high-quality. Creating effective design takes time and focus. Here are some of the best practices that will keep you on track to creating a stellar newsletter design.

First, before diving into your work, have all your content ready. This will eliminate frustration and wasted time down the road. You need to decide what text is getting added (and what’s getting pitched) before adding images and graphics.

Second, understand how much content you have and organize it in a way that makes sense. You may need to be flexible with the size of your newsletter. This is especially true if you don’t have enough content to fill the entirety of the layout.

Third, achieve a cohesive appearance by using consistent color schemes, fonts and themes. When you develop consistency, your readers will begin to expect and recognize what you send. This will result in more engaged readers.

Fourth, organize your newsletter into a clear and distinguishable layout. Understand the hierarchy of importance within your content, and organize it accordingly. Doing so allows the reader to scan and progress through your content with ease.

Incorporating these ideas into your design does two things for your newsletter. 1. It makes it attractive and draws in readers. 2. It makes it easier to read and keeps your readers involved. As a result, your customers and prospects will read and retain more of your newsletter.

Section 5: Creating A Newsletter People Want To Read

What’s the goal of your newsletter.

Before brainstorming what content to include in your newsletter, you need to set a goal. Are you trying to entertain? Educate? Sell?

You’ve already defined who your reader is and what their needs are. By defining the goal of your newsletter, you create a measuring stick for creating the appropriate content.

Does Your Content Add Value To Your Newsletter?

Above all, this is the golden question you should be asking yourself before writing or inserting any type of content into the next issue.

Does this __________ (fill in the blank) add value to my newsletter?

By asking this question with each piece of content, you're holding yourself accountable to the standard you've set for your newsletter. This will prevent you from filling it with irrelevant stuff. Everything needs to provide value to the reader. Because in the end, if your newsletter doesn’t provide value to your reader, they’re not going to read it!

Quality Over Quantity

You might face the temptation to fill your next issue with the “easy” stuff. As an example: you’re drained of ideas but still have one page left, so you put a couple comic strips or recipes on there to fill up the space. Although those elements may fit your goal of entertainment, when used as an escape for a lack of content, you’re hurting the overall value of your newsletter.

Focus on quality instead of quantity. If that means trimming your newsletter from a four-page to a two-page one month, do it. Don’t feel pressured to fill the entire layout when you don’t have enough high-quality content for it. Your readers will appreciate a stellar two-page newsletter over a four-page newsletter lacking quality.

Where To Find Ideas For Good Content

You might wonder, “where do I even start to create good content?” It’s easy, it’s within your own business. There are many places within your business where you can find high-quality content for your newsletter.

If your company has a sales team, find out what they encounter with your customers on a daily basis. Answer the questions and fears they receive consistently from prospects. Or, you can highlight how your prices and products compare against your competitors.

Marketing Team

Work with your marketing team to identify some of the interests of your prime demographic. Think of how you can help them and earn your customers’ trust by addressing what they care about.

Customer Service

Collaborate with your customer service team to discover the problems they’re solving on a regular basis. Dispel some of the fears your customers have by ensuring them about your company’s policies and values. Highlight ways your current customers have succeeded by using your products or service.

The Founders

Go straight to the people who started it all (this may even be YOU) and share the story of how it began. Highlight how your company has stayed true to its founding values and missions. Explore how your products or services continue to fulfill those same ideals.

Existing Products

Spotlight some of your products and services, explaining the value they offer to your customers. You can clarify their role and the problems they solve for your customers. Expand to your readers about who is your ideal customer and how they would benefit from your business partnership.

Focus on providing your readers authentic and valuable content. It doesn’t have to be flashy or “professionally written.” Be yourself and give your readers a genuine view of your company and yourself.

Section 6: Letting Your Newsletter Work For You

Consistency.

Maximizing the productivity of your newsletter requires two characteristics: consistency and opportunity . Without these, you’ll never achieve the results you’re looking for in your investment.

Developing consistency requires sticking to a schedule. As you learned earlier, you need to decide on the frequency of your newsletter and stick to it. If you’re going to do it monthly, then do it every month! That means not taking months off because you’re limited on time or other responsibilities are making it difficult. It takes lots of discipline and hard work. Your newsletter has a compounding effect. The more you can continue to build it up at the beginning, the more you’ll be rewarded down the road.

Your readers will begin to anticipate your newsletter. When they’ve received it the first week each of the last six months, they’ll now expect it at the same time on the seventh month. It has become a part of their routine and something they look forward to. When you’ve reached that level of consistency, you’ve turned them from an interested reader into a committed member. They’re going to be more responsive to what you write and will look to participate. They’ll also develop a sense of loyalty to your newsletter and, ultimately, your business.

Opportunity

Now that you’ve gained their loyalty, you can give them opportunities to get involved. You can offer this opportunity through contests, promotions, activities, and more. Give them chances to win prizes. Run exclusive offers to people who respond to your newsletter. Turn your newsletter from an enjoyable read to a sales driving force.

By giving your readers opportunity to interact, they’re going to be more invested in what you have to say. They will feel valued and heard. And that will benefit you when they’re ready to make buying decisions.

One of the most effective ways to use your newsletter is through contests and promotions. Try running a referral contest for a set time-period and watch how your readers respond. It’s simple. Offer an exciting prize (worth your reader’s efforts) to the person with the most referrals. Make it clear what you would like them to do and how they can participate. Then, encourage them as the contest goes along via other channels like social media and email. Conclude with giving away the awesome prize and publishing the winner in your next newsletter, validating the contest.

Keep At It!

Establishing a performing newsletter is hard work! It takes time and months of consistency. If you’re feeling discouraged with how yours is performing right now, stay with it! Keep at it and don’t give up. If you keep providing your readers with helpful content and opportunities to get involved, you will reap the benefits for your effort. You got this!

Section 7: What To Know About Mailing A Print Newsletter

You’ve already read about the pros and cons of a print newsletter so it’s critical to understand the costs. And, the variables that can increase or decrease the cost of your newsletter. To decide what the best fit is for your budget and objectives, you'll need a comprehensive view of cost. This can be a driving force between picking an e-newsletter or a print newsletter.

Basic Costs

If you decide on a physical newsletter, you’ll need to consider three unavoidable costs: printing, material, and postage.

Printing transforms your digital artwork into a physical copy, and whether you’re printing or the mail house, you’ll need to consider the supplies. There are two options for how you can have your newsletter printed, color or black and white. Color is more expensive, but makes it visually striking. Black ink is budget friendly, but many of your graphics and images will lose their appeal. It’s a trade-off that you need to weigh the balance on for whether it’s worth the price or not.

After deciding on color, you’ll need to consider the paper to print on. There are a million and one options for what you can choose. With that variety, also comes a variety of cost. Take into consideration the “feel” you’re trying to establish. It might be worth paying for a more expensive paper if you’re going for a premium newsletter. If yours is purely an informative piece, then you’ll be fine with a basic text stock. From thickness to texture to colors, you have unlimited options with how you can customize your paper selection. It may take a few months of trial and error to decide on which is your best fit.

Once you produce your newsletter, you need to mail it to your recipients. The United States Postal Service provides this wonderful service. You’ll need to pick the postage class before mailing, each having different benefits and costs. Presort Standard is the cheapest but requires you to have a minimum quantity of 200 and takes the longest to deliver. First Class Full Rate delivers the fastest and will send you back your bad address returns, but costs the most. First Class Presort is slightly cheaper than First Class Full Rate, but requires a barcode like Presort Standard.

Options And Additions

If you’re still deciding on the length of your newsletter, the format can factor into the price. An 11” x 17” will cost more than an 8.5” x 11”. You might have to cut back on the amount of content to ensure you stay within your budget.

You’ll also need to decide whether to send your newsletter in an envelope or as a self-mailer. A self-mailer costs less, but the envelope feels more substantial. Once again, decide on which aligns best with your readers, objectives, and mission.

An insert can provide important benefits to what you’re promoting, but can increase the cost per newsletter. You can choose if you want it to be one-sided or two-sided, color or in black ink.

Your Mail House

All your efforts will be wasted if you don’t have a quality mail house who can produce your newsletter and mail it in time. They need to be cost efficient with their printing. They should be knowledgeable with their data processing. You need someone who is responsible and consistent to mail in a timely fashion. Without these three qualities, you’ll pay more than you should, mail to an inaccurate list, and send a low-quality newsletter.

Are You Using The Best Mail Hous e?   Read Our Free Ebook!

Section 8: Next Steps: Make It Happen!

You’ve learned everything you need to know about creating a newsletter, executing and publishing it. But where do you start?

A Simple Action Plan For You To Achieve Newsletter Success:

Define The Objectives, Reader, And Mission Of Your Newsletter

Decide On The Type, Format, And Frequency Of Your Newsletter

Pick A Design Program And Follow Design Best Practices

Brainstorm And Create Content Using Ideas Within Your Own Business

Provide Opportunities For Reader Participation

Choose An Expert Mail House Who You Can Rely On

Make It Happen!

Do you currently have a direct mail house? If you do, are you sure they’re the best fit for your needs?

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Table of Contents

Writing Engaging Email Newsletters: 9 Proven Best Practices

• Shreyas Nair
• May 22, 2023

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.

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
• High-quality, valuable content
• Featured content
• Actionable CTAs
• Social share buttons
• Unsubscribe links

But why? Let’s dig in.

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.

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.

• 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.

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.

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.

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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• Subscribe | The Content Marketer

What Is a Newsletter? The Ultimate Guide

A newsletter could be one of your most valuable and sustainable marketing tools.

If your business doesn’t currently have an email newsletter, you should consider starting one. Backed by a strong strategy, email marketing campaigns can deliver stable return on investment (ROI) as well as other value-add benefits.

What is a Newsletter?

A newsletter is a tool used by businesses and organizations to share relevant and valuable information with their network of customers, prospects and subscribers. Newsletters give you direct access to your audience’s inbox, allowing you to share engaging content, promote sales and drive traffic to your website. Additionally, email campaigns are also easy to measure, which means you can track your progress and make meaningful adjustments that lead to more wins.

Table of Contents

1. Newsletter Best Practices

2. Monthly Newsletter (Send Frequency Information)

3. How to Create a Newsletter

4. Naming Your Newsletter

5. How to Write a Newsletter

6. How to Use a Newsletter to Drive Marketing and Business Goals

7. Tracking the Performance of a Newsletter Campaign

8. Newsletter Ideas

9. Best of Breed Newsletter Examples

Newsletters are a cornerstone of any email marketing strategy. Enterprises and small businesses alike can gain extremely valuable benefits from developing a monthly newsletter. To maximize your results, you need to ensure that your newsletter is tailored to reach targeted recipients.

Three Pillars of a Great Newsletter: Design, Content and Value

Every great newsletter starts with design. Without a sleek, responsive design strategy, it won’t matter how great and compelling the content is. Your newsletter should be easy to navigate and have clear calls to action that drive readers back to your website where they can engage with your conversion landing pages. Key elements of an eye-catching newsletter include:

• Headers:  Like the glossy pages of a magazine, your newsletter should have a masthead that reflects your branding and encourages your audience to keep reading.
• Logos:  Your brand logo should set the tone of the color scheme and remind readers who is responsible for valuable content in their inbox.
• Imagery:  Depending on your brand, your newsletters should contain either vibrant photos, vivid illustrations or a combination of the two.
• Content layout:  Using headers and subheadings will ensure that readers can easily navigate the newsletter and understand the content at a glance.
• Personalized content:  When possible, include personalization elements such, as addressing the newsletter to each subscriber by name. You’ll need to connect your customer relationship management (CRM) data to make that possible.

The content within your newsletter should be highly relevant to your audience and it should provide immediate value. That means the content needs to help your readers in some way, whether that’s by keeping them informed on the latest industry trends and news or by providing tips and insights on a specific topic.

Building a Strong Subscriber List

Every reader you add to your subscriber list is a new opportunity to convert a lead into a paying customer. After building the newsletter itself, developing a strategy to gain subscribers is the next most important aspect of your strategy to consider. Here are some tactics you can use to start growing your newsletter subscriber list today:

• Use image-based calls-to-action:  Adding eye-catching CTAs to your blog posts will encourage visitors to sign up for your list. Use images and action-oriented language to catch the attention of blog readers.
• Ask for email addresses upon checkout:  People who purchase your products today are more likely to buy from you in the future compared to brand new leads. Get the email addresses of your customers to send them receipts, updates and newsletters.
• Use trial periods:  Many software-as-a-service (SaaS) businesses utilize trial periods to convince potential customers to make a full purchase. Include a newsletter opt-in when visitors sign up for the free trial.
• Host or sponsor an event:  Webinars, workshops and networking events are perfect platforms for building your subscriber base. Offer a freebie such as a high-value piece of content to encourage sign-ups.
• Update your email signature:  If your salespeople regularly reach out to potential clients via email, you can score more subscribers by adding a small CTA to everyone’s email signature.
• Convert your social media followers:  If someone follows you on social media, there’s a better chance that they’ll be interested in staying up to date with your brand via email. Promote the benefits of your newsletter — such as exclusive content — on a few social posts every month.

Ensuring Maximum Deliverability

Did you know that on average, 27.6% of emails sent to business addresses  never actually reach the inbox ? Between internet service provider (ISP) spam protocols, email service provider algorithms and individual account settings, commercial-intent emails face a kind of digital obstacle course to reach your audience. That means there’s a 1 in 4 chance that your emails aren’t being received by your audience. To increase the deliverability of your messages, you need to follow some simple yet important steps:

• Build your reputation:  If you’ve never sent marketing emails and then unleash a flood of messages to your subscribers, your ISP could flag your account as spam. Start slow and build trust.
• Keep your list clean:  List hygiene is  crucial to your success . Regularly sweep your lists for duplicate addresses, typos and accounts that bounce emails back to you.
• Give readers the option to leave:  Under the CAN-SPAM act of 2003, you’re legally obligated to  give readers the option to unsubscribe  from your list at any time. That usually means placing an unsubscribe link in the footer of every email.
• Make your emails mobile friendly:  The majority of emails are  opened on mobile devices , so you need to make sure your newsletter templates display well on small screens. Html emails display well on mobile devices, but make sure your code is clean to avoid getting marked as spam.
• Outsource your email list management:  Managing your email subscriber list can quickly become a full time job. As one of your most important marketing assets, you can’t afford to get labeled as spam by an ISP. List management, which includes removing defunct addresses, ensures maximum deliverability. Outsourcing this routine task can give you more time to focus on growing your business.

The basics of email list management

Thorough email list management is a prerequisite to creating and sending targeted, compelling emails that engage users and benefit your brand.

How frequently should you send your newsletter? You don’t want to annoy your subscribers, but also want to keep them engaged. So what’s the best send frequency? A  monthly newsletter  is the most common cadence, as it’s not too frequent to bother your audience and it provides you with enough time to develop fresh content. However, some brands do see success with weekly or even daily email blasts. Ultimately, it’s up to the nature of your business model and the preferences of your audience. If you’re not sure what the right cadence is for your brand, consider offering options. When readers sign up for your list, give them the choice to opt-in to daily, weekly or monthly emails. This also allows you to segment your audience based on interest level, giving you another way to fine-tune your messaging. Most email marketing platforms like Constant Contact provide automation features to ensure your messages go out on time.

The Ins and Outs of Creating a Monthly Newsletter (Infographic)

When it comes to email newsletters, take a note from TikTok: Less is more. Find out how to optimize newsletter cadence and content for the best open rates.

The first step to creating an email newsletter is to determine your goals. Is your newsletter meant to convert customers or just keep your brand at top of mind? Then select a few metrics for how you’ll measure your success (more on that later). With your goals determined, you’ll have a clear understanding of the type of content you should include. From there, you can build an email template that suits your branding. Use your brand colors, include your logo and make it easy to browse through the newsletter content. It’s best to work with a graphic designer and web developer at this stage so you know your newsletter will display properly when viewed on different devices. When building your newsletter, there are many tools to help you create a template and deliver the final product to your subscribers. Examples of popular tools include:

• ActiveCampaign.
• Campaign Monitor.

Check out our guide on  creating an email newsletter  that converts.

How to create an email newsletter that converts

Own mindshare, engineer engagement and drive sky-high marketing ROI with email newsletters. Learn how in this step-by-step guide.

What’s in a newsletter name? For starters, your newsletter title should give readers an immediate understanding of what it’s all about. Take Brafton’s newsletter for example, it’s called The Content Marketer. No mysteries there. You know exactly what you’re getting, and it can’t be confused with anything else. While a clever name can be fun, it’s more important to be descriptive. You have a limited amount of time to convince your site visitors to sign up for your newsletter. A clever name might take too long to understand, and you could miss out on subscribers. If your newsletter has a regular cadence, you might consider including that in the name. For instance, a “daily scoop” or “weekly pulse” makes it clear just how often readers can expect the newsletter to hit their inboxes. Make a list of your favorites and then ask your colleagues, friends and customers which title they like best. Getting feedback will help make your decision easier. Naming your newsletter can be a challenge, so don’t worry if you’re feeling stuck. We have a resource of great newsletter names that will help inspire you to come up with an appealing newsletter name for your audience.

The Best Newsletter Names We’ve Ever Seen (Infographic)

The email newsletter is king – and these are the best, most catchy newsletter names we’ve ever seen.

If you’ve ever written content for the web, then you should have no problem writing articles for your newsletter. All the same rules apply. Your newsletter should have catchy headlines, engaging subheadings and easy-to-read paragraphs. Since most emails are read on mobile, you should use short paragraphs, bullet points and simple sentences. Keep the actual text of your newsletters short. Remember, the idea is to drive traffic back to your website. Offer a preview in the newsletter body, then use a CTA to encourage your audience to continue reading on your website. The faster you can get readers out of their inbox, the less you’ll have to compete with all of the other emails competing for their attention. Need more information? Our popular post on how to write a newsletter will take you from blank page to fully fleshed out asset.

How to Write a Newsletter That Gets Read (+ Infographic)

Your step-by-step guide for writing a newsletter that captures your subscribers’ attention and keeps them engaged.

Marketing newsletters usually sit somewhere in the middle of the sales funnel. Subscribers have already shown interest in your brand, and they may or may not have already made a purchase. As a mid-funnel tool, newsletters drive traffic back to your No. 1 marketing tool: your website. If your goal is to convert more site visitors into paying customers, then your newsletter should help readers get to your conversion landing pages. For example, if you designed your newsletter as a roundup of all your best blogs, the click flow would look something like this:

• The reader opens your newsletter.
• The reader clicks on a link to a blog.
• The reader clicks on a CTA within the blog and goes to a conversion page.
• The reader converts to a paying customer or visits another page.

Keep the sales funnel in mind whenever you create newsletter content. Ask yourself how the newsletter aids the buyer’s journey. If your content is driving readers to your site, you’ve won half the battle. From there, your content marketing strategy can take over and keep things moving.

How to use a newsletter to drive marketing and business goals

Email newsletters are the ideal marketing asset: Low-effort and high-value. Meeting your business goals through them is another story. Here’s how to set and meet specific objectives through a marketing newsletter.

Measuring your newsletter campaigns will help you make adjustments that maximize your ROI. Here’s what you should be tracking:

• Bounce rate:  The percentage of emails that don’t make it to the reader’s inbox. A high bounce rate could get your account flagged as spam.
• Delivery rate:  The opposite of the bounce rate, this is the percentage of emails that are successfully delivered to your readers’ inboxes.
• List growth:  The rate of new subscribers, minus unsubscriptions and dead email accounts. List growth can translate to business growth.
• Open rate:  The share of emails that are opened. This metric indicates how well your subject lines are written and which topics are of most interest to your subscribers.
• Click-through rate:  The percentage of readers who click from the newsletter to your website. This metric is highly important to your sales goals.

Learn more about how to  calculate the cost of email marketing  in our comprehensive guide.

The Cost of Email Marketing and How to Budget For It (Infographic)

How much does it cost to attract and retain customers through an email marketing strategy, and what are the best ways to do it? We have the information you’re looking for!

A newsletter can initially seem like a big obligation, and you might worry about running out of quality content to deliver every month. However, once the idea train gets rolling, it gets easier to keep up the momentum. Here are some things to consider:

• Blog roundups:  Share your top-performing articles from the month with a preview of each article.
• Industry news:  Gather relevant news stories from around the web to share with your audience.
• Customer stories:  Encourage readers to share their stories and testimonials to be featured in your newsletter. You can also include more formal case studies.
• Promotions:  Offer exclusive savings and deals to your subscribers before the promotions go public.

Need more inspiration? We’ve scoured the internet for some of the most  clever newsletter ideas  that are sure to impress your audience.

8 clever newsletter ideas to wow your audience

There’s a reason your subscribers committed to reading your newsletter. Give them something to look forward to every time your name pops up in their email.

Learning from the best will help you succeed with your own newsletter. The  best company newsletters  inspire their readers and lead to more conversion opportunities. However, there’s not one single approach that works for everyone. Looking through various  newsletter examples  will give you ideas for how best to engage your audience: Here’s a quick list of some of our favorites from around the web:

• The Hustle:  This  daily email newsletter  gives tech aficionados the top stories of the day. It’s a great example of a simple newsletter that offers a big impact.
• Moz:  We’ve been  big fans of Moz  for a while now. The  Moz Top 10  is a semimonthly newsletter sharing the 10 most valuable articles on SEO and digital marketing. It offers immediate value and doesn’t clog up your inbox.
• NYTimes:   The Morning Briefing  from the New York Times is one of the most popular daily newsletters. It offers quick reads to help subscribers stay up to date on current events over their morning coffee or on their daily commute.
• Brafton:  We have to boast a little bit, right? Our newsletter, The Content Marketer, adheres to all of the best practices discussed here. We share high-value content with amazing custom imagery and eye-catching CTAs. If you want to see all of the lessons described here in action, you won’t regret subscribing to our newsletter.

10 of the Best Email Newsletters in 2024 (Infographic)

Email newsletters continue to be some of the most effective ways to engage and nurture both potential and existing customers. Learn from the best company newsletters out there, and you’ll dramatically improve your outreach efforts.

7 excellent newsletter examples to spark ideas for your own

Here are 7 newsletter examples from B2B and B2C brands that can serve as inspiration for your own email marketing efforts.

Start Creating an Amazing Newsletter Today

Newsletters are an essential tool for converting new leads into paying customers. By sending your audience targeted, valuable content, you can earn their trust and keep them coming back to your website. Expert content writers develop high-quality newsletter content based on subscriber personas, demographic information and deep knowledge of the buyer’s journey. Whether you’re focused on nurturing leads or turning first-time customers into loyal fans, Brafton’s  newsletter writing services  can help you achieve your goals.

With Brafton on your side, you’ll have a solid strategy and all the content you need to amplify your brand and grow your business.

Beyond the writing process, Brafton’s strategists and project managers help enterprises and small businesses compile and segment subscriber lists, measure your campaigns and adjust your strategy to maximize ROI. Our full-service newsletter management services can take your email campaigns to the next level.

The Content Marketer

Get the latest content marketing updates delivered directly to your inbox with our weekly newsletter.

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

Last updated:  26 December 2023

Ahmed Chougle

WordPress writer.

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

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.

Enjoying this post? Don't miss the next one.

Subscribe to get our latest product updates and blog posts.

Look out for our confirmation email in your inbox.

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

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 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

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

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

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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How to create viral thought leadership content, how to grow your email list – proven tactics for all stages.

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20+ Of The Best Book Newsletters For Readers

Ashley Holstrom

Ashley Holstrom helps make books at Sourcebooks. She lives near Chicago with her cat named after Hemingway and her bookshelves organized by color. Newsletter: Crooked Reads . Twitter: @alholstrom .

View All posts by Ashley Holstrom

There is nothing quite so nice as having an inbox filled with smart missives from your favorite people in the book world, is there? Newsletters have replaced the blogs of yesteryear, and I am absolutely here for it. Enjoy this collection of some of the very best book newsletters for you to cozy up with.

I’ve combed through my overflowing inbox of newsletters to give you the best of the best, with newsletters from readers, authors, and industry insiders. These are all created and run by real humans, using real human faces, rather than brands. Huzzah for humans!

Best Book Newsletters

What to Read If by Elizabeth Held

What to Read If is a lovely weekly newsletter with book recommendations that pair with the news of the week. Subscribers also get monthly interviews with readers and writers. This is one of the best book newsletters out there, friends.

Thank you for signing up! Keep an eye on your inbox. By signing up you agree to our terms of use

Must read: You’re Obsessed with Hallmark Movies

Pome by Matthew Ogle

Get a beautiful modern poem delivered to your inbox daily. There’s no archive to link to here; just subscribe and know that you’ll be delighted/devastated by a collection of words. Note that Pome is currently on hiatus.

Books on GIF

Books on Gif exactly what it sounds like: a book review sent every other week, told with gifs. Classics, contemporaries, whatever our dear reviewer feels like reading and writing about.

Must read: The Bell Jar by Sylvia Plath

Book Freak is a periodic newsletter with short bits of advice or compelling passages from books. They’re mostly business and self-help books, as well as meditation and spirituality books. This newsletter is a comfort whenever it arrives.

Must read: How to Be Creative

Word Suitcase by Felicia Davin

This weekly newsletter from linguist and romance novelist Felicia Davin is about words and books. The very best combo, if you ask me.

Must read: Art-schmart

This weekly newsletter features free essays alongside paid book reviews, organized by Ann Kjellberg, formerly of the New York Review of Books .

Written Out by Kelsey McKinney

Written Out is a monthly newsletter about literature and women, and the women of literature who have been written out of history. It is full of smart pieces about women and every issue feels like sitting in a college literature class again. But in a good way.

Must read: A terrible year for reading

New Books! by Liberty Hardy

Book Riot’s very own velocireader compiles the best of the new books releasing every Tuesday in this weekly newsletter of exclamation points and books.

LO by Laura Olin

Every Thursday, Laura Olin sends out 10 things worth knowing about, from current events and weird Twitter trends to silly news stories, along with a lovely poem.

Newsletters From Your Favorite Authors

The Audacity by Roxane Gay

Roxane Gay is writing and curating and book clubbing through a newsletter, and it is fabulous. Sometimes you get an essay from Roxane herself, about her life and the world and media; other times, it’s a featured essay from a bright writer. Book club discussion posts also go through the newsletter.

Must read: So It Begins

The Intelligence of Honey by Saeed Jones

Saeed Jones’s periodic newsletter, The Intelligence of Honey, is sure to be the brightest thing in your inbox. He writes about happiness and joy. And other things. Like his dog.

Must read: We Are a Determined Household

Cheryl Strayed

Dear Sugar is back with a monthly newsletter! Paying subscribers get the monthly advice letter, along with the monthly-ish free letters.

Must read: Dinnertime is Always Now

Chasers of the Light by Tyler Knott Gregson

Tyler Knott Gregson has been a constant for the daily poetry online community for…forever? It’s only fitting that he now sends a daily newsletter with a photo, a poem, and some inspiration for your day.

Must read: Will Remain Inkless

The Shatner Chatner by Daniel Lavery

Let’s just let Daniel (author of Something That May Shock and Discredit You ) describe the newsletter for us: “If you’d like to periodically be emailed very upsetting absurdist lesbian House Hunters International fan fiction, or you long to know what commercials I hate right now, or where Sam Neill falls on the Stanley Tucci Gently Avuncular Continuum, this place is for you.”

Must read: The “Saint Francis Prayer” For Haters And The Spiritually Allergic

Austin Kleon

Every Friday morning, Austin Kleon (author of Steal Like an Artist and Keep Going ) sends out a list of ten things worth reading/viewing/listening to, usually about living a creative life.

books/snacks/softcore by Samantha Irby

Samantha Irby (author of Wow, No Thank You. ) continues to stun us with her jokes and…recaps of Judge Mathis. Trust me — it’s great.

Must read: hell yeah it’s spooky season

The Finishing Touch by Leigh Stein

Leigh Stein (author of Self Care ) writes oodles of fiction, memoir, and poetry. She shares a lot of her process and tips for productivity in The Finishing Touch, which comes out weekly.

Must read: In Praise of Bad Choices

Girls With Glasses by Alyssa Cole

The fabulous Alyssa Cole (author of the Reluctant Royals series and When No One is Watching ) has a periodic newsletter that is filled to the brim with book stuff and other nerdy things.

Craft Talk by Jami Attenberg

Jami Attenberg (author of All This Could Be Yours and All Grown Up ) shares her wisdom from writing novels, along with little insights to her life and her world.

Must read: Single Writer Seeks Same

Newsletters About Publishing

Agents and Books by Kate McKean

Kate McKean’s weekly newsletter is a great one for those hoping to make their way in the world as an author. She answers all the common (and sometimes less common) questions about literary agents, publishing houses, and more!

Must read: How to Get Over Professional Disappointment

Notes From a Small Press  by Anne Trubek

Notes From a Small Press is exactly what it says it is: Updates from the world of a small publisher, with fascinating think pieces about things like paper supply and how exactly books get made.

Must read: Running out of paper since 1638

Book Newsletters by Rioters

Book Riot has a slew of our own newsletters , from the daily rundown of new posts to more niche topics and genres, like or nonfiction or romance , to a weekly book recommendation . Lots of our writers also have their own newsletters. Here are the best and bookish of them!

Fabulize Mag by Erika Hardison

Fabulize is a site dedicated to pop culture, comics, movies, books, and entertainment from the perspective of Black feminist nerds — AKA blerd womanists. The newsletter gets you the most recent content straight to your inbox.

Reading Indie by Rebecca Hussey

Rebecca Hussey reads a lot of books by independent publishers, and her newsletter spotlights the best of what she reads.

Crooked Reads by Ashley Holstrom

Oh hey, it’s me and my monthly(ish) newsletter about the good books I’m reading, and other things.

Need even more bookish content? Check out this list of bookish podcasts .

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Jennifer Lopez and Ben Affleck are divorcing after just over two years of marriage. Lopez filed on Tuesday, August 20, in L.A. County Superior Court, Variety confirms. The official separation date is listed as April 26.

Lopez, 55, and Affleck, 52, married in Las Vegas in July 2022 after re-sparking their relationship from two decades prior, which was dubbed “Bennifer” by tabloid publications at the time and was a fixation of their coverage in the early 2000s.

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Both got married and divorced in the intervening years — Lopez to Marc Anthony, Affleck to Jennifer Garner. Then the two began a public relationship once again roughly three years ago. Lopez provided frequent updates on her engagement, and eventual marriage, to her fans through her social media presence and newsletter.

Lopez also explicitly addressed the relationship in her most recent album, “This Is Me … Now,” a sequel to her 2002 album “This Is Me … Then,” which also discussed her then-relationship with Affleck. Affleck appeared in Lopez’s “This Is Me … Now: A Love Story,” a celebrity cameo-studded 65-minute fantasia centered on music from the new album. Released to Prime Video in February, the film features Affleck in prosthetic make-up playing a wizened but jaded anchorman.

During their second relationship and marriage, Affleck and Lopez made regular appearances on the promotional circuit for each others’ projects, walking the carpets for “This Is Me … Now: A Love Story,” “The Mother,” “Air,” “The Last Duel” and “Marry Me” together. The pair attended the Golden Globes earlier this year.

In May, Lopez canceled her summer “This Is Me… Now” tour, with a statement that read, “Jennifer is taking time off to be with her children, family and close friends.”

More from Variety

Emmy-nominated reality exec producers from ‘the amazing race,’ ‘rupaul’s drag race’ and ‘the traitors’ talk keeping the legacy alive while staying relevant, why studios still haven’t licensed movies and tv shows to train ai, ‘the traitors’ renewed for two more seasons at peacock; alan cumming continues as host, some olympics tv is in 4k, but viewers care little for the format: survey, more from our brands, the best earbuds with ear hooks (so they won’t fall out of your ears), olivia wilde’s onetime spanish villa in l.a. could be yours for $4.8 million, nwsl expansion talks include cincinnati and denver, the best loofahs and body scrubbers, according to dermatologists, 2024 democratic national convention: watch vp nominee tim walz, nancy pelosi, pete buttigieg speak on day 3.

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How to ace your mba video essay.

MBA video essays are increasingly popular, and they give admissions committees a different way to engage with potential applicants. When you apply to an MBA program, you might be required to submit a video instead of a traditional written essay. The specific video essay requirements will vary by school, but these tips can help you to create a quality video for your MBA application. 

Consider why video essays are valuable

Understanding why schools use video essays can help you to deliver the content that the admissions committee wants to see. Oren Margolis, a former Senior Associate Director of MBA Admissions at NYU Stern, is currently an MBA admissions consultant and founder of Pinetree & Palm Consulting.  He explains that video essays allow applicants to show a level of dimensionality that can’t be conveyed with a written essay. 

“By viewing a candidate on video, admissions committees are able to get a feel for their ability to articulate themselves, their goals, and their values,” he explains. He notes that a video can also give the committee a sense about your professional polish, your English language skills, and your ability to think on your feet. 

Set yourself up for success

Maria Wich-Vila, an expert MBA admissions consultant and founder of ApplicantLab, recommends that applicants spend some time perfecting their video setup. She notes that it’s best to have a lamp or light source directly in front of you. It’s also essential to avoid having any light source, like a window, behind you, which can create strong shadows. 

“Don’t forget that sound quality is very important,” says Wich-Vila. “Use a microphone!” Using a microphone can also help reduce background noise. 

Additionally, use the rule of thirds to position yourself on camera. Your eyes should be about a third of the way down the screen, and your body should be cantered from left to right. 

You’ll also need to carefully choose your outfit. “It’s always better to overdress, versus underdress,” Margolis cautions. “I recommend business attire, even if it feels a little strange to put on a full suit while sitting at home.”  

Prepare your responses

While recording your video, you may have to respond to unexpected or spontaneous questions. Resist the temptation to memorize answers to questions, since these answers can feel robotic. Instead, Wich-Vila recommends you familiarize yourself with the types of questions the school may ask. “Prepare “Swiss Army knife stories” that have different angles that you can pull out or utilize to answer many different possible questions.” 

For example, you could use a Swiss Army knife story about your leadership experience to answer questions like “When were you a leader?” or “When were you on a team that wasn’t working together well?” or “Talk about a time that you failed.” 

Practice your video

Wich-Vila encourages applicants to practice their videos to get a sense of the timing involved. You can do this using your webcam or the camera on your phone, as well as a timer. “Think for 30 seconds, then give your answer for 90 seconds is a very unnatural way to speak,” she explains. “First practice just saying something, anything, for exactly 90 seconds, or however long the answer is,” she says. From there, you can start practicing using question banks; read the question, think about your response, and then deliver your response in the allotted time. 

While it’s important to get comfortable with the video essay format, Wich-Vila cautions again against over-preparing to the point where you’re starting to memorize answers. “Think likability over accuracy,” she says. “That is, I’d rather watch an answer from someone who is warm and friendly, even if they make some mistakes, versus a “perfect” answer from someone who sounds like a robot.”  

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August 21, 2024

This article has been reviewed according to Science X's editorial process and policies . Editors have highlighted the following attributes while ensuring the content's credibility:

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written by researcher(s)

A new 'AI scientist' can write science papers without any human input—here's why that's a problem

by Karin Verspoor, The Conversation

Scientific discovery is one of the most sophisticated human activities. First, scientists must understand the existing knowledge and identify a significant gap. Next, they must formulate a research question and design and conduct an experiment in pursuit of an answer. Then, they must analyze and interpret the results of the experiment, which may raise yet another research question.

Can a process this complex be automated? Last week, Sakana AI Labs announced the creation of an "AI scientist"—an artificial intelligence system they claim can make scientific discoveries in the area of machine learning in a fully automated way.

Using generative large language models (LLMs) like those behind ChatGPT and other AI chatbots, the system can brainstorm, select a promising idea, code new algorithms, plot results, and write a paper summarizing the experiment and its findings, complete with references. Sakana claims the AI tool can undertake the complete lifecycle of a scientific experiment at a cost of just US$15 per paper—less than the cost of a scientist's lunch.

These are some big claims. Do they stack up? And even if they do, would an army of AI scientists churning out research papers with inhuman speed really be good news for science ?

How a computer can 'do science'

A lot of science is done in the open, and almost all scientific knowledge has been written down somewhere (or we wouldn't have a way to "know" it). Millions of scientific papers are freely available online in repositories such as arXiv and PubMed .

LLMs trained with this data capture the language of science and its patterns. It is therefore perhaps not at all surprising that a generative LLM can produce something that looks like a good scientific paper—it has ingested many examples that it can copy.

What is less clear is whether an AI system can produce an interesting scientific paper. Crucially, good science requires novelty.

But is it interesting?

Scientists don't want to be told about things that are already known. Rather, they want to learn new things, especially new things that are significantly different from what is already known. This requires judgment about the scope and value of a contribution.

The Sakana system tries to address interestingness in two ways. First, it "scores" new paper ideas for similarity to existing research (indexed in the Semantic Scholar repository). Anything too similar is discarded.

Second, Sakana's system introduces a "peer review" step—using another LLM to judge the quality and novelty of the generated paper. Here again, there are plenty of examples of peer review online on sites such as openreview.net that can guide how to critique a paper. LLMs have ingested these, too.

AI may be a poor judge of AI output

Feedback is mixed on Sakana AI's output. Some have described it as producing " endless scientific slop ."

Even the system's own review of its outputs judges the papers weak at best. This is likely to improve as the technology evolves, but the question of whether automated scientific papers are valuable remains.

The ability of LLMs to judge the quality of research is also an open question. My own work (soon to be published in Research Synthesis Methods ) shows LLMs are not great at judging the risk of bias in medical research studies, though this too may improve over time.

Sakana's system automates discoveries in computational research, which is much easier than in other types of science that require physical experiments. Sakana's experiments are done with code, which is also structured text that LLMs can be trained to generate.

AI tools to support scientists, not replace them

AI researchers have been developing systems to support science for decades. Given the huge volumes of published research, even finding publications relevant to a specific scientific question can be challenging.

Specialized search tools make use of AI to help scientists find and synthesize existing work. These include the above-mentioned Semantic Scholar, but also newer systems such as Elicit , Research Rabbit , scite and Consensus .

Text mining tools such as PubTator dig deeper into papers to identify key points of focus, such as specific genetic mutations and diseases, and their established relationships. This is especially useful for curating and organizing scientific information.

Machine learning has also been used to support the synthesis and analysis of medical evidence, in tools such as Robot Reviewer . Summaries that compare and contrast claims in papers from Scholarcy help to perform literature reviews.

All these tools aim to help scientists do their jobs more effectively, not to replace them.

AI research may exacerbate existing problems

While Sakana AI states it doesn't see the role of human scientists diminishing, the company's vision of "a fully AI-driven scientific ecosystem" would have major implications for science.

One concern is that, if AI-generated papers flood the scientific literature, future AI systems may be trained on AI output and undergo model collapse . This means they may become increasingly ineffectual at innovating.

However, the implications for science go well beyond impacts on AI science systems themselves.

There are already bad actors in science, including "paper mills" churning out fake papers . This problem will only get worse when a scientific paper can be produced with US$15 and a vague initial prompt.

The need to check for errors in a mountain of automatically generated research could rapidly overwhelm the capacity of actual scientists. The peer review system is arguably already broken, and dumping more research of questionable quality into the system won't fix it.

Science is fundamentally based on trust. Scientists emphasize the integrity of the scientific process so we can be confident our understanding of the world (and now, the world's machines) is valid and improving.

A scientific ecosystem where AI systems are key players raises fundamental questions about the meaning and value of this process, and what level of trust we should have in AI scientists. Is this the kind of scientific ecosystem we want?

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