Newsletters have become one of the most powerful marketing tools for businesses today. Back in 2012, newsletters already accounted for 29% of inbox space, surpassing personal emails, business correspondence, and even social media alerts. This trend has only grown, making newsletters—with an average open rate of above 40% as of 2024—an essential way for brands to engage with their audience. But with inboxes overflowing, how do you ensure yours stands out?
The key is to create newsletters that people actually want to open, read, and act on. Unfortunately, many newsletters end up ignored, deleted, or—worse—marked as spam. So, how do you craft one that captures attention and delivers real value?
Here are nine essential tips to help you write engaging newsletters that resonate with your audience.
Read on!
Encourage Subscribers to Whitelist Your Email
Many newsletters automatically get filtered into the junk or spam folder—or lost in Gmail’s Promotions tab. And let’s be honest: if your newsletter ends up there, it’s as good as dead.
To prevent this, guide your subscribers on how to whitelist your email address.
Include clear instructions on your confirmation page, such as: “Great! Just one more step—head to your inbox and add us to your safe sender list to ensure you don’t miss out.”
This simple action helps keep your newsletter in their primary inbox.
Use a Recognizable Sender Name
Now that you’re whitelisted, the next challenge is getting your email opened. One of the biggest turn-offs? Emails from unknown senders. If your name isn’t recognizable, it may get ignored—or worse, flagged as spam.
Use your brand name or a specific team member’s name. Make sure it’s one your audience trusts. A familiar sender’s name builds credibility and opens.
Write a Catchy Subject Line
Your subject line is the first impression of your email. If it doesn’t grab attention, your newsletter won’t get opened—period. And if it’s not opened, all your work is for nothing.
Write subject lines that are short, interesting, and relevant. Don’t be clickbait but try to use words that trigger your recipient’s curiosity. Most people scan their inboxes quickly, so your subject line needs to be attention-grabbing enough to cut through the noise.
Deliver Engaging, Valuable Content
Once you’ve got your subject line, you need to deliver. Know your audience inside out—what are their pain points, interests, and needs? Your newsletter should inform, educate, entertain, or inspire your readers.
Focus on building a relationship rather than just promoting. If your newsletter feels like an ad, subscribers will tune out. Instead, balance helpful content with subtle promotion.
Prioritize Quality Over Quantity
Your newsletter represents your brand so it needs to be polished and professional. Avoid grammatical errors, complex language, or long-winded paragraphs.
Most internet users have short attention spans—some experts say attention span has become shorter than that of a goldfish (yeah, right!)—so keep your content clear, concise, and to the point. Use bullet points, subheadings, and bold or italic text to highlight key info. This makes your content more readable and engaging.
Offer Incentives to Keep Readers Engaged
Everyone loves a little extra motivation. Periodically offer incentives and engagement will increase and loyalty will follow. These don’t have to be big—think exclusive discounts, free resources, or small goodies like branded merchandise or sample products.
These perks show you appreciate your readers and give them a reason to stay subscribed.
Stick to a Consistent Schedule
Inconsistency is one of the fastest ways to lose subscribers. You don’t have to send emails daily but you do need a predictable schedule. Whether weekly, bi-weekly, or monthly let your audience know what to expect—and stick to it.
Mention your schedule in your welcome email and confirmation page. Consistency builds trust and your readers will be looking forward to your next issue.
Include a Clear Call-to-Action (CTA)
A good newsletter doesn’t just inform—it enables. Every email should have at least one clear CTA. Whether it’s visiting your website, signing up for an event, or making a purchase, tell your readers what to do next.
Your CTA should stand out and be simple to understand. This not only increases engagement but also allows you to track the impact of your campaigns.
Respond to Feedback
Not everyone will agree with or enjoy your content, and that’s fine. Some readers may have questions, while others may wish to provide their ideas. Accept feedback!
While responding to each email individually may be impractical, think about addressing common questions or issues in future messages. This demonstrates to subscribers that their voices are important and contributes to the development of stronger connections.
Bonus Tip: Make It Visually Appealing
While excellent content is important, engagement is also greatly influenced by design. To create a visually appealing newsletter, use images, graphics, and well-organized formatting. An eye-catching layout improves reading and maintains your readers’ interest.
By applying these strategies, you’ll not only improve your open rates but also strengthen your connection with your audience. Start crafting your next newsletter with these tips in mind and watch your engagement soar.
Happy writing!
