Most newsletters go unopened. The ones that do? They’re the ones that feel like a conversation — not a campaign.
If your email open rates are flat and your click-throughs are lower than your expectations, the issue isn’t email marketing — it’s email content. This guide will show you how to write email newsletters that engage, provide value, and keep your audience looking forward to the next one.
Know Why You’re Sending It Before You Write It
Not all newsletters are built for the same reason. Some aim to inform. Others aim to convert. Many try to do both — and fail at both.
Before writing a single line, clarify:
- What is the goal of this newsletter?
- What action do I want the reader to take?
- What type of value am I delivering in exchange for their attention?
When purpose drives the content, engagement follows.
Start With a Subject Line That Creates Curiosity
Your email is competing with dozens of others in a crowded inbox. If your subject line doesn’t spark curiosity or promise clear value, it won’t get opened.
Best Practices:
- Keep it under 50 characters
- Use curiosity gaps: “Most marketers miss this trick…”
- Personalize when possible: “Sarah, your SEO traffic is slipping”
- Avoid clickbait — but do tease what’s inside
Think of your subject line as the hook that earns you the next 7 seconds.
Use a Strong Opening Line (That Doesn’t Feel Robotic)
Once they open, most readers skim. If the first line sounds like automation, they bounce.
Avoid: “Hi {{First Name}}, we’re excited to bring you updates…”
Try: “You ever send an email and get… crickets?”
The job of your opening line is to:
- Make them feel seen
- Show you’re human
- Create momentum toward the body
Deliver One Value per Email (Not a Buffet of Meh)
The most effective newsletters are focused.
Focused =
- One core idea
- One value-driven takeaway
- One action to consider
Don’t jam 3 announcements, 4 blog links, and a webinar invite into one email. That’s a bulletin — not a newsletter.
Keep the Copy Conversational — But Structured
Structure keeps scanners engaged. Write your emails in short paragraphs with whitespace, bolded highlights, and clear sections.
Use transitions like:
- “Here’s what most people get wrong…”
- “So what should you do instead?”
- “Let me break it down.”
Your goal: make it feel like a friend who happens to be brilliant is talking to them.
Have a CTA That Matches the Intent
Don’t just slap a button that says “Learn More.”
Your CTA should:
- Reflect the value of the email
- Be placed naturally within the flow (not just at the bottom)
- Feel like a next step — not a pitch
Examples:
- “Try the 10-second subject line test”
- “See the template I use for my own emails”
- “Download the swipe file here”
Use PS and Preview Text Strategically
Preview Text:
This shows up next to the subject line — and often determines opens. Use it to:
- Tease the value
- Expand on curiosity
- Start a story the subject line can’t finish
PS Section:
Place a secondary CTA or follow-up here. Great for:
- Soft offers
- Additional reading
- Personal notes
Frequently Asked Questions (FAQs)
How long should a newsletter email be?
Ideal length is 150–300 words for most newsletters. Focus on one idea per email for better engagement.
What’s a good open rate for newsletters?
Industry average is around 20%. But with a strong subject line and segmentation, 30–40% is achievable.
How often should I send newsletters?
Consistency matters more than frequency. Weekly or biweekly is ideal, but only if the content is valuable every time.
What email tools work best for newsletters?
Brevo, Mailchimp, and Klaviyo are great for automation and segmentation. Brevo offers advanced workflows with a visual builder.
Should I use images in newsletters?
Yes, if they support the message. But don’t rely on them — many clients block images by default. Prioritize copy.
Written by ThreeSixteen
Helping businesses write newsletters that people actually want to read — and act on.