Charles Fortsman's blog : Email Newsletter Tips: How to Create Newsletters Your Audience Wants to Open
Creating newsletters that people love to open and actually read takes more than just hitting “send.” It requires thoughtful planning, engaging content, and a strong understanding of your audience. Whether you're sending updates, promotions, or educational content, these email newsletter tips will help you craft messages that consistently deliver value and keep readers coming back.
Start with a subject line that grabs attention without misleading. It should be short, clear, and make the reader curious. Combine it with compelling preview text that complements the subject line and teases the email’s content. For example, instead of saying “Monthly Newsletter,” try something like “Your Insider Look + This Week’s Top Freebie.” The subject and preview are your first (and often only) chance to win a click.
Your newsletter’s design also plays a huge role. Use a clean, mobile-friendly layout with plenty of white space, legible fonts, and a clear hierarchy of content. Keep your text in digestible chunks, use bullet points for quick tips, and include relevant visuals. One strong call-to-action (CTA) should guide the reader—whether it’s “Read More,” “Shop Now,” or “Download the Guide.” Too many CTAs can overwhelm and reduce click-throughs.
When it comes to content, make it worth the reader’s time. Share useful insights, updates, or exclusive offers they can’t get elsewhere. Personalization can also boost engagement—use names, recommend products based on behavior, or tailor content to different segments. The tone should be conversational and human, not robotic or overly promotional.
Lastly, track and optimize. Review open and click-through rates to learn what your audience responds to. Test different formats, CTAs, or send times to improve results. The most effective newsletters evolve through feedback and iteration. With these email newsletter tips, you'll create newsletters that not only get opened but get read, shared, and appreciated.
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