The opaque algorithms of social media and search engines make email still one of the best ways to reach your target audience. But here’s the catch: everyone’s inbox is crowded nowadays, so you must elbow your way for attention.
To help you understand the art and science behind a successful newsletter, we’re dissecting the key elements and sharing best practices and examples from attention-grabbing newsletters.
Ready to give your newsletter a fresh coat of paint? Let’s start.
Contents
How to write a newsletter
Crafting the perfect newsletter involves many details and moving parts, so to focus on the essence, we’ll distill it down to the key elements of a good-performing newsletter: subject line, preview text, introduction, email copy, graphics, and layout, calls to action, and footer elements. You may opt to use AI to help you write your newsletter–or you might want to create it on your own! You can move forward either way with these steps–just make sure to edit any AI-generated copy for accuracy and tone.
1. Determine the topic(s) for your newsletter
Your newsletter is your chance to build a strong, meaningful connection with your customers. For small businesses, it is a unique opportunity to stay in front of customers without navigating social media and search engine algorithms, where they have to compete against some of the biggest brands. Email marketing puts you on a level playing field, and it’s only up to your creativity whether you’ll get noticed.
But here’s the thing: It’s not about selling every second. You need to offer value to your customers. Whether it’s useful tips, behind-the-scenes peeks, or solving a problem they didn’t even know they had, your newsletter ideas should speak directly to your audience’s needs and interests, not just your latest product launch. Keep it fresh and relevant so people actually look forward to reading your emails.
Here are 10 ideas for your next newsletter:
- How-to newsletter
- A roundup of helpful blog posts
- Gift guides
- A thank you email from the CEO
- Behind-the-scenes content
- Interview with an expert
- Hacks and unexpected ways to use your product
- Customer stories and reviews
- A poll or survey
- Tip of the week/month
📫 Get everything you need for great emails >> The Complete Email Marketing Toolkit: Free Email Templates, Subject Lines & Tips
2. Draft a hook-worthy introduction
Once subscribers open your newsletter, the introduction or hook is your chance to grab their attention from the get-go. Whether you use a bold statement, a surprising fact, or an intriguing question, make it something that piques readers’ curiosity and makes them think, “I need to know more.” You can also use humor as a way to show your brand personality and make your newsletter more relatable.
But remember: the introduction is setting the tone for what’s next. If your intro promises something exciting, your content better deliver.
3. Close out with a strong call to action
You’ve created the perfect hook with the introduction and your newsletter content is exciting and engaging—great job! The question the reader has is: “What’s next?” If you don’t provide a clear call to action, you leave readers hanging.
To capitalize on the momentum, make sure you use a strong call to action. Whether checking out a product, reading a blog post, or signing up for an event, make it clear and easy to follow.
When announcing their new collection, Cotopaxi used a straightforward call to action for subscribers to sign up and get early access. If you have a goal in mind you want to achieve, don’t overwhelm customers with different calls to action.
🚀 Need help creating click-worthy CTAs? Free guide download >> The 42 Best Call to Action Phrases Ever (& Why They Work)
4. Add in graphics and the right layout
We live in a visual world, and people are visual creatures. MIT research shows that the human brain processes images in 13 to 33 milliseconds, 60,000 times faster than text. Graphics and layout add a visual punch to your newsletter’s content. They’re what make it scroll-worthy and not just another wall of text.
Graphics can help you break things up, highlight key points, or add personality. The right mix of text and visuals can guide your reader’s eyes, keep them engaged, and help your message hit home without overwhelming them. Focus on simple, smart design, and expect more clicks and a bigger impact.
User-generated content or authentic-looking visuals can be a great way to make your brand feel real. People can tell when something’s been overly staged or looks too “perfect.” Authentic visuals make your brand feel more relatable and down-to-earth, which is exactly the vibe you want if you’re building trust.
Take BANGS shoes, for example. They use natural-looking visuals that give the person-next-door vibe. Their messaging is aligned with their visuals—focusing on the small things, staying true to yourself, and being unique.
5. Choose a compelling subject line
The subject line serves as your virtual doormat. It’s the first thing people see when they receive your email. If you don’t get the subject line right, everything else becomes a waste of time because your newsletter will end up in the trash or stuck in the pile of emails left unread.
But what makes a subject line click-worthy? A solid email subject line should sum up the key message, the value, or the point of the email in a way that makes people want to click. Easier said than done, though, right? Here are some best practices to help you write attention-grabbing subject lines for your newsletter.
- Keep it short. Data shows that 50-60% of email opens come from mobile devices. So, if you want to convey the right message, no matter the device the readers are using, keep your subject lines short.
- Use emojis (carefully). When done right, using emojis in your subject lines can grab attention and add personality. Today, emojis are an integral part of people’s communication, which makes them relatable. The best part? They are great at triggering emotions. But remember, you should use them strategically and not overdo them. For some brands, such as Drunk Elephant, emojis are part of the brand personality, which makes them instantly pop up in the inbox.
- Spark curiosity. Curiosity may have killed the cat, but it’s what gets your newsletter opened. Tease just enough to make people wonder what’s inside, but don’t give it all away. But be careful—you have to find the right balance. Readers will think they’re getting clickbait if you make it too cryptic. Keep it intriguing, not frustrating.
- Use A/B testing. There’s no shortcut or secret formula for a good-performing subject line. To find what works for your newsletter subscribers, test different variations, wording, length, or emojis, and see which gets the best response. The jewelry brand Maison Miru frequently uses A/B testing for different subject lines.
6. Add intriguing preview text
The preview text is one of the most underrated elements of a newsletter, and it’s often either left out or filled in with random text. And let’s not forget the frequently used “view this email in your browser.” Preview text is like the backstage pass to your email–it’s the little teaser that gives people a sneak peek at what’s inside. If your subject line got them curious, the preview text is your chance to seal the deal. Be clever, compelling, and make it count.
The Sill, a house plant delivery brand, uses newsletter preview text to create a sense of urgency and give readers a glimpse of what to expect. You can spot them using preview text such as “just days left to save” or “limited stock available” to urge plant lovers to seize the opportunity.
7. Close out with your footer elements
The footer of your newsletter is the last thing people see, but it’s also your last chance to engage. Unfortunately, many small businesses treat the footer as an afterthought rather than a prime real estate for reinforcing your brand and giving readers other ways to connect with you.
Here are some of the essential elements of a newsletter footer:
- Contact details: Include an email, physical address, or both, so people know how they can reach out.
- Email preferences/Unsubscribe link: You are legally obliged to include the unsubscribe link. So, if people want to opt out, make it easy for them to do so.
- Legal disclaimers: If you have any legal disclaimers, especially for your promotional newsletters, include them in the footer to ensure compliance.
- Social media links: Give readers another way to connect with you and stay in the loop on your updates.
The footer of your newsletter doesn’t need to be boring. Take Smalls, the fresh human-grade cat food delivery brand, for example. They use the footer to add all the necessary elements while being playful and engaging. Even more important, they make it easy to reach out to them, whether through text or email.
Bonus: 6 tips and best practices for newsletters that stand out
Now that we’ve covered all the key elements, it’s time to share tips and best practices to help you create an outstanding newsletter.
1. Send personalized newsletters
According to Ascend2, email comes out on top when it comes to the digital channels seeing the most impact from personalization, with about 6 in 10 (62%) of marketers saying so. Personalization is more than just using someone’s name at the top. It’s about making customers feel like you get them.
From recommending products based on past purchases to sending content aligned with their interests, personalization makes your readers feel seen. The skincare and beauty brand Tatcha collects birthday information when subscribers sign up for its newsletter. They use the information to offer customers a birthday discount on their next purchase.
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2. Take customers behind the scenes
Behind-the-scenes content is your golden ticket to turning your product from a faceless item into something people can connect with. Show them how the magic happens–whether it’s the design process, the craftsmanship, or the people behind it all. People love knowing the story behind what they’re buying, and letting them in on the process makes them feel like they’re part of the journey.
The furniture and accessories brand Swoon Editions did this by showing the step-by-step process of making one of their most iconic designs, the Ziggy cabinet.
3. Use quizzes to engage subscribers
“I don’t like quizzes!”—said no one ever. Quizzes are not just fun, they are a great way to engage your audience. A well-designed quiz can give people a reason to open your email, click around, and learn more about your products or services in a way that feels interactive.
The best part: you get valuable insights into your readers’ preferences and behaviors, which gives you a goldmine of information to personalize your next newsletter. The skincare and beauty products brand Bliss uses a quiz to help subscribers find the perfect product for their routine. The bonus part is the exclusive offer they get with the results.
4. Create a freebie
Who doesn’t love free stuff? Offering a freebie, whether it’s a downloadable guide, an exclusive discount, or a sneak peek of something new, is a great way to add value and keep your readers coming back for more. Moreover, this will boost engagement and get people excited about what you’re offering.
Gainful, a personalized and curated sports nutrition supplements brand, has created a cookbook with recipes for healthy meals and snacks that include its products. Subscribers get free recipes, and Gainful gets more engagement—a win-win.
5. Use storytelling
If you want people to subscribe to and engage with your newsletter, don’t share just promotions and limited-time deals. People want a story they can connect with. Small business owners have the best stories. So why not share them with your readers? Whether it’s how your company started, a customer success story, or the journey behind a product, a good story humanizes your brand and makes readers care.
The superfoods brand, NoonBrew shared a personal story from its creative director about her struggles with insomnia. A well-told story creates an emotional hook that keeps people reading and makes them more connected to the brand.
6. Involve subscribers and offer an incentive
Don’t make your newsletter a one-way street. Use it to build relationships with your customers. People love feeling like their voice matters, and when you invite them to share their thoughts, it shows you care about what they think, and you’re genuinely interested in improving and serving them better.
Aura Bora used this approach to ask customers to vote for their favorite flavors that should be part of the summer pack. In return, customers received 15% off their next order. Involving your audience makes them feel like they’re part of the process, and that’s the kind of loyalty money can’t buy.
Ready to create an open-worthy newsletter?
Newsletters don’t have to be a chore, they can be your most powerful tool if you know how to make them pop. So, there you have it—the key elements, tips, and best practices of a newsletter that gets opened, read, and acted upon.
Every detail matters, from sparking curiosity with your subject line to using authentic visuals. Keep things personal, engaging, and real, and your audience will look forward to hearing from you. Ready to create an attention-grabbing newsletter for your small business? If you’d like some support with your email marketing, contact us. We’ll show you how we can help.
