The Anatomy of the BEST Newsletter & How to Write One

An average Joe gets around 121 emails a day. Add a gold-fish level attention span to the mix and your email might as well be screaming into the void. If your email isn’t catchy enough, it’ll be gone. Let’s not let that happen, shall we?

Writing a killer newsletter is part art, part science and all about cracking the code. You’ve got to juggle content rules, email hacks, numbers, and—most importantly—what makes people tick. Whether you’re hyping a brand, a blog, yourself, or a cause, the goal’s always the same: make them do something. 

This blog is your ultimate resource if you are looking for tips for writing the best newsletters.

The ‘Perfect’ Newsletter: Key Principles of Best Newsletter Writing

We will be discussing the best strategies for newsletter writing; but first, let’s understand the core concepts that come together to make up a newsletter.

1. Subject Line

Subject line is your first-ever opportunity to stop the scrolls—and hook readers. Its importance is the same as that of a headline of a news article as it determines whether or not some will tap on the email. It is super crucial to create an irresistible subject line to achieve a good open rate. The subject should spark curiosity, while promising value and creating a sense of urgency.

Here are the factors that go into making the ideal subject line:

• Short and crisp: You should aim for 6-10 words. Long subject lines are often cut off due to lack of screen space, especially on mobile devices.
• Specific and actionable: Instead of writing “New Updates,” you can try writing something like “How to Boost Your Productivity in 3 EASY Steps.”
• Urgency: Try using words and phrases that induce FOMO (Fear of Missing Out) among readers. For example: “Before It’s Gone,” “Last Chance.” or “Hurry—Only 2 Days Left.”
• Personalisation: 80% of the readers are more likely to make purchases from personalised emails. Mention the name of your recipient’s name if you have the data to boost the likelihood of grabbing their attention. 

A powerful subject line can make a BIG time difference in the way your emails are received by your target readers. It should reflect the promise that the reader will find some value to their time by opening the email—be it a promotional offer or an update. 

2. Preheader

Preheader is—essentially—the second subject line of the email that your readers will read. 

Wait, but what is a preheader exactly? It is the text that shows under the subject line in—if not all—many emails. Note, the preheader is often overlooked; but, it can still significantly impact your email open rates. Treat the preheader like a complement to your subject line and use it to give your readers a little more context about what they can expect when they open the email.

Here are some amazing practices to write the best email preheader:

• • Keep it brief but compelling: Aim to write between 40-90 characters. Keep it short but catchy.
  • Say no to repetition: Utilise this extra space to offer additional context or stress upon the subject line’s value.
  • Create intrigue: Build curiosity without giving everything away.

A well-written preheader can be the game-changer for your email open rate. For example, if the reader isn’t compelled by the subject line, they might find that IT factor in this little text and may just tap into it.

3. Header

The header is usually the first and most crucial visual element your reader will come across after they open the email. Now this would be your chance to take the talk forward for the branding and provide an overview of the content. Here’s what this can look like:

• Your brand logo
• A tagline
• An offer callout

A strong and catchy header should:

• Echo your brand’s style and voice
• Be in alignment with the content of your email newsletter
• Most importantly, guide your reader towards the next section

In case you use a CTA in your email newsletter header, make sure it’s action-oriented and concise. For instance, “Shop Now” or “Read More” should be visible and easy to click.

4. Body Content

Body content is the heart of any newsletter. This space is where you have the chance to engage your readers and deliver value to them. Whether you’re sharing updates, providing a list of handy tips, or simply promoting a product, the body of your email newsletter should be well-organised, easy to read and understand, and it should also be purposeful.

Here are the tips for writing best body content for email newsletters:

• Get set with a hook: Just like any other form of writing, you must aim to grab attention in your email newsletter right at the first sentence. Start with a question or spruce it up with numbers or a fact? Or perhaps a bold statement will do.
• Be concise: Mark this, people often just skim emails; you must make your email newsletter scannable at best. To do that, incorporate short paragraphs, add bullet points, and subheadings.
• Add value: Go through your content over and again before you call it the best email newsletter letter ever! Ask yourself, “Is this valuable?” or “What’s in it for the reader?” 
• Use visuals minimally: Images and graphics can improve the reading experience for your audience. However, you shouldn’t stuff your email with too many. Make sure it is visually appealing without distracting the reader from the message.

5. Call to Action (CTA)

Newsletters are incomplete without that button with a clear call to action note. Whether you want your audience to buy your product or service, read your latest blog post, sign up for an event, or simply follow you on social media, the CTA should be such that your readers cannot ignore it. It has to stand out—textually and visually—for your readers to be able to act on.

Here’s are some tips on how to make your CTA effective:

• Use actionable language: Use words or phrases like “Claim Your Discount,” “Get Started,” “Join Now,” or “Read the Full Article.”
• Make it visible: Your CTA needs to be easy to find, prominent, and placed strategically within your email.
• Create urgency: Write phrases like “Exclusive Access,” or “Limited Time Offer” can encourage quick action.

6. Footer Content

Footer is usually the secondary aspect of an email newsletter—or any type of an email for that matter—but it can still be important. It’s the space where you can add your contact information, links to your social media handles, option to unsubscribe, and—yes, any legal disclaimers required by law. Make sure the footer content is clean, simple, and functional.

Effective Practices for Writing Engaging Newsletters

Now that you we have discussed the core structure of a great newsletter, let’s dive deep into some practical tips and best practices that will allow you to—consistently—create email newsletters that drive reader’s attention and awesome results:

1. Know Your Audience

Understanding your target group is the primary step in writing a newsletter that resonates. Whether you’re targeting subscribers, customers, or industry professionals, your newsletter should speak directly to their interests, needs, and—not to mention—pain points.

Here’s what you can do to tailor your content:

• Segment email list: Split the audience base into different groups of readers basis factors, such as behaviour, demographics, or preferences. This will allow you to send highly relevant content to each of the groups, driving more engagement.
• Use personalisation: Use data like recipient’s name, location, or past interactions with your brand to make the newsletter content more personal and hyper relevant.

Note, when you speak directly to the needs and interests of your readers, this will boost the likelihood of their engagement with your content.

2. Focus on Adding Value

Newsletters can be an amazing tool for marketing; but readers are less likely to interact with content that seems sales-y. You should primarily focus on delivering value, instead of purely calling out the discount. Include case studies, industry trends, useful tips, and behind-the-scenes elements to cook up the best email newsletters ever.

Where does the promo go?

It stays in your content; however, it stays minimal. It should not be loud at the risk of reading like just-another email. Write in a way that promotional part naturally fits the rest of your newsletter content, and not look intrusive at all.

3. Use Mobile-first Approach

41% of email views come from mobile devices. This is almost half of the reader base we are talking about. This number clearly indicates that you need to optimise your newsletter content for mobile devices. For that, your email should look fitting-good for small screens, with text and visuals that are legible and correctly positioned. 

Here are some of the viable practices for email optimisation for mobile devices:

• Keep subject lines as short as you can without compromising on the key features of the content.
• Incorporate responsive email templates that adjust to different sizes of mobile devices.
• Use a single-column layout to make sure the content is readable on mobile devices.
• Avoid heavy visuals that may take longer to load.

4. Test the Performance

You must keep testing different elements of newsletter writing and analyse their performance regularly. Run A/B testing on subject lines, design elements, CTAs and more such components to see what truly resonates with your readers. Also, track click-through rates, open rates, and conversion rates to understand how well your newsletter is doing. These numbers are essential for creating more refined newsletter strategies in the future.

5. Be Consistent

Consistency is the key—whether you are sending a newsletter once a week or bi-weekly or  monthly. Make your schedule predictable; keep your readers aware. Ensuring consistency not only builds customer trust but also boosts engagement in the long run. If you send newsletters on a weekly basis, make sure the content is fresh and brings something new to the table every time. Play in a variety of content types—for example, interviews, product updates, success stories, or a curated list resources—to spruce things up.

Final Thoughts

Writing a newsletter is not just the creation of great content—it’s also about building trust among readers, building a community, and making your brand sustain organically. You should understand your audience, craft catchy yet functional subject lines, deliver value, and maintain consistency. These are the practices that can make your newsletter get read for good. 

Also Read: 6 Powerful Steps to Creating a Killer B2B Content Marketing Strategy for Your Business