5 Tips for Creating Newsletters Users Want to Read

Email newsletters are the perfect way to communicate with prospects or customers on a regular basis. However, email marketing is a delicate relationship that needs proper nourishment.  If you provide the wrong type or consistency of information, you’ll lose permission to communicate with prospects. As a marketer, we know you have good intentions with your email newsletter. But at the end of the day, your news, how-tos, tips and special features need to add a benefit to the end user.

Your content strategy for email newsletters should be well-calculated. By delivering a deliberate message, you’ll create email newsletters that people will want to read. Here are seven tips to help you get subscribers excited about seeing your name in their inboxes:

Provide Value

Which email newsletters do you love to open? Analyze your own habits and you’ll notice that you open newsletters that regularly provide value, such as discounts, or information that could help you do your job better.  Plan your email marketing with the mindset of, “If I were receiving this, would I want to open it?” Having a consumer-focused email strategy will help you establish a connection with your subscribers and put you on the list of considerations when they are ready to convert.

Deliver on Expectations

If you tell subscribers that they will receive actionable insights or special deals and don’t deliver, your unsubscribe rate will jump through the roof.  Use clear language to set proper expectations when users sign up and follow through with your deliverables.

Provide Calls to Action

As a marketer, you always want a user to complete an action. Email marketing is no different. Let the subscriber know what you want him/her to do. Links should visually stand out and use clear language. Mix in a combination of call to action buttons for main content and in-text links for more streamlined sub-content.


Creating list segments helps you deliver relevant content and calls to action. Consider a manufacturer that sells both B2B and B2C. You want consumers to purchase directly from your website or find a store that carries products. On the other hand, you want to share tradeshow information and market analysis with your business partners. By dividing your list into consumers and partners, you can deliver the right information to the right people.

Design with Intent

Design helps focus a user’s attention on what you want them to do. A great email design does three things: motivate a person to take action, reduce anxiety towards taking the action and provide a clear path to conversion. Keep context in mind as well; 53% of emails are now opened on mobile devices.

Your customers want to hear from you. Email marketing is possible because subscribers invited you into their inboxes. Keep the invitation open with newsletters that excite and delight and your subscribers.