The Truth About Creating The Email Newsletter




With all the different types of digital marketing tactics, you might ask, “Does the right email newsletter content really make a difference?" Find out the answer in this blog.

According to McKinsey & Company, a person spends an average of 28% of their weekly working hours reading and answering emails.

email newsletter content - email usage stats

Some experts also say that you need to communicate with customers 7 times to get noticed; some say 16 times. But whatever you want to follow, it takes many communication attempts for customers to know you exist.

What does this mean for marketers and advertisers? You have an opportunity to make a significant impact because people are spending so much time in their inboxes. However, more email also means decreasing attention spans.

To stand out in a sea of emails in your subscribers’ inboxes, you need to get creative. Remember that email newsletter content is not a typical direct-response marketing campaign. It is not a standalone piece that drives a 100% return on investment.

For successful marketers, their email newsletter content's primary goal is to support all other campaigns and promotions like social media, mobile marketing, content marketing, etc.

How do we promote the message we’re trying to put out to our prospects or customers? We need to send them information they will consume using the media they consume. Meaning you must use multiple digital and traditional media channels to get your message out.

What Makes Effective Email Newsletter Content?

What makes effective email newsletter content? It usually has compelling copy, stunning visuals, and a clear call-to-action (CTA). But there’s more to it than these elements.

Today, the number of emails going to our inboxes is enormous. According to DMR, the average person will receive 121 emails per day, which, by the way, is a lot to read. It’s vital to cater to your target audience due to the number of emails we receive daily.

So how do you ensure your emails standout? What email newsletter content will get read? Here's a list of ideas for you:

1. Send A Newsletter People Didn’t Know They Needed

The inbox is a direct channel into people’s lives—so only send high-quality emails. People deserve it!

I agree that an email newsletter must be free from grammatical errors and broken links, but it’s also essential to provide actionable, useful information to readers. Providing value or insight into something people didn’t know they needed is also a bonus. Remember that building a relationship with your subscribers using great content is better than hard-selling every time.

Here’s an example: If you’re a digital marketing agency owner who wants to grow your newsletter readership, include extra content that your audience cares about, like a FREE digital marketing coaching session or a story branding eBook.

2. Engage With Your Audience And Always Ask For Feedback

Don’t be afraid to engage with your subscribers. Let them reply to your email. Ask questions to find out as much information about your subscribers as possible. Learn what they want from you.

Your subscribers will feel that there’s a human speaking directly to them, and their feedback is essential to your business.

3. Combine Excellent Email Newsletter Copy With Excellent Design

Well-written email newsletter copy must be easy to read to get readers to stick around. I'm not suggesting that lousy design mutes stellar copy, but striking a balance between them is vital when creating quality email newsletter content.

4. An Organized Email Will Be Well-read

The Artifact Uprising newsletter is an excellent example of a strong layout and organization. It’s not too text-heavy. The tabs, subheadings, images, and call-to-actions make this email newsletter content easy to consume.

email newsletter content - sample 1

5. Email List Segmentation Is Key

Email list segmentation allows you to make a list and filter and sort your subscribers into groups. It is an excellent way to make your email newsletter content extremely relevant and grow your customer base.

Here's proof: According to the DMA, segmented and targeted emails generate 58% of all revenue.

email newsletter content - email list segmentation stats

6. Treat Your Email Subscribers As Individuals

Never treat your email subscribers as a list of faceless people. Always write to the humans behind your email list.

Always write targeted newsletters instead of generic ones. Trust me when I say subscribers know if the email is generic or not.

Speak to your subscribers by using "you" in your copy:

  • This will solve your problems.
  • I’ll put the perfect product in front of you.
  • I’ll make you want to open your next email.

With this type of text in your copy, your subscribers will feel like you wrote the email to each of them personally. 


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Tips On How To Create An Effective Email Newsletter

The following seven tips will help you structure your email newsletters, so you provide clear value:

1. Make Your Text Scannable

Here are six easy ways to create email newsletters more consumable on mobile devices: 

  • Your email paragraphs must be 2 to 3 sentences maximum.
  • Separate sections with headlines.
  • Add bullet points for multiple items or tips.
  • Use a call to action button instead of hyperlinked text.
  • Always be concise.
  • Include only the first paragraph for multiple articles, and then link to the rest of the story.

2. Add Links To Show Credibility

Don't be afraid to share other people's content. It shows you are willing to share any type of content (even stuff that isn't your own) as long as it adds value to your audience. 

You'll come across as confident and wanting the best for your audience.

3. Concentrate On A Single Call To Action

If you want your readers to take action inside your email, then point them to that one specific call-to-action with a large button.

Your email newsletter content should direct subscribers to a single action. You’ll see little to no success if you give them several paths to choose from because it's confusing.

4. Use An Email Template That Suits Your Goal

It’s easy to concentrate on either design or content when creating an email newsletter. But the truth is: both elements are equally as important to your success.

5. Select Images That Will Stir Emotion

Images do so much more than dressing up your design; they evoke emotion. With images, you can set your email newsletter’s mood and tone before subscribers even begin reading.

6. Use Alt Text For Images

When you include images in your newsletter, they may or may not always display in the subscriber’s inbox. That’s because many email services disable images in messages sent to their subscribers unless the user verifies that they want to see the images.

Alternative text is helpful in these cases. A text line will appear which describes what should be on the screen when an image fails to load.

7. Use Contrast And Whitespace

Be sure to consider contrast and whitespace when designing your email newsletter.

Color contrasting images are not only impactful and exciting to look at, but they help ensure subscribers can see the images, too. Adding well-balanced whitespace is also a best practice to make reading easier for subscribers.

Best Email Newsletter Content Ideas

If you’re looking for email newsletter content ideas, this list is for you:

1. Repurpose Your Best Performing Content

An excellent way to pull content, save time, and drive new site traffic to your best work is by repurposing older, high-performing blog posts in your newsletter.

email newsletter content - legacy posts

Use your evergreen content like podcasts, how-to information, and answers to frequently asked questions.

2. Guest An Industry Thought Leader In Your Podcast

Podcasting is an excellent type of content, and guesting an industry leader in it entertains, educates, and engages subscribers while providing a fresh perspective to your email newsletters.

Ask the expert to promote the podcast to their audience so you can reach new subscribers for your email list. Just ensure to add a sign up for your newsletter inside the interview.

3. Highlight Loyal Subscribers And Customers

Try to interview and feature your loyal subscribers and customer like you can high-profile industry leaders.

In many cases, subscribers might better relate to the success story of a person who doesn’t have as much clout as an influencer. Even if it’s not on the same range as an influencer, their success might feel more relatable.

Also, consider sharing user-generated content, such as social media posts, from your subscribers if you need a faster way to feature them.

4. Include Interactive Content In Your Newsletter

You need to link to a hosted video outside of your email because most email providers like Gmail won’t play video within a message. Do this instead; add video links that seem like people could play them in the email.

It’s a creative way to send motion pictures and get your subscribers to click and watch.

And that’s the truth about creating the email newsletter!

Don’t forget to check out the recommended resources section below to learn more about creating your email newsletter content.

Recommended Email Marketing Resources

How to Create an Email Newsletter [Checklist]

How to Create an Email Newsletter - It's Easier Than You Think!

How to Create an Email Newsletter the RIGHT WAY (Step by Step)

So what do you think about this article? Are you ready to create an email newsletter?

Leave a comment below, and let's discuss it.

As always, it will be a great honor if you SHARE this article on social media.


Get the outside eyes and feedback you need to get on the right path with your marketing.

Gain clarity and understanding. You'll leave your discovery call knowing where to focus your marketing efforts right now to get the best return on your investment.

Header image courtesy of Pixelied.

About the author, Tim Fitzpatrick

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