How to Write Newsletters That People Actually Want to Read

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In an age where inboxes are overflowing with promotional content, a well-crafted newsletter can still cut through the noise. Whether you’re running a business, managing a personal brand, or simply want to share valuable information with a dedicated audience, newsletters are a powerful way to stay connected. But how do you make sure your emails don’t end up unread or in the dreaded spam folder?

1. Start with a Clear Purpose

Before typing a single word, ask yourself:
What do I want this newsletter to achieve?

Is it to:

• Share industry news?

• Promote a product or service?

• Educate your audience?

• Build a personal connection?

Having a clear goal will guide the structure, tone, and content of your newsletter.

2. Craft an Irresistible Subject Line

Your subject line is the first (and often only) chance to grab attention. Make it count.

✅ Keep it short and punchy (under 50 characters)
✅ Create curiosity or offer value
✅ Avoid spammy language like “FREE!!!” or “Buy Now”
✅ A/B test different subject lines to see what resonates

Examples:

• “3 Design Trends You Need to Know in 2025”

• “A Quick Note from Our Founder”

• “Your April Marketing Toolkit is Here”

3. Make It Skimmable

People don’t read newsletters word for word—they scan. Use formatting to your advantage:

• Headings to break sections

• Bullet points for lists

• Short paragraphs

• Bold text to emphasize key messages

A clean, mobile-friendly layout also ensures readability on all devices.

4. Provide Value in Every Edition

The best newsletters feel like a gift, not a sales pitch. Focus on delivering real value:

• Share tips, tutorials, or how-tos

• Link to curated content or tools

• Offer behind-the-scenes insights or updates

• Provide exclusive discounts or early access

Remember: If people look forward to your emails, they’ll open them.

5. Add a Personal Touch

Personalization goes beyond using the subscriber’s name. Talk like a human. Share stories, express opinions, and make your voice stand out.

You can also segment your list to send more targeted emails. For example:

• New subscribers get a welcome series

• Long-time customers get loyalty perks

• Leads get product-focused content

6. End with a Strong Call to Action (CTA)

Every newsletter should guide the reader toward a next step:

• Read more

• Watch a video

• Try a product

• Respond to a question

• Share the email

Be clear and specific with your CTA. Instead of “Click here,” say “Download the free guide.”

7. Test and Improve

Use your email platform’s analytics to track:

• Open rates

• Click-through rates

• Unsubscribes

• Engagement over time

Experiment with different formats, content types, and sending times. Let the data guide your improvement.

Writing newsletters is both an art and a science. It’s about finding the balance between value and promotion, creativity and structure, consistency and surprise. Done right, newsletters can be one of your most powerful tools for building trust, growing your audience, and driving results.