The Structure of a Good Newsletter

Learn how to write newsletters that will have clients opening, reading and learning from them.

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Whether you send them out weekly, bi-weekly or monthly, newsletters are part of most companies’ marketing strategies. But what’s the point in putting hours into these emails if no one is going to open or read them? Don’t waste your time churning out newsletters just for them to be deleted or sent to a spam folder. Instead, follow these five easy suggestions for making top-notch newsletters that will leave readers eager for more.


If someone sees your newsletter’s headline in their inbox and says “Eh, I’ll read it later,” chances are, they’ll never open it up. It’s best to write headlines that are eye-catching to get clients reading the email as soon as it arrives. Use words that make readers feel like they’ll learn something, like “Guide to the Best Keywords” or “The One Product to Pump up Your Website.” Headlines can also focus on action, such as “Double Your Site Traffic with This Plugin,” and there’s always the option of the classic problem-solving headline, like “6 Ways to Make More Money from Your Site” or “Computer Space: From Cluttered to Clear.” To find out which headlines work best for your company or organization, try using MailChimp’s open tracking, which will give you stats on which of your emails are being clicked on the most.

Balancing Content

Newsletters shouldn’t read as one big advertisement for your company. That’s the quickest way to get people to unsubscribe. Instead, find a balance for your content that’s about 90 percent educational and 10 percent promotional. If clients know that after reading your newsletter that they’ll leave with helpful tips or timely industry news, then they’re likely to keep clicking. The promotional 10 percent can be included as a straight-up plug for your company; for example: “Have more questions about Google Analytics? Infomedia can help.” Otherwise, use your company itself as an example for any tutorials and guides or simply stick with a call to action at the bottom (see below).

Setting the Tone

It’s safe to assume that you’re an expert in your chosen field. It’s also safe to assume that most of your readers are not experts. Always keep this in mind while writing newsletters. If you’re catering to clients outside of your industry — who are coming to you for your vast knowledge of the subject — then using obscure terminology and unfamiliar examples can lead to confusion (and to readers unsubscribing). Instead, try to make your writing relatively simple and don’t forget about the novices who are likely to be reading it.

Keep It Simple

In today’s fast-paced world, reading a newsletter with hundreds and hundreds of words isn’t likely to happen. Instead, focus on keeping your newsletters short, sweet and to the point. Pouring every single piece of news, advice and industry knowledge you have into a singular newsletter will end up leaving your reader feeling overwhelmed and you feeling stretched for content when it’s time to send the next one. Pace yourself and keep the newsletter focused to a single subject each time. Three to four paragraphs is ideal, with just enough content to make it worth readers’ time, but not so much that it verges on becoming a novella.

Call to Action

The easiest way to track the traffic you garner from newsletters is by adding a call to action that links to a specific landing page. For each subject you address in your newsletters, create a landing page that touts how your company or organization can assist with these tasks. For example, if your newsletter is about Google Analytics, then create a landing page on your website about Google Analytics and make it a promotional piece letting clients know how your services can improve their results. Make your call to action a clickable button with compelling language like “Learn More” or “Get Help” and link to your desired landing page. By funneling any newsletter traffic to a specific page on your site (instead of a generic area like your homepage), you’ll be able to easily track the number of visitors your mailings are providing.

Want to learn more email-based advertising strategies? Reach out to our marketing team to see how Infomedia can help.


About Hayley

When Hayley isn’t knocking out website copy behind her laptop, she’s in the kitchen — a (non-snobby) foodie and committed vegan, she brings her passion for cooking into the office with pies and treats she’s made herself. Hayley polished her skills, both culinary and literary, at Cooking Light digital and, where she worked as a food writer before joining us here at Infomedia. She’s great at writing SEO-rich copy, drafting a catchy headline and utilizing digital tools to give her writing serious online impact. To unwind, Hayley likes watching horror movies, sweating the day away in hot yoga, traveling with her husband, Peter, and coming home to their two cats, Momo and Otto.

See more articles from Hayley Sugg

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