How to Write a Newsletter That Your Readers Actually Read

So, you want to learn how to write a newsletter that gets opened, read, and clicked, not sent straight to the trash. Whether you're a solopreneur launching your first product, a service provider keeping clients in the loop, or a digital agency ready to nurture leads, email newsletters are your go-to tool. But there's a big difference between “just sending something out” and creating a newsletter your subscribers will love.

This guide will walk you through how to craft a newsletter that builds trust, promotes your brand, and drives action, no fluff, no jargon, just real results. From subject line psychology to the best newsletter format for your goals, consider this your no-nonsense blueprint.

Why newsletters still matter in email marketing

Email marketing isn’t dead—it’s thriving. In fact, for every $1 spent on email, the average return is $36. That’s a 3600% ROI. Wild, right?

But beyond numbers, a well-written email newsletter builds a genuine connection. Unlike social posts that disappear in 24 hours or algorithms you can’t control, your newsletter lands directly in your subscriber’s inboxes. You control the message, the tone, and the timing.

A newsletter allows you to showcase your brand personality, educate your audience, and stay top of mind. It’s not just marketing, it’s relationship-building. And in a digital-first world, those relationships are everything.

Pick the right newsletter format

Let’s talk about structure. Choosing the proper newsletter format sets the tone for the entire experience. Are you writing to educate? Promote? Entertain?

For example, a roundup newsletter is perfect if you’re sharing links to your latest blog posts or social content. A promotional format is most effective when launching a sale, service, or product. Want to educate or build authority? Use a long-form, value-driven format with clear takeaways and a single call to action.

Pro tip: Regardless of the format you choose, ensure it is mobile-friendly. Most of your readers are opening on their phones. Use bullet points, whitespace, and short paragraphs so your content doesn’t feel like a wall of text.

Write a subject line that earns the open

The subject line is your email’s first impression. Nail it, and you’ve earned a shot. Miss the mark, and you’ve lost your reader before they even see your content.

Effective subject lines are short, specific, and spark curiosity. Try questions, listicles, or bold statements. “3 mistakes killing your open rate” is way more enticing than “This month’s newsletter.”

Also, avoid spammy all-caps phrases like “BUY NOW” or “FREE GIFT!!!” They don’t just annoy your readers; they can trigger spam filters. Use tools like SubjectLine.com to test and refine your lines before hitting send.

Also Read: Best B2B Marketing Campaigns & How To Replicate Their Success

Lead with a strong opening line

Once your email is opened, your first sentence needs to keep the reader hooked. Your newsletter format might vary, but the tone should always align with your brand. That opening line should echo the subject, answer the “what’s in it for me?” question, and invite the reader to keep scrolling.

Example:

• Subject Line: “Struggling to sell your services?”

• Opening Line: “Let’s fix that. Here are three sales scripts that actually convert.”

See the flow? You’ve acknowledged a pain point and immediately offered value. That’s how to write a newsletter that earns trust, and keeps readers coming back for more.

Create content your subscribers want to read

Here’s the heart of your email newsletter. Whether you’re teaching, selling, or sharing behind-the-scenes moments, make it worth your reader’s time.

Keep your tone consistent with your brand voice, whether that’s bold and cheeky or calm and informative. Add visuals to support your message, not distract from it. And always guide the reader with one clear CTA (call to action), whether it’s “Read more,” “Shop now,” or “Book a discovery call.”

Still wondering what to include in a newsletter? Here’s your checklist:

• On-brand header or logo

• Short intro that sets the tone

• 1–2 key messages or highlights

• A clickable CTA

• Social links and a visible unsubscribe option (yes, it builds trust)

Tailor your approach by industry

The best tips for writing a newsletter depend on who you’re writing to. A coaching audience won’t respond to the same layout as a B2B CEO. Here’s a cheat sheet:

Ecommerce brands:
Highlight seasonal deals, trending products, and social proof. Quick, punchy copy + beautiful images = win.

Service-based businesses:
Use case studies, how-to tips, and sneak peeks behind the curtain. Be relatable and practical.

Coaches and consultants:
Send mindset shifts, quick wins, or resources. Link back to podcasts or blog posts for added value.

Agencies and B2B brands:
Lean on data. Share client wins, industry trends, and downloadable guides. Position yourself as the expert they can trust.

Follow newsletter marketing best practices

A strong newsletter marketing strategy doesn’t stop after hitting send. Set a schedule your readers can count on, weekly, biweekly, or monthly, and stick to it. You want your subscribers to know when to expect your emails (and even look forward to them!).

Use segmentation to deliver relevant content. Personalize emails using their name, interest, or past activity. And track everything: open rate, click rate, bounce rate, and unsubscribe trends. These numbers tell you what’s working and what needs a tune-up.

Need help managing it all? Our marketing operations solution can help you automate and track campaigns efficiently.

Test, optimize, and test again

Don’t treat email like a one-and-done deal. The best newsletters are constantly evolving based on data.

Run A/B tests. Try sending the same newsletter with different subject lines. Test your CTA placement. Rearrange sections. Use what you learn to improve the next send.

Also, try testing different send times. Tuesdays at 10 a.m. may be a sweet spot, but only your list will tell you what works. Tools like Elevate360 offer robust testing options and full-blown analytics reports so you can discover what works and what doesn’t.

Build your subscriber list the right way

The best-written newsletter means nothing if no one’s reading it. Your focus? Growing a list of high-quality subscribers who want to hear from you.

Offer a lead magnet (such as a checklist, guide, or quiz), add opt-in forms throughout your site, promote your list on social media, and consider using a pop-up- just make sure it's not annoying. Utilise exit-intent triggers or time-based delays to create a smoother experience.

And please, don’t buy email lists. Those people don’t know you, and it’ll only hurt your deliverability. Focus on building trust and providing value. The right subscriber will want in.

Repurpose newsletter content for a bigger reach

Newsletters shouldn’t live and die in the inbox. A well-written newsletter can (and should) be repurposed.

Turn a tip into a blog post. Share snippets on Instagram. Repackage a series of emails into a downloadable guide or whitepaper. Use it as onboarding content or part of a client welcome kit.

The key to writing a newsletter that lasts? Make your content go the distance.

Use storytelling to spark a connection

If you want to go beyond clicks and start conversations, use storytelling. It’s the secret sauce for standout email content.

Share a moment you failed and what you learned. Highlight a customer success story. Introduce a team member with a day-in-the-life twist. These human elements deepen engagement and turn readers into loyal fans.

Stories help your reader feel something, and that’s far more powerful than just “educating.”

Final design tips to make your newsletter pop

Design isn’t about being fancy; it’s about making it easy to read. Use clean fonts, strong headers, and buttons instead of hyperlinked text for call-to-action (CTA) elements.

Stick to brand colors. Use alt text on images. Check how your layout looks on mobile devices and in dark mode. Most email platforms like Flodesk and Mailchimp have templates that already follow best practices, so you don’t need to be a designer.

And don’t forget to make your unsubscribe link easy to find. It shows confidence and keeps your list clean.

Related read: Learn how to Make Your Brand Iconic and your content cohesive across email, social media, and beyond.

Final thoughts: Your email strategy just got smarter

Now you know exactly how to write a newsletter that gets attention. From the right newsletter format to irresistible subject lines, smart segmentation, and testing strategies, you’re ready to build emails that actually convert.   

When done right, your newsletter becomes more than just a communication channel. It becomes your secret weapon for lead nurturing, brand loyalty, and long-term growth.

Need help writing or optimizing your emails? Book a discovery call and let The Bellamy Co. help you turn opens into opportunities.