7 qualities of an effective email newsletter

7 Qualities of an Effective Email Newsletter

Email newsletters are a great way to keep in touch with your customers and prospects who have opted-in for your email list.

They also provide a cost-effective alternative to other forms of marketing campaigns, such as direct mail or print advertisements.

In this article, I will review the 7 qualities you need to create an effective email newsletter.


Your newsletter should have an immediate impact upon initial glance.

Your opening line needs to grab the reader’s attention.

Try to be catchy, informative, or interesting.

It needs a clear purpose that is communicated right away with an enticing subject line.

​A great way to create effective headlines is by starting your headline with the word “How”, such as:


“How Experts Create Engaging Presentations! Tips You Too Can Use”


You want to provide a teaser, but don’t give away all the content right away.

Give the reader a reason to continue reading.


Don’t produce an email newsletter just to “check the box.”

Make sure you are providing valuable content.

The information you provide should be valuable, entertaining, and should offer a benefit.

The reader has opted-in to the email list because they are interested in what you have to say, so make sure it’s just that…interesting.

Do not simply send an advertisement for your product or service, make sure you provide something valuable to the reader.


Your content should be engaging, and not just a wall of text with no images or links.

Make sure there are plenty of visuals that complement your written words.

Graphics can make it easier for readers to understand complex topics as well as break up the monotony of reading long blocks.

Make use of trending topics to expand the content you send to your readers.

If there’s a news event that relates to your business, make sure it is mentioned in one of the newsletters.

Don’t be afraid to use current events or holidays as inspiration for an email newsletter.


Keep the newsletter simple.

It’s not a novel and you don’t want the reader to lose interest.

How many email newsletters do you sit down and read top to bottom?

Most people skim.

Text is crucial, but also include graphics or links so that readers can click through to your website for more information.

Don’t overdo it on content either- make sure it’s concise and easy to read in one sitting without limited scrolling required.

Include one, good call to action in your email.

It should be very clear what you want the reader to do.


Your business is unique, so you should make a unique newsletter that your readers won’t get anywhere else.

While it’s helpful to see what your competitors are doing, try to find a unique angle for your newsletter.

The most successful email newsletters are ones where there is a unique voice and perspective.

Don’t just follow suit with others – have your own style!

Your readers will appreciate knowing that they signed up for something that is not getting anywhere else.


Make sure your newsletter can be read on a mobile device.

Most people are accessing email on their mobile devices, so it’s important to make sure that your content is optimized for these screens.

Most email newsletter and automation software will optimize your newsletter for mobile devices, but you will need to test and check to see how it looks on multiple devices.


Finally, the most important tip is to be consistent.

By utilizing these ideas and tips, you will set good expectations fr the subscribers.

Your readers will appreciate it, and you’ll see a higher engagement level because they know what to expect from you.

That said, feel free to make some minor tweaks to change it up.

If you are in a slump, try things like increasing or decreasing the length to see if there are any positive changes.

You can be consistent, and still have room for variations to keep your content fresh.

Mike Nicholson

I've spent my career working in a variety of Strategic Communications, Public Relations, Public Affairs, Information Operations, and Executive Outreach positions. With a history of planning, preparing, executing, and assessing communication strategies in the U.S. and abroad, I use this site to write, think and share lessons learned on organizational communications.

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