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How to Create an Email Newsletter – Guide & Examples

Dec 20, 2022 - By Camilla Mackeviciute

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All your email newsletter questions are answered in a single article. Read on to find everything you need to know about creating an email newsletter from scratch. 

What is an email newsletter? Do I even need one for my business? What are some inspiring examples of companies getting it right with email engagement? How to write a newsletter? How to send an email newsletter? Do you often have similar questions? 

Stop wasting time thinking and Googling these questions. Instead, read this blog till the end to learn how to start an email newsletter and send out email content to engage your subscribers. 

So, let’s begin.

What is an Email Newsletter?

In the simplest form, an email newsletter is information and updates shared with interested prospects and customers via email. An email newsletter can share: 

  • Company news and announcements; 
  • Industry news;
  • Product or service updates; 
  • Sales offers; 
  • Content round-up (e.g., Youtube or Podcast links, Blog post updates); 
  • Educational tips & tricks; 
  • Weekly or daily newsletter digests; 
  • New arrivals, and more.

Newsletters are sent periodically — daily, weekly, bi-weekly, or monthly- so an email newsletter should be a regular feature of your email marketing strategy. 

To receive a newsletter, prospects and customers must typically “opt-in” with their email address, indicating a willingness to accept email newsletters from your business from that point forward.

Once they consent to receive communications, they are said to have “subscribed” to your email list and referred to as your subscribers or contacts. Subscribers could be prospects (non-paying but interested in your product or services) or customers (paying).

The whole point of an email newsletter is to keep your subscribers engaged and informed about your business and entice them to try out your product or services. There can be other goals, like increasing your following and website traffic, building a personal brand, etc., for starting a newsletter. 

Why Do you Need an Email Newsletter?

In today’s day and age, it isn’t easy to become successful without a customer-centric business proposition. Regular communication is the key to customer delight, and an email newsletter is the cheapest way to do that.

Suppose you’ve not sent out email communication regularly to your prospects and customers. In that case, you’re missing out on a lot of opportunities. 81% of B2B marketers use email newsletters to distribute their content pieces. A newsletter allows them to reach out actively, create a brand recall, and stay in the minds of prospective customers. 

Email Newsletter – Exclusive Benefits

Running an active newsletter makes you an authority in your niche. Your customers start trusting you for the insights and valuable info you share via your newsletter. If that’s not a benefit you appreciate, here are nine benefits of creating a newsletter: 

  1. Excellent Source of Traffic— Sending periodic newsletters with internal links increases traffic to your website, blog, or landing pages.
  2. Owned Media— Newsletters save you from falling prey to algorithmic feeds. The poor organic reach doesn’t hit you on Meta, the high CPM for paid email advertising, or the crazy algorithm updates of Instagram. This is your list and your people who go where you want them to.
  3. Increased Sales— Adding constant value over time will only help your business grow. Simply put, your email newsletters educate, entertain, and delight users, prompting them to remember you when they need to buy something. 
  4. Increased Engagement— Newsletters provide your subscribers with relevant information and updates to keep them engaged with your brand.
  5. Enhanced Customer Delight— Customers and prospects love to hear relevant information about the things they care about. Newsletters allow you to share relevant stuff regularly, improving your relationship with them. 
  6. Brand Authority & Deep Loyalty— Staying top-of-mind makes it easier for subscribers to synonymously associate the solution you provide with your brand and create extreme loyalty.
  7. Improved Brand Thought Leadership & Readership— Email newsletters improve your authority and credibility in the eyes of your subscriber base. Having your brand looked up as a thought leader can be a big deal.
  8. Easy to Implement, Low-Cost to Operate— Paid ads are expensive, influencer marketing is unpredictable, SEO takes time, and you have little to no control over it. Email marketing via newsletters can offer significant benefits, such as an increase in ROI and a boost in your overall marketing effectiveness. 
  9. Easy to Track Metrics— Simpler to track critical parameters such as Open & Click rates to help you compute accurate ROI and improve and make your email marketing more effective.

How to Create an Email Newsletter

If you’ve been thinking about launching your newsletter for a while, see this blog as a sign that you should start a newsletter today. Here are five simple steps that will help you if you’ve been stuck about how to make a newsletter: 

1. Create a Free Account at Sender 

Designing and scheduling eye-catchy newsletters with Sender is as simple as a walk in the park. All you need to do is create a free account. The signup process is straightforward and usually takes a few minutes.

Sender offers a generous FREE plan that allows you to set up, launch, and manage an email newsletter that you can send to 2500 subscribers for free. You can send up to 15,000 emails a month and even enjoy all the advanced features like automated campaigns, custom segmentation, and more. 

2. Start by Creating an Email Campaign

Once you’ve signed up for Sender, you’ll be greeted by an intuitive dashboard. The dashboard will give you everything you need to get started. First, complete the pre-requisites: 

Next, click on ‘Campaigns’ on the left pane when you’re done. 

email_marketing_platform_dashboard

Create a new campaign and fill in all the required details — subject line, reply-to address, preview text, from name, and email address. You’ll be able to see a preview that will tell you how your email will appear in your subscriber’s inbox. 

email_campaign

Importance Of Subject Line And Preheader

  • Subject line: Your email subject line is the only thing visible to a reader even before he opens your email. So, be clear and intriguing at the same time. You don’t have a chance to be heard if you write a boring subject line.
  • Preview text/preheader: Preview text or the preheader is the line exactly after your subject line. So, it should be equally intriguing as well as tempting. The user should feel compelled to click on the email after reading the preview text. Here are some ideas for writing the perfect preheader: 
    • Tease them about the contents of the email; 
    • If there’s an offer inside, you can give a glimpse in the preheader; 
    • Personalize the subject line or preheader to make them click on the email. 

3. Select Pre-Built Email Newsletter Templates

Once you’re done setting up the basics of the email campaign, it’s time to start designing the newsletter. Sender has an extensive library of pre-made email templates that you can use. 

email_template_builder

These email templates are suitable for every business, service, and industry and can be customized according to your brand guidelines. 

You can even start designing the email newsletter layout from scratch, but it’s suggested that you pick a template or mockup and then use the drag & drop email builder to customize the design according to your preferences. 

4. Customize Your Email Newsletter Design 

The most enjoyable part of the newsletter’s creation process is the actual design phase. 

Sender comes with a powerful drag-and-drop editor that you can use to edit & customize the newsletter template. Drag the different design blocks to start customizing your email newsletter. 

sender_design_builder

You can change the entire format or use the available blocks, like an image block, to add pictures/GIFs. You can also add different elements, such as timers, reviews, etc., by dragging the different blocks. If you’ve got a unique idea, you can use the custom HTML components to customize the look and feel further.  

Make sure to make an engaging newsletter design with unique sections and make it responsive. With the preview button, you can check how it will look in your inbox on desktop or mobile. Always check the layout by sending a test mail before sending the email to your email list.

5. Schedule Or Send Your Email Newsletter

Once you’re happy with the end results, click on the ‘Save & Continue” button on the top and move to the next step. You can now start picking your subscriber list for the one you designed for the newsletter. 

If you’re new to email marketing and have not yet collected any subscribers – no worries; Sender has got you covered too. 

Start collecting contact with our popup or sign-up forms by selecting the forms section on the main dashboard.


Link the newly created form to a new email list, and then publish or schedule your designed email to be sent to this new email list. Alternatively, you can import your existing subscribers and schedule the email to be sent to your imported subscriber list.

Email Newsletter Examples by Popular Brands

Now you know how to do email newsletters, you might be looking for modern newsletter template ideas to get inspiration for creating your first newsletter. Don’t worry; we’ve got a fix for your confusion too. Here are some interesting email newsletter examples sent by popular brands for you to ponder upon: 

1. Discount Email by Macy’s

Macy’s keeps sending engaging email campaigns and useful newsletters to its subscribers throughout the year. Here’s a discount email newsletter sent by the brand: 

email_newsletter
Image source: Macy’s
 

What we love about this newsletter is the clearly worded offer (20% OFF) and an eye-catching neat design featuring cherry red against a white background. Perfect contrast!

Key Takeaways

  • Pick an eye-catchy color theme for your email newsletter; 
  • Mention the latest offers and discounts, if any, in your outgoing newsletters. 

2. Announcement Email by ClickUp

Now see this beautifully designed technical updates newsletter sent out by project management software ClickUp to its customer list:

email_newsletter
Image source: ClickUp
 

The clean and minimalistic design sets up nicely against plenty of pure whitespaces. A bold headline highlighting the main story completes the look and feel.

Key Takeaways

  • Keep your newsletters really simple and straightforward with one single theme per newsletter; 
  • Add relevant CTA and links to drive traffic to your website or blog.

3. Referral Email by MedLab International Inc

The best way to ruin a referral campaign is to have a complicated one or spoil a decent one with poorly constructed communication. Check out this simple yet powerful referral program newsletter by a company called MedLab International Inc.: 

email_newsletter
Image source: MedLab International Inc.

The copy, in this case, has been kept simple (including the headline) to ensure effective communication, and with a contextual graphic to boot, we cannot think that the newsletter must have had a successful run.

Key Takeaways

  • Create a simple yet compelling email copy for your target audience
  • Add social sharing links to your newsletter footer. 

4. HTML Email Newsletter Template by Thinco

By far, distributing your latest content pieces to your existing lists is the cheapest way to get quality traffic via the best email newsletter designs. For example, see this blog post-round-up newsletter example from Thinco, a health and fitness company offering weight loss programs for women.

email_newsletter
Image source: Thinco

An attractive design backed up by a highly relevant featured image gets the reader started on the right note. The email text body summarizes the listicle content, is neatly written and intrigues the reader to click the CTA button. 

Key Takeaways: 

  • Be crisp, concise and on-point with your newsletter communication; 
  • Mix and match different media types like images and video to engage users.

Email Newsletter Best Practices

You seem all excited after looking at the above examples. But before you rush to create your first email newsletter campaigns, you should learn more about some standard best practices that would help you create compelling newsletters. Here are a few things to keep in mind before you start a newsletter: 

Email Newsletter Templates

As a brand, you have to keep in mind that people receive hundreds of newsletters every day. So, you need to be extremely valuable and memorable. 

Your email template choice should be based on the above fact. The template should speak directly to their needs and resonates with your target audience. 

If it’s about B2B, use an e-newsletter templates that shows your company is trustworthy and professional. If it’s about B2C, use a template that shows your company is reliable and approachable.

An email template that speaks to your customers should include the following:

  • The first thing people see when they open a newsletter is the headline. So, it’s important to make it catchy and eye-catching.
  • Use a strong image that will catch your reader’s attention and create the first impression of your brand.
  • The first paragraph should contain a compelling and interesting hook. Your content should be concise, interesting, and valuable to your target audience.
  • Make sure to include a strong call-to-action that clearly explains what you’re asking the recipient to do. 
  • Include a CTA – a call-to-action or a link that will prompt the subscriber to click through. 
  • You can also add various media, like images, GIFs, timers, etc., to the template based on the theme of your newsletter. 

Here’s a great email newsletter template idea that’s designed keeping everything above in mind: 

email_newsletter

Use the existing editable template or customize it using the drag-and-drop email creator within Sender. 

Newsletter Header

A well-designed newsletter header is the first thing your subscribers see when they open the email. They expect professional, unique, and top newsletter designs. As a rule of thumb, your header should be non-intrusive as well as helpful at the same time.

You should keep the header as crisp as possible. Here are some best practices to help you create the perfect newsletter header: 

  • Include a business name & logo which stands out against a complementary background. Use GIF or animated logos if needed but ensure their size is small.
  • Include a regular or interactive menu so subscribers can guide themselves to the resource they are interested in.
  • Add the “View in Browser” or “View Web Version” option for subscribers to view the email as a web page. This becomes useful when your email contains interactive GIFs, images, or other gamified elements, which may not always appear correctly on all major email clients or platforms for everyone.
  • Mention your offer, such as “FREE Standard Shipping on orders worth $100 and above”!
  • Add a “My Account” button for subscribers to log in to their accounts quickly.
  • Choose a font that is on-brand or suits your email campaign. For example, choose a more relaxed and cursive font for your beachwear line of products.

Newsletter Footer

The email newsletter footer, also called the email signature section, is vastly underrated. Your email newsletter footer is the last thing people see before they click away from your email. That’s why it should be eye-catching and enticing enough to draw them back to your site. Optimize this portion to avoid most other email marketers who won’t.

Here’s an example of the perfect newsletter footer: 

email_newsletter

It’s simple, effective, and informative. The social links prompt the user to check the brand on social media. Here are some best practices: 

  • Write an Unsubscribe message (or manage preferences) and an option to opt-out. If you don’t allow disengaged and uninterested viewers a way out, it will affect your open and click-through rates. Besides, do you even want them reporting your email as spam, which will hurt the deliverability score for even the “good” subscribers? Remember, this is mandated by compliances such as GDPR. Their ePrivacy Directive Article 13, Part 2 mandates that you provide a clear option for subscribers to unsubscribe or opt-out in every email.
  • Include any legal and mandated information following anti-spam laws and regulations, e.g., Registered address, Privacy policy, Terms & Conditions, etc.
  • Add follow us on social links or flaunt social proof to make a lingering statement.

Email Newsletter Size

Keeping your emails light ensures email inboxes do not block them or categorize them as ‘promotional mail’. This also ensures your email campaign doesn’t hamper the user experience (slow or non-loading loading emails are frustrating). 

To keep your emails’ size as low as possible, use the following tactics:

  • Keep your email body short and sweet;
  • Never add heavy images or a content format that takes more than a few KBs; 
  • Include all the information the user requires in the first few sentences of the email. If more information is needed, the user is likely to click to read the rest; 
  • Use a bulleted list to break up the email and provide context.

As attention spans are shortening, it’s wise to keep the content length short too. This helps prevent users from ignoring your emails. 

Email newsletter format

You can create different kinds of newsletter depending on what your audience wants to hear from you. This also depends on where your subscribers are in the buyer’s journey as well as your goals. 

If they’re new, you would want to tell more about you and your products, but if you are nurturing them for a while, you may want to add value to their lives by sharing tips within your newsletter. Here are a few different types of newsletter formats you can think about: 

  • Fresh and original writing or thoughts — Suitable for building a personal brand; 
  • Curated content —  Good when you’ve got a lot of third-party resources to share; 
  • Industry news — Great to engage subscribers who love news about technology or innovation; 
  • Interviews — Great if you run a podcast and want to share insights from others in the industry. 
  • User generated content or social proofs — Useful when you want to build trust and credibility; 
  • Promotional newsletter — Useful when you run regular sales and offers and want to inform your subscribers. 

Optimizing Your Email Newsletter Campaign

Let’s suppose you did everything right in your journey to start an email newsletter — took care of the best practices, designed an informative email, created compelling subject lines, etc. Still, you didn’t get desired results. Don’t worry. It’s fine. Even many successful marketers fail with their campaigns. You need to start optimizing your email campaigns. 

Here are a few things to keep in mind while optimizing your email marketing campaigns: 

Keep an Eye On Email Metrics 

You must track each email newsletter’s effectiveness and optimize your future campaigns based on the results. Essentially, you need to keep an eye on the open rates and click rates. Now, what are these? 

Email marketing’s effectiveness is measured based on these important metrics. Open rate refers to how many people open the email. It’s usually used as a measure of a campaign’s effectiveness. Click-through rate measures the number of people who click on a link in an email. 

Then there is unsubscribe rate. It’s the percentage of people who unsubscribe after you send an email. It’s a metric you should monitor closely because you want to retain your audience. Optimize your campaigns based on the data generated by these metrics. 

Best Time to Send Your Email Newsletter

“Be valuable, and you shall be rewarded!” 

While you should always strive for relevance and value, a little push by timing your newsletter does help. 

According to the most recent data on the best time to send emails, you should send your newsletters at 10.00 am or between 6.00-9.00 on Tuesdays, Wednesdays or Thursdays. People love to read newsletters at leisure and when they’re relaxed. So, sending them after they’re free from their work routine is always a good idea.   

Segment Your Contact List

Customer segmentation helps you personalize your emails, making them more effective and relevant to your prospects. When you send personalized emails based on thoughtful segments, it tends to increase your chances of sales.  

email_personalization

Segmenting your contact list will give you the power to create more relevant email campaigns. You can segment your contact list based on age, location, gender, interests, purchase history, online history, and other factors. Segmentation will help you to: 

  • Send personalized and customized messages to every subscriber; 
  • Maximize the chance of someone opening and responding to your email; 
  • Increase open and click-through rates; 
  • Boost your marketing effectiveness; 

TOP Seasonal Email Newsletter

If you still need clarification about creating your newsletter, here are a few more examples of engaging seasonal campaigns by brands all over the world. Use these as inspiration to create your email campaign.

Autumn Newsletter by St.Frock

Take a look at this awesome April newsletter by St. Frock, a Women’s Online Dress Shop & Clothing Boutique based in Australia: 

email_newsletter
Image source: St. Frock Email

Excellent product photography enhances the desirability of the product. And when combined with a great color palette with minimalistic text, it can end up as a high-converting email newsletter template. That’s precisely what St. Frock got right here.

One thing they could’ve done better would be a highlighted CTA (Call to Action) button so they stand out, leaving the reader no option but to click.

Key Takeaways

  • Use real product photos to bring your brand closer to the audience; 
  • Create an interesting email newsletter template that uses vivid and bright colors; 
  • Never ignore your CTA buttons. 

Promotional Newsletter by SpaWeek

SpaWeek helps you get great deals on massages, facials, salons, manicures & even online beauty purchases through tie-ups with 9,000+ Spa Partner locations countrywide in the US. Look at their promotional email newsletter: 

email_newsletter
Image source: SpaWeek

The creative is a perfect fit for this summer campaign, and we love the typography, which enhances the feeling of relaxation they are probably trying to convey. However, the offer (FREE $40 Bonus Card over a $100 spend) takes the cake! They say to make it irresistible, and SpaWeek has done that here!

Key Takeaways

  • Add a large, eye-catchy and thematic primary image; 
  • Include a useful and tempting deal/offer whenever possible; 
  • Use a soothing color tone that matches the theme of the newsletter. 

Reactivation Email by Ready.Set.Food

Ready Set Food is a unique concept of kids’ supplementation that claims to solve more severe allergy problems moving forward. They use a modern design theme for their newsletters. Have a look: 

email_newsletter
Image source: Ready.Set.Food

The creative image of a joyful child sampling their product is spot-on, the CTA clear and compelling, and the offer that this will cost you less than $1 a day is outstanding. All in all, a winning proposition.

Key Takeaways

  • Highlight your offer, deal, or takeaway, clearly; 
  • Add social proof, reviews, or studies to influence the reader to check out your offer/product; 
  • Use contextual images or pictures.

Sales Email by Carter’s

Carter’s is an American brand that sells children’s apparel. This newsletter is a winter (Christmas) special that combines a simple and minimalistic design with an excellent offer:

email_newsletter
Image source: Carter’s

Using a GIF instead of a static image for the featured (hero) image allows them to show multiple offers or feature sets of their products. And we love the copy, too; it’s so much in tune with what their brand says they are about. 

Key Takeaways

  • Use GIFs in emails, wherever possible; 
  • Add a holiday vibe in case you’re sending a seasonal campaign.

Also read: 5+ Welcome Email Template to New Customer 

Practical Email Newsletter Campaign Examples

If all these examples made you wonder how could someone send so many email newsletters over time, don’t worry. There are many ways to engage your audience without tiring yourself.

Most businesses use marketing automation tools to set up automated newsletter campaigns to nurture their leads and engage their subscribers on autopilot. Here are three types of automated newsletter campaigns using a tool like Sender:

Welcome Sequences

A welcome sequence is a set of automated emails subscribers get when they first sign up with their email addresses. It could be a single email newsletter introducing the brand or, in many cases, a 3, 5, 7, or even 15-part sequence of emails that are programmed to keep firing on complete automation.

The first email of the welcome sequence is about meeting the expectations you initially set up during sign-up and giving what the subscriber signed up for. For example, did you promise them a FREE resource download if they signed up? Well, time to do that, buddy!

The remaining emails of the welcome sequence are aimed at nurturing the subscriber by drip-flowing relevant and targeted content (blog posts, videos, podcasts), social proof, case studies, or even simple and plain emails, for that matter. Basically, anything and everything about the problem you claim to solve and how you do that. 

You can set up an automatic welcome sequence newsletter using an email automation feature within Sender. Here’s an example of an automated sequence: 

email_newsletter

Start automating your newsletter campaigns with Sender
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Newsletter Signup & Confirmation

A newsletter signup and confirmation sequence is triggered when someone signs up for your newsletter from your website. 

Before you can set up a confirmation campaign, you need to set up and embed a form on your website to start collecting emails for your newsletter email campaigns. 

Sender comes with an in-built form builder that you can use to set up signup forms on your website.

email_newsletter

Generally, users need to subscribe once with a single opt-in form. Then the recipient start receiving your awesome emails. 

However, after GDPR, you need double opt-in sign ups that requires users to subscribe and confirm their email by clicking another link in the first confirmation email. To build a higher-quality email list of serious subscribers, it’s always recommended to go with double opt-ins.

Here’s an example of a newsletter signup and confirmation email: 

email_newsletter
Image source: CyanVariable360 Studios

The email is triggered automatically when someone fills up a newsletter signup form, prompting the user to confirm their subscription to start receiving emails. 

Monthly Email Newsletter

As the name suggests, this is the type of newsletter is automatically sent to your subscribers every month, generally on a specific day or date. Monthly newsletters are designed and created in advanced and triggered based on a date or day rule using an automation solution. 

Here’s an example of a monthly email newsletter by Figma: 

email_newsletter
Image source: Figma

As you see, it is a collection of the best articles, guides, and updates by the brand. This is an example of a curated email newsletter that has been automatically sent on a particular date to all the brand’s newsletter subscribers. 

You could use Sender to schedule monthly email newsletter campaigns easily using the automation flow feature that allows you to schedule emails based on a particular date or number of days between two newsletters. 
Excited to Try out the Automation Feature?

Start Creating an Email Newsletter Your Readers Enjoy

  • Choose an email newsletter service that allows you to create and schedule emails quickly; 
  • Pick an interesting and on-point email newsletter template that fits with your brand style guide; 
  • Never ignore the power of a compelling subject line, preheader text, and email copy; 
  • Stay consistent while sending email newsletters. 

Also read: Free Email Template Builders (HTML + Drag and Drop Editor)

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