How to Create an Email Newsletter: From Start to Finish 

Dec 18, 2023 - By Camilla Mackeviciute

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Email newsletters are a hit among your prospects and online audiences. If you don’t have one, you’re missing out on an ample opportunity. 

But 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 shares: 

  • 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 You Need an Email Newsletter?

In today’s day and age, it isn’t easy to become successful without being customer-centric. Regular communication is the key to customer delight, and an email newsletter is the best way to interact.

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. 

Also, 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 enough, here are nine reasons to create 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 what 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

Email newsletters have become an integral part of the digital marketing mix, and it’s a great way to connect with the target audience and stay top-of-mind. They also provide you the opportunity to build relationships with the customers. Here are some basic concepts to create newsletters for your audience:

Establish Your Goals & Objectives

One of the most critical aspects of creating an effective email newsletter campaign is setting its goals and objectives. It will help you develop the right content strategy and action plan.

Before you design your email template, you must establish what you’re trying to achieve with this campaign. Ideally, the email newsletter bridges your company and your customers. But you can set goals like increased traffic, more conversions, or something else that suits your business goals.

Define Your Target Audience & Subscriber List

Once you’ve set your goal and objective, next comes identifying your target audience and subscriber list. This helps you come up with the best ideas about your newsletter content. 

Make sure to segment your list based on interests, age, or any other attributes. You can use your Google Analytics or social following to gather insights about your audience’s interests and start thinking about your newsletter accordingly. 

Design an Effective Newsletter Template

Creating an effective email newsletter template involves understanding the audience’s needs and picking design elements that resonate with the audience. Your template must have an image-based header, footer, valuable content, and contextual CTAs. 

A responsive, engaging, and beautiful newsletter will compel your subscribers to read newsletters to the end and convert to your offer. Also, having a standard template will create a strong brand recall in the long run. 

Create Engaging & Relevant Content

Now that you have a good newsletter template ready, it’s time to focus on the content.

Create informative and valuable content that makes your audience feel ‘wiser’ and tempts them to return for more. Remember, content is not just about text within your newsletter. You can add images, video, etc. but don’t overdo it, as this could actually deter your audience.

Incorporate Visuals and Media

Every edition of your newsletter should have unique visuals to support the discussion within the newsletter. Use high-quality, engaging images and videos to grab your reader’s attention toward your newsletter. Don’t forget to brand your newsletter with a company logo and brand design guidelines. Also, test your email newsletter on different devices and platforms to ensure it looks visually appealing. 

Optimize for Mobile Devices

Another aspect of designing an effective email newsletter is optimizing it for mobile devices. Users will access your email newsletters mostly from their smartphones. So, make sure to test out your content and design across mobile devices.

Tracking and Analytics

Understanding how your audience responds to your newsletters helps you optimize what you send. Take a closer look at such metrics as open, click-through, conversions per click, and unsubscribe rates.

You should have a decent view of how your newsletter is doing by following up with the metrics after several send-outs of issues. 

5 Inspiring Email Newsletter Examples

Every brand or business has a different take on newsletters. Some run a periodical that shares company news. Others use newsletter audiences to promote their latest offers. While you can look around the internet for newsletter ideas, here are some interesting email newsletter examples for you to be inspired from: 

1. Weekly Newsletter Example by Taylor Stitch 

Weekly newsletters are a great way to stay on top of your subscriber’s minds. Brands plan weekly newsletters to share new blog posts, the latest brand news, collections, product launch news, and exciting things planned for the week ahead. Here’s an example of a weekly newsletter by Taylor Stitch: 

Image source: Taylor Stitch

The newsletter reminds users about the upcoming summer season — warm weather and preparing for a wardrobe upgrade. The next section shares some outfit ideas for summer with a CTA to shop the products from the brand’s store. 


The contextual discussion about changing weather and summer collection fits the right image in the reader’s mind — they need something for summer, and the CTA entices them to check out the summer collection. 

Key Takeaways

  • Use a common theme for the weekly newsletter; 
  • Add contextual product links and CTAs to drive the discussion toward buying something. 

You can set up an automatic newsletter, starting from the welcome message with Sender’s email automation feature. Here’s an example of an automated sequence: 


Start automating your newsletter campaigns with Sender. It’s Fast. It’s Free. It’s Easy.

2. Discount Email by Macy’s

Macy’s sends engaging email campaigns and useful newsletters to its subscribers yearly. Here’s a discount email newsletter sent by the brand: 

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. 

3. Announcement Email by ClickUp

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

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.

4. 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.: 

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 your social media links to the newsletter footer. 

5. 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.

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 videos, to engage users.

Email Newsletter Best Practices (Checklist)

Before you rush to add newsletters to your email marketing strategy, here are a few best practices to help you create compelling newsletters. Use these tactics and strategies to engage existing subscribers with valuable content and attract new subscribers to your newsletters: 

1. Ensure Content Quality

Your subscribers gave you their personal email addresses, so providing them with quality content is the least you can do to avoid disappointment.

While what content you create depends on your business and industry, there are two checkpoints you should follow to ensure its quality:

  • Relevant and valuable content. Provide content that addresses the interests, needs, and pain points of your target audience;
  • Clear and concise writing. Use clear and straightforward language. Keep your sentences and paragraphs brief to make it easy for readers to understand and retain the information.

Another thing to consider about content quality is its’ accuracy and credibility. Ensure that all information presented in the newsletter is factual and up-to-date. You should also proofread and edit content without leaving any stone unturned to eliminate errors, ensuring a professional and trustworthy appearance.

And finally, don’t forget that you’re writing to your readers, so they should have a word in it. In each newsletter, include CTAs inviting readers to share their thoughts on the newsletter they’ve just read.

2. Craft Attention-Grabbing Subject Line 

The subject line is the best way to capture the reader’s attention and is one of the main reasons one opens an email. 

Here are a few tips to craft compelling subject lines: 

  • Use action verbs to capture a reader’s attention; 
  • Keep your subject lines short and sweet; 
  • Avoid generic subject lines with words like “New Product” or “Special Offer”; 
  • Personalize your subject line using the reader’s first name or another data point; 
  • A/B test your newsletter campaigns to find winning subject lines; 
  • Use a subject line generator or tool to create a compelling subject line; 
  • Add emojis to your subject line to grab attention instantly. 

3. Remember List Management

Marketers may still be reluctant to clean their emailing list; however, as with anything in this world, time and time again, quality triumphs over quantity.

Here are just a few benefits list management can bring you:

  • Increased open and click-through rates and reduced unsubscribe rates;
  • Enhanced subscribers’ engagement;
  • Improved reputation and less chances to be marked as spam;
  • Stronger relationship with your audience.

So, how do you maintain a clean and healthy email list? Regularly scrub your list of invalid or outdated email addresses, preventing bounced emails that can harm your sender’s reputation. 

Give your subscribers the power of decision as well – provide easy opt-in and opt-out options and unsubscribe them after the request to build trust and adhere to email marketing regulations.

4. Personalize Newsletter Content

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 increases your chances of sales.


Segmenting your contact list will give you the power to create more personalized newsletters and email campaigns. You can segment your contact list based on age, location, gender, interests, purchase history, online history, and other factors using email marketing software.

Here are some newsletter personalization ideas: 

  • Use the recipient’s name;
  • Personalized content based on behavior/interests that the reader has shown in the past;
  • Include location-based content, for example, upcoming events in the reader’s city;
  • Craft personalized recommendations on reading lists, playlists, news articles, or content recommendations.

5. Add a Clear and Effective Call-to-Action 

A powerful call-to-action (CTA) button has the potential to blow up your traffic, sales revenue, and conversion rates. Add a valuable and contextual CTA that moves the newsletter reader further into the buyer’s journey. 

A good CTA guides the reader through the entire conversion process. They know what to do next with a CTA (buying the product, visiting a page, or signing up for the service). 

For example, suppose your newsletter is about a product update. In that case, you can add a CTA asking users to try the product themselves or prompting them to check out YouTube videos demonstrating it. This will surely make them want to check the product out. 

6. Timing and Frequency

Newsletters are sent to your audience periodically, which means readers expect to hear from you in a similar format at a specific time. They expect a newsletter edition from you every week or month, as you told them in your welcome email or landing page. 

Always stick to a schedule and have a clear format or template. You can use an email marketing platform with a drag-and-drop builder, pre-made templates library, and automation capabilities to standardize your newsletter template. 

Also, such an email marketing service helps you maintain pace (or disappoint your audience) week after week.

7. Testing and Optimization

You must track each email newsletter’s effectiveness and optimize your future campaigns based on the results. 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 critical metrics. Open rate refers to how many people open the email. It’s usually used as a measure of a campaign’s effectiveness. The click-through rate measures the number of people who click on a link in an email. 

Then, there is an 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 newsletter campaigns based on the data generated by these metrics.

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. 

Excited to start your first email newsletter? Discover top-notch email marketing tools in these curated articles on software essentials:

Author Bio

Anmol Ratan Sachdeva is a content marketer and small business consultant who has a strong grip on topics like marketing automation, email marketing, and content marketing. He loves to write about starting, improving, and growing a business.

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