Email Newsletters – 7 Best Practices You Need to Know


What’s one of the most effective marketing tools for building your brand, engaging with customers, and closing sales? An email newsletter. Sent on a regular basis, a content-based email newsletter not only helps your company stay top-of-mind, but also showcases your industry expertise.

What Can the Best Email Newsletters Do for Your Business?

Simply put, email newsletters are a useful tool that can help market your product or services better. Whether you send it to subscribers weekly, bimonthly, monthly, etc.—a marketing newsletter is a great way to help engage and inform your customers and clients. Furthermore, an Industry newsletter can help your organisation build a strong relationship with your clients and prospects.

What Should Be Included in Your Newsletter?

In order to create a newsletter that will engage your users, it’s important to make sure you include these aspects when crafting your newsletter:

·        Have a specific topic/theme in mind for each newsletter so ideas don’t get jumbled

·        Devise creative and informative subject lines

·        Ensure content is educational, informative, and concise

·        Incorporate a section guiding users to your site where they can learn more

·        Include your business and contact information.

Above all else, your newsletter should be personable and match your company’s branding and content.

Some Interesting Stats That Show How and Why E-Newsletters Are So Popular

Email newsletters are one of the most widely used types of emails. Here are a few of the latest statistics that demonstrate the popularity of email newsletters today:

·        In 2016, more than 80% of marketers are using email newsletters for content marketing.

·        Email newsletters top the list of email-marketing uses at 66%, followed by promotional content (54%), and welcome email series (42%).


Best Practices You Should Be Implementing

Whether you’re creating an entirely new email newsletter or revitalizing your current publication, here are 13 newsletter best practices to get you started:

1.      Set expectations from the start. When prospects and customers first sign up for your newsletter, be sure they know what to expect. In addition to letting subscribers know the type of content and offers they’ll be getting, tell them how often they’ll be hearing from you.

2.      Balance the content. The best email newsletters are filled with about 90% of educational content that is relevant to your target audience. For example, include media articles on general topics that your target customer would likely be interested in, as well as useful information about how to get the most out of your products. So, that leaves you with about 10% of space to devote solely to promoting your business.

3.      Make your preheader count. How many times have you gotten an email newsletter with snippet text that includes verbiage such as, “If you are unable to read this email, click here to view.”? By customizing this prime piece of email real estate with information that grabs attention and informs, you’ll encourage more opens.

4.      Keep the copy and email newsletter’s design short and simple. In other words, avoid having long and wordy full-length articles in your email newsletter that may overwhelm readers. Instead, produce concise, catchy, and tantalizing introductions in a one-page newsletter that send subscribers to your website or blog. Plus, an email design best practice to live by is ensuring that there is enough white space within the overall newsletter design to help make the newsletter appear uncluttered and easy to read.

5.      Think mobile. Use responsive email design for your email templates, which involves coding and optimizing the content for viewing across multiple screens and devices. What happens when your subscribers open an email newsletter that’s not optimised for mobile? One study showed that as many as 42% of subscribers delete emails that don’t display correctly on their mobile phones. Other mobile-friendly design best practices include single-column design, large typeface for all the text in the email message, and call-to-action buttons that are big enough to tap with a finger

6.      Send your email newsletters consistently. For example, if you have a weekly email newsletter, send it to your subscribers on the same day and the same time each week. In this way, your target audience can watch for and anticipate your company’s newsletter, along with its weekly articles and promotions.

  1. Make sure that your email newsletter is compliant. For example, provide your subscribers with a prominent and easy, one-click option to unsubscribe. Plus, always include a mailing address in your footer, which also provides the means for subscribers to communicate with your company. Not only do these practices make your email newsletter reputable, but also help optimise your email deliverability.


If you’re searching for some newsletter inspiration and other companies’ newsletter ideas, check out the following sample newsletters here or contact