A great newsletter is all about delivering real value to your subscribers, building relationships, and staying top of mind. Over the years at Sender, we’ve noticed several businesses that built a thriving community via a newsletter.
But when you’re juggling between a million tasks, it’s easy to get lost in creating a newsletter strategy. So, we thought of making this guide on newsletter best practices to help you out.
Let’s dive in and see how you can use them to your advantage.
What Makes a Great Newsletter?
Creating an effective newsletter isn’t just about fancy visuals or engaging subject lines—it’s about being relevant and providing value to your target audience.
Here’s how to create memorable newsletters that stand out in recipient’s inbox:
- Clarity and value in every issue. Why should someone open your newsletter? Be clear before creating newsletters and deliver useful stuff;
- A clear purpose. Know why you are doing it — whether you want clicks, update your audience, or build a community. Without a clear goal, it’s just noise;
- Reader-centric content. It’s never about what you want to say; it’s about what your audience wants to hear. Create newsletter content that speaks to their needs and pain points.
Here’s an example of what a great newsletter layout should look like:
Newsletter Best Practices
Creating a newsletter isn’t just about hitting send—it’s about crafting something your audience looks forward to. Every design detail matters in intriguing your subscribers.
Here’s what you must keep in mind when creating an email design:
Newsletter Design and Layout
Great newsletter design is about more than just looking good—it’s about functionality. A well-designed email guides readers, ensures clarity, and drives action. Here’s how to get it right.
Content Layouts
Your layout is the backbone of your newsletter, or any digital marketing asset, in fact. Your readers will always remember you for a visually appealing layout.
Use email newsletter templates with a clean structure. Use columns, grids, or blocks to group related content; so readers don’t require anyone to hunt for information.
- Use a two-column layout to balance text and visuals;
- Organize using clear headers and subheaders, if you’re into content curation;
- Stick to consistent padding and margins for a polished look.
Look how Casa Leo used different sections to create a great layout for their newsletter:
Creating a newsletter has never been easier with Sender’s drag-and-drop email builder. It saves your time & money!
Visual Hierarchy
Your audience’s eyes should naturally flow through your email content, guided by design. That’s what a logical visual hierarchy promises.
Use bold, attention-grabbing headlines as your anchors. Follow this with supporting text and eye-catching visuals, layering less critical information as they scroll.
Use contrasting colors, font sizes, and weights to highlight critical elements like CTAs.
- Highlight headlines with larger, bolder fonts;
- Use color contrast to emphasize CTAs and key points;
- Layer body copy, from most to least important to guide focus.
Here’s a nice example of visual hierarchy and contrasting colors used the right way in a newsletter:
Inverted Pyramid Layout
The inverted pyramid is a proven layout structure for digital content, like email newsletters. It puts the most important information first, followed by supporting details and a strong CTA.
Hook your readers immediately with a compelling headline or key message. This helps them grasp the essence of your email even if they don’t scroll. Follow with details and end with a clear, action-driven CTA.
Here are some tips:
- Start with a bold headline or offer, like “20% Off This Week”;
- Layer in supporting details to explain the value;
- Conclude with a prominent, click-worthy CTA.
Curious about how an inverted pyramid looks in an email newsletter? Have a look at the following newsletter by Nectar:
Visual Breaks for Easy Skimming
No one likes long walls of texts. So, add visual breaks makes your newsletter inviting and easy to skim.
Break content into digestible chunks using headers, add images, or dividers. Use white space generously to enhance readability and focus.
- Design for readability by inserting dividers between sections;
- Use, bullet points, pull quotes or callouts to emphasize key points;
- Add icons to visually summarize newsletter ideas without extra text.
Have a look at the following email by Rebel Rabbit. They’ve used dividers, images, and boxed layout, together in a single email as visual breaks.
Interactive Elements
Interactive elements breathe life into your newsletters by turning them into an engaging experience.
You can try adding elements like product carousels, polls, or even mini-games to your newsletters. Even something as simple as a clickable rating scale can make a difference.
- Add polls to gather quick feedback;
- Use image sliders to showcase multiple products or ideas;
- Add hover effects to some elements for grabbing attention.
Remember, interactivity should add entertainment or value without overwhelming the reader or slowing down the load times.
McDonald’s uses interactive GIFs in their email campaigns to boost engagement. Have a look at one of their campaigns:
Multi-CTA Approach
Adding multiple CTAs in your newsletter ensures you don’t lose a chance to convert. So, strategically place multiple CTAs throughout the email.
You can personalize it to a specific audience’s needs. For example, include a primary CTA at the top for immediate action and supporting CTAs in subsequent sections to increase engagement.
- Include a prominent CTA above the fold;
- Use action-driven language like ‘Grab Offer Now’ in CTA;
- Use a secondary CTA like following you on social media channels for more deals.
Look at the following email by Noom. It uses two complementing CTAs, both within the same newsletter:
Button Contrast & Size
While talking about CTAs, we can’t stop emphasizing the size and color of your buttons enough. CTAs are the workhorses of your newsletter, and the right color adds a spotlight to them.
Use high-contrast colors to make buttons stand out against the background. Size matters too—a button should be large enough to click comfortably, especially on the mobile version.
- Choose bold, high-contrast colors like orange on white;
- Keep button text crisp: “Buy Now” or “Learn More”;
- Use enough padding and white space for easy clicks on mobile.
Have a look at this beautiful email by Athletic Brewing with a standout CTA button:
Improving Newsletter Open Rates
Did you know that 47% of email recipients open an email based on the subject line alone? If you’ve not yet thought of optimizing your newsletter to boost the open rates, here are some best practices for you:
Compelling Subject Lines
Your subject line is your first (and often the only) chance to grab attention. Your email subject line should intrigue the email recipients, compelling them to open your email.
Keep it short, direct, and relevant—aim for 50 characters or less. Play with emotions or curiosity to spark interest.
- Make readers curious: ‘New year surprise inside’;
- Personalize your email subject lines based on behavior, or preferences;
- Create urgency: “Last chance to save 20%!”.
If you’re ever stuck with finding the perfect subject line, just check out our subject line library.
Preheader Text Optimization
Your preheader text is like a movie trailer. It offers a sneak peek into your email.
Think of it as an extension of your subject line. Together, they should create a narrative or promise that convinces a reader to open the email. Use the preview text to offer context and avoid repeating the subject line.
- Tease the content: ‘Find out why everyone’s talking about this’;
- Highlight benefits: ‘Exclusive deals inside—don’t miss out!’;
- Intrigue them with viral sneak peeks of latest updates or industry news.
Audience Segmentation
Not all subscribers are the same, so why send them identical emails? Segmenting your audience helps send the right message to the right people.
For starters, you should segment your list based on behaviors (e.g., past purchases), demographics (e.g., age, location), or preferences (e.g., product interests). This will help you to:
- Send personalized discounts to repeat buyers;
- Create location-specific promotions for regional audiences;
- Share relevant content based on past email interactions to avoid spam folders.
Newsletter User Experience (UX)
As we mentioned before, design matters a lot in making a newsletter effective. Another thing is the reader experience your newsletter offers.
Here are some email newsletter best practices to improve your UX:
Mobile Optimization
Over half of all emails are opened on mobile devices. A clunky email on a small screen will lose readers before they even start. So, creating a mobile-friendly design only makes sense.
Use a responsive design that can adapt to different screen readers and devices. Use readable fonts, tappable buttons, alt text for images, and single-column layouts for better readability.
- Write a concise subject line — keep it under 50 characters;
- Use large, tappable CTAs (at least 44×44 pixels);
- Test emails on various email clients before sending.
Here’s an example of how your emails should appear on different devices:
No time to optimize for mobile? Pick a professional template from Sender’s library, customize, and see it rock across devices.
Clear Unsubscribe
A clear unsubscribe process shows respect for your audience. Make your unsubscribe button simple and direct — it’s a sign of trust and ensures GDPR and CAN-SPAM compliance.
Use clear wording like “Unsubscribe” instead of vague terms. Add links in a prominent spot, usually in the footer.
- Include an easy-to-spot unsubscribe link;
- Give an option to allow users to manage preferences;
- Avoid complicated processes—one click is best.
Remember, a hidden or confusing unsubscribe button can frustrate your audience and hurt your sender reputation.
Send Time Optimization
Sending your newsletter at the wrong time means your email can get lost in the crowd.
Analyze your past email marketing campaigns and audience’s behavior to find optimal send times. Our research tells us people prefer receiving newsletters during late evenings. But testing is key to finding your sweet spot.
- Track open rates using your email marketing platform;
- Consider time zones for global audiences;
- Use email marketing platforms to schedule emails.
Content Personalization
Generic newsletters won’t make a great impression. Nowadays, email personalization goes beyond adding names—it’s about delivering content that feels tailor-made for your readers.
Utilize data like purchase history, location, or preferences to create relevant newsletters.
- Include dynamic content based on user behavior;
- Send location-specific deals or events;
- Use merge tags for names, recent purchases, or preferences.
Best Practices for Newsletter Signup
Before we wrap this up, remember that your signup process is the first step in building trust. Make it effortless and set expectations about what they’ll receive, right from start.
Use eye-catching forms and incentives like discounts or exclusive content. The easier and more transparent the process, the more likely people will subscribe.
- Use a single-step signup form with minimal fields;
- Offer a clear value proposition for signing up;
- Display your privacy policy to build trust.
Creating winning newsletters is not simple. But it doesn’t have to be hard, either. Check out these articles for more tips & tricks: