10 newsletter tips that make your sends better
Do you want more people to open and read your newsletters? 10 concrete newsletter tips that help you write better sends, create more relevant content and increase both open rates and clicks.
If you want to work in a more structured way with email, you can also read more about tools for creating and sending newsletters and how they can help you plan, send and follow up your sends.
What is a good newsletter?
A good newsletter is an email sent to subscribers with relevant content, such as tips, news or offers. An effective newsletter has a clear subject line, valuable content and a clear call to action.
10 tips for better newsletters
- Write a clear subject line
- Start with the most important thing
- Give the recipient something of value
- Write short and easy-to-read text
- Have a clear purpose
- Create a clear structure
- Adapt the content to the target audience
- Test different subject lines
- Follow up on the statistics
- Test and develop over time
1. Write a clear subject line
The subject line often decides whether the recipient opens the email or not. It should be short, clear and relevant to the content of the newsletter.
If you want to dive deeper, you can read our guide on how to write better subject lines in newsletters.
2. Start with the most important thing
Many people only skim newsletters. That is why you should always start with the most important message at the top of the send.
- A clear heading
- A short introduction
- A clear link or call to action
3. Give the recipient something of value
A good newsletter should help, inspire or inform the recipient. If the content feels relevant, the chance increases that the recipient keeps opening your sends.
Examples of content:
- Tips and guides
- Industry news
- Events and webinars
- Customer cases
- Offers
4. Write short and easy-to-read text
Avoid long blocks of text. Instead, split the content into shorter paragraphs, headings and bullet lists. That makes the newsletter easier to read on both mobile and desktop.
5. Have a clear purpose
Always think about what you want the recipient to do after reading the newsletter.
For example:
- Read an article
- Sign up for an event
- Download a guide
- Buy a product
6. Create a clear structure
A good newsletter often has a recurring structure. That makes it easier for the recipient to understand the content and recognize the send.
Example of a structure:
- Introduction
- Tip or article
- Current news
- Event or offer
- Closing
7. Adapt the content to the target audience
The more relevant the content is to the recipient, the better results you get. Segmentation and personalization can therefore make a big difference.
It is an important part of modern email marketing.
8. Test different subject lines
Small changes in the subject line can affect the open rate a lot. That is why you should test different wordings over time and follow up on the results.
9. Follow up on the statistics
By analyzing the statistics from your sends, you can see what works and what needs to be improved.
Common key metrics are:
- Open rate
- Click rate
- Unsubscribes
You can read more in our guide on statistics for email sends.
10. Test and develop over time
Newsletters often get better the more you test and develop them. Try new subject lines, different types of content and different send days.
Over time, you learn what works best for your particular target audience.
Summary
Good newsletters are about creating relevant content and making it easy to read. With clear subject lines, valuable content and follow-up of the statistics, you can gradually improve your sends.
FAQ Tips for newsletters
How often should you send newsletters?
How often you should send newsletters depends on your target audience and your content. Many businesses send a newsletter once a month or every other week. The most important thing is that the content is relevant and that the sends go out regularly.
How long should a newsletter be?
A newsletter should be short and easy to read. Many recipients skim the content quickly, especially on mobile. Focus on a clear message and link on to more content on your website.
What should you write in a newsletter?
Common newsletter content is tips, guides, news, customer cases, events and offers. The most important thing is that the content gives the recipient value.
How do you increase the open rate of newsletters?
To increase the open rate, you need to write clear subject lines, send relevant content and build a list of recipients who really want to receive your sends.
If you want to get started right away, you can try creating a free account and start sending newsletters.