How to Write an Email Newsletter


Email marketing is wildly important to most marketing strategies, especially if you’re looking for true success as it leaves a stronger impression than social media and other digital tactics. But it’s critical that your email marketing campaigns function properly, especially newsletters—these are usually how you get folks to subscribe to your email list, so it needs to be pleasing to the eye, have all relevant information in easy-to-read sections, and include a call to action. So, let’s chat email feung shui!

Email layout

In all emails, there should be a simple preheader, a body, a call to action button, and a footer. Most promotional or newsletter emails you see these days are single-column and light on copy, and for good reason. People are flooded with emails throughout the day and they don’t have time to read through dense sections or wordy paragraphs. They want the information in as straightforward a way as they can get it, with easy and clear call to action buttons or links.

Mobile first

Today, nearly 46% of all emails are opened on mobile devices, so it’s important that you design your emails to be mobile friendly. If your email layout doesn’t translate to mobile devices, it’ll quickly turn people off from your emails, and possibly even make you seem like an amateur. You don’t want this to happen when it’s an easy fix. Email accounts allow for test emails that you can send to yourself or others on your team to make sure they open and look correct, all before you send them out to your subscribers. Make sure your email layouts will open seamlessly on mobile devices—utilize test emails for this if you want to make sure!

Short and sweet

The goal of email marketing is to get people to end up on your website, where they can learn more about the blog you highlighted, a promotion you currently have, or something to sign up for. With minimal details, you’ll pique interest and force your readers to want more.


In email marketing, and in business in general, it’s good to remember that your subscribers and customers are all unique—so consider making the emails they receive unique, too. You own your contacts so personalize introductions with first names, use browse history or account information to show you pay attention, and don’t be afraid to try new things.


Whatever your goal may be with email marketing—to drive buyers, build relationships, or share news, email marketing is an effective way for small businesses to boost their audience so it’s important that you leverage it. As always, reach out to us if you have any questions!