Email newsletter is one of the types of emails used in an email marketing campaign. As the name suggests, it often contains news and updates. Email newsletter aims to keep up business’ audience interest and, at the same time, very softly pushes them to do required actions. After the registration in SendPulse, you can send them for free.

The SendPulse marketer in this video explains how to come up with newsletter ideas for marketing campaigns.

The role of email newsletter in email marketing strategy is significant. Yes, some marketing specialists claim that email newsletter is not much of a leap to set up, but the email newsletter pays off only when created with a glance to details.
The large brands and small family shops broadly use e-newsletters to increase their profit, so let’s find out what email newsletters suggest to the business.

Email newsletter

Why email newsletters are important for business

  • Coverage. Over 3.8 billion people use emails. It’s 34% of the entire humanity. Every day they send and receive 281 billion emails on average. And a number of business emails are the majority, 109 billion. If used to the purpose, email newsletters cover enourmous audiences within a short period of time.

  • Effectiveness. Email newsletters make a great impact on email marketing success. They proved to be the most commonly used emails for engaging with the clients. Email marketing campaign yields near 4000% of ROI (return on investment). Only SEO shows larger figures.

  • Personalization. Email newsletter fulfills the needs and expectations of different people and social groups. The audience’s nature is usually taken into account. It pays off to adjust your emails to certain groups based on products they are likely to search.

  • Credit. If a company makes and sells clothes, for example, it can share upcoming trends in an email newsletter or show the backstage of a manufacturing process for people. It’s a fair opportunity to highlight promoter’s level of expertise in a certain field and achieve more credibility.

  • Relationship. The bottom line is that an adequate email newsletters bring communication between business and its customers to a completely different level. Now it’s possible to find out customers’ expectations, while the audience, in exchange, can clearly see what the company expects from them. This transparent attitude rewards both sides with mutual benefits and results in a more genuine relationship.

Boost customer engagement!

You can create an email newsletter in an hour without knowing HTML and totally for free with SendPulse. Personalize, segment, and schedule to get better results.

Register and send email newsletter!

Now let's pass to the email structure.

Email newsletter structure

  1. Template. A web designer creates an HTML-template for a future email newsletter. Ideally, it must look professionally and conform with the brand’s visual identity and targets, which certain email desires to reach. This is possible with SendPulse pre-designed templates.
  2. Design. The recipient of the email newsletter recognizes the brand by the set of colors, forms, and fonts. The visual design should be informative, smart and by no means irritative, as well as the text.
  3. Copy. A better part of an email newsletter (90%) is recommended for entertaining and/or educating the customers. Only about 10% allowed for promoting. This is the case when less means more.
  4. Subject Line. Some marketers claim that the perfect length is from 30 to 50 symbols. Email newsletter is more likely to be opened when the subject line is creative and funny.
  5. CTAs. At first sight, e-newsletter looks rather like entertaining than promotional, but it necessarily contains at least one call-to-action. Yet there shouldn’t be many of them, as it can look too persuasive. Obviously, the aim of every email newsletter is to raise people’s engagement with the brand, which increases the number of purchases.
  6. Sender’s name. When there is a name of a sender in the end of an email, every customer feels as though he has a personalized treatment. Due to this detail, the email newsletter may sound more friendly. It’s the other way to cut the distance between business and people and to humanize their communication.
  7. Unsubscribing button. This may seem odd, but the doors should always be opened for the consumers. In both directions. It is hard to say goodbye to the leads after putting so much effort to find them. Nevertheless, only a genuinely interested crowd, who wants to be a part of the brand’s community, is worth to communicate with.

You got acquainted with the structure of email newsletter. We gathered some tips which will help you to make it right.

Email newsletter best practices

  • Clean your mailing list regularly. Email newsletter will work efficiently if sent to people who display interest, so take some time to clean your mailing list. Try and get rid of those subscribers who don’t show any sign of activity. If your emails are being ignored permanently, Google indicates your e-newsletters as irrelevant and may block them.

  • Segment your subscribers. Divide your mailing-list into groups according to your business activity. This will give you a chance to make slightly different e-newsletters during one campaign to fit any social groups in a more accurate fashion. With SendPulse, you can segment your mailing list according to gender, occupation, location, age, subscribers’ actions, etc.

  • Be brief but informative. Make your copy clear and brief, as folks usually don’t have much time to penetrate into complicated text clusters. Try to approach your audience in their language. Remember, you should be a friend to your customers. A friend they will rely on and trust to… and want to buy from.

  • Inject fun, suspense, and cliffhangers in your subject lines. Create a subject line with a sense of humor and multiply the chances for an email newsletter to be opened. Make it relatively short, but with some flair. Intrigue the recipients, so they’d love to know what’s inside. To make the most of a subject line, try A/B testing in SendPulse for free.

  • Put your grammar on. Double-check your grammar before launching. That’s right, double check your grammar before launching. It would be a pity to make mistakes in your email newsletter.

  • Avoid spammy words. Going to the spam box is the worst case scenario for your email newsletter. Even though the up-to-date spam filters are more sophisticated and able to analyze the context of the words, you’d better still be careful. Avoid any of these spammy words.

  • Don’t forget about alt text. If the image isn’t loading for some reason, alternative text is supposed to describe the missing image. It saves chances that your message will be read. Even if the CTA is the image, people will click through, because there is the hidden alt text.

  • Care about people’s visual perception. When the copy, images, and CTAs are set up, leave a lot of white background in the message. This way the e-newsletter will be easier to read.

  • Make it mobile device friendly. Make sure your email is mobile device friendly. About half of users open their emails on mobile devices.

  • Schedule your emails intelligently. Develop a time schedule on a basis of your customers’ lifestyle. Find out the optimal moments for people to read. Send email newsletters regularly, but don’t overwhelm your audience. Let the people breath, otherwise, your messages will go to a trash can.

  • Analyze. Monitor your email newsletter campaign’s efficiency. Check out your clickthrough rates, open rates and unsubscribe rates. Rely on these metrics and implement some changes into the middle of the process if anything goes wrong.

In the end, wouldn’t you like to see how newsletters look like?

Email newsletter examples

The Moz Top 10 is based on other email newsletters. Carefully, they create a compilation of well-written entertaining and useful articles. Many internet users find the Moz Top 10 exciting.

Email newsletter example

Yelp segmented their mailing list, so the grateful subscribers receive relevant materials weekly. Check this out.

Email newsletter example

Who said that a plain text email can’t be brilliant, as well? The newsletter from Maple Jeans illustrates: it’s a possible and interesting challenge to engage with different social groups. For instance, with bikers.

Email newsletter example


  1. The article "How to Create an Email Newsletter [Checklist]" on HubSpot blog offers 12 effective tips on how to create an email newsletter.
  2. The article "45 Engaging Email Newsletter Templates, Design Tips & Examples For 2019" on Venngage blog suggests newsletter design tips and examples to follow.
  3. The article "How To Create a Newsletter Design in 7 Steps (+ Newsletter Templates)" on Crazy Egg blog explains the purpose of an email newsletter and the way it works, offers 7 steps to follow while creating one, suggests templates, ideas, and best practices.
  4. The article "Email Newsletter Design: Guidelines And Examples" on Smashing Magazine comes up with the examples and guidelines of email newsletter design.
  5. The article "How to Create an Email Newsletter People Actually Read" on HubSpot blog suggests 10 tips for creating powerful email newsletters.

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