How to write a newsletter people actually read
A good newsletter is short, useful and sounds like a person. Here is a simple way to write one, plus ideas for when you run out.
Quick answer
Pick one main topic, write a clear subject line, open with a short friendly line, give the useful part in a few short paragraphs or a list, add one main call to action, and sign off with your name. Keep most newsletters to 200 to 500 words and send on a regular schedule, such as monthly.
A simple newsletter structure
- Subject line and preview text that say what's inside.
- A one-line opener, like "Here's what's new this month."
- The main story: a tip, news, a new product or a short guide.
- One or two short extras: an event, a customer story, a quick link.
- One call to action: book, buy, reply or read more.
- Sign-off from a real person, plus the required unsubscribe link and your postal address.
Newsletter template
Subject: [Month] at [Business]: [the main thing]
Hi [First name],
[One friendly opening line.]
[Main story heading]
[Two or three short paragraphs.]
Also this month
- [Short item]
- [Short item]
[Button: Main call to action]
Thanks for reading,
[Your name]
Hi [First name],
[One friendly opening line.]
[Main story heading]
[Two or three short paragraphs.]
Also this month
- [Short item]
- [Short item]
[Button: Main call to action]
Thanks for reading,
[Your name]
Content ideas
For small businesses
- A how-to tip related to what you sell.
- A new product, service or seasonal offer.
- A customer story or before-and-after.
- Behind the scenes: your team, workshop or process.
- Answers to questions customers ask you often.
For company newsletters
- Welcome new staff and celebrate milestones.
- Short updates from each team.
- Upcoming dates and deadlines.
- A "did you know" about a tool or policy.
- Fun extras: a photo of the month, a quiz, or recommendations from staff.
Newsletter subject line examples
- 3 quick ways to [benefit] this month
- What's new at [Business] in [Month]
- The question we get asked most
- New in: [product or service]
- [Month] news, plus a small thank-you
- Meet the team behind [product]
More in email subject line examples and preheader text examples.
Tips
- Write like you talk. Short sentences and "you" and "we".
- Make it scannable with headings, lists and plenty of white space. Use a readable font: see the best fonts for email.
- Be consistent. A regular schedule matters more than frequency.
- Check readability with the free email readability checker.
- Keep the list clean. Remove addresses that bounce and people who haven't opened in a long time. See when to suppress inactive subscribers.
Questions people ask
- How long should a newsletter be?
- Most work well at 200 to 500 words. Longer is fine if every section is useful, but readers skim, so put the most important part first.
- How often should I send a newsletter?
- Monthly suits most small businesses. Weekly works if you have enough genuinely useful content. Consistency matters more than frequency.
- Can I write a newsletter in Google Docs?
- You can draft it there, but send it through an email marketing tool, which handles the design, unsubscribe link and sending limits.
- What should be in a company newsletter?
- Team news, new starters and milestones, upcoming dates, short updates from departments, and something light, like a photo or quiz.
Sources checked