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6 Tips for Writing Captivating Newsletters


Newsletters provide a unique opportunity to engage your audience and establish a strong connection with your brand. If your inbox is anything like ours, you have tons of emails waiting to be read. In a cluttered inbox, it's crucial to grab the attention of your subscribers with a newsletter that stands out. 

Here are six valuable tips to help you create an impactful newsletter that leaves a lasting impression on your ideal customer.  

On this page

  1. Share your expertise
  2. Provide relevant resources
  3. Grab attention with your subject line
  4. Encourage audience involvement
  5. Keep it consistent
  6. Make it visual


1. Share your expertise

Tap into your knowledge and offer valuable insights to your subscribers. Don't assume that certain concepts are common knowledge — break them down into easily understandable content. Presenting yourself and your brand as an expert in the field that you are in is a wonderful tool to build trust with your audience, as well as reach new audiences.

A jewellery brand, for example, could provide tips on cleaning and preserving jewellery, while a store selling plants can share advice on the best plants to grow throughout the seasons.




Patch, an online plant shop, walks subscribers through the process of making new plants from their existing ones, with gentle shopping prompts included where relevant. 


2. Provide relevant resources

Go beyond the newsletter and offer additional resources to your clients. Including these resources really is a “win-win”: you will have more engaged viewership on your newsletter, and your clients will have access to valuable assets. Your customers will thank you, we promise. 

💡 Top tip: Consider creating a free quiz or survey that helps clients connect with your products, just like Upcircle Beauty does with their skincare recommendation survey.


Daye's newsletter, Vitals by Daye, helps establish Daye as champions of female health by sharing gynae news and advice from the Daye blog, as well as further afield. 


Oddbox is a fruit and vegetable box subscription service. Their newsletter, The Weekender, features recipes that all centre around the fruit and veg their customers will have received that week. 


3. Grab attention with your subject line

Use your subject line to give your subscribers a hint of what's in your newsletter, build intrigue, and ultimately encourage them to take a look. Avoid subject lines like 'Your weekly {brand} newsletter' which are likely to get lost in crowded inboxes.

Spend a decent amount of time workshopping and testing what works best for your newsletter subject lines. After all, there's no point in crafting a wonderful newsletter if nobody's going to open it! 


BeautyPie's emails harness the power of social proof and 'FOMO' to drive opens. And while this style might feel too clickbaitey for your brand, it works with BeautyPie's tone. For a brand literally built on the power of word of mouth, social proof and influencer features, they know that seeing what's trending, new, and popular, is hugely compelling for its members. 

Granted, these aren't all newsletter emails — but they're definitely a good source of subject line inspiration. 


4. Encourage audience involvement

Include your audience in your brand whenever possible; we all love to be included! “When customers feel connected to brands, more than half of consumers (57%) will increase their spending with that brand and 76% will buy from them over a competitor”. Authentic connections with your customers builds trust, and help your audience feel 'bought in' to your brand. 

Try encouraging customer feedback and showcase positive reviews or experiences in a dedicated segment of your newsletter. 


Back to BeautyPie! And this time they're winning us over with a glowing customer review, and a glowing 'After' shot to match. 


5. Keep it consistent

Ensure that your newsletter content is concise, easily digestible, and provides relevant value to your readers' daily lives. Avoid becoming "just another email" by delivering content that resonates with your audience. 

💡 Top tip: Research your highest-performing content on social media and repurpose it for your newsletter. This information has already proven to be valuable to your audience. Don’t waste an opportunity to recycle relevant content. 


Sonder & Tell's newsletter, The Word, always opens with a full splash of S&T yellow, and a lively and thought-provoking intro. The content changes, but the look and structure (both of which are excellent) remain broadly and reassuringly the same. 


6. Make it visual

Something all the newsletter examples above have in common? Alongside being useful and well-written, they're visually pleasing and carefully-designed. 

Strategic use of graphics enhances your newsletter's appeal and makes your content more shareable and memorable. Don’t worry about your graphic design skills (or lack thereof) — there are great, free platforms out there that offer thousands of templates for business owners to create eye-catching visuals. 

💡 Following a subscriber's initial reading of your newsletter, they are likely to retain approximately 10% of the information after three days. However, when this information is complemented by a relevant visual, they can effectively retain a further 65% of the shared content after three days. 

By following these six tips, you can craft an epic newsletter that truly adds value to your subscribers' lives. Start implementing these strategies today and unlock the full potential of your newsletter. We at CREOATE are here to support you every step of the way!

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