Email essentials

9 newsletter best practices to succeed in 2024

Reading Time: 5 minutes

Customers love information. Customers appreciate it when a business can provide information about deals, services, and other changes. Many businesses keep in mind online newsletters’ best practices to maintain communication with their customers. It provides multiple benefits:

  • Increasing website traffic through links.
  • Keeping customers happy and informed.
  • Allowing you to directly advertise to customers.

Due to this, over 83% of businesses already use email newsletters to communicate with their customers. This leads to an average email ROI of 4400%, which is $44 for every dollar spent. If you’re establishing a new business or thinking about creating a newsletter, look over this guide to help you see the online newsletter best practices.

Establish a plan

As you begin your email newsletter, you need to create an effective marketing strategy . Trying to create a newsletter blindly and without thought only leads to a poor newsletter that won’t attract subscribers.

Spend some time crafting a plan that will work for your business.

Discuss and create a plan with your team. Listen to each person’s ideas concerning the newsletter . Ask some key questions to help them brainstorm.

  • What information do we want to share in our newsletter?
  • How will we let people know about it?
  • What do customers gain by joining our newsletter?

Communicate with your team to get the newsletter ready. Everyone will need to know about it to avoid miscommunication and unnecessary mistakes.

Build an email list and segment it

You will need to start an email list to create a newsletter. Go on your social media pages and your website, inform people about the newsletter, and encourage them to subscribe . As you invite others to join, you will build up an email list as you seek out other subscribers.

Even if you have an extended email list, make sure to create segmented lists . This means that you place people into different lists based on demographics, previous sales, and other customer data. This way, you can send newsletters that apply to specific groups of people. This increases the odds and the percentage of people that open those newsletters since you sent out specific information that applies to them.

Create a strong subject line

When people look at their emails, they read the subject line first. The subject line lets them know the information in the email. If you create effective subject lines , you can increase your open rate for emails and your website traffic.

As more people open your email newsletters , you will naturally get more site traffic. A strong subject line will have multiple factors that attract customers, such as discussing deals or new products.

Make sure to try out different types of subject lines. As you work in your industry, you will notice that your niche attracts certain types of people. Figure out what they want and provide it to them through your email newsletter.

Make it easy to read

Most people don’t read everything in an email. They skim through it and look for key points that interest them. People have limited time and they don’t want to waste it. Make your email as easy to read as possible so that subscribers will quickly find the information that they need.

Ask yourself some questions to check your newsletter’s readability.

  • What sticks out when I glance at it?
  • If I’m looking for specific information, can I find it?
  • Does the email avoid large blocks of text?

You can use these questions to identify any problems in your newsletter. As you make the email easier to read and to find information, you will draw in more consistent readers.

Check out this example of the great newsletter below:

Give customers an effective CTA

Even if you send emails to customers, they don’t benefit you if your customers don’t do anything. You need to add a call-to-action (CTA) in each of your emails. CTA involves asking your customers to interact with your business in a specific way. Keep it simple by having them click on a link or a button to redirect them to your website or social media accounts.


If you use the button approach, make sure to use an effective one. As shown in the image above, businesses mostly use a “Shop Now” button, but it’s not the most effective one. Use buttons like “Learn More” to get more clicks. It provides an invite to your subscribers without seeming like a sales pitch.

Consider your mobile audience

People use their mobile devices to check their email accounts. Since more people continue to use these devices, you need to consider them and make your newsletter mobile friendly. As you follow practices that benefit mobile users , you can improve their experience.

Spend some time testing your email campaigns on mobile devices. Does the entire subject line display? Are you emails formatted for mobile devices? As you make your email newsletters organized on mobile and computer, more customers will look through your emails.

Offer exclusive incentives

People love discounts and deals. If you offer exclusive deals through your email newsletters, people will join just to have access to them. Some people may feel hesitant to hand out personal information, but if you provide them with an incentive, more people become open to it.
By giving customers offers and discounts through email newsletters, you provide them with something in return for subscribing to your newsletter and giving you their personal information. They gain something out of it, and you have the chance to send them consistent reminders about your business.

Collect, analyze, and improve

The image above shows common issues that businesses face with their email campaigns . As you can see, businesses face various issues, but these are some of the most common ones. Take some time to collect and analyze your customer data. See if any of these common issues apply to your newsletter.

If you notice any issues, such as having a low click-through rate, spend some time discussing those issues with your team members. Figure out different approaches and apply them to your strategy. Watch how it affects the metrics. If your metrics increase, then you made an improvement, but if they drop, the previous one worked better. Keep improving and innovating so that you can continue to increase your metrics.

Get started

Even if you’re new to the email newsletter world, you can start off on the right track by learning email newsletter’s best practices. They provide you with a groundwork to build your campaign off of so that you can draw in more subscribers and improve your company’s metrics .

Keep in mind that these email newsletter best practices aren’t one-time practices. As you apply each one and continue to adjust them, you will improve your email newsletter while providing your customers with the information that they want. As you seek to collect, analyze, and improve, you’ll build up your newsletter and make it something that customers look forward to.

To make your newsletter even better try integrating your newfound practices with newsletter software like Omnisend!

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