How to write successful and effective newsletter?

One of the first and main guidelines is – your newsletter should be short and concise.

With today’s e-mail load and the information we are surrounded daily, we do not have time for reading long emails. Long texts, important and interesting as they may be, “will be delayed for later” and we know what happens usually with it – high chances it is forgotten.

If you chose to send your customers an article – it is recommended that you do not exceed 450 words and also to include only what really matters to your customers (from their point of view).

If you decide to send updates regarding promotions, sales, events or news, try to include up to 4 updates, more than that the customer will be difficult to encompass and will probably skip it.

Create your newsletter on up to two pages – not more.

Keep it interesting and unique!

When writing a newsletter, indicate how important it is for you to send valuable information to your customers.

It is desirable that your writing is interesting – both in terms of subject matter and writing. Think of and use things that are important to your customers from a different angle – new, up-to-date information, and not like materials that they receive from other businesses.

No matter how important your article is, if it is not written well, the newsletter will immediately be moved into the trash and the next you send probably will not be read at all.

If writing is not your strong suit, let a professional do it for you. Marketing tactics are part of your message as a business and it is extremely important to be sent in a proper and convincing manner.

An intriguing and inviting headline

Like any marketing content, a newsletter is also measured and reviewed to high extent by its title. An interesting and seductive marketing title will increase the chances of customer opening the email and reading it. A non-attractive headline that will not produce enough curiosity in the customer will cause him to move on immediately.

Try to be creative and attract your customers with a title that will explain to them that it’s worth their while, to get them to understand that in the body of the mail valuable information is waiting for them, an answer to their important need, a solution to their problem.

Example: A newsletter sent from a life insurance agent to its clients – article with the headline – “The Insurance Market” compare with a more nicely put headline such as “How to save thousands of euro in life insurance payments?”

Personal Message

Start the newsletter with your client’s name – “Hey Tom”.

Using client’s name gets the client’s attention and increases the changes that he/she will continue to read the content as if it was their private e-mail.

A newsletter is part of the relationship you manage with your client, and a private name will give him/her a sense of belonging and closeness.

Use the newsletter as an opportunity to contact your customers and virtually connect with them. Share with them, bless them, and invite them to use your services. Personal approach to marketing content that passes through an email is an important and powerful persuasion element that instills security in the customer and motivates them to contact you.

When you send a newsletter to your customers, make sure your information appears subtly and easily – once.

Remember! The topic of the newsletter is: Information designed to enrich your customers with the issue that matters to them.

Make sure to finish the email with a personal invitation, an invitation to contact you, by using your signature.

And if you write an article, combine your experience and business experience with the written topic. It is important not to have excessive presence – the more you appear, the more newsletter will lose its purpose and become a disturbing advertisement.


In order for the information you send to your customers via the newsletter to be considered reliable, it must be written objectively. Otherwise, it will be rated as advertising material and have limited liability.

If the article is about you or your product, write it in a way as if someone wrote the article about you. Such writing gives the reader a sense of journalistic knowledge rather than a marketing email that comes from a profit-making business.

Use Correct Language (!)

Make sure that you are correct in writing a newsletter and writing in general.

When you finish working and editing your newsletter, let another person read the content and correct misspellings, typos that you, as a writer, do not see. This person will also be able to tell you if the newsletter is clear and understandable enough.

Every newsletter sent to your customers represents you and your business and you should do it in the best possible way.

It is important and worthwhile to direct the writing to the target audience. When writing the content of your newsletter try to imagine your typical client and write to him.

Try not to use too much of familiar sales superlatives and phrases

Avoid professional terms from your business world that your customers may not understand.

Do not use Acronyms

Singular or Plural?

A newsletter is like a conversation you are having with your client.

Therefore, the reference will always be singular. This will let your customer feel that you are addressing him personally

Light & Nice to Read

Make your newsletter easy and nice to read. Use information which is important and interesting, but it does not have to be heavy.

Humorous writing helps the reader go through the content until the end and also it provides a pleasant pause in the middle of a busy and tiresome workday.

Whether you’re writing an article, tips or news, write your newsletter in an easy-to-read way:

Use bullets to separate the topics in the article with headers, paragraphs and separate them with spaces

Write short lines and use a legible font that is easy to read

A paragraph with dense content will be difficult to read and is likely to be easily skipped

Your job is to make it as easy as possible for the customer to read

Call to Action

In general, any marketing content should end with inviting a customer to contact us. It’s a good idea to end your newsletter each time with a new sentence using good reason why they should contact you.

Sending time – Scheduling

It is recommended to send a newsletter on weekdays around 10:30 am. At this time, most of your clients at the office, have arranged their e-mails from the day before.

It is not recommended to send a newsletter any time from Thursday afternoon to Sunday morning – your newsletter will probably pile up together with the rest of the emails and it is highly likely that it will not be opened.

Get Ready!

Sending a newsletter to your customers invites them to contact you. It is necessary to be ready to respond to any inquiry quickly.

If your newsletter is sent to many customers, and you’re likely to be flooded with comments, be sure you are ready for it. Lack of response to potential and interested clients will be disappointing and could create more damage than success.

Clean Design

Try not to overload the newsletter with design features – the information is the main thing in the newsletter, the design is a decor. A newsletter should be simple, clean and pleasant to read.

Newsletters and marketing e-mails are new and powerful advertising channels

Doali platform helps you to build your newsletters smart and take care of all details, from designing to scheduling and more

You don’t have time to create your own campaign? Don’t worry!

Our team can create and manage the campaign for you, promising you great results.

You feel that you need guidance and support creating your newsletter? Doali team will be happy to help you and guide you.