8 Ingredients to Writing a Newsletter That Converts

Businesses use several different tools to market their products and services, help increase revenue, and drive sales. One tool that has proven to be very helpful to any kind of business is a newsletter.

There are many benefits of using a newsletter. Newsletters not only help you market your business, but also build a regular communication to develop customer relationship and bring in more prospects.

With a newsletter, you will update customers about new developments in your company, services, or products. It will also provide your company with insights about customer trends, preferences, and interests; and more.

With today’s social media frenzy, you would think that social media are the leading communication and marketing avenues. To think that no one cares about e-mails anymore is a notion that has been disqualified statistically.

The use of newsletters is, in fact, only gaining popularity. E-mail marketing isn’t dead.

In 2018, an estimate of more than 281 billion business and consumer emails were sent per day. The research projects that it would grow to more than 333 billion emails sent per day by 2022.

The question in anyone’s mind would be; do these emails even get checked?

According to research conducted by DMA, 99% of consumers check their personal email every day. It’s not only the adults and professionals reading their emails. Despite the popularity of social media among the youth, 78% of teenagers still use email.  

Taking advantage of email users can be good for business. However, with so many emails going back and forth, you ought to ensure that your newsletter catches attention and makes the reader respond to your call to action. This could be signing up to your service or purchasing a product you are selling.

Despite these advantages of a newsletter, the biggest problem with many marketers is their inability to write newsletters that convert. Luckily, this article lays bare some of the strategies you can implement immediately and improve the conversion rates of your newsletter.

Check out Laurel’s video below on tips to troubleshoot your newsletter for better conversion.

1. Make the subject line catchy and enticing.

Your subject line can make or break you.

If it seems unimportant or uninteresting, chances are, subscribers won’t open your newsletter. And if they won’t open it, then you’ll be getting no conversions.

You need to make your customers believe that what you have is relevant and important to them. Make them think that if they don’t open your newsletter, then they will be missing out.

Make sure that your subject is clear and provides them with value. Use time-sensitive terms such as “urgent”, “important”, “breaking”, and others.

Avoid using words such as “discount” or “free” as this can put you in the spam folder.

You can also try to personalize the subject line by using the recipient’s name as this is found to increase the open and click rates. Try to keep the subject line in less than 30 characters.

2. Avoid sounding robotic.

Nobody wants to read an email that sounds robotic, too professional, dry, and lacking in personality. If I got such an email in my inbox, I’d mark it as spam and immediately unsubscribe from your newsletter.

Add some personality to your newsletter, be sociable and try to make it sound interesting. Personalize it by imagining you are talking to your best friend.

That way your customers will feel as if it’s a two-way conversation. This will make your readers trust you and like you.

3. Talk about relevant and timely topics.

Your content must be relevant to your company, products, and services.

For example, if your company is a drug and alcohol treatment facility like Mountain Springs Recovery. Try to make your content about the best rehab center in the area, new or existing treatment approaches, or anything related to it.

Don’t talk about fashion or anything unrelated. Your readers subscribed to your newsletter because of your brand. They want to hear about your brand and topics related to it.

4. Break your content into parts.

Your readers are short on time and won’t read your campaign from left to right as if it were a book.

Instead, they will just skim over the whole thing and will only look at something that catches their attention.

With this, it is best that you completely avoid writing long sentences and text-heavy newsletters. If your newsletter looks too wordy, chances are, your readers won’t even start skimming and just close it.

What you should do is keep your sentences and paragraphs short and concise. Break them down into parts so your readers can easily absorb your content and skim over it.

The use of bullet points, lists, and subheadings make text very scannable.

5. Structure your newsletter.

Your newsletter needs to have a structure.

One of the most effective structures is the inverted pyramid model.

A newsletter which follows this structure will contain a concise headline that highlights the important content of your campaign.

This is then followed by the supporting information, images or visuals, which will help persuade your readers of the benefits of conversion.

While reading or scanning your content, your readers will then be guided towards your call to action.

6. Provide your audience with additional insight by providing hyperlinks.

In addition to your call to action button, it is also a good idea to include hyperlinks to your newsletter. Having more links can increase the opportunity for engagement to your business.

To increase the click rate of your links, you can include information on why your readers should check it out. Don’t just insert the hyperlink on your headline or within the texts and leave it there.

If you included visuals and pictures in your newsletter, you could hyperlink them too instead of just the texts. Since a lot of people are more drawn to images and visuals, this can help you increase conversion.

7. Include suitable images and visuals.

According to research, readers only spend 51 seconds skimming or reading through your newsletter. Additionally, readers will only read about 20% of the texts in your content.

Adding visuals, infographics, or images can make it easy for them to get a general sense of your content even without reading all the text. This is also an effective means to make your newsletter appeal to them.

Furthermore, adding a video on your newsletter can increase your open rates up to 5.6% and your click rates up to 96.38%

Humans tend to be visual learners. By using high-quality images, graphics, or videos, your readers will be able to retain the information or content of your newsletter.

8. Add a call to action.

Your newsletter needs to end with a striking call-to-action (CTA). It should be linked directly to the website, product or service you are promoting through the newsletter.

When writing your call to action, make sure that you use a strong command verb. Be clear and concise and make your readers understand what you want them to do.

Depending on the purpose of your business or newsletter, or what you want you’re your readers to do, you can use words such as “order now”, “buy now”, “shop now”, “subscribe now”, “download now”, “find out how…”, “fill our form for…”, and many more.

It is also a good idea to provide them with a reason or benefits for taking the desired action. You can use words that will provoke a strong emotion or promote enthusiasm. For example, “order now and get 20% off” or “call us now and get a free consultation.”

Using a button instead of a link can also increase the click rates of your call to action. Just like with images and visuals, the size, color, and design of your button can attract your reader’s attention which helps increase conversions.


Newsletters are not dying soon. Start building yours as early as now.

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Article by: Patrick Bailey
Patrick writes about mental health, drug addiction and recovery. Check out his work at Patrick Bailey.

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