How to Write a Newsletter That Actually Increases Engagement

Here are 12 ways to improve any newsletter

5 min read on

Increasing Engagement
Email Marketing
Email marketing generally gives an exceptional Return on Investment (ROI). According to McKinsey and Company, email marketing is 40x more effective than social media. Despite this, creating a successful email campaign or newsletter is far from easy. 

According to SmartInsights, the average open rate for email marketing campaigns in 2020 is 16.22%. In other words, more than 80% of emails end up unseen, or worse, in junk or spam folders. Click-through rates are even worse at 7.17% - this is all a clear indication that email marketing campaigns aren’t always as effective as they can be.

To ensure the success of your email marketing efforts, it’s crucial to understand what metrics to track and to follow best practices considering your own unique business and context.

Generally, the goal of writing a newsletter is to convert prospects. As we’ve previously alluded to, the success of email marketing can be measured by:

  • Open-Rates
  • Click-Through Rates

You already win half the battle as soon as prospects open your email newsletter. Once an email is opened, every aspect of the email should be aimed at getting the recipient to take the desired action and click-through to your web content or landing page. 

At 123 Lead Magnets, while we focus on lead capture and generation, we strive to support you across all of your business and marketing needs - in this case, that means engaging your collected leads successfully. With 300 billion emails sent and received every day here are our twelve tips for writing an engaging email campaign that cuts through the noise and successfully converts your prospects into customers. 

1. Write Catchy Subject Lines

Often the first thing people read, email subject lines must compel the reader to read more. With attention spans so short, email recipients have a natural resistance to opening emails. As email marketers, our job is to hook our prospects and earn their attention. 

Email subject lines (and, really, headlines in general) should aim to evoke emotion. A subject line that evokes curiosity, joy, or even fear, stands more likely to be successful. 

On a more technical note, using power words will help you to deliver the basic idea of the email in a gripping way. Here are some quick examples with power words highlighted for inspiration:

“Navigate your Fitness Journey and Shock Friends and Family with How Far You’ll Go

“Skyrocket your Email Campaigns with these Tips.

You can also use emojis, humor, numbers, or a challenging phrase to get more open-rates.

2. Schedule Emails Appropriately

Nobody is available to open your email 24/7. Further, some times are better than others to receive communication. 

Here are some questions to ask yourself before setting the campaign schedule.

  • What’s the right time to send a newsletter to my subscribers?
  • How frequently should I send a newsletter to my subscriber list?
  • On what days should I send an email to my subscribers?

Hone in on your audience and think through their locations and routine. It’s only then that can best determine the best schedule for your campaign or newsletter.

3. Know Your Audience

The primary step of modern copywriting is to identify the people you’re writing for -- Not every person thinks and takes action in the same way. Create a connection and rapport immediately by knowing your audience and their values, pains, struggles, dreams, hopes, and aspirations. 

When people resonate with you and your message, they’re much more likely to convert. 

It is also important to use the correct tone in communication. For example, B2B newsletters or emails to enterprise consumers might need to be more formal than B2C emails. 

The more thought you give your audience, the more engagement you’ll get from them in return. 

4. Focus on One Main Thing

A conversion-focused email should center on one idea, call to action, or concept. Many email marketers make the mistake of overwhelming readers with too many things. This results in no conversion for any particular item. A confused mind does not take action. 

General newsletter goals are:

  • Getting traffic on a web-page
  • Giving an eBook to download
  • Increase sales
  • Promoting webinars and virtual summits
  • Introducing new content or service

You can use any of them in your emails but focusing on one at a time often yields the best results. Here’s an example of focus in email marketing: 

5. Be a Real Person

It’s hard to build trust for a newly formed company or even a well-known corporate in front of a freshly subscribed prospect.

People want to talk to a human - they like to engage socially rather than talking to a firm or company.

This is why it is advised to use a real person’s name in the sender’s name (Most businesses use their CEOs’ names to get more authority and trust)

The key is to be natural in front of your subscribers and make them comfortable.

6. Keep it Concise

Nobody wants to read a 1000 words email twice a day. Keep your content short and straightforward.

Understand that people are busy, and if they’re reading your newsletter, they’re offering their valuable time to you. You have to efficiently use your words with the goal of maximum engagement.

If the prospect quickly sees what he wants in your email, they are more likely to take action instantly. But the more time they spend trying to understand or discover interest, the more chances of them bouncing off your email.

Further, it’s to your advantage to save your words for the next newsletter or email. There’s little benefit in shooting all your shots at once.

7. Send Newsletter Campaigns Regularly

Keep subscribers engaged with consistently engaging content - this helps keep your business fresh in the minds of consumers and show you’re in this and invested for the long-haul.

Regular campaigns are just more effective than irregular and directionless newsletters.

Do not confuse ‘regular’ with ‘frequent’. While a good rate of frequency is important depending on your business and audience, you mustn’t inundate or spam your consumers. Email providers like Gmail consider high-frequency emails as spam, so it’s better to maintain a balanced and regular frequency.

8. Make a Strong Impact with your ‘Opening Line’

The ‘opening line’ is the very first line of your email and often determines if the reader is going to continue reading or not.

But how does one optimize the opening line when writing an email?

Here’s how you do it.

  • Call the recipient with his/her first name to drive attention.
  • Get straight to the point without wasting any words.
  • Avoid preliminary chatting with the receivers.
  • Relate a situation with them (Speak to them like a friend)

9. Make the Paragraphs Short -- Sentences too!

Good email marketers know that modern internet surfers have short attention spans and make paragraphs short and simple to deliver their messaging despite it. 

In truth, most internet readers don’t actually read - they skim. 

Short and crisp sentences do not let the attention divert -- And step by step, you make sure that the prospect gets closer to clicking call-to-action.

Let’s take a look at an example from Ryan Deiss and see how he delivers curt words and sentences to drive action: 

10. Add Visuals (GIFs, Pictures, and Videos)

Text-only content often feels dry. Adding visuals is a quick and easy way of adding allure and increasing engagement rates.

Whether you’re an eCommerce store, or a blog wanting to get more traffic, imagery can do wonders for your conversion rate. Not only is it visually attractive, it often communicates much more than words (as the adage goes.) Even if the prospect skims your email, they may get your message just by looking at the visuals.

11. Use Simple Language

You’re an expert in your field and know all there is to know about your business. That’s fantastic! - but your readers are not.

That means that you shouldn’t be using the same jargon and complicated words in your emails as you do in your daily life or operation.

12. Make Sure Your Text is Readable

It may seem obvious, but it bears stating. 

Make sure your font, font-size, and spacing/layout are appropriate and readable. Bear in mind that some browsers and email apps do not support modern fonts. You might think of being creative with using new fonts, but it may backfire when the email text renders incorrectly. 

Further, ensure that your email is mobile responsive because  46% of the emails are opened on mobile phones.


At the end of it all, your business, voice, and audience are unique. While these are good tips, it’s best to assess and learn more about your specific needs and those of your customers. Don’t be afraid to experiment to see what works - the results may pleasantly surprise you! 

Happy E-mailing!

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