Lustosa Marketing

5 elements of an Effective Newsletter

If you want your subscribers to look forward to opening and reading your newsletter, add some optimisations with these 5 elements of an effective email newsletter.


Time-constrained audiences often scan newsletters for exciting ideas and relevant information rather than reading from start to end.

To make scanning easier, use short sentences and paragraphs that get your message across quickly. Use brief, catchy headlines, and section labels to draw their attention.

Storytelling value

While brevity works for some, I see more and more examples of newsletters that go beyond headlines and blurbs. They include most of the action within the body of the newsletter without requiring a click.

These long-form newsletters work best when they carry readers beyond the headlines to immerse them in the action. Storifying your content creates a richer experience that your subscribers will anticipate and enjoy reading.

Reader focus

Successful newsletters deliver the information and answers your audience wants – not branding messages. Add a human touch to create a sense of personal connection. Use first- or second-person pronouns and write in a conversational tone.

To stay focused on readers who invest time in your brand, ask them to provide feedback and respond directly to your emails. That demonstrates an eagerness to hear what they have to say, which may enhance their desire to listen to what the brand has to say.

Clear calls to action

While your newsletter content should be engaging, it must also serve a business purpose. For that to happen, you must be direct about your brand’s valuable offerings.

Include compelling calls to action to guide subscribers toward the next steps the business wants them to take – such as contacting your sales team for a demo, signing up for a webinar, joining your social media community to keep the conversation flowing, or forwarding to a friend.

Make sure to design CTAs, so they’re easy to spot. Keep the copy brief and to the point. You want readers to understand what they’ll receive when they click the offer and why it will benefit them.

Attractive, user-friendly design

Don’t frustrate readers by delivering great content in an ugly, cluttered, or difficult-to-navigate package.

Follow email design trends to help the newsletter feel current and inviting, but don’t forget the fundamentals of a good user experience.

For example, use appealing, readable fonts and colours. Include images and subheadings to break up dense sections of text. Organize your information so that it’s easy to scan.

Using these 5 elements for an effective email newsletter will for sure make a difference, but if you are still needing support our team specialises in Digital Marketing! Contact us today to explore more.