How To Write An Email Newsletter [In 7 Steps]
64% of small businesses are using email marketing to reach their customers. I think that number should be 100%. Why? Well, your emails have so much potential. Your email newsletters can build deep, personal and sustainable relationships with your customers, even when you haven’t got much budget to invest.
But… how do you write an email newsletter? The process is intimidating. Sometimes it can feel like that blinking cursor’s just staring you in the face. So you close the tab and go over to Instagram instead. Sound familiar?
This is your guide to writing an email newsletter. It’s almost identical to the one I follow with my copywriting clients. And it’s the exact one I send to my small business friends on WhatsApp when they message me saying “Pip, I’m trying to write my email newsletter… how do you do it?!”.
This is how to write an email newsletter. The easy way.
Step 1: Set a goal for your email newsletter
Before you sit down and write your email newsletter, ask yourself why you’re writing a newsletter in the first place. What’s your goal? What action do you want your readers to take at the end of your email?
The answer to this question will help guide what you write. Here are some ideas to get you started:
- Publicise read your latest blog post
- Promote a new product launch
- Showcase your new seasonal collection
- Invite leads to book a discovery call with you
- Give subscribers early access to a new offer
- Invite email subscribers to follow you on Instagram
- Share a discount code
- Promote a flash sale
Step 2: Create the outline for your newsletter
Now that you know what you’re trying to achieve, consider what information your reader needs to know in order to take that action.
This information will become your outline. You’ll position that information in a certain order on the page, so that your reader is guided through to click on that magic link.
Remember, it’s not about you. Your email newsletter isn’t about delivering news. It’s about delivering value. Really, it should be called a value-letter. But perhaps that wasn’t so catchy.
Top tip: write your email newsletter in Google Docs or Microsoft Word. Only upload it to your email platform after it’s been edited ready for publication.
Step 3: Pause and take a break
Yes, really. Step away from your computer and make a cup of coffee. Have a wander around the garden. Spend some time in your studio. Play with the kids for half an hour.
Do whatever you need to do to take your mind off your email newsletter.
This step allows the outline of your newsletter to settle, so you can come back to it later feeling ready to write.
Step 4: Write the first draft of your email newsletter
Now it’s time for the fun part. Or the scary part, depending on how much of a writing fan you are!
But don’t stress. You’re going to let yourself write “badly” here. This first draft won’t be the one that gets published, so don’t edit yourself as you write.
Instead, find someplace quiet where you can focus solidly on writing for half an hour or so. Build on your outline, where you decided what you wanted to say. Here, you’ll decide how you’re going to say it.
When you’re writing, bear the following tips in mind:
- Your email newsletter should be written with one reader in mind. Who is your ideal customer and what do they want or need to hear?
- Your newsletter should focus on just one topic or message. If you’ve got other ideas to share, park them somewhere for another day. Perhaps they could become an Instagram series instead
- Use a story to bring your message to life. This could be a customer story, your own story or a story of someone your reader will know
Step 5: Take another break
Even professional copywriters can’t edit a newsletter straight after they’ve written it.
Take another break and then come back to your email with fresh eyes, ready to edit. If you can, let yourself sleep on it and come back the next day.
Step 6: It’s time to edit your newsletter
Edit, edit and edit again. Review your email to make sure it flows. Ask yourself if it matches your brand’s tone of voice or personality. Check for clarity, is it easy to read? Is it obvious what you’re inviting your reader to do?
As you read each sentence ask yourself the question “so what”? Imagine you’re your reader, will they care about this message? If they won’t, it shouldn’t be in there. Don’t be afraid to cut sentences out if they don’t support your point.
Finally, check that you’re dropping your reader in the middle of the action. Just like a good book, a good email newsletter will get straight into the juicy content. No long intros. No small talk. Just straight into the good stuff!
Step 7: Write an enticing subject line for your newsletter
Finally, write an enticing subject line that’ll stand out in your reader’s inbox. There are countless different ways to optimise your subject lines. But my favourite way? To provide a (gentle) teaser.
So rather than simply stating what’s inside your email, you’re stimulating your reader’s curiosity and encouraging them to open up.
Sure, a how-to subject line can work. But only if it’s tuning into something your reader reeeeeeally wants. The rest of the time? Not worth it.
For example, “How to make your own candles” becomes “No weekend plans? Pop this on your agenda”.
The key? You need to fulfil your promises. There’s no point in creating a trailer for something that doesn’t exist. Be authentic. Always.
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