Learning how to write a newsletter doesn't start with the design. It starts with one question: what's in it for the reader? A newsletter that gets read has a subject line that sparks curiosity, one clear main message, short chunks of text and one button that tells people what to do next.
This article walks you through writing that kind of newsletter, step by step. If you first want to know how to build a list, which tool to pick and what GDPR (AVG in Dutch) requires, read email marketing for small businesses. Here, it's all about the writing.
How to write a newsletter: start with the goal
Before you start, decide what the reader should do or know once they've read it. One goal per newsletter works best. For example:
- Book an appointment or order a product.
- Check out a new article or a new service.
- Remember your business for later, thanks to a useful tip.
- Reply to a question or fill in a short survey.
Got five things to share? Put the most important one at the top and keep the rest short. Or save some for next time. If you say everything at once, nothing stands out.
The subject line: your most important bit of text
The subject line decides whether someone opens your email. Write it last, once you know what's really in it. Some tips:
- Keep it short, so it shows in full on a phone too.
- Promise something concrete: 'Three ways to make your washing machine last longer.'
- Make people curious without misleading them. Clickbait gets you one click, then unsubscribes.
- Use your company name as the sender, or your own name plus the company name, so people know who it's from.
- Avoid capital letters and lots of exclamation marks. They look like spam.
Don't forget the preheader. That's the grey line of text shown after the subject line in the inbox. Leave it empty and the email often shows something dull like 'View this email in your browser'. Use it to add to your subject line.
A clear newsletter structure
People don't read a newsletter, they scan it. A fixed structure helps them find what they're looking for quickly:
- A short opening of one or two sentences. Personal, not 'Please find enclosed our newsletter'.
- The main topic, with a subheading, a few short paragraphs and perhaps an image.
- A button with clear text, such as 'Book your appointment' or 'Read the tips'.
- Optionally one or two smaller topics, each with a short sentence and a link.
- A sign-off with your name, so it feels like a message from a real person.
- Your details at the bottom and a clear unsubscribe link.
Keep the text in the email short and leave the long story on your website. That also brings visitors to your site, where it's easy for them to take the next step.
Write your newsletter the way you talk
A newsletter isn't a brochure. It lands between personal emails, so a personal tone often works better. A few writing tips:
- Address the reader as 'you'. In Dutch, use 'je' unless your audience really expects the formal 'u'.
- Write short sentences and short paragraphs of two or three lines.
- Use everyday words. Explain jargon or leave it out.
- Share something only you can share: an experience from your work, a customer's question, a mistake you spotted.
- Read your text out loud. If you stumble somewhere, rewrite that sentence.
A short example of an opening that works: 'Last week three customers asked me the same thing: why does my dishwasher smell odd? Here's the answer, and it'll take you five minutes.' The reader knows straight away why the email is worth reading and what they'll get.
Newsletter ideas for when you don't know what to write
The biggest challenge often isn't the writing, it's the topic. Ideas that tend to work well for small businesses:
- A question customers often ask, with a clear answer.
- A seasonal tip, like getting the garden ready for winter or checking your car before the holidays.
- A look behind the scenes of a project.
- New services, products or opening hours.
- A round-up of your latest blog posts. See content marketing and blogging for ideas.
- A small offer for loyal customers, ideally a perk rather than a steep discount.
Keep a list on your phone. Every time a customer asks something, add it. That way you always have material for the next issue.
Images, buttons and readability
A good-looking newsletter is nice, but a readable one matters more. Watch these points:
- Most people read on their phone. Choose a single-column design.
- Don't use too many images. Some email apps don't show them by default, so your message needs to make sense without pictures.
- Give images a short description, the alt text, for when they don't load and for people using a screen reader.
- Make buttons big enough to tap with a thumb.
- Make sure there's enough contrast between text and background.
Checklist before you send your newsletter
- Does the email have one clear goal?
- Is the subject line short, honest and concrete?
- Is there a preheader?
- Do all the links and the button work?
- Does the email look good on a phone? Send yourself a test.
- Are there no typos in your name, the date or a price?
- Is the unsubscribe link visible?
After sending, look at how many people click, and above all what they click on. Those clicks tell you more about what your readers want than the number of times the email was opened.
Help with your newsletter and email marketing
Writing takes time, and as a business owner you don't always have it. We help you with a fixed format, a list of topics and the link between your newsletter and your website, so new sign-ups come in automatically. Want recurring emails to go out on their own? Read about marketing automation too. This is part of our online marketing service, from €599 excl. VAT (€725 incl. VAT) per month, with no minimum term and cancellable monthly with one month's notice.
Want to know how your newsletter could deliver more? Book a free quickscan. In 30 minutes we go through your approach, and afterwards you get short written advice with a price indication, with no obligation.
Frequently asked questions
How long should a newsletter be?
As short as possible, as long as necessary. For most businesses, an email you can read in a minute or two works well. Put longer stories on your website and link to them.
How often should you send a newsletter?
A steady rhythm matters more than a high number. Once a month is easy to keep up for many small businesses. Only send more often when you really have something to say.
How do you start writing a newsletter when you have no inspiration?
Start with questions customers ask you. Answer one per newsletter, with a tip from your own work. Keep a list of ideas and you'll always have a topic.
What makes a good newsletter subject line?
A short, honest sentence that promises what the reader gets, such as a tip, an answer or a piece of news. Avoid capital letters, exclamation marks and words like 'free' in every email, because they look like spam.
