How to Create a Newsletter People Actually Want to Read

Know Your Audience

Before you even start writing, you need to know who you're talking to. This is the first step in creating a newsletter that people actually want to read. Ask yourself: Who are they? What do they care about? What problems are they facing?

Take time to understand their needs and interests. This will guide your content. Your newsletter should feel like a conversation between friends, not like a marketing campaign. When you know your audience well, it's easier to write things they'll find useful or interesting.

Craft Catchy Subject Lines

The subject line is the first thing your readers will see, so make it count. You want it to grab attention, but it shouldn’t be misleading. No one likes feeling tricked into opening an email.

A good subject line should be short, clear, and direct. It should hint at what’s inside without giving everything away. Play with urgency or curiosity to spark interest. Something like “3 Tips to Save Time This Week” is simple and effective. Just make sure it's relevant to the content.

Keep It Short and Sweet

People have limited time. They don’t want to read a long essay in their inbox. Keep your newsletter concise and easy to scan. Use short paragraphs and subheadings to break things up. Bullet points work wonders for this.

If you’re delivering tips or updates, make them clear and easy to digest. Avoid unnecessary fluff. It’s better to send a short, high-value email than to overwhelm someone with a long, rambling one.

Focus on Value

Every issue of your newsletter should offer something valuable. Whether that’s useful information, exclusive deals, or helpful advice, make sure your content is worth your reader’s time.

You don’t have to offer something major every time, but aim for at least one “nugget” of value per email. This might be a helpful link, a quick tip, or a piece of relevant news. If your readers consistently find value in your emails, they’ll keep coming back.

Be Consistent

People expect consistency. If your newsletter goes out once a month, make sure it does so on time every month. Consistency builds trust. When readers know they can rely on you for regular content, they’re more likely to stay subscribed.

At the same time, don't bombard your readers with too many emails. Sending too often can make them feel overwhelmed or annoyed. Find the right balance that works for your audience. It could be weekly, bi-weekly, or monthly. Stick to it.

Use a Conversational Tone

A newsletter should feel like it’s coming from a real person, not a faceless company. Write in a conversational tone, like you’re talking to a friend. Keep it relaxed, but don’t go overboard. You don’t need to be overly formal, but also avoid being too casual to the point of unprofessional.

Use "you" and "I" to make it personal. Keep sentences simple and direct. This creates a connection with your reader and makes them more likely to engage with your content.

Make Your Content Scannable

The reality is, most people don’t read emails word-for-word. They scan them. So, make it easy for them to do that.

Use headings, bullet points, and short paragraphs. These tools make your content skimmable and highlight the key points. If a reader only has time to glance at your email, you want them to catch the most important information right away.

Also, don’t be afraid to use bold text for emphasis. This makes certain sections or phrases pop, guiding your reader’s eye to the important stuff.

Create a Clear Call to Action (CTA)

If you want your readers to take action, you need a clear call to action. Whether you want them to click a link, sign up for something, or simply reply to your email, make sure they know what you want them to do.

A good CTA is specific, simple, and easy to follow. Phrases like “Click here to learn more” or “Sign up for our webinar” are clear and actionable. Don’t make your readers guess what to do next.

Personalize When Possible

People respond better to emails that feel personal. If you can, use their first name in the subject line or opening sentence. You can also segment your email list to send more relevant content to different groups of people.

For example, if you’re running a fitness business, you could send different tips to people interested in weight loss versus those interested in strength training. This way, the content feels more tailored to each person’s specific needs.

Don’t Overwhelm With Options

When you give readers too many options, they get overwhelmed. Instead of including a dozen links or CTAs, focus on one or two key actions you want them to take.

If you’re linking to multiple resources, make sure it’s for a specific reason. Each link should serve a purpose and provide value. Don’t just add them for the sake of it.

Keep It Visually Simple

Your design should enhance your content, not distract from it. Use simple layouts with plenty of white space. Avoid overloading the email with images or complex graphics.

While visuals can break up text and make your newsletter more appealing, too many can make it harder to read. Stick with a clean, minimalist design that keeps the focus on your content.

Test and Optimize

To improve your newsletter over time, pay attention to your analytics. Which emails get the most opens? Which links get clicked the most? These insights will help you understand what’s working and what’s not.

Test different subject lines, CTAs, and content formats to see what resonates best with your audience. Even small changes can make a big difference.

Include Social Proof

Social proof can make your newsletter feel more trustworthy. If you’ve helped customers, featured testimonials, or gained media attention, include these in your emails.

You don’t need to go overboard, but showing that others value your content or service helps build credibility. This could be a short customer review or a mention of a recent award or milestone.

Avoid Spammy Words

No one likes to see the dreaded “spam” folder. To avoid ending up there, stay away from words or phrases that could trigger spam filters. Words like “free,” “guarantee,” or “limited-time offer” can set off red flags.

Instead, focus on being straightforward and authentic. Readers will appreciate this, and it will help your emails land in their inbox instead of the junk folder.

Respect Privacy

When people sign up for your newsletter, they trust you with their email address. Make sure you respect that trust. Don’t sell their information or send them irrelevant content. Always offer an easy way to unsubscribe if they no longer wish to receive your emails.

If you have a privacy policy or guidelines, link to them in every issue. Transparency builds trust, and trust is key to keeping your readers engaged long-term.

Stay Authentic

Above all, your newsletter should reflect who you are. People read newsletters because they want to hear from real people with real opinions. Stay true to your voice, and don’t try to be someone you’re not.

If your tone is casual, stick with that. If you prefer a more professional tone, that’s fine too. The key is to be authentic and genuine.

Conclusion

Creating a newsletter people actually want to read isn’t about fancy gimmicks or flashy designs. It’s about offering value, understanding your audience, and keeping things simple and direct. By knowing your readers, focusing on useful content, and maintaining consistency, you can build a newsletter that not only gets opened but is eagerly anticipated with each issue.