How to write your Email Newsletters. A Handy Framework (Part II)

by | May 31, 2021 | Aspiring Authors, Marketing

In this blog post, we share seven steps you can use as a framework for writing your email newsletters.

As an author starting and seeking to build a mailing list from scratch, the process can seem somewhat overwhelming. However, we are glad to let you know it is doable and will prove worthwhile in the long run.

Now that you have decided to start your mailing list and to actively seek to grow it with time, together with keeping those on it subscribed, the framework below will guide you in getting started.



  1. Who are you writing for? Answer this question and write on topics that this reader is interested in and finds beneficial. To help you get clear on what to write about, jot down the different topic or content buckets that pertain to your business. 
  1. Determine what it is you want to communicate in your email, e.g., introducing a new product. Try and make your email newsletter about one thing only versus highlighting or focusing on too many aspects of your business all in one newsletter. By focusing, you will avoid confusing your reader.  Is it a product you are highlighting? Are you creating awareness about a new blog post? Are you sharing content from your podcast? Conducing an advertising campaign or promotion? Whatever it may be, let your newsletter be about that one piece of content.
  1. Hook them with the subject line. Craft a catchy email subject line that is enticing enough to click on. Your subject line is what will cause people to open your email. It should jump out and provoke curiosity, making someone want to read the content of your email. Keep it short and to the point.
    Write your Email Newsletters
    1. Plan the layout of your newsletter. Remember to keep your email short, compelling, engaging. The reader should be able to scan through it easily and quickly. Do not go overboard with images, as your email may end up in the promotions section of an inbox or marked as spam. Make use of plain text newsletters to the extent possible. Keep in mind that the purpose of your email newsletter is not to sell via email but rather to get your readers curious about your offerings and then direct them to a place (website) where they can get more information.
    1. Write in your brand voice and tell a story whilst staying genuine, useful and relevant. Make your email newsletter enjoyable by getting vulnerable and sharing information from your heart. This way, people will know and build a connection with you and get to like and trust your brand. Only tell stories that are relevant and relatable. Examples include telling:
    • the story behind your product;
    • challenges faced or pain points that resulted in you creating the product;
    • your achievements;
    • what’s happening in your business, share behind the scenes footage;
    • what it means to be part of your brand, share stories from your customers; and
    • how and why your product will be of benefit to your reader.

    Just remember to keep it short and sweet, do not ramble on unnecessarily.

    1. Highlight call to action buttons, headings, important points and links you want to draw attention to. This will focus the reader and increase the chances of them seeing your important information.
    1. Think about the way your email will end. What it is you want the reader to do? The next steps? The key takeaway? Any call to action? Address this and end your email the correct way.

    Consider the best day of the week and time of the day to send out your emails and improve your chances of readers seeing and reading your newsletters. For instance, if you are communicating with business owners, consider sending out your newsletter between Monday and Friday and during working hours. On the other hand, if your audience is mainly people who need to know about a product you are offering, send out your newsletter on weekends, weeknights, lunch breaks, or early mornings. 

    Write your Email Newsletters

    Creating a strategy upfront around your email newsletters will alleviate stress in the long run and help you to better focus your message based on that one thing that needs to be communicated.

    Once you get going, remember to conduct an audit now and again. Find out your open rate, click-through rate, and unsubscribe rates for each email you send out. Your email strategy is not cast in stone. Continuously reflect on what is and isn’t working and improve your emails in response to the results you see. 

    Identify any potential issues with your emails before you hit the send button. Avoid the spam police with the help of GlockApps, Send Forensics or HubSpot. The last thing you want is your newsletter ending up in the promotions tab or the junk box. To maximise deliverability into the inbox, look out for those spam trigger words in your emails and do away with them.

    Practice indeed makes perfect. Familiarise yourself with writing a couple of newsletters, and soon it will become second nature to you. Commit yourself to the continual pursuit of knowledge to improve your skills set.

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    Until next time,

    Keep Sparkling!

    What is your greatest challenge when it comes to newsletters and email marketing?


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