How to Send Email Newsletters

Email newsletters remain one of the most powerful tools for building relationships, driving engagement, and growing revenue. Unlike social media algorithms that limit visibility, email delivers your message directly to an audience that has opted in to hear from you. Whether you’re a small business owner, a content creator, or part of a large marketing team, mastering the art of sending email newsletters can transform how you connect with your audience. This comprehensive guide walks you through every step of the process—from planning and design to delivery and optimization—so you can create newsletters that resonate, convert, and retain.

By the end of this tutorial, you’ll understand not just how to send an email newsletter, but how to send one that people look forward to opening, read thoroughly, and act upon. We’ll cover foundational principles, advanced tactics, real-world examples, and essential tools—all designed to help you build a newsletter strategy that scales with your goals.

Step-by-Step Guide

1. Define Your Purpose and Goals

Before you write a single line of content or choose a platform, ask yourself: Why are you sending this newsletter? Your answer will shape every decision that follows. Common goals include:

• Increasing brand awareness
• Driving traffic to your website or blog
• Generating leads or sales
• Building community and loyalty
• Sharing updates, news, or educational content

Be specific. Instead of saying “I want to grow my audience,” aim for “I want to increase website traffic by 25% over the next three months through newsletter referrals.” Clear goals allow you to measure success and adjust your strategy accordingly.

2. Build Your Email List Ethically

Your newsletter is only as strong as your list. The foundation of any successful email campaign is a permission-based audience—people who have willingly subscribed to receive your content. Never buy email lists. Purchased lists violate anti-spam laws like the CAN-SPAM Act and GDPR, damage your sender reputation, and lead to high bounce and complaint rates.

Instead, grow your list organically using these proven methods:

• Add a clear, visible sign-up form on your website (homepage, blog sidebar, footer)
• Offer a lead magnet—a free downloadable resource like an eBook, checklist, template, or discount code—in exchange for an email address
• Use pop-ups or slide-ins that appear after a user has spent a few seconds on your site
• Include a call-to-action in your social media bios and posts
• Collect emails at events, webinars, or in-person meetings with consent

Always use double opt-in: after someone submits their email, send a confirmation message asking them to click a link to verify their subscription. This ensures higher list quality and reduces spam complaints.

3. Choose the Right Email Marketing Platform

There are dozens of email marketing platforms available, each with varying features, pricing, and ease of use. Your choice should align with your technical comfort, list size, and goals. Here are the most popular options:

• Mailchimp: User-friendly, great for beginners, offers free tier up to 500 contacts
• ConvertKit: Ideal for creators and bloggers, powerful automation features
• ActiveCampaign: Advanced automation and CRM integration, suited for scaling businesses
• Brevo (formerly Sendinblue): Affordable, includes SMS and chat features
• Constant Contact: Solid customer support and templates, good for small businesses
• Substack: Built for writers and journalists, monetization-focused

Most platforms offer free trials. Test at least two before committing. Look for features like drag-and-drop editors, analytics dashboards, segmentation tools, and mobile-responsive templates.

4. Design Your Newsletter Template

Your newsletter’s design affects readability, engagement, and brand perception. A cluttered, confusing layout will drive readers away. A clean, well-structured design encourages them to stay longer and take action.

Follow these design principles:

• Use a single-column layout for optimal mobile viewing
• Keep your width between 600–700 pixels
• Use ample white space to avoid visual overload
• Limit your color palette to 2–3 brand-aligned colors
• Use high-contrast text for readability (dark text on light background)
• Include your logo and brand name at the top
• Place your most important message or call-to-action above the fold

Most platforms offer pre-designed templates. Customize them with your brand’s fonts, colors, and imagery. Avoid using images as the sole method of conveying key messages—screen readers and email clients often block images by default. Always include descriptive alt text for images.

5. Write Compelling Content

Content is the heart of your newsletter. It’s what keeps subscribers engaged and coming back. Your tone should match your brand voice—whether that’s professional, playful, authoritative, or conversational.

Structure your newsletter like a story:

• Subject Line: The first impression. Keep it under 50 characters. Use curiosity, urgency, or personalization: “Your weekly guide to better sleep (inside)”
• Preview Text: The snippet that appears after the subject line. Use it to reinforce the subject line or add context.
• Opening Line: Address the reader directly. “Hi [First Name],” is a strong start. Follow with a relatable hook: “Did you know 73% of people feel overwhelmed by their inbox?”
• Body: Break content into short paragraphs. Use subheadings, bullet points, and bold text to improve scannability. Include one primary call-to-action (CTA) and optionally a secondary one.
• Conclusion: End with warmth. Thank your reader. Encourage replies or feedback. “Hit reply and tell me what you thought.”
• Footer: Include your physical address (required by law), unsubscribe link, and social media icons.

Focus on value. Every piece of content should answer the question: “Why should my reader care?” Avoid hard sells in every issue. Mix promotional content with educational, entertaining, or inspirational material.

6. Segment Your Audience

Not all subscribers are the same. Sending the same message to everyone reduces relevance and engagement. Segmentation means dividing your list into smaller groups based on shared characteristics.

Common segmentation criteria include:

• Demographics (age, location, job title)
• Behavior (opens, clicks, purchases)
• Subscription source (e.g., downloaded eBook vs. webinar sign-up)
• Engagement level (active vs. inactive subscribers)

For example, if someone downloaded your “Beginner’s Guide to SEO,” send them follow-up content about on-page optimization. If someone clicked on a product link three times but didn’t buy, trigger a personalized email with a special offer.

Most email platforms allow you to create segments using tags, custom fields, or automation rules. Start simple—segment by source or engagement—and expand as your list grows.

7. Schedule and Send Your Newsletter

Timing matters. Research shows that Tuesdays and Thursdays between 10 a.m. and 2 p.m. local time typically yield the highest open rates. However, your ideal time depends on your audience.

Use your platform’s analytics to identify when your subscribers are most active. Test different days and times over several sends. Once you find a pattern, stick with it for consistency.

Consider automation:

• Send a welcome series to new subscribers (3–5 emails over 7–10 days)
• Trigger a re-engagement campaign for subscribers who haven’t opened in 60+ days
• Automate birthday or anniversary emails with a personalized offer

Always send a test email to yourself and a few colleagues before hitting “send.” Check how it renders on desktop, mobile, and different email clients (Gmail, Outlook, Apple Mail).

8. Monitor Performance Metrics

After sending, analyze key metrics to understand what worked and what didn’t:

• Open Rate: Percentage of recipients who opened your email. Industry average: 15–25%. Low open rates may indicate weak subject lines or poor list quality.
• Click-Through Rate (CTR): Percentage of recipients who clicked a link. Industry average: 2–5%. High CTR means your content and CTAs are compelling.
• Conversion Rate: Percentage who completed a desired action (purchase, sign-up, download). This is the ultimate goal.
• Bounce Rate: Percentage of emails that couldn’t be delivered. Keep it below 2%. High bounce rates hurt your sender reputation.
• Unsubscribe Rate: Percentage who opted out. Below 0.5% is ideal. Higher rates suggest content misalignment.
• Spam Complaint Rate: Percentage marked as spam. Must be under 0.1%. Exceeding this risks blacklisting.

Use these insights to refine future newsletters. For example, if your CTR is low but open rates are high, your subject lines are strong but your content or CTAs need improvement.

9. A/B Test Everything

A/B testing (or split testing) lets you compare two versions of an email to see which performs better. Test one variable at a time for accurate results.

Common A/B tests include:

• Subject lines: “5 Tips to Double Your Productivity” vs. “How I Got 10 Hours Back in My Week”
• Send times: Tuesday at 10 a.m. vs. Thursday at 3 p.m.
• CTA buttons: “Get Started” vs. “Claim Your Free Guide”
• Content length: Short 300-word email vs. long 800-word deep dive
• Image vs. text-only layouts

Most platforms automate A/B testing. Send each version to 10–20% of your list, then automatically send the winning version to the rest. Over time, these small improvements compound into major gains.

10. Maintain List Hygiene

Your list decays over time. People change emails, lose interest, or forget they subscribed. A stagnant list hurts deliverability and engagement metrics.

Perform list hygiene quarterly:

• Remove hard bounces immediately
• Archive or suppress inactive subscribers (no opens in 6–12 months)
• Re-engage them with a win-back campaign: “We miss you! Here’s 20% off.”
• If they don’t respond after 2–3 attempts, remove them

Regular cleaning improves your sender reputation, increases deliverability, and boosts overall campaign performance.

Best Practices

1. Prioritize Mobile Optimization

Over 60% of emails are opened on mobile devices. Your newsletter must render flawlessly on small screens. Use responsive templates, large tap targets (buttons at least 44x44 pixels), and avoid tiny fonts. Test on actual mobile devices, not just simulators.

2. Avoid Spam Triggers

Certain words and formatting can trigger spam filters. Avoid:

• Excessive punctuation (!!!)
• Words like “FREE,” “ACT NOW,” “GUARANTEED,” “NO RISK”
• All caps subject lines
• Too many images with little text
• Missing unsubscribe link or physical address

Use spam testing tools like Mail-Tester or Litmus to check your email before sending.

3. Be Consistent

Consistency builds trust. Whether you send weekly, biweekly, or monthly, stick to a schedule. Subscribers come to expect your newsletter on a specific day and time. Changing it abruptly can lead to confusion and unsubscribes.

4. Personalize Beyond the Name

Use dynamic content to tailor messages based on user behavior. For example:

• “Since you downloaded our recipe eBook, here are 3 new meal prep ideas”
• “You viewed our premium plan—here’s a limited-time discount”

Personalization increases open rates by 26% and click-through rates by 76% (HubSpot).

5. Include a Clear Call-to-Action

Every newsletter should have one primary goal. Don’t overwhelm readers with multiple CTAs. Choose one action: read an article, download a resource, shop a sale, reply to the email. Make the button stand out with color, size, and placement.

6. Respect Privacy and Compliance

Follow legal requirements:

• CAN-SPAM Act (U.S.): Include a physical postal address, clear unsubscribe mechanism, and no deceptive subject lines
• GDPR (EU): Obtain explicit consent, allow users to access or delete their data
• CCPA (California): Provide opt-out options for data sales

Most email platforms auto-generate compliant footers. Double-check that they’re active and accurate.

7. Encourage Engagement

Turn passive readers into active participants. Ask questions: “What’s your biggest productivity challenge?” Invite replies: “Hit reply and tell me what you’d like to see next.” Feature subscriber stories or user-generated content. Engagement signals to email providers that your content is valuable, improving deliverability.

8. Repurpose Content Strategically

Your newsletter can be a hub for repurposed content:

• Turn a blog post into a summarized email
• Convert a podcast episode into a transcript + key takeaways
• Share a carousel from Instagram as a series of images in your email

This saves time and reinforces your message across channels.

9. Don’t Overload Your Subscribers

Frequency should match your capacity to deliver value. Sending too often leads to fatigue. Sending too rarely leads to forgetfulness. Start with one email per week or two per month. Monitor unsubscribe and complaint rates. Adjust based on feedback.

10. Celebrate Wins and Iterate

Track your progress. Did your CTR improve by 15% this month? Did a new subject line triple opens? Celebrate it. Document what worked and apply it to future campaigns. Email marketing is a long-term game. Small, consistent improvements yield massive results over time.

Tools and Resources

Email Marketing Platforms

• Mailchimp: Best for beginners and small businesses. Free plan available.
• ConvertKit: Built for creators. Excellent automation and tagging.
• ActiveCampaign: Powerful automation, CRM, and sales tracking.
• Brevo: Affordable, includes SMS and marketing automation.
• Substack: For writers. Built-in monetization and audience growth tools.
• MailerLite: Simple interface, great templates, affordable pricing.

Design and Content Tools

• Canva: Create custom graphics, banners, and social snippets for your newsletter.
• Grammarly: Check spelling, tone, and clarity before sending.
• CoSchedule Headline Analyzer: Score your subject lines for effectiveness.
• Unsplash / Pexels: Free, high-quality stock images.
• Google Fonts: Choose brand-appropriate, web-safe fonts.

Analytics and Testing Tools

• Mail-Tester: Free tool to check spam score and deliverability.
• Litmus: Advanced email testing across devices and clients (paid).
• Google Analytics UTM Builder: Track traffic from your newsletter back to your site.
• Hotjar: See how users interact with landing pages linked from your emails.

Templates and Inspiration

• Email Archive (emailarchive.net): Browse real newsletters from top brands.
• Really Good Emails (reallygoodemails.com): Curated collection of beautifully designed templates.
• HubSpot Email Templates: Free, downloadable templates for various industries.

Learning Resources

• HubSpot Academy – Email Marketing Course: Free certification.
• Mailchimp’s Email Marketing Guide: Beginner-friendly tutorials.
• The Email Marketer Podcast: Weekly insights from industry leaders.
• Neil Patel’s Blog – Email Marketing Section: Data-driven strategies.

Real Examples

Example 1: The Hustle (Business Newsletter)

The Hustle, a daily business newsletter, grew to over 3 million subscribers by combining humor, concise summaries, and curated industry news. Their subject lines are punchy: “Why Tesla’s stock is falling (and why it doesn’t matter).” They use minimal design—clean text, one image, one CTA. Their tone feels like a smart friend breaking down complex topics. They rarely sell directly. Instead, they build trust, then promote their premium tier or partners subtly.

Example 2: Morning Brew (Daily Briefing)

Morning Brew delivers a 5-minute business briefing every weekday. Their success lies in consistency, personality, and design. Each email has a playful illustration, conversational tone (“Good morning, coffee drinker”), and a single primary link. They segment users by industry and location. Their monetization model includes sponsored content and premium subscriptions—all while maintaining high open rates (over 50%).

Example 3: A Small Business: Local Bakery

A neighborhood bakery sends a weekly newsletter every Thursday at 4 p.m. It includes:

• A photo of the day’s special pastry
• A short story about the baker
• A limited-time discount for subscribers
• A “Customer of the Week” feature

They use a simple template, no images of food without alt text, and always include their physical address and unsubscribe link. Their open rate is 48%, and 12% of subscribers redeem the weekly offer. They’ve built a loyal local following through consistency and authenticity.

Example 4: SaaS Company – Notion

Notion’s newsletter focuses on education and inspiration. Each issue features a “Template of the Week,” a user spotlight, and a tip for productivity. Their CTAs are subtle: “Try this template” or “See how Sarah uses Notion to manage her team.” They don’t push upgrades. Instead, they demonstrate value, making users feel smarter and more organized. This builds long-term loyalty and organic growth.

Example 5: Nonprofit – Charity: Water

Charity: Water’s newsletter tells powerful stories with minimal text and high-impact imagery. Each email shows the real impact of donations: “This month, 1,200 people in Malawi got clean water.” They include progress trackers (“We’re 78% to our goal”) and emotional storytelling. Their unsubscribe rate is below 0.2%—proof that purpose-driven content retains subscribers.

FAQs

How often should I send an email newsletter?

There’s no universal answer. Weekly is common for blogs and SaaS companies. Monthly works well for nonprofits or B2B services. The key is consistency and value. If you can’t produce quality content weekly, don’t send weekly. Better to send one great email per month than three mediocre ones.

What’s the best time to send an email newsletter?

Tuesdays and Thursdays between 10 a.m. and 2 p.m. local time typically perform best. But test your own audience. Use your email platform’s analytics to find your optimal send time. Avoid weekends unless your audience is consumer-focused and highly active on weekends (e.g., retail, entertainment).

Can I send newsletters for free?

Yes. Platforms like Mailchimp, Brevo, and MailerLite offer free plans with limits (e.g., 500–1,000 contacts). You can also use Substack for free if you’re a writer. Free plans are excellent for starting out. Upgrade when you need automation, segmentation, or higher volume.

How do I improve my email open rate?

Focus on three things: subject lines, sender name, and list quality. Write subject lines that spark curiosity or offer clear value. Use a recognizable sender name (e.g., “Alex from [Brand]” instead of “noreply@brand.com”). Clean your list regularly. Remove inactive subscribers. And always deliver on the promise of your subject line.

What’s the difference between a newsletter and an email campaign?

A newsletter is a recurring, regular communication—often educational or informational—sent to a broad list. An email campaign is a targeted, time-bound series designed to achieve a specific goal (e.g., launch a product, promote a sale). Newsletters build relationships. Campaigns drive actions.

How do I know if my emails are going to spam?

Check your spam score using Mail-Tester or similar tools. Look for high bounce rates, low open rates, or sudden spikes in unsubscribes. If your emails land in spam folders consistently, review your content for spam triggers, ensure you’re using double opt-in, and verify your domain authentication (SPF, DKIM, DMARC).

Should I include videos in my email newsletter?

Most email clients don’t play videos inline. Instead, use a static image with a play button that links to the video hosted on YouTube or Vimeo. This ensures compatibility and faster loading. Always include a text alternative for accessibility.

How do I grow my email list faster?

Offer irresistible lead magnets. Use exit-intent pop-ups. Add sign-up forms to high-traffic pages. Run contests requiring email entry. Ask satisfied customers to refer friends. Collaborate with complementary brands for co-promotions. Focus on value, not volume.

What should I do if my unsubscribe rate is high?

Investigate why. Is your content irrelevant? Are you sending too often? Did you promise one thing and deliver another? Survey unsubscribers with a simple question: “What’s the main reason you’re leaving?” Use their feedback to improve. Also, ensure your content mix includes educational, entertaining, and promotional emails in a balanced ratio.

Can I use emojis in subject lines?

Yes—sparingly. Emojis can increase open rates by making your subject line stand out. But test them first. Some audiences find them unprofessional. Avoid overuse. One emoji is usually enough. Ensure it renders correctly across devices.

Conclusion

Sending email newsletters isn’t just about pushing out messages—it’s about building lasting relationships. It’s a direct line to people who care enough to give you their attention and their email address. When done right, email marketing delivers one of the highest returns on investment of any digital channel.

This guide has walked you through the entire process: from setting clear goals and growing your list ethically, to designing beautiful templates, writing compelling content, segmenting audiences, and analyzing performance. You’ve seen real examples of brands doing it right and learned how to avoid common pitfalls.

Remember: success doesn’t come from sending more emails. It comes from sending better ones. Focus on value. Be consistent. Test relentlessly. Listen to your audience. And never underestimate the power of a well-timed, thoughtfully written message that lands in the right inbox at the right moment.

Your newsletter is more than a marketing tool. It’s a conversation. Start it. Keep it going. And watch your community—and your business—grow.