How to Write a Newsletter That Everyone Will Want To Read

How to Write a Newsletter That Everyone Will Want To Read

For every dollar you spend on email marketing, there’s an average return of $32. Not bad, right? But as with all marketing, you can’t just throw anything out there, wish upon a star, and hope it works. The key to getting the most bang for your buck is knowing how to write a newsletter that is effective and speaks to your audience. It’s extremely rare that you will meet someone that doesn’t have an email address, and with the number of promotional emails that are sent out daily, it’s crucial that the newsletters you send out have a purpose.

8 Tips for Writing an Awesome Newsletter

how to write a newsletter

So, how do you make sure your email gets opened, read, and ultimately, sends the reader over to your website?

1. Know Your Audience

Even if your business is one that would ideally benefit anyone, it’s likely that you have an average demographic that you cater to. For example, a fitness center that is located near a university campus likely has members of all ages and walks of life, but the main audience they likely want to target is college students looking for a place to work-out.

The most effective email marketing strategy is one that speaks to your target demographic. These emails generally perform better than an email that’s “designed for everyone,” because you are better able to focus your message.

So, before you begin an email, ask yourself: what kind of person do I want to reach?

2. Define Your Goal

how to write a newsletter

Every newsletter you create should have a clear goal. Some goals may include:

  • Directing traffic to your website to share a new service your business is offering
  • Sending traffic to your website to get customers to read your latest blog
  • Bringing attention, and sending traffic to your website’s online store to sell a product
  • Selling a specific promotion or special offer

The key to writing a great newsletter is making sure that you appeal to the reader, and that there’s a clear call-to-action. While we love high open rates, that shouldn’t be the main goal, because opens don’t automatically mean conversions.

Select your goal and allow that goal to shape your newsletter.

3. Organize the Pieces with the User Experience in Mind

Decide which content you want to include and the order in which you want to present it. If the reader opened your email and had to decide in two seconds whether or not they’re going to read the whole newsletter (because this is often the case), how are you going to keep them there?

If one of your most popular products is on sale for 50% off, that’s a pretty clear and appealing message to hit them with right away, but it’s not always that easy. If you’re announcing a new service or showcasing a new blog, think of how that service or blog can really make your reader’s life better and use that to shape your initial message.

4. Keep It Short

We understand that as a business owner, you are very passionate about what you do and want to shout every reason why it’s awesome from the rooftops, but as we touched on earlier, you only have a short window of time to keep your reader’s attention.

If you’re covering multiple topics within your newsletter, condense them into concise, but powerful, paragraphs. Give the reader a taste of that topic, and a clear link or button to a destination where they can learn more. But, be sure to keep a consistent voice throughout the entire newsletter, because you don’t want to confuse your audience.

Throughout your entire newsletter, your tone should match your brand. Not sure what we mean by that? Check this out.

5. Add Personalization & Personality Where You Can

Readers respond well when it feels like they are being communicated to directly. We aren’t suggesting you create a custom email for every contact in your audience (because who has time for that?) However, there are many easy ways to add a personal touch, which include:

Add a name-tag code that automatically enters the reader’s first name at the beginning of the email.
If you have your audience segmented into groups (people that are clients vs. people that are not yet clients for instance), create a couple of versions of the same email, with a slightly different message in each.

Also, the more you can make your business fun and relatable to your audience, the better:

  • Use humor when appropriate.
  • Add special messages from your staff.
  • Offer freebies just for the heck of it.
  • Include fun videos or personalized images

For local businesses, insert community references that residents in your city will appreciate. Go Ducks! 😉

There are so many ways to have fun with your newsletters, and each business can find unique ways to appeal to their audience.

6. Proofread

We cannot stress this enough: make sure you have multiple sets of eyes on each newsletter before you press the Send button. There’s no better way to get someone to exit out of your newsletter than major typos and grammatical errors. These common errors erode trust and credibility and make your newsletters look careless.

Take a few extra moments to read through your newsletter, and read it again… and again.

7. Make Sure It Looks Good

You know how much we love good content (hint: we REALLY love it), but we also know that humans are visual creatures, and if your newsletter doesn’t instantly catch someone’s eye, they are probably going to click away rather quickly. All of the awesome content you’ve written for your newsletter needs to be presented in a beautiful way.

Here are a few quick tips from our designers:

  • Stick to 1-2 fonts, and select font sizes strategically.
  • Incorporate striking images and colors that are true to your brand.
  • Make sure images aren’t too big or small – big images take too long to load, and small images will be blurry.
  • When looking at the entire email from top to bottom from a distance, ensure it flows nicely and looks like a cohesive flyer or poster.
  • Add social icons to all of your newsletters.

8. The SINGLE most important tip is this: Tell your reader why they should open your email in your subject line.

Emails that perform are not tricky. The subject line tells the reader why they should open it and then delivers on that promise. Write subject lines that give away what’s inside. Don’t make the reader guess. They won’t. They’ll just pass. If you’re offering a coupon, say that. If you’re telling about a new service, say in the subject line what the service is. This way those people that open it are already interested in what’s inside.

We honestly could write all day about this subject but for now, we hope these tips not only help you write your next newsletter effectively but also help you to gain more traction with your overall strategy. You can do it!

And if you’re like one of the many busy business owners we work with, and you just don’t want to do it or don’t have the time, keep in mind that we create newsletters every day, and would love to explore ways to boost your business with a bomb-dot-com email strategy (let’s just pretend people still say bomb-dot-com).

For Newsletter Help, Contact Us Today

If you want help from our techy/writing/designing Spyders, contact us today and let’s chat. As our owner, Deanna, says, “There is still NO better marketing for return on investment than email when it’s done right.”

2018 Year in Review

2018 Year in Review

2018 was a busy year for us – and an exciting one at that. We’ve introduced new Spyders to our team, renovated and expanded our work-space (our “web”, if you will), added more businesses to our already awesome list of clients, and spent many hours doing what Spyders do best: writing, designing, and marketing.

To celebrate this incredible year, we have compiled a list of some of our favorite 2018 projects for your viewing pleasure. But first, a word from our fearless leader and CEO:

Our ten year anniversary as a company is this year — April 2019 — and it’s pretty remarkable to take a look at how far we’ve come and how much has transpired in those ten years. We started out of a home office with two clients.

When I look back, I see the huge mistakes we’ve made and tried our best to learn from and I see a landscape of beautiful and impactful work — but most of all, I see the relationships we’ve built over the years and continue to build. That’s why we do this work. Because we love to serve others and help other businesses grow and have successes of their own.

I want to take this moment to say thank you to all of you who have trusted UplinkSpyder — and the Spyders that work here — with your website, design, marketing and content needs. We have big plans for the next year. I’m really excited. I never thought of myself as a business owner, much less a successful one, but God has graced Emmanuel and myself with many extra chances to learn and grow. Employing others is one of the hardest and most rewarding experiences of our lives and I’m so very grateful I continue to have that opportunity.

Please take a look at a very small sample and a few cool statistics from the last year of our first decade. And stay tuned for more awesome to come…

Happy New Year!
Deanna Rivera, CEO

2018 at a Glance


Hours Creating Awesome

In 2018, our Spyders spent over 13,500 combined hours working on your website, blogs, social media, newsletters, and more – and guess what? We loved every minute of it. We find joy in creating a website with a beautiful, mobile-responsive design that wows both your customers and search engines. When we see your keyword rankings improving, or a Facebook ad generating tons of clicks to your website, we literally high-five each other for a job well done. Your success is our success.


Words Written *Since June

Just over the last 7 months, we’ve written over 183,000 words to help increase website traffic and pull customers in based on careful SEO research. This is done through your website’s “normal” content outlining your services, but also through our new content marketing packages for blogging, which…not to toot our own horn or anything…are pretty freaking great. We can’t stress how important it is to regularly post blogs to your website. Don’t think your business needs a blog? We’d love to tell you why that’s not the case.


Newsletters Sent

Over this past year, we have sent over 430 newsletters for our clients, and that doesn’t count the additional efforts we make to ensure each of those newsletters get opened and clicked on. This includes automated emails (triggered by contact forms, pop-ups, etc.) and newsletter re-sends, with new subject lines, to people that didn’t open them originally. With email marketing, and all of your marketing efforts, consistency is key! We help our clients stay in their customers’ inboxes through well-crafted newsletters, helping grow their audience along the way.


Average Website Growth as Compared to 2017

Our existing websites, that we maintain and update regularly, experienced an average of 50% growth, compared to 2017. That’s because we don’t just launch a website and then wave good-bye. We become business partners with our clients, constantly helping them discover new ways to grow their business. When you work with UplinkSpyder, you work with a team of individuals that become your friends, and treat your business like our own.

23 Websites Launched

2018 was the year of experimenting with new design methods, further content analysis, and improved user experience. Through all of the 23 websites we built and launched in 2018, we were able to create something unique, which we are very proud of. Your website is the heart of all your marketing, so if it doesn’t truly reflect your business, has false information, or doesn’t show up properly on a mobile device, it’s not benefiting you at all. In fact, it may be hurting you. Luckily, we happen to know a group of talented Spyders (not the creepy, crawly kind) that can fix these issues for you.

25 Brands Created

When a new business owner comes to us and says “I don’t have a logo yet,” or “I don’t have a brand yet,” – it’s music to our ears. Our favorite projects are the ones that we help you shape from the beginning. In 2018, we helped 25 businesses find their identity. Check out some of the highlights below.

Thanks for reading all of that,
but the proof is in the pudding.

Check out a few highlights from our web design and branding of 2018:

Readers’ Choice Awards: How We Help Our Clients Succeed

Readers’ Choice Awards: How We Help Our Clients Succeed

Our team of Spyders had a great deal of luck this year helping our awesome local clients gain a bit of extra recognition. In our local city of Eugene, OR, there is a yearly contest called the Register-Guard’s Readers’ Choice Awards. Businesses are nominated in one or more categories during phase one. Then, the Top 5 nominated businesses move on to phase 2: the voting phase. Once voting is over, the Top 3 businesses are announced as the winners. Your business can gain a lot of exposure if you are nominated, and even more so if you “win”.