How to Send Email Newsletters

Email newsletters remain one of the most powerful digital communication tools available to businesses, creators, and organizations. Unlike social media algorithms that control visibility, or paid ads that require ongoing investment, email newsletters deliver direct, personalized, and permission-based access to your audience. When done correctly, they build trust, drive engagement, and convert readers into loyal customers or supporters. This guide provides a comprehensive, step-by-step walkthrough on how to send email newsletters effectively—whether you're a small business owner, a blogger, a nonprofit, or a marketing professional. We’ll cover everything from foundational strategy to advanced optimization, real-world examples, and the best tools to streamline your process.

Step-by-Step Guide

Define Your Purpose and Audience

Before you write your first email or choose a platform, clarify why you’re sending newsletters. Are you educating your audience? Promoting products? Sharing industry insights? Building community? Your purpose shapes every element of your newsletter—from tone and frequency to content structure.

Equally important is defining your target audience. Who are they? What problems do they face? What kind of content do they value? Create a simple audience persona: include demographics (age, location, job role), interests, pain points, and preferred communication style. For example, a B2B SaaS company might target mid-level managers in tech startups who want time-saving automation tips, while a local bakery might aim for neighborhood residents interested in seasonal treats and events.

Without a clear purpose and audience, your newsletter risks becoming generic noise. Specificity increases relevance, and relevance drives open rates and engagement.

Choose the Right Email Marketing Platform

There are dozens of email marketing platforms available, each with different features, pricing, and scalability. Selecting the right one is critical for long-term success.

Popular options include:

• Mailchimp – Ideal for beginners with a generous free tier and intuitive drag-and-drop editor.
• ConvertKit – Designed for creators and bloggers, with powerful automation and tagging features.
• Substack – Perfect for writers and journalists who want to monetize newsletters directly.
• Constant Contact – Great for small businesses with event promotion and survey tools.
• ActiveCampaign – Best for advanced users needing complex automation and CRM integration.
• Brevo (formerly Sendinblue) – Offers SMS and email in one platform at competitive pricing.

When evaluating platforms, consider:

• Number of contacts allowed in free or paid plans
• Template customization options
• Automation workflows (e.g., welcome sequences, abandoned cart emails)
• Analytics and reporting depth
• Mobile responsiveness of templates
• Integration with your website, CRM, or e-commerce platform

Start with a free plan to test usability before committing financially. Most platforms offer 14–30 day trials.

Build Your Email List Ethically

Your newsletter is only as strong as your list. But building a list requires patience and integrity. Never buy email lists—this violates anti-spam laws like CAN-SPAM (U.S.) and GDPR (EU), and leads to high bounce rates, spam complaints, and damaged sender reputation.

Instead, grow your list organically using these proven methods:

• Website pop-ups or slide-ins – Offer a lead magnet (e.g., free checklist, eBook, discount) in exchange for an email address.
• Content upgrades – Within blog posts, offer a downloadable resource related to the topic (e.g., “Download the 10-Step SEO Checklist” after a post about keyword research).
• Newsletter signup forms – Place them in your header, footer, sidebar, or as a dedicated landing page.
• Social media prompts – Use Instagram bios, Twitter pinned tweets, or LinkedIn posts to direct followers to your signup page.
• Events and webinars – Collect emails during registration and follow up with a thank-you email that includes a subscription option.
• Referral incentives – Encourage subscribers to share your newsletter with friends in exchange for exclusive content.

Always include a clear privacy statement and link to your privacy policy. Make the signup process simple—ask only for the email address initially. You can collect more data later through surveys or preference centers.

Design Your Newsletter Template

Your template is the visual identity of your newsletter. It should be clean, consistent, and mobile-responsive. Over 60% of emails are opened on mobile devices, so responsiveness isn’t optional—it’s essential.

Most email platforms offer pre-built templates. Customize them by:

• Using your brand colors and fonts
• Adding your logo in the header
• Ensuring buttons are large enough to tap on mobile (minimum 44x44 pixels)
• Keeping text concise with ample white space
• Using a single-column layout for easier reading
• Including a clear unsubscribe link in the footer (required by law)

Avoid using images as the primary content. Many email clients block images by default. Always use descriptive alt text for images and ensure your message is clear even without them.

Test your template across multiple devices and email clients (Gmail, Outlook, Apple Mail, etc.) using tools like Litmus or Email on Acid before sending.

Write Compelling Content

Content is the heart of your newsletter. It should deliver value consistently. Here’s a proven structure to follow:

1. Subject Line – This determines whether your email gets opened. Keep it under 50 characters. Use urgency, curiosity, or personalization (e.g., “John, your weekly SEO tips are inside” or “3 mistakes killing your open rates”).
2. Preheader Text – The short snippet that appears after the subject line in inboxes. Use it to reinforce the subject or add context (e.g., “Inside: 5 tools to automate your content calendar”).
3. Opening Line – Start with warmth and relevance. Address the reader directly. “Hi [First Name],” works better than “Dear Subscriber.”
4. Main Content – Focus on one primary topic per email. Break it into short paragraphs. Use subheadings, bullet points, and bold text for scannability. Include 1–3 links total to avoid overwhelming readers.
5. Call to Action (CTA) – Tell readers what to do next: “Read the full guide,” “Join our next workshop,” “Reply with your thoughts.” Make it specific and action-oriented.
6. Signature and Footer – Include your name, title, social links, and unsubscribe link. Keep it professional but human.

Write like you speak. Avoid jargon unless your audience expects it. Be conversational, helpful, and authentic. People subscribe to people, not brands.

Schedule and Send Your First Newsletter

Consistency builds trust. Decide on a sending schedule that’s sustainable—weekly, biweekly, or monthly. Weekly is common for active audiences; monthly works better for in-depth content.

Use your platform’s scheduling feature to send emails at optimal times. Data shows that Tuesday and Thursday mornings (9–11 a.m. local time) tend to yield the highest open rates. However, test this with your own audience. Analyze your open rate data over time to find your sweet spot.

Before hitting send:

• Proofread for typos and broken links
• Test the email on multiple devices
• Send a test email to yourself and a colleague
• Check spam score using tools like Mail-Tester or GlockApps

Once sent, monitor your analytics: open rate, click-through rate (CTR), bounce rate, and unsubscribe rate. Use this data to refine future sends.

Automate Welcome and Follow-Up Sequences

Automation transforms email newsletters from one-off broadcasts into relationship-building engines.

Set up a welcome sequence that triggers automatically when someone subscribes. A typical sequence includes:

• Email 1 (Immediate): Thank them and deliver the lead magnet.
• Email 2 (Day 2): Introduce yourself and your mission.
• Email 3 (Day 4): Share a popular piece of content or a success story.
• Email 4 (Day 7): Invite them to reply with a question or feedback.

This sequence builds rapport, reduces early unsubscribes, and primes subscribers for future content.

Other automation ideas:

• Re-engagement emails for inactive subscribers (e.g., “We miss you—here’s what’s new”)
• Post-event follow-ups (after a webinar or live stream)
• Birthday or anniversary emails with special offers

Automation saves time and increases engagement without requiring manual effort after setup.

Best Practices

Segment Your Audience for Higher Relevance

Not all subscribers are the same. Segmenting your list allows you to send targeted content that resonates more deeply.

Common segmentation criteria include:

• Subscription date (new vs. long-term subscribers)
• Engagement level (opened last 3 emails vs. none in 60 days)
• Demographics (location, job title)
• Behavior (downloaded a specific guide, clicked a product link)
• Preferences (selected topics during signup)

For example, if someone downloaded your “Beginner’s Guide to SEO,” send them follow-up content about on-page optimization. If someone clicked a link to your premium course, send them a case study or testimonial. Segmented campaigns can increase click-through rates by up to 50% compared to generic blasts.

Optimize for Deliverability

Even the best newsletter fails if it never reaches the inbox. Deliverability depends on your sender reputation, which is influenced by:

• Spam complaints – Keep this below 0.1% of total sends.
• Bounce rate – Aim for under 2%. Remove invalid emails regularly.
• Engagement – High open and click rates signal to ISPs (Internet Service Providers) that your emails are wanted.
• Authentication – Set up SPF, DKIM, and DMARC records for your domain. Most platforms handle this automatically, but verify in your settings.
• Consistent sending volume – Avoid sudden spikes in volume, which can trigger spam filters.

Use tools like Google Postmaster Tools or Microsoft SNDS to monitor your domain’s reputation. If your emails land in spam, investigate the cause immediately.

Use A/B Testing to Improve Performance

Never assume you know what works. Test two versions of the same element to see which performs better.

Common A/B tests include:

• Subject lines (e.g., “5 Tips to Double Your Traffic” vs. “How I Grew My Traffic by 200% in 30 Days”)
• Send times (Tuesday 10 a.m. vs. Thursday 2 p.m.)
• CTA button text (“Read More” vs. “Get the Guide”)
• Layout (single column vs. two-column)
• Image vs. text-only versions

Run tests on 10–20% of your list, then send the winning version to the rest. Even small improvements—like a 5% higher open rate—can significantly impact your overall results over time.

Balance Promotion with Value

The 80/20 rule applies here: 80% of your content should educate, entertain, or inspire. Only 20% should promote your products or services.

Over-promotion leads to fatigue and unsubscribes. Instead, embed subtle calls to action within helpful content. For example:

• Share a case study → end with “Want to replicate this? Here’s our template.”
• Write a tutorial → offer a downloadable tool mentioned in the post.
• Curate industry news → add “Here’s what we’re doing differently based on this trend.”

This approach builds authority and trust, making promotional content feel like a natural next step—not a sales pitch.

Encourage Engagement and Replies

One of the most overlooked tactics is encouraging replies. When subscribers reply to your emails, it signals high engagement to email providers, improving your deliverability.

End your newsletter with a simple prompt:

• “What topic should I cover next?”
• “Hit reply and tell me one thing you’re struggling with right now.”
• “Which of these three tips helped you most?”

Respond personally to replies when possible. This transforms passive readers into active participants and builds deep loyalty.

Monitor Metrics and Iterate

Track these key metrics regularly:

• Open Rate – Percentage of recipients who opened your email. Industry average: 15–25%.
• Click-Through Rate (CTR) – Percentage who clicked a link. Average: 2–5%.
• Conversion Rate – Percentage who completed a desired action (e.g., bought a product, signed up for a webinar).
• Bounce Rate – Percentage of emails that couldn’t be delivered.
• Unsubscribe Rate – Should be under 0.5% per send.
• Spam Complaint Rate – Must be below 0.1%.

Use these insights to refine your strategy. If open rates drop, test new subject lines. If CTR is low, improve your CTAs or content structure. If unsubscribes spike, reassess your frequency or content relevance.

Tools and Resources

Email Marketing Platforms

• Mailchimp – Best overall for beginners. Free plan up to 500 contacts.
• ConvertKit – Creator-focused with visual automation builder.
• Substack – Built for writers; includes monetization and reader subscriptions.
• ActiveCampaign – Advanced automation and CRM features for scaling businesses.
• Brevo – Affordable with SMS and email integration.
• MailerLite – Simple interface with landing page builder.

Design and Content Tools

• Canva – Create custom graphics, banners, and social teasers for your newsletter.
• Grammarly – Check grammar, tone, and clarity before sending.
• CoSchedule Headline Analyzer – Score and improve your subject lines.
• Unsplash / Pexels – Free high-quality images for your templates.
• Bitly – Shorten and track links to see which ones perform best.

Analytics and Testing Tools

• Google Analytics – Track website traffic from email campaigns.
• Mail-Tester – Check spam score and deliverability issues.
• Litmus – Preview emails across 90+ clients and devices.
• Google Postmaster Tools – Monitor domain reputation with Gmail.
• Hotjar – See how users interact with your signup landing pages.

Learning Resources

• HubSpot Email Marketing Course – Free certification with practical exercises.
• Neil Patel’s Email Marketing Guide – Actionable tips for growth.
• Really Good Emails – A gallery of beautifully designed newsletters for inspiration.
• The Skimm – Study how a daily newsletter built a massive audience.
• “Email Marketing Rules” by Chad White – The definitive book on email strategy.

Real Examples

Example 1: The Hustle (Business Newsletter)

The Hustle was a daily business newsletter that grew to over 2 million subscribers before its acquisition. Its success stemmed from:

• Conversational, humorous tone (“Here’s what you missed today.”)
• Curated, bite-sized news from tech, finance, and startups
• Consistent 6 a.m. delivery on weekdays
• Minimal promotion—focused entirely on value
• Strong branding with a signature mascot and visual style

They didn’t sell products directly—they built trust, then monetized through sponsorships. Their model proves that audience-first content drives long-term success.

Example 2: Morning Brew (Daily Business Brief)

Morning Brew combines news, humor, and design to make business content accessible. Key tactics:

• Short paragraphs with bold headers and emojis
• “Today in 60 seconds” summaries
• Clear CTA: “Reply with your thoughts”
• Strong visual identity with custom illustrations
• Expanded into podcasts and events after building email loyalty

They turned a simple newsletter into a media brand by prioritizing reader experience over promotional intent.

Example 3: A Small Business: Local Coffee Roaster

A family-owned coffee shop in Portland sends a biweekly newsletter with:

• Behind-the-scenes photos of roasting batches
• Stories about farmers they source from
• Exclusive discounts for subscribers (e.g., “20% off your next bag”)
• Upcoming events: “Taste the new Ethiopian blend this Saturday”
• A “Coffee Tip of the Week” (e.g., “Use filtered water for better flavor”)

Result: 40% of their online sales come from email, and their unsubscribe rate is under 0.2%. Their newsletter feels personal—not corporate.

Example 4: Indie Hacker Newsletter (Personal Brand)

A software developer shares weekly updates about building a SaaS product. Each email includes:

• Progress updates: “Hit 1,000 users this week!”
• Lessons learned: “Why I switched from Stripe to Paddle”
• Reader questions answered
• Links to GitHub commits or feature demos

By being transparent and vulnerable, they built a community of early adopters who became paying customers and advocates.

FAQs

How often should I send an email newsletter?

There’s no universal answer. Weekly is common for active audiences, biweekly for curated content, and monthly for in-depth reports. The key is consistency. Choose a cadence you can maintain without burning out. Quality always trumps frequency.

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

Generally, Tuesday through Thursday between 9 a.m. and 11 a.m. local time performs best. However, test with your audience. Use your platform’s analytics to see when your subscribers are most active. B2B audiences often engage during work hours; B2C audiences may respond better in evenings or weekends.

How do I grow my email list faster?

Focus on value-driven opt-ins. Offer high-quality lead magnets (checklists, templates, guides). Promote your signup link everywhere: blog posts, social media, video descriptions, and even in-person events. Use exit-intent pop-ups on your website. Avoid buying lists—this harms deliverability.

Can I send newsletters without a website?

Yes. Platforms like Substack, Beehiiv, and MailerLite allow you to create a standalone newsletter page. However, having a website improves credibility and gives you more control over SEO, branding, and lead capture.

How do I avoid my emails going to spam?

Avoid spammy language (“Act now!”, “100% guaranteed”), excessive punctuation (!!!), and all-caps subject lines. Authenticate your domain (SPF/DKIM/DMARC), maintain low bounce and complaint rates, and send consistently. Always include an unsubscribe link. Test your emails with Mail-Tester before sending.

What should I do if my open rates are low?

Test new subject lines. Personalize them with the recipient’s name or location. Improve your preheader text. Send at a different time. Segment your list—inactive subscribers may need re-engagement content. Review your sender name—using a real person’s name often increases opens over a company name.

Is it okay to reuse content from my blog in newsletters?

Yes—but adapt it. Don’t copy-paste. Summarize key points, add personal insights, and include a link to the full article. This provides value while driving traffic back to your site.

How do I measure ROI from email newsletters?

Track conversions: How many subscribers purchased a product, signed up for a service, or downloaded a resource because of your email? Use UTM parameters on links to track traffic sources in Google Analytics. Calculate revenue generated per email campaign and compare it to your platform’s cost.

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

A newsletter is a recurring, content-focused communication (e.g., weekly updates). An email campaign is a targeted, goal-driven sequence (e.g., a 5-day onboarding series or a holiday sale). Newsletters build relationships; campaigns drive specific actions. Both are essential.

Can I make money from email newsletters?

Absolutely. Monetization methods include:

• Sponsorships and ads
• Paid subscriptions (e.g., Substack)
• Affiliate marketing
• Selling digital products or courses
• Driving traffic to e-commerce products

The most successful newsletter creators earn six or seven figures annually by focusing on niche audiences and delivering exceptional value.

Conclusion

Sending email newsletters is not a technical chore—it’s a strategic relationship-building practice. When done right, it transforms casual readers into loyal advocates, turns one-time visitors into repeat customers, and creates a direct channel of communication that no algorithm can take away.

This guide has walked you through the entire process: from defining your purpose and audience, to selecting the right tools, designing templates, writing compelling content, automating workflows, and analyzing performance. You’ve seen real-world examples of newsletters that succeeded by prioritizing authenticity over promotion and value over volume.

The most important takeaway? Start small. Don’t wait for perfection. Send your first newsletter—even if it’s short, simple, and imperfect. Then, listen to your audience. Test, iterate, and improve. Over time, your newsletter will become one of your most valuable assets.

Email is personal. It’s intimate. It’s enduring. In a world of fleeting social media trends and noisy ads, a well-crafted newsletter cuts through the clutter. It reminds people: “I see you. I value you. I’m here for you.”

Now, go build something that matters.