Email Newsletter Best Practices for 2023

An Email newsletter is a proven and cost-effective customer retention strategy, understand the best practices to keep your customers engaged.

Email Newsletter Best Practices

Photo by Stephen Phillips – on Unsplash


In the ever-evolving world of digital marketing, email newsletters continue to stand the test of time as an effective communication channel. 


They allow businesses to nurture relationships, share valuable content, and drive engagement with their audience.


This article aims to provide you with actionable insights and techniques to make your email newsletters more impactful and relevant in the coming year.


We’ll dive deep into the importance of understanding your audience, crafting compelling content, and optimizing design and formatting.


Whether you’re a seasoned email marketer or just starting, these best practices will help elevate your newsletter game and keep your subscribers engaged and excited for what’s to come.


Audience Segmentation

Audience segmentation plays a critical role in the success of your email newsletter campaigns. 


It involves dividing your subscribers into smaller groups based on shared characteristics, such as demographics, interests, and past interactions with your brand.


 By understanding these unique segments, you can tailor your content and messaging to better resonate with your audience, ultimately leading to increased engagement and conversions.


One of the primary benefits of audience segmentation is the ability to deliver personalized content that speaks directly to the needs and preferences of your subscribers. 


Studies have shown that personalized emails tend to have higher open and click-through rates compared to generic, one-size-fits-all messages. 


When your subscribers feel that you understand their needs and are providing relevant information, they are more likely to engage with your content and develop a deeper connection with your brand.


Furthermore, audience segmentation allows you to identify high-value segments that may require more targeted messaging or special offers. 


For example, you may have a group of subscribers who consistently engage with your emails and make purchases. 


By identifying this segment, you can develop exclusive promotions or loyalty programs designed to retain these valuable customers and encourage further business.


Personalizing your email newsletters begins with understanding your audience and leveraging the data you have collected about them. 


This information can include demographics, purchase history, browsing behavior, and even preferences explicitly stated by the subscribers themselves. 


By analyzing this data, you can identify patterns and trends that help you tailor your content to better resonate with different segments of your audience.


One effective way to personalize your email newsletters is by addressing subscribers by their first name in the subject line and the email body. 


This small touch can create a sense of familiarity and make subscribers feel that the content is crafted specifically for them. 


Another approach is to customize the content of your newsletter based on the subscriber’s interests, preferences, or past interactions with your brand. 


For instance, you can send a curated list of articles or product recommendations based on their browsing history, or share exclusive offers and promotions tailored to their purchase behavior. 


By doing so, you create a more engaging and relevant experience for your audience, increasing the chances of higher open and click-through rates. 


Beyond learning how to personalize your copy, it’s important to seek advice from people who are experts at successful cold pitching.


Strong Headline & Engaging Copy

A strong headline is crucial for capturing your subscribers’ attention and enticing them to open your email newsletter. 


To craft effective headlines, focus on:


  1. Creating a sense of urgency;
  1. Curiosity;
  2. Value;
  3. Powerful and action-oriented words while keeping the subject line concise and easily digestible. 


Personalization, such as including the subscriber’s name or referencing their interests, can also make your headline more appealing.


Remember to avoid using all capital letters or excessive punctuation, as this may trigger spam filters and decrease your email’s deliverability.


When it comes to writing engaging copy, the key is to maintain a conversational tone and address your audience directly. Write as if you were speaking to a friend, using simple language and short sentences to make your content more digestible. 


Break your copy into smaller paragraphs or bullet points to improve readability and ensure your subscribers can easily scan through the content. 


Incorporating storytelling techniques can also make your copy more compelling, as it allows you to build an emotional connection with your audience. 


Share content that demonstrates the value of your products or services, such as:


  1. Personal anecdotes 
  2. Customer success stories
  3. Case studies 


Finally, always include clear and persuasive calls-to-action (CTAs) that guide your subscribers towards the desired outcome, whether it’s reading your latest blog post, making a purchase, or signing up for an event. 


A well-crafted CTA should be visually distinct and use action-oriented language to encourage subscribers to take the next step.



Leveraging storytelling in your email newsletters can create a deeper emotional connection with your audience, making your content more memorable and engaging. To effectively incorporate storytelling techniques, consider the following steps:


  1. Identify your target audience and their pain points or aspirations.
  2. Set the context by providing background information or describing a relatable scenario.
  3. Introduce the main characters or subjects, like your customers or your brand.
  4. Share the journey or transformation, including challenges faced and lessons learned.
  5. Highlight the resolution or outcome, emphasizing how your product or service played a role.
  6. End with a call-to-action, encouraging readers to take the next step or share their own experiences.


Incorporating these elements into your email newsletters allows you to present your content in a more captivating manner. 


For example, instead of simply listing the features of a product, share a customer success story that demonstrates how the product solved a problem or improved their lives. 


By weaving narratives into your content, you tap into your audience’s emotions, making your message more relatable and persuasive. 


Ultimately, storytelling helps you build trust and loyalty, driving subscribers to connect with your brand on a deeper level and take the desired action.

Balance of Promotional & Informational Content

Striking the right balance between promotional and informational content in your email newsletters is essential for maintaining subscriber engagement and avoiding the perception of being overly sales-focused. 


A good rule of thumb is to follow the 80/20 rule, where 80% of your content provides value to your subscribers through educational, entertaining, or inspirational material, and the remaining 20% focuses on promoting your products or services.


To achieve this balance, consider incorporating industry news, helpful tips, how-to guides, or curated articles relevant to your audience’s interests alongside your promotional content. 


By providing valuable information that addresses your subscribers’ needs and challenges, you position your brand as a trusted resource and thought leader in your field. 


This approach fosters loyalty and trust, making subscribers more receptive to your promotional messages and ultimately increasing the likelihood of conversions. 


In essence, balancing promotional and informational content allows you to build lasting relationships with your audience while still driving business results.

Mobile-First Approach

In today’s increasingly mobile-driven world, adopting a mobile-first approach to your email newsletters is crucial for ensuring a seamless and enjoyable experience for your subscribers. 


With a significant percentage of email opens occurring on mobile devices, it is essential to prioritize mobile optimization to avoid losing engagement and potential conversions due to poor user experience. 


A mobile-first mindset not only caters to the current habits of your audience but also future-proofs your email marketing strategy as mobile usage continues to grow.

Having a dedicated development team is crucial for effective email mobile optimization, as it ensures a smooth and user-friendly experience on various devices.

To create a responsive and mobile-friendly newsletter, consider the following checklist of items:


  1. Use a responsive email template that automatically adapts to various screen sizes and devices.
  2. Keep your subject lines concise and engaging, as mobile devices display fewer characters.
  3. Optimize your preheader text to provide context and encourage opens.
  4. Ensure your text is easily readable, using a font size of at least 14 pixels for body copy and 22 pixels for headlines.
  5. Utilize a single-column layout for easy scrolling and navigation on smaller screens.
  6. Include ample white space and clear divisions between content sections for better readability.
  7. Optimize images for faster loading times and compress them to reduce file size.
  8. Make your calls-to-action (CTAs) large, easily tappable, and visually distinct.
  9. Test your newsletter across various devices and email clients to ensure a consistent experience for all subscribers.

Optimal Send time & Frequency

Finding the optimal sending time for your email newsletters is essential for maximizing open rates and overall engagement. 


While there are general recommendations, such as sending emails during weekdays and avoiding early mornings or late evenings, the most effective approach is to analyze your own audience’s behavior and preferences. 


By studying your subscribers’ past interactions with your emails, you can identify patterns and trends that can guide your decision-making process. Factors such as time zones, work schedules, and industry-specific habits can all influence the best time to send emails.


Determining the ideal frequency for your email newsletters is equally important and requires a balance between maintaining a consistent presence in your subscribers’ inboxes and avoiding overwhelming them with too many messages. 


Start by establishing a baseline frequency, such as once a week or twice a month, and monitor your open, click-through, and unsubscribe rates closely. Gradually adjust your sending frequency based on these metrics and your audience’s feedback. 


Keep in mind that different segments of your audience may have varying preferences, so consider customizing your frequency for each group. 


By finding the right balance in both sending time and frequency, you can optimize your email campaigns for better engagement, conversions, and subscriber retention.

Double Opt-In

A double opt-in is an email subscription process that requires new subscribers to confirm their email address before officially being added to your mailing list. 


This method offers several benefits, such as ensuring that the subscriber’s email address is valid, reducing the likelihood of spam complaints, and maintaining a higher-quality mailing list with engaged subscribers who genuinely want to receive your content.


To implement a double opt-in process for your email newsletter, follow these steps:


  1. Set up a subscription form on your website or landing page that prompts users to enter their email address and other relevant information.
  2. Create an automatic confirmation email that is sent to the subscriber immediately after they submit the form. This email should include a clear subject line indicating that it’s a confirmation email, a brief explanation of the double opt-in process, and a call-to-action (CTA) button or link for the subscriber to confirm their subscription.
  3. Configure your email marketing platform to only add subscribers to your mailing list after they have clicked the confirmation link or button in the confirmation email.
  4. Optionally, create a welcome email that is sent to subscribers once they have successfully completed the double opt-in process, thanking them for joining your list and providing an overview of what to expect from your newsletters.


By implementing a double opt-in process, you can build a more engaged and committed audience for your email newsletters, resulting in better open rates, click-through rates, and overall campaign performance. 


Additionally, this process helps safeguard your sender reputation and maintain compliance with anti-spam regulations.

Key Takeaways 

In conclusion, creating an effective email newsletter in 2023 requires a keen focus on understanding your audience, crafting personalized and engaging content, and optimizing design and formatting with a mobile-first approach.


Additionally, it’s essential to find the optimal sending time and frequency, continuously test and optimize your campaigns, and stay compliant with legal and ethical considerations. By integrating your email marketing with other channels and adapting to the latest industry trends, you can ensure the ongoing success of your email campaigns.


Remember to segment your audience for better personalization, strike a balance between promotional and informational content, and leverage storytelling techniques to captivate your subscribers. 


Prioritize a mobile-first design, utilize double opt-in processes, and always monitor and adapt your strategy based on performance data.