5 easy-to-add elements for effective newsletters that people want to read!

Updated 16 August 2025.

In an era of endless marketing options, many small businesses are doubling down on a method that has stood the test of time and continues to produce an impressive ROI – the email newsletter. In this article, we will explore five essential elements that can significantly enhance the effectiveness of your newsletters and don’t require complex tech skills to create.

Why Newsletters Still Matter

In a world overflowing with social media and digital noise, the humble email newsletter remains one of the most powerful ways to connect with your audience. A well-crafted newsletter can nurture relationships, drive traffic, and keep your brand top-of-mind… if you do it right!

But let’s be honest: most inboxes are crowded, and your subscribers are busy. So how do you make your newsletter stand out and actually get read?

What Makes a Great Newsletter?

The best newsletters share a few key traits.

• Relevant, valuable content: Focus on what your audience cares about, not just what you want to say.
• Unique perspective: Offer insights, stories, or advice they can’t get anywhere else.
• Friendly, approachable tone: Write like you’re talking to a friend, bringing them into the business’ inner circle.
• Clear, scannable design: Use short paragraphs, bullet points, and headlines so readers can quickly find what interests them.
• Strong call-to-action (CTA): Guide readers to the next step, whether it’s reading a blog post, signing up for an event, or replying to your email.

1. Subject text

Subject lines are a fundamental element to capture your audience’s attention. If you send fantastic content, but your subject line falls flat, it may never get read, meaning your hard work never pays off.

We know subject lines can be tricky, even for seasoned copywriters, so don’t be afraid to use tools to help you create them. AI tools such as ChatGPT can help, but we love Headline Studio, a free app that will rate your title or subject line.

If you have an email marketing platform, such as MailChimp, Mailerlite, or ConvertKit, use the A/B testing function. You could test two radically different subject lines or do something more subtle, such as using a synonym, but don’t underestimate this incredibly useful tool.

2. Preview text

While subject lines remain crucial to grabbing attention, preview text intrigues people enough to click on an email. Preview text, also known as preheader text, is the short section of text that appears after your subject line. It needs to pack a punch but be limited to a single line, as mail clients set different cut-off limits. Try to tease what’s inside to maximize your clicks!

3. Legitimacy markers

Never underestimate account setup for deliverability and authority. Use a “from” and “reply-to” that clearly identify you and/or the business. Many business owners like to add a personal touch, so don’t be shy – we send ours from “Lynn from Cyber PR Army”! If your subscribers feel you are a real person and understand which business it is from, they are far more likely to open your emails.

4. Personalization & Segmentation

This one is a little trickier, but if you use an email marketing platform, use personalization and segmentation. What does that mean in plain English? Use the options available to address your email to the reader’s name rather than “Hi, everyone.” Segmenting can get complicated (and Zoey will happily talk to you all day about cool things you can do with it), but at its core, it’s splitting people into groups based on what they have been doing or who they are. For example, if you have an e-commerce business, you could send an automatic “We’ve missed you” campaign with a voucher to everybody who hasn’t shopped with you in 6 months. Or send an email to people who live in certain areas announcing a talk or a pop-up shop. Get creative with it, and think of it as a way to ensure that the right people get the right message.

5. Clear CTA

This one is the big one. We see it on websites, social media posts, and email campaigns are no exception. Every time you communicate with your customers (or potential customers), give them a clear action so they know what to do next. If they don’t know what to do, they’ll feel like the communication didn’t have a point. If you give them too many options, they will suffer from analysis paralysis and won’t follow through at all. Start each email knowing what action you want your audience to take after reading it, and give them a clear and easy way to do so once they reach the end. This doesn’t always have to be “buy our product!”; it could be to check out a video, join a waitlist, share with their friends, or even a thought exercise if you are a coach or trainer.

Pro Tips for Newsletter Success

• Be consistent: Send on a regular schedule (weekly, biweekly, or monthly – whatever works for you and your audience).
• Make it easy to unsubscribe: Respect your readers’ time and preferences.
• Stay mobile-friendly: Most people read emails on their phones. Use responsive templates and keep formatting simple.
• Personalize when possible: Use your subscriber’s name and segment your list for even more relevance.

Easy Newsletter Content Ideas

Remember that people don’t just want to be sold to! Aim for 90% information or entertainment and 10% sales pitch.

• Quick tips or how-tos
• Industry news or trends
• Customer or team spotlights
• Behind-the-scenes stories
• Event announcements
• Curated resources or recommended reads
• Special offers or exclusive content

Ready to Write the Newsletter Your Audience Can’t Wait to Read?

Email is an immensely powerful tool that can keep your customers coming back for more, but a lacklustre campaign may lead to more unsubscribes than additional sales. Email platforms now pack a serious punch and can become the backbone of your business, but it all comes down to understanding how to best use it to grow and engage simultaneously. We know everyone has different comfort levels with email marketing, which is why we offer a full suite of email marketing services. We can audit your existing content and offer a roadmap for improvements, we can teach you how to get up and running or expand your skills, and if email marketing just isn’t for you, we can take it completely off your hands. Find out more about our email marketing services by clicking here. Whatever system you’re on, let’s make it work for you!

Cyber PR Army Solutions Inc. Digital Marketing Made Easy.