7 Strategies for Creating an Eye-Catching and Read-Worthy Newsletter
The newsletter is a tricky beast. In some industries, such as the writing and author world, it’s an expected endeavor—by readers, publicists, and publishers. In addition to social media, book signings and other promotional events, it’s a critical promotional tool for authors grow and nurture their fan base. Just the same, authors, creatives, business owners, publicists, entrepreneurs, and anyone else sharing a newsletter must fight against the heavy traffic of an inbox feed to grab and hold the reader’s attention.
The goal is to create an eye-catching and read-worthy newsletter that grabs and keeps subscribers’ attention and loyalty. That’s not an easy feat. To help you thoughtfully navigate this endeavor, I asked the experts—those with large readerships—and readers who have favorite newsletters for their valuable insights.
Seven Strategies for Creating an Eye-Catching and Read-Worthy Newsletter
Make Them Educational. Too many newsletters are simply sales pitches, perhaps an image of a product, book, or service with a buy now button at the bottom. While it’s still a great idea to send book release announcements, links to new content, and updates on your journey to your mailing list, a read-worthy newsletter that subscribers open and read educates the reader.
“I tend to enjoy newsletters that have personality and some insight, and that teach me something,” says Cameron Kolb, the founder of ExitPros. “They shouldn’t sell me anything. Clarity and consistency are more important than the frequency of emails.”
“I’ve been sending newsletters since the ’90s when I started my rescue work, and here’s what I learned: people stay subscribed when you solve their three a.m. problems.” Lena Gershenov, Certified Cat Behaviorist & Trainer, Founder of PetsNcharge. “When a cat owner can’t sleep because their senior cat suddenly stopped using the litter box, they remember the newsletter that explained territorial stress before it became an emergency. I also share one behavioral tip per week—like why cats knock things off tables or how to introduce a new rescue to your household—and only mention products when they’re genuinely relevant to that week’s topic. My open rates jumped from 19% to 41% when I stopped treating subscribers like walking wallets. I structure mine like a quick vet visit—one problem, one solution, done in under 90 seconds of reading time.
Make Them Engaging. In addition to educating your readers, engage them. Be transparent, share a little about yourself, tell stories about your engagement with your community of subscribers, and give them a peek behind the curtain into your life. Avoid the “ivory tower” syndrome of a CEO sharing corporate analytics, or an author bragging about sales. The reader wants to know about you and connect with your brand and story.
“A personal connection is key,” says S.M. Stevens, award-winning author. “Your personality must come across, so the reader feels they are conversing with you. If readers are allowing me to send information directly to their inboxes, I owe it to them to be honest and personal in my communication. I focus on my book news, musings on book-related topics, and subscriber-only deals. I promise my subscribers I won’t bore them with details of what I had for lunch, although I do slip in the occasional dog photo.”
“The average person checks their inbox multiple times a day, so it’s a great way to reach an audience without fighting with algorithms,” says Shelby Leigh, author and owner of Marketing by Shelby. “And even though most of us are subscribed to email marketing from big brands, subscribing to newsletters from our favorite authors is different. They let you talk to your readers directly without any interruptions, which fosters trust and connection. Readers can reply to your email and share their thoughts or excitement (I love getting replies from my readers!). Lastly, an author newsletter can feel more like a personal connection than an advertisement, which is why it still works today.”
Make Them Readable. Not only is it important to have an engaging read, but a newsletter should also be succinct. Too lengthy or too detailed can lose the reader’s attention and probably end up in the junk box. But one with an attention-grabbing subject line and brief announcement or message is easily digestible and appreciated. Also, it should be accessible on all devices, including images and links. Be sure to run a couple of tests to ensure the newsletter is formatted correctly before hitting the send button.
“A read-worthy newsletter for me is one that’s either structured well and gets to the point,” says Srishti Bhargava, Sr. Public Relations Specialist, Northwell Health. “It should be articulate yet personable, so that it makes me feel like I’m speaking with the author myself. While the newsletter may revolve around brand strategy and brand building.”
“Think about the layout of your newsletter,” reminds Hazel Andrews-Oxlade, Owner and Founder of Creative Content Company, an online marketing company. “If it is being read on a phone, you need to consider how long the reader will scroll. Try to lay out the newsletter so it’s easy to read and skim, making it easy for people to find what they need. Keeping the same layout month after month, once you have got it right, is highly recommended. People will know where to look and what they are looking for.”
Make Them Targeted. Talk to your reader and create content that interests them. While you want to share a little about your life or your company, and yes, even a picture of something personal, don’t go too far afield. Target what your ideal audience is interested in. Readers want to engage with you but walk away with something new and relevant. Learn what they are interested in by communicating with them on social media or by following industry experts for examples of what works.
“My target audience are small to medium and start-up businesses,” says Hazel Andrews-Oxlade, Owner and Founder of Creative Content Company, an online marketing company. “So, a newsletter with an update about my business, guidance, advice, and special offers helps. I also include local events so they can grow their business through networking. There are also social media post ideas for the following month. This is ‘real content’ that the reader can use. If you are sending newsletters for your business, then it needs to be worthy of their time.”
“Newsletters hold appeal when they are relevant and about the reader, not the person, organization, or product,” says Liam Sandford, Best Selling Author & Public Speaking Coach. When done well, it provides the human element to a business.”
Make Them Consistent. A sporadic newsletter is not only confusing to subscribers but also likely to lose some. There’s an underlying implication that the sender may not be organized or marketing-savvy. This may roll over into profits. Consider your ability to strategically deliver on a promise before embarking on this marketing path.
“I believe it’s important to have a cadence to your newsletter, such as the first Tuesday of the month, says Jme Thomas, executive director of the Motley Zoo Animal Rescue and Lead Vocalist of Rockin’ Rescue. “Maybe increase frequency during a campaign or promotion, especially when you are tracking funds raised, or in the case of an author, number of books pre-sold, or what readers are saying, in an effort to increase interest and tap into FOMO.
“Frequency really depends on how enjoyable the content is,” says Monique Danielle, CMO and Co-founder of The Bookshelf.” There are some newsletters I’ve read like an addiction and felt their absence when they’re not waiting for me every day. But the vast majority of newsletters I’ll only open if I’m in the mood or the subject line strikes me as particularly interesting. It all comes down to the content. If it’s consistently intriguing, I’ll read it as often as I can. If it feels like an author checked it off their to-do list, it’ll likely feel like a chore to read. Most email experts preach consistency, but I’m much more likely to notice if a newsletter comes every Tuesday at 10 am than to recognize the author’s name and style of starting a conversation. If the newsletter doesn’t show up at least monthly, however, I’ll probably immediately distrust whatever is inside, and I’m more likely to skip or unsubscribe without even reading it.”
Make Them Strategic. While newsletters are a fun and savvy way to connect with subscribers, there’s a strategy behind them. Getting the formula right takes practice. Experimenting with content, lists, timing, promotions, links, channels, and everything involved in a single campaign must be carefully considered and curated. There are also many experts out there, including those cited here, willing to help you navigate the landscape.
“Some authors have assistants, but most do promotion on their own,” says Rebecca Forster, USA Today best-selling thriller author. Writing about one crime at a time. “I saw a great rise in open /click rates when I did three things: I analyzed what attracted consistent readers (personal stories that related to the themes of my books). Next, brutally culling my large list, and finally offering a unique magnet (a 52-page magazine of personal stories behind my books). The latter was not only entertaining but also subtly designed to drive sales from my active list. What was effective for me was turning the newsletter from a marketing piece that emphasized my inventory into one that became personal, then slid into showcasing my books.”
“Choosing to write a newsletter is a strategy,” says Julia Skinner, PhD, the author of multiple food and history books, the founder of the Culinary Curiosity School, and Roots + Branches. “Being a writer may or may not be your job, but once you’re a published author looking to earn an income from books, writing becomes a business (in my opinion, that’s just as fun). That means you need to check in with yourself about what you want from the newsletter and whether you have the bandwidth to commit to those results. For example, do you want to write a regular weekly newsletter (and can you share engaging, well-written content weekly without stretching yourself thin?) Or would you rather just occasionally post? There’s no wrong answer, just opportunities to make sure the newsletter fits within your larger ecosystem of work.”
“With algorithms constantly shifting on social media, your email newsletter is one of the few tools you fully own and control,” says Deborah Kevin, chief inspiration officer at Highlander Press and author of Shelf Life: A Field Guide to Long-Term Author Success “It delivers your voice directly into your reader’s inbox—no gatekeepers, no hoping the platform gods smile on your post. If you care about long-term engagement, then have a newsletter. It gives you a stable platform to share new releases and promotions, offer exclusive content or bonuses, build anticipation for future projects, and create a community with your readers. It doesn’t have to be complicated. Think of your newsletter as your campfire: readers gather there because they feel welcomed, seen, and part of your story.”
Make Them Evolve. Remember, most subscribers are forgiving. We are all human after all. Typos, mistakes, formatting issues, and a few trial strategy runs are to be expected. Don’t worry if you lose a few “fans” or attract some critics. Use that invaluable feedback to tighten up your message and polish your approach.
“It’s hard to know what makes a newsletter read-worthy,” says Hazel. “Once again, this tends to come down to your audience. But, like a lot of marketing, it is trial and error. Try different newsletter styles and check your analytics. Which newsletters get read more? What works and what doesn’t?”
I hope this article provided you with a few useful ideas. I would be honored if you shared this on social media. And speaking of sharing, please share your ideas and experiences below. Together, we can build an uplifting community that supports each other’s happiness, well-being, creativity, and success.
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