An email newsletter can help you build deeper relationships with subscribers by providing them with a steady stream of helpful information. Your email newsletter can include a wide range of information, from industry news, tips, and best practices to company updates and announcements.

Here's a bonus; creating an email newsletter is not as hard as you might think. These days, many email marketing programs like MailChimp, Aweber, and Constant Contact are incredibly affordable and easy to use. The cost of creating an email newsletter is minimal when compared to other marketing campaigns.

Ready to create an email newsletter that can help you generate leads for your business? This article will lead you through the steps of creating your very own email newsletter in 2021.

First, a quick detour to understand why an email newsletter is an excellent tool for customer engagement and marketing.

What is an email newsletter?

An email newsletter is typically a form of email marketing strategy that sends valuable and informative content such as product updates, news, announcements, and tips regularly (weekly or monthly) to your targeted subscribers via email. 

Most studies have proven that using an email newsletter is a healthy marketing technique to drive website traffic. They can also perform better than other known marketing methods, including social media platforms, in reaching a wide range of audiences.

Why your business needs an email newsletter

It is common for people to check their emails many times a day, especially if a notification pops up. As a result, businesses have adopted email newsletters to promote their business to a broader audience to convert leads into customers.

Below are a few reasons why your business needs an email newsletter;

Traffic generation

According to Statista, an estimated 4.1 billion people worldwide have an active email account and a massive 90.3% penetration rate among US internet users. This figure is greater than the number of active users and penetration rate on major social media platforms combined.

Typically about 9 out of 10 professionals check their email at least once a day. This translates to the fact that there's a great tendency that your email newsletter will reach your targeted audience.

In contrast to other promotional platforms, organic reach declines due to algorithms that filter content suitable for specific demography, age, and groups. The targeted audience sees fewer organic posts, which might eventually get lost in different social feeds.

High open rate

The open rate of a newsletter provides a conclusive insight into the performance of your email newsletter campaign. The open rate shows how your targeted audience is responding to your email. 

According to MailChimp, the average open rate for a newsletter is 21.33%, making it a helpful campaign tool in growing your audience.


The email has been around for a long time, so it's only technical to conclude that email has the most extensive user base of any age group, social status, gender, and demography.


With an email newsletter, every subscriber who opted to receive a promotional newsletter is less likely to complain about constant newsletter notifications. However, it would be best to create a structured newsletter delivery schedule to avoid overwhelming subscribers with your promotional campaign.

Cost efficiency and high ROI  

Utilizing a budget-friendly platform with high positive returns to promote valuable content is the goal of every marketer. As such, an email newsletter perfectly fits this description. The return on investment (ROI) on using an email newsletter is higher since no fees are paid for ads to reach the targeted audience.

Email marketing has an average ROI of $36 for every $1 spent. It simply means that you invest a dollar and receive 36 times its value in return. The reports further state that targeted emails and segmented list emails contribute 36% to the ROI of email marketing campaigns.

Steps to creating an email newsletter

Given how valuable an email newsletter can be to your business, why not follow these practical steps to create your own newsletter? The best part is that you can create your email newsletter for free.

Step 1: Set your goals and objectives

As a first step, before initiating any marketing campaign, you must draft a structured, goal-oriented plan. 

Having a specific objective helps structure and improve the performance of your newsletter, so you need to ask yourself what you intend to achieve with the email newsletter campaign.

You have to understand the needs of your target audience and provide an appealing newsletter to provide dedicated promotional content. To achieve this precise decision, you may consider demography, age, location, or social status.

Step 2: Find the right platform for your newsletter

There are several email newsletter providers, some of which are amazing and a few not so great. So before creating your email newsletter, you might need to dedicate some time to researching and vetting a few that might provide an excellent service. 

This process might be overwhelming, but it's all worth it in the long run. Some excellent email marketing services you can consider are MailChimp, Aweber, Constant Contact, Infusionsoft.

Step 3: Choose your email newsletter template

Creating an email template isn't much of a bother since the main objective is to communicate with your audience. However, you can always opt for a premade template from an email provider if you want something classic.

Consistently using an easy-to-navigate yet straightforward template is key to increasing your open rate. Developing a consistent template makes subscribers familiar with your email and quickly navigate to preferred sections, thereby achieving your brand objectives.

Step 4: Simplify the registration process

Making your registration form as simple as possible is key to converting visitors to subscribers.

Asking for too many details may discourage visitors from subscribing to your newsletter. 

You can keep it simple by asking for just their names and email address while stating the benefits and discounts they are losing out by not signing up.

Step 5: Set up your newsletter email lists

The next step to creating an email newsletter is to create an email list. An email list generally involves subscribers who have given consent to receive your newsletter. Setting up an email list makes it possible to oversee the deliverability rate.

Growing your email list might be a daunting experience; however, marketing methods like adding a subscription widget with double opt-in sign-ups are an efficient way to grow your email list. A double opt-in sign-ups method ensures that only real emails end up in your database.

While growing your email list is a top priority, continuous management of an existing list is also crucial. Instead of manually maintaining your email list, several marketing tools are now available to seamlessly increase the procedure's efficiency.

Step 6: Generate newsletter contents

Now that you have set up your email list, you need to craft quality content structured around your subscriber's keen interests. Engaging content is an important criterion to keep them interacting with your email newsletters continually.

Some valuable content for your email newsletter can be industry news, tips, tutorials, educational material, testimonials from your clients, and so on.

The idea of producing quality content is to keep subscribers engaged with your brand. Interested subscribers will be more likely to become customers because they will perceive your content as valuable.

Step 7: Use attention-grabbing subject lines

Typically, users take less than a second to determine whether your email is worth their time. For this reason, it is apt to understand how to write a compelling headline that will capture your audience's attention to initiate a positive response. 

Offering an enticing product offer in the headline will keep your subscriber interested in reading the full details of your newsletter.

Step 8: Personalize your emails

Studies have shown that emails with personalized subject lines are 26% more likely to be opened. Personalization emails generate 5.7 times more revenue, according to Rich Relevance. It is because personalized emails provide subscribers with more relevant content.

Generally, people show displeasure when content that doesn't benefit them shows up in their inbox. But personalizing your email newsletter by including your subscriber's name creates an impression that the email is relevant and structured towards their needs. 

However, if the content doesn't match their expectations, it can lead to subscribers opting out of your newsletter.

Step 9: Provide different email formats

Different people have different preferences in how they want their email to be displayed. Some prefer HTML emails that provide a concise and attractive layout and designs, while others might choose just a simple text layout. 

The availability of mobile devices now makes it easy to access your emails at all times, so creating different email formats is necessary for easy interaction. 

Not sure how to go about this? Why not just include all available formats upon sign up and ask your subscriber to choose their preferred options so you can send an email newsletter to suit their preference.

Step 10: Make it easy to opt out

While making the registration process easy, always keep the same energy when a subscriber opt-out of your email newsletter. You need to attach a visible "unsubscribe" button to make it easy for an unsatisfied subscriber to opt-out of receiving your newsletter. 

Moreover, this also complies with the CAN-SPAM Act and the General Data Protection Regulation. You can also correctly keep track of your marketing progress when a subscriber unsubscribes from your mailing list.

Step 11: Experiment with a newsletter

Since subscribers have different designs and layout preferences, it's a great idea to experiment with your email newsletter by sending a different version to your mailing list. 

Document their response to determine the one with the highest open rate and interaction, as this will enable you to optimize available resources and reach a wider targeted audience fully.

Step 12: Proper link placement

Link placement is an essential strategy in your email campaign. A generally noticed trend is that most marketers prefer to include links to their website at the end of each newsletter, while some might introduce it right between the contents. 

Whichever works best for you should be adopted and constantly improved to increase your email marketing campaign's efficiency and positive response.

Step 13: Monitor the performance of your email newsletter

A successful email newsletter should have a high open rate, click-through rate (CTR), Conversion rate metrics. Monitoring this metric will provide meaningful information on what strategy can be implemented for better optimization.

The average open rate for your emails should be between 12-25%. Click-through rates should range from 2-5 percent. You should have an average click-through rate of 10-22%.

Final thoughts

To ensure that your newsletter leads to increased performance and provides an optimal result, you need to strategize and correctly implement all steps discussed above.

Following these steps will build a stronger relationship with your subscribers and bolster a superb online reputation while establishing yourself as a top-notch professional in the marketing community.