Writing a Convincing Newsletter: Practical Guide for Creators and Small Businesses
Learn how to write an effective and engaging newsletter. Structure, tone, CTAs, common pitfalls, and Canadian anti-spam law (CASL).
Hello,
In a world saturated with notifications, the newsletter remains a privileged channel to maintain a high-quality connection with your community.
Unlike social media, it allows you to speak directly to your reader without an algorithm filtering or distracting them. But only if it's well written. Here are the key steps to creating a convincing newsletter, no matter your industry.
In this article:
Learn how to write emails that truly grab attention
Discover the most common mistakes hurting your newsletters
Master CTAs, structure, and subject lines to boost clicks
Happy reading,
MusicScore: Here is a great song to listen while reading this post: Joe Cocker - The Letter!
Newsletter Best Practices We Love
1. Have a Clear Goal for Each Send
Before writing a single line, ask yourself: what do I want the reader to do or remember?
Do you want to:
Inform (e.g., product launch, new video)
Generate clicks (e.g., read an article, watch a clip)
Convert (e.g., purchase, booking, sign-up)
Build loyalty (e.g., share a story, reflection, or exclusive content)
One newsletter = one primary goal. Avoid overloading your message.
2. Structure Content Like a Web Page
Your email should be readable in 10 seconds at a glance:
A catchy headline (useful + emotional if possible)
A strong image or visual
One or two short paragraphs
A clear call-to-action (CTA): a button or highlighted link
Think in blocks: title, image, text, link. And leave some white space. A visually dense email won't get read.
3. Craft a Great Subject Line
This is your key to being opened. A good subject line must:
Spark curiosity (intrigue, promise, provoke)
Be short (max. 8–10 words or 45 characters)
Avoid spammy words (FREE, $$$, URGENT)
Examples:
"What you missed in the Monthly..."
"Three simple tools for your summer promos"
"My best tip before you leave for vacation"
4. Write in Your Brand’s Voice
Speak the same way you do on your site, social media, or blog. A newsletter is personal. Don’t be too stiff or overly casual—just sound like you.
Golden rule: write like you're speaking to ONE specific person in your target audience.
5. Add a Clear and Visible Call to Action (CTA)
A strong CTA should be:
Visible (colored button or well-highlighted link)
Clear ("Read the article", "Listen now", "Discover the promo")
Aligned with the goal of your email
No need for five links. One well-positioned link is better than a cloud of options.
6. Include a Bonus or Reminder Section
Toward the end of the email, you can insert a sidebar:
Links to your latest publications
A quote or inspirational thought
A current promotion
This adds bonus value without distracting from your main goal.
7. Always Test Before Sending
Before hitting “send”:
Read the email aloud
Check mobile display
Click all links
Send yourself a test email
An email that lands in spam or looks bad on mobile is a missed opportunity.
8. Frequency and Consistency
Pick a frequency you can realistically maintain:
Once a month = minimum recommended
Every 2 weeks = ideal if you have regular updates
The key is consistency. Better to be predictable than to shine once and disappear.
Did You Know? The Newsletter Is Over 45 Years Old!
The very first commercial newsletter was sent on May 3, 1978 by Gary Thuerk, a marketing manager at Digital Equipment Corporation (DEC). He sent a promotional message to 393 recipients via ARPANET (the precursor to the Internet) to announce a new computer.
While his email is considered the first spam in history, it reportedly generated over $12 million in sales. This moment marked the beginning of email marketing—long before tools like Mailchimp or MailerLite.
Editorial newsletters as we know them today (recurring, segmented, visual) really emerged in the 1990s with the rise of public email. Since then, they’ve become an essential tool for building loyalty.
What to Avoid at All Costs in a Newsletter
Even with good intentions, certain practices can hurt your email’s performance. Here are the common pitfalls:
Too Much Text in One Block. A dense paragraph without breaks will repel readers. Use subheadings and short sentences.
Too Many Goals in One Message. Trying to say everything at once causes confusion. One message = one goal. The rest can go in a bonus section or future email.
Heavy or Poorly Optimized Images. Large images slow down loading, especially on mobile. Ensure your message is understandable even without visuals.
Broken or Misleading Links. Test every link. A 404 or incorrect destination damages credibility.
Using Generic "noreply@" Addresses. Send from a real contact address (e.g., info@yoursite.com or contact@...). It builds trust and invites replies.
Ignoring Mobile Display. Most people read emails on their phone. If your layout doesn’t adapt, you lose attention quickly.
Forgetting the Unsubscribe Option. Not only is this illegal in Canada, but it’s also bad practice. Make it easy to unsubscribe—it helps clean your list and improves open rates.
Legal Reminder: Canada’s Anti-Spam Law (CASL / C-28)
Since 2014, Canada’s Anti-Spam Law (C-28) regulates commercial emails.
You must:
Obtain express or implied consent from recipients
Clearly identify yourself as the sender
Include a functional unsubscribe link
The goal: reduce unwanted emails and protect consumers. Heavy fines may apply if you don’t comply.
More info: https://crtc.gc.ca/eng/internet/anti.htm.
Conclusion
The Newsletter is a Strategic Tool Worth Mastering
A well-crafted newsletter isn’t just informative—it builds trust, showcases your expertise, and strengthens your audience’s loyalty. In a digital world that evolves constantly, email remains a direct and reliable way to connect on your terms.
Want to see how we apply these principles every month? Subscribe to our newsletter here.
Thank you for reading. See you on The Blog!
Jeff Maheux
Cr images: Production Services W+M.
Websites - creation, management and design
I edit the content of existing sites via CMS in addition to creating sites with WordPress and Squarespace. I have been producing website content as a webmaster since 1998.
I help companies get their first website up and I improve the performance of existing sites.
Yes, I’m Mr. Analytics and my reaction time to new digital marketing is daily, which allows my clients to have optional and trend-cutting tools.
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Learn how to write an effective and engaging newsletter. Structure, tone, CTAs, common pitfalls, and Canadian anti-spam law (CASL)