At Work Email Marketing

Five Features Every Email Newsletter Needs

Email newsletters are a great way to market any business. They provide you with a direct way to stay in contact with customers and clients, and they also provide you with a contact list that isn’t dependent on the functionality of other websites.
That doesn’t mean every newsletter is good.
There’s a lot that goes into creating a good email newsletter. If your newsletter isn’t good, it isn’t going to get read, and if it isn’t going to be read, then you’re just wasting your time!
Here are five features every email newsletter needs to make it something that people actually want to read.


Linking is important on the internet. Did you know it’s in the top two of Google’s ranking factors? The right links peppered throughout your website can greatly increase the chances of your content showing up on the first page of search engine results.
It turns out, linking it’s just good for websites. It’s good for email newsletters too.
When creating your email newsletter, create opportunities throughout the content for readers to click to learn more information. It is a great way to increase traffic to your website, it improves click-through rates, and it allows readers to spend time reading the content that is most important to them, without getting bogged down by reading a massive email.


Online marketing is slowly transforming. Unlike marketing techniques of yesteryear that focused on reaching a wide audience, the marketing strategies of tomorrow are increasingly becoming more personalized.
Personalizing email newsletters starts simply enough. It begins with a personalized greeting that uses the reader’s name, but to be successful in email marketing today, you have to take things further.
Some ideas include:

  • Special anniversary emails
  • Coupons and discounts on reader birthdays
  • Personalized review opportunities
  • Thank you emails for purchases and memberships
  • Separate email lists for different kinds of subscribers

Easy-to-Read Format

People get a lot of emails throughout the day. Even if they signed up for your email newsletter, that doesn’t mean they have a lot of time to spend digging through your email. That’s why an easy-to-read format is a must.
Templates can help you achieve a format that is reader-friendly, but there are plenty of other things you can do that will make the content easy to read.

  • Use headings, bolding, and italics. It’s a great way to allow readers to skim your email for information that interests them, while enabling them to skip info that doesn’t.
  • Keep paragraphs short. Single lines are even better. With smaller chunks of text, the content in your newsletter will be more easily digestible.
  • Use pictures, but don’t go overboard. Pictures can greatly enhance your newsletter, but if there are too many, they can take away from the message in your content.


Quality content is extremely important. It is important when it comes to your website so that it will appear on search results pages, but it’s also important to newsletters.
If you don’t offer readers some kind of value, they aren’t going to stick around. Your emails are just going to end up in the trash, or worse. They could unsubscribe from your newsletter altogether.
It’s much better to send out newsletters when you have valuable content to offer than it is to stick to an arbitrary schedule. Provide informative content, helpful tips, and discounts to keep readers coming back for more.

Call to Action

Why are you sending out email newsletters? Maybe you want someone to go through with a purchase, or maybe you want to keep customers up-to-date on your latest products and services? No matter what the reason, you’re missing out on an opportunity for your readers to convert if you don’t use a call to action (CTA) at the bottom of your email.
A CTA doesn’t have to make it sound like you’re trying to make a sale. It can simply remind readers how to contact you with questions, or it can point readers to your blog where they can learn more about the topic in your email newsletter. The point of a CTA is to get readers to do something, which means there are many ways to include one without your email sounding spammy.
Email newsletters are a great way to connect with customers and clients, but only if you do it the right way. Follow the tips on this list, and you’ll build a reader base that looks forward to reading your emails when they show up in their inbox!