9 Tips for Creating an Email Newsletter in 2024 and Beyond

Email newsletters are still one of the most effective ways to connect with clients and customers. In fact, a recent study found that email marketing has an average ROI of $42 for every dollar spent, making it a key component of many businesses' marketing strategies (Litmus, 2024). Despite the popularity of social media and instant messaging, email remains a trusted communication channel for audiences of all types.

A few years ago, we hesitated to create our own newsletter. We had plenty of work, weren’t sure we had enough content, and worried about time constraints. But once we experienced the impact of newsletters firsthand with our clients, we knew it was a worthwhile addition to our own marketing. When we relaunched our website, we decided to introduce our newsletter. If you're interested, you can subscribe to our newsletter here.

Below are our 9 tips for creating your own email newsletter. From strategy to technical execution, these tips will help you get started in 2024 and beyond.

1. Define Your Strategy

The first step in creating a newsletter is to clarify its purpose. Ask yourself:

1. Who is my audience? Understanding their preferences will help guide the content you offer. For example, a B2B audience might appreciate thought leadership and industry insights, while B2C audiences may prefer promotions, product updates, or exclusive content.
2. How do I want to be perceived? Decide if you aim to be seen as a thought leader, a collaborative partner, or a friendly service provider.
3. What actions do I want my audience to take? This could include driving traffic to your website, encouraging purchases, or increasing event attendance.
4. How frequently will I send the newsletter? Balance audience expectations with your ability to consistently create valuable content. For us, a monthly newsletter works best.

Once you’ve answered these questions, list potential content ideas. Then refine this list to include only what you can realistically deliver on an ongoing basis.

2. Give It a Name

Now that you know what kind of newsletter you’re producing, it’s time to give it a name. Naming your newsletter will help set it apart from other email communications you may be sending. It’s also an opportunity to inform your audience and set expectations about your newsletter’s content. Choose something that is inviting and easy to remember. Also consider mentioning the frequency in the name or tagline. Here are a few examples:

• Medium Daily Digest
• Disney Fans Insider
• Food & Wine’s – “The Dish”
• Crunch Gym’s “The Bench Press”

Naming your newsletter helps it stand out and sets expectations for content. Choose something memorable and inviting. For example, we named ours "A+R Media Lounge" to establish a conversational, approachable vibe.

3. Map Out Your Newsletter’s Content Architecture

Design your newsletter’s layout with a consistent structure. Here’s how we structured ours:

• Header: Includes our brand logo and links to our website.
• Footer: Contains links to social media, an unsubscribe option, and our physical address.
• Body Content: This varies but usually includes:
  • Intro: A brief greeting and summary of the issue's focus.
  • Feature Article: An in-depth piece on a relevant topic.
  • Blog Link: A link to a recent, related blog post.
  • Pro Tip: A quick tip that complements the feature article.
  • On A+R: A personal update with a photo.
  • About the Lounge: A brief description of the newsletter and a call to action to connect with us.

4. Make Your Content “Snackable”

This content is a legit snack!

A few years ago, I came across a great article on Neil Patel's blog called "How to Create Mobile Friendly Content," where he discusses content formatting based on a "bite, snack, and meal approach" and breaking up your content into "snackable" chunks that make content easier to scan on mobile—and desktop for that matter. 

Given today’s mobile-first world, make sure your content is easy to scan. Break up information into smaller, digestible sections, and use headers, summaries, and links to direct readers to full articles or resources. This way, subscribers can easily read and engage with your content on the go.

5. Use a Responsive Template

With more than 80% of email opens happening on mobile devices (SuperOffice, 2023), responsive design is crucial. A responsive template automatically adjusts to different screen sizes, ensuring that your newsletter looks great whether viewed on desktop, tablet, or smartphone. Most email marketing platforms, including Mailchimp and Constant Contact, offer responsive templates that can be customized to your brand. You should ALWAYS choose the responsive template for your communications.

6. Know What Works (and Doesn't) Across Email Clients

Not all email clients render HTML and CSS in the same way. Outlook, for example, may handle elements differently than Gmail or Apple Mail. For complex designs, tools like Litmus or Email on Acid allow you to preview your email on various devices and clients to ensure consistency.

For example, I designed a rounded-corner button for a recent email campaign, implemented with CSS. However, Microsoft Outlook on desktop doesn’t recognize the CSS properties that create rounded corners, so it displayed the button as a rectangle:

I knew this going in and felt that it was an acceptable trade-off. However, there may be instances where the difference in how email clients render HTML or CSS will be unacceptable. Check out the resource Can I Use in HTML Emails to learn more about CSS support in HTML emails.

7. Optimize Your Images

I am an evangelist for proper image optimization. Proper image optimization is essential to prevent slow load times and maximize readability.  You can learn more about proper image optimization in my post Image Optimization for Print and Web.

Here are some tips to make the best use of images in your newsletter:

1. File Size: Keep the total image size below 800 KB for faster loading.
2. Resolution: Use high-resolution images (around 1200px wide) to accommodate retina displays.
3. Accessibility: Use alt text for all images, and avoid placing critical text within images, as email clients may block images by default.

8. Test, Test, Test

Test your email thoroughly before sending. Here’s a checklist:

• Subject Line and Preheader: Free of typos and engaging.
• Design: Ensure your email matches the intended layout.
• Links: Test all links to verify they work.
• Alt Text: Confirm that every image has alternative text and that it’s appropriate.
• Unsubscribe Options: make sure the unsubscribe link functions correctly.
• Social Media: social media buttons should be included.
• Physical Address: a valid physical address is required for email marketing to comply with anti-spam laws.

Once you fix any issues from your initial test, it’s time for broader device and platform tests. Since there are so many devices and email applications out there, your best bet is to use a service like Litmus or Email on Acid to test a wide range of options. Your chosen email marketing platform may also have a testing function. These applications will take your email code and render it on several different devices and mail clients, such as Apple, Android, desktop, Outlook, Gmail, Apple Mail, etc. Scan each of these test renders critically and look for any display errors.

9. Don’t forget about the text version

Most email platforms will automatically generate a plain-text version, but review it for readability. This version increases accessibility, serves as a fallback for clients that don’t support HTML, and may even help avoid spam filters. Make sure that line breaks and links appear naturally for a cohesive text-only experience.

Conclusion

Starting an email newsletter in 2024 may seem daunting, but with a clear strategy and consistent testing, you can create a newsletter that resonates with your audience. Implementing these tips will help you deliver value, stay connected, and boost engagement with your subscribers.

For more design and marketing tips, subscribe to the A+R Media Lounge Newsletter.