The Beginner’s Guide to Writing an E-Newsletter for Marketing

E-Newsletters are a form of email marketing. They are the perfect way to deliver information to your customers whilst also building their loyalty for your brand. However, many business owners are deterred from writing e-newsletters because they worry that they lack the skills to ensure it’s a time and cost-effective exercise. Fortunately, we’re here to help our readers with this predicament. If you’ve recently started your foray into the field of email marketing and need some tips for writing successful content, look no further than this article. Here’s our beginners guide to creating an e-newsletter for advertising purposes.


First things first, you need to ensure your e-newsletter has good grammar. This is important because, otherwise, your business will look unprofessional and you might lose the trust of your clients or customers. Fortunately, there are plenty of helpful tools that will help you to check your grammar. Firstly, word documents will usually check that you haven’t spelt anything wrong. Don’t ignore those red squiggly lines! Next, you can use software like Grammarly to double-check for spelling mistakes or grammatical errors. Finally – and most importantly – remember to proofread. This is the number one way to make sure what you’ve written makes sense and flows. We also encourage you to read up on the rules of grammar before writing the e-newsletter because a basic understanding will decrease the likelihood of you making a mistake. Don’t worry too much, though. There’s nothing to be ashamed about if you struggle with spelling and grammar. Most people do.


The structure of your e-newsletter is also important because nobody wants to read a large chunk of text. Breaking everything down into segments will make your writing more digestible and coherent. Customers will also be able to easily navigate your e-newsletter and find the information that is of interest to them, hopefully helping you to close sales. So, how exactly should one structure their e-newsletter? Well, for starters, you need to have different articles for different subjects. It’s important to have subheadings over these things, too. Grab the reader’s attention with newsworthy titles. You should also have an introduction to your e-newsletter. This helps to ease people into the email whilst inspiring their curiosity about what’s to come. A conclusion isn’t necessary for an e-newsletter because these are somewhat redundant. People don’t tend to read information from top to bottom anymore – they’ll only look at what interests them. Check out these excellent newsletter examples if you need a visual idea of how your e-newsletter should look. They make use of templates which are worth investing in if you want to make your emails more attractive, professional-looking and easier to structure or navigate.


For those who aren’t aware, tone is essentially how you address the audience when writing. The most common examples of tone are formal or informal. If you’re writing a message to a professional, you should adopt a formal tone – but if you’re writing a message to a friend, typically your tone will be more informal. When writing an e-newsletter, to decide upon your tone you must first consider your target audience. If you’re selling earrings to teenagers, then your language will be more relaxed, perhaps using colloquialisms. Meanwhile, solicitors will need to be more articulate. Tone has a massive impact on how likely your audience is to read your article. Too informal and you’ll lose professional credit; too formal and the average consumer will become bored.


First and foremost, your e-newsletters need to be newsworthy. Newsworthiness is important because this is what strikes the reader; it’s what makes them realise they need to read your email and now. Therefore, e-newsletters are usually about the latest products, updates and offers. If possible, try making your emails relevant to topical subjects, too. The more relevant they are to now, the more likely the audience is to read. Secondly, your e-newsletter needs to have informative content. If clients/customers feel they will get a good deal out of your e-newsletters (i.e. free and helpful information) then they are more likely to keep reading and feel a sense of loyalty towards your brand.


For those who don’t know already, rhetoric is persuasive communication. Seeing as e-newsletters are a form of email marketing, they will need to employ rhetorical techniques. Don’t be too forthright about this, though. Consumers don’t take well to blatant advertising nowadays. Instead, be subtly persuasive when delivering information in your newsletter. To explain what we mean, we’re going to give you an example. A company that sells computer software might write an article in their e-newsletter which explains what exactly their latest service is. In doing so, they would list all the benefits of this new software, thereby nudging audiences towards buying it. Rhetorical techniques also include using language in a certain way. One of the most common examples of this is asking a rhetorical question. Using imperatives in a sentence (such as must and should) will also persuade your reader without being overt. Finally, it’s important to make readers feel as though they need the services or products you’re advertising in your e-newsletter. This will spur them into action.

Writing Skills

In our final paragraph, we thought we would cover some of the rudiments to effective writing for those who lack confidence in their skills. Here are some tips and tricks that are easy to implement. First, ensure you are varying the length of your sentences, from long and medium to short and very short. This will improve the flow of your writing and make it much more readable. Next, try building a narrative within your e-newsletter articles. Present readers with a problem then offer them the solution to fixing it. Also, make use of emotive language wherever possible, such as emphatic words or descriptions that make your product seem even more attractive.

We hope that you have found our beginner’s guide to writing an e-newsletter useful. By following our advice, we feel confident that you can create an effective email marketing campaign that results in high open rates.