How to write a newsletter people actually open
Subject lines, preview text, length and structure: simple ways to write newsletters that get opened, read to the end and shared.
A newsletter competes with everything else in someone's inbox. A few small habits make a big difference to whether yours gets opened and read.
Subject lines: specific beats clever
Tell people what's inside. "The tram plan, explained in five minutes" beats "Big news!". Keep it short enough to read on a phone, and avoid all-caps and piles of exclamation marks, which also look like spam to filters.
Use the preview text
The line shown after the subject in most inboxes is free space. Use it for a second hook, not to repeat the subject or say "view in browser".
Open with the point
Your first two sentences decide whether people keep reading. Start with the most interesting thing, not with housekeeping.
Make it easy to read on a phone
- Short paragraphs, two or three sentences each.
- Clear headings if the issue covers more than one thing.
- One main link or call to action, not ten.
Write like a person
Readers subscribe to you, not to a brand. Use "I", say what you think, and end by inviting a reply. Replies also tell email providers that people want your messages, which helps deliverability.
Keep a rhythm
Readers learn your shape: the opener, the main piece, the quick links at the end. A familiar structure makes every issue quicker to read and easier to look forward to.
Ready to write your first issue? Claim your name at yourname.iynbox.com.
Claim yourname.iynbox.comQuestions people ask
- How long should a newsletter be?
- Long enough to deliver what you promised, and no longer. Many popular newsletters take three to seven minutes to read.
- What makes a good newsletter subject line?
- Specific, short and honest about what's inside. Avoid all-caps and lots of exclamation marks, which can also trigger spam filters.
- What is preview text in an email?
- The short line shown after the subject in most inboxes. Use it as a second hook rather than repeating the subject.