Ever stared at a blank screen, wondering how to make your newsletter stand out in crowded inboxes? You're not alone. As a copywriter who's crafted oodles of newsletters, I've discovered what makes readers click, read, and come back for more.

Write Like That Friend Everyone Loves to Hear From

Remember that friend whose emails you always open? The one who makes you feel like they're sitting across from you at a coffee shop? That's your newsletter role model.

Instead of: 'We are pleased to announce our latest product updates.'

Try: 'Hey! I'm super excited to share something that'll make your life easier...'

The 90/10 Rule That Changes Everything

Think of your newsletter as a friendship. If you only called your friends when you needed something, how long do you think they’d stick around?

That's why I swear by the 90/10 rule:

• 90% helpful, entertaining, or valuable content

• 10% gentle promotion

For example: One of my client's pet store newsletters dedicates most of its space to pet care tips, funny animal stories, and seasonal advice. So, their product promotions feel natural because they've already provided so much value.

Subject Lines That Actually Get Clicks

Let's play a game. Which would you open?

• ‘March Newsletter’

• ‘Is your dog secretly bored? 3 tail-telling signs’

The second one, right? Here's why it works:

• It creates curiosity

• It addresses a specific concern

• It promises valuable information, and

• It feels personal

The Art of Scannable Content

Nowadays we all scan first. We’ve become a nation of scanners, more so than readers. So, make it easy for your readers by including:

🔹 Bite-sized paragraphs (like this one!) 

🔹 Engaging subheadings that tell a story 

🔹 Bullet points for quick takeaways 

🔹 Strategic bold text for key points 

🔹 Emojis as visual breaks (but don't go overboard 😉)

One Email = One Goal

Here's a mistake I see often: cramming multiple calls-to-action into one newsletter. It's like giving someone 5 different maps to 5 different destinations. In which case, they'll likely go nowhere.

Instead, choose one primary goal:

1. Share knowledge

2. Gather feedback

3. Promote a specific offer

4. Build relationship

5. Drive event registration

The Sweet Spot Length

Remember that friend who talks for hours about their vacation? Well, don't be that newsletter.

The magic length I've found through testing is closer to:

• 300-500 words for general updates

• 200 words or less for quick announcements

• Up to 1000 words or more for general deep dives - however, the optimal length will vary depending on your audience and content type

End With an Invitation, and Not Pressure

Instead of ‘Buy now!’ try:

• What's your take on this?

• Hit reply and tell me your biggest challenge with…

• Which tip resonated most with you?

Tip: The Preview Test

Before hitting send, I always:

1. Send a test email to myself

2. Open it on my mobile (where around 60% of subscribers will read it)

3. Scan it in 5 seconds

4. Then I ask: ‘Would I keep reading?’

Your Next Steps

Start small. Pick one tip from this post and apply it to your next newsletter. Watch your open rates and responses. Adjust >> Repeat.

Remember, great newsletters aren't just opened – they're anticipated. They're the emails that make your subscribers think, ‘Oh good, it's from [your name]!’

Good luck!