How to Write Email Newsletters That Feel Personal (And Boost Engagement) in 2025

TLDR

• Personalization is a must: Use recipient names, behavior-based content, segmentation, dynamic blocks, and triggered emails 
• Craft killer subject lines: Keep them short (≤40 characters), action-oriented, and personalized. 
• Balance content: Follow the 90/10 rule—90% value-driven educational or inspirational content and 10% promotions.
• Optimize for mobile: Use responsive templates, readable fonts, concise paragraphs, and finger-friendly CTAs.
• Include diverse content: How-tos, product highlights, behind-the-scenes, UGC, curated lists, surveys, and holiday-themed emails.
• Send at the right frequency: Start with 1-2 emails/month, adjust based on engagement, and keep a consistent schedule.
• Use clear CTAs: Place them prominently, use contrasting colors, action verbs, and limit to 1-2 per email.
• Test, measure, improve: Use A/B tests on subject lines, send times, CTAs; monitor opens, clicks, conversions, and unsubscribe rates.
• Ensure accessibility and deliverability: Alt text, color contrast, simple fonts, SPF/DKIM/DMARC authentication, and a clean subscriber list.
• Maintain a quality, engaged subscriber list: Use double opt-in, lead magnets, easy unsubscribe, and list cleaning.

Are email newsletters still relevant?

That’s a question many of you might have. With new social media platforms launching every few months and ad algorithms constantly changing, it’s easy to assume email has lost its charm. 

But studies show that email newsletters have an average open rate of about 38%, proving that they are here to stay.

In fact, your customer’s inbox is one of the few digital spaces you truly own. You’re not battling changing algorithms or vanity metrics. Email newsletters give you the scope to reach your customers directly, add value to them, and earn their trust. 

And when done with a clear strategy, consistent tone, and smart segmentation, your newsletters can inspire loyalty and measurable growth.

In this guide, we’ll walk through email newsletter best practices to help you craft engaging newsletters that feel personal and perform consistently.

Why Email Newsletters Still Matter in 2025

Despite the proliferation of social media and other channels, email has the highest ROI of various digital marketing tools. These are some of the reasons why:

• Massive Reach: Over 4 billion people use email globally, giving marketers a direct connection to a wide, diverse audience.
• High ROI: Average returns reach $42 for every $1 spent, outpacing most other digital channels.
• Preferred by Consumers: 73% prefer to receive promotional content via email rather than other platforms.
• Holiday Power: Targeted holiday newsletters can boost conversion rates by up to 30%.
• Personalization Impact: Personalized newsletters have 26% higher open rates and 14% higher click rates.

This landscape makes email newsletters an essential foundation for effective marketing strategies year-round.

Best Practices for Writing Email Newsletters

1. Uniqueness and Brand Voice

The best newsletters have a distinct voice and personality that readers instantly recognize. Whether your tone is witty, empathetic, or expert-driven, stay consistent across all communications.

Your newsletter is an ongoing conversation and not a broadcast, so add small touches like personalized greetings, conversational writing, or editorial-style storytelling. The goal is to humanize your brand and connect with your customers. 

2. Effective Email Newsletter Subject Lines

Your subject line is your first chance to capture your customers’ attention. Research shows that 47% of people decide whether to open an email based on the subject line alone.

Here’s how to write winning newsletter subject lines:

• Keep It Short and Exact: Aim for 40 characters or fewer, ideally 7 words. This fits mobile inbox screens and grabs attention.
• Use Action-Oriented Language: Start with verbs or provoke curiosity (“Unlock,” “Discover,” “How to…”).
• Incorporate Personalization: Add the recipient’s first name or relevant interest for 3%+ better open rates.
• Use Emojis Cautiously: One well-placed emoji can increase opens, but avoid excess to prevent spam filters.
• Test and Optimize: Run A/B tests to compare subject lines (e.g., benefit-driven vs. curiosity-driven) and use the winner to improve future emails.
• Avoid Spam Triggers: Steer clear of words like “Free!” or “Guarantee,” and avoid ALL CAPS and excessive punctuation.

3. A Balance of Value and Promotion

One of the most overlooked email newsletter best practices is balancing informative and promotional content. Follow the 90/10 rule: 90% valuable content and 10% promotional offers.

What can the 90% be?

You can offer practical insights, product education, or lifestyle tips that support your e-commerce products. For instance:

• “How to style our new fall collection”
• “5 ways to care for your leather goods”
• “Your quick guide to eco-friendly gifting”

This approach positions your newsletter as helpful and encourages people to read your future editions. 

4. Newsletter Frequency

Another crucial yet underrated element of email newsletters is getting your frequency right.
Even the most beautifully written newsletter can lose its impact if you send it too often—or too rarely.

Your newsletter is like a friendly conversation. If someone messages you every day, you might feel overwhelmed. If they only reach out once every few months, you might forget who they are. The same logic applies to your subscribers.

There’s no universal “perfect” frequency, but consistency matters more than volume.
Here’s how to find your rhythm:

• Start with once or twice a month: This helps you stay top-of-mind without overwhelming readers.
• Let engagement data guide you: Track open and click-through rates to determine whether your audience prefers more or fewer updates.
• Align with your content calendar: For instance, send weekly newsletters during major campaigns or holiday sales and monthly editions for ongoing brand updates.
• Maintain predictability: Readers appreciate knowing when to expect you so set a day and time (like every Tuesday at 10 AM) and stick to it.

5. Designing for Mobile and Readability

With nearly half of emails opened on mobile, your design must excel across devices:

• Responsive Templates: Use single-column layouts that adapt fluidly to screen sizes.
• Readable Fonts: Choose clear sans-serif fonts such as Arial, Helvetica, or Verdana, sized 13-14pt for body text and 20pt for headlines.
• Generous White Space: Clear spacing between sections improves clarity and interaction.
• Optimized Images: Compress images(under 1MB) for fast loading and provide descriptive alt text for accessibility.Simple Navigation: Limit links and buttons to avoid clutter; use large, finger-friendly CTAs.
• Test Across Platforms: Preview your newsletter across devices.

6. What Kind of Content Can You Include in an Email Newsletter?‍

A. Educational Content That Adds Value: 

Not every email needs to sell something. Some of the most effective newsletters focus purely on educating or inspiring.

You can include:

• How-to guides, for example: “How to pick the perfect skincare routine for your skin type.”
• Tips or hacks, example: “How to clean and store your jewelry without damaging it”
• Explainers or insights, for example, “The science behind why sustainable packaging matters.”
• Trends: for example, “What’s the color of the year?”

Why it works: Educational content builds trust and positions your brand as an expert, making subscribers more likely to buy later.

B. Product Highlights and New Launches

Your newsletter is the perfect space to showcase new arrivals or bestsellers without being overly salesy.

Examples:

• “Just dropped: Our Winter 2025 collection ❄️”
• “Our bestsellers are back in stock;  here’s what’s trending this month.”

Pair this with high-quality visuals, short product descriptions, and a clear CTA (like “Shop Now” or “Learn More”).

Pro Tip: Use segmentation to personalize product highlights. For instance, send “Men’s Fall Essentials” only to male subscribers or past purchasers in that category.

C. Behind-the-Scenes Stories

Humanize your brand by showing your team, the process, and your brand’s story

Example newsletter ideas:

• “A day in the life at our design studio.”
• “Meet the people who handcraft your candles.”
• “From concept to creation: How our new line came to life.”

Why it works: Authenticity creates connection. People remember stories more than sales pitches.

D. User-Generated Content and Testimonials

Your happiest customers can be your best marketers.

Try including:

• A short customer spotlight or review (“See how Alex styled our denim jacket”)
• Social proof snippets from Instagram or X (Twitter)
• Before-and-after photos or product-use results

Why it works: Real customer stories make your email newsletters more relatable and trustworthy.

E. Curated Roundups or Resource Lists

Help your audience discover something new, whether it’s from your brand or others you admire.

Examples:

• “Top 3 reads we loved this month”
• “Trending looks from our community”
• “Must-have tools to simplify your work-from-home setup”

Why it works: Curated content positions your newsletter as a resource hub and helps you get more subscribers. 

F. Seasonal and Holiday Newsletters

Holidays are prime time for engagement. These holiday email newsletters can include festive imagery, gift guides, limited-time offers, or thank-you notes.

Examples:

• “Your 2025 Holiday Gift Guide is here 🎁”
• “Warm wishes and winter favorites from our team to you.”

 Pro Tip: Plan holiday campaigns well in advance and use automation for reminders, countdowns, and post-holiday follow-ups.

G. Company Updates or Announcements

Keep subscribers informed about your journey and milestones.

Example content ideas:

• “We’re opening a new store in Chicago!”
• “Big news: We’re going carbon-neutral in 2025.”
• “Exciting partnership alert—meet our new collaborators.”

Why it works: Sharing growth moments builds emotional investment. Readers feel part of your story.

H. Surveys and Interactive Content

Encourage two-way communication by asking for feedback or opinions.

Examples:

• “Help us choose next month’s flavor drop 🍓”
• “Quick 1-minute survey: What do you want more of in 2025?”
• “Vote for your favorite design!”

Why it works: Interactive content boosts engagement and provides valuable insights to tailor future newsletters.

7. Segmentation and Targeting

Delivering personalized content based on subscriber behavior and preferences is the gold standard:

• Personalization Tags: Use merge fields for names, locations, or past purchases.
• Behavioral Segmentation: Group subscribers by activity, product interest, or engagement level.
• Dynamic Content Blocks: Serve different content in the same email based on a segment.
• Preference Centers: Let subscribers select topics or frequency to boost relevance.
• Behavioral Triggers: Automate messages like cart abandonment, re-engagement, or post-purchase follow-ups.

Personalized emails create relevance and improve metrics, fostering trust and loyalty.

8. Calls to Action (CTAs) That Convert

Strong CTAs guide readers and increase conversions:

• Keep CTAs Above the Fold: Ensure visibility without scrolling.
• Use Contrasting Colors: Make buttons pop against the background.
• Action-Oriented Text: Use verbs like “Shop Now,” “Reserve Your Spot,” or “Download Free Guide.”
• Limit CTAs: One or two per email avoids confusion.
• Clickable Buttons: Large clickable buttons make it easy to tap on mobile.

9. Testing, Analytics, and Continuous Improvement

No strategy is complete without measurement. A/B testing and analytics help refine every aspect of your email.

A. While A/B testing, test one variable at a time:

• Subject lines
• Send times
• CTA wording
• Image placement

Even a 1–2% improvement in open or click rate compounds over time.

B. Track the Right Metrics

Measure:

• Open Rate: Effectiveness of subject lines and send times
• CTR (Click-Through Rate): Content relevance and CTA quality
• Conversion Rate: Sales impact
• Unsubscribe Rate: Frequency or content mismatch

C. Benchmark: Compare against industry standards and past campaigns.

D. Implement Learnings: Regularly update templates, offerings, and timing.

E. Deliverability: Authenticate emails (SPF, DKIM, DMARC) and keep lists clean to avoid spam.

10. Accessibility and Deliverability Essentials

Inclusive newsletters reach wider audiences and land in inboxes:

• Alt Text: Describe images for screen readers.
• Color Contrast: Ensure readability for the visually impaired.
• Simple Fonts: Choose legible, web-safe fonts at adequate sizes.
• Authenticate Emails: Proper SPF, DKIM, and DMARC protocols reduce spam risk.
• Maintain List Hygiene: Remove inactive subscribers for better deliverability.

Accessibility advances brand values and maximizes your email newsletters’ impact.

11. Build and Maintain a Quality Subscriber List

Your list is your greatest asset:

• Use double opt-in to confirm genuinely interested subscribers.
• Offer lead magnets like exclusive content, early access, or freebies to build signups.
• Make unsubscribing easy to maintain trust and list health.
• Regularly prune your list to remove hard bounces and inactive contacts.
• Promote signup everywhere: website, social channels, and events.

A clean, engaged list is the cornerstone of effective newsletters.

Common Mistakes to Avoid When Creating Email Newsletters

Avoid these pitfalls that undermine the newsletter's effectiveness:

• Spammy Subject Lines: Avoid overused words like “Free,” “Guaranteed,” or excessive punctuation.
• Overwhelming Content: Keep emails concise and focused; avoid clutter or too many links.
• Ignoring Mobile Users: Designing only for desktop leads to poor mobile experiences.
• Skipping Segmentation: One-size-fits-all emails lead to disengagement.
• No Clear Call to Action: Every newsletter should guide readers toward a clear next step.​
• Overlooking Send Timing: Sending at random times can bury your newsletter. Use analytics to identify when your audience engages most.
• Using Images Without Alt Text: Many email clients block images by default. Alt text ensures your message still lands even when visuals don’t load.
• Skipping Proofreading: Typos, broken links, or outdated offers hurt credibility. Always test links and review copy before sending.
• Ignoring the Preview Text: The line below your subject is prime real estate. Use it to add context or curiosity, not filler text like “View this email in your browser.”

​Wrapping Up

Email newsletters remain one of the most personal and impactful ways to connect with your audience in 2025. They’re about building a relationship over time. When your emails sound human, deliver value consistently, and land at just the right time, your audience begins to look forward to hearing from you.

The secret lies in blending strategy with empathy, knowing what your audience cares about, and speaking to them like a trusted friend rather than a marketer.

If you’re ready to take your newsletters from “just another email” to a personalized experience that converts, ZEPIC can help.

With smart segmentation, behavioral triggers, and data-driven automation, ZEPIC makes it easy to send the right message to the right person—every time.

 Start creating hyper-personalized email newsletters with ZEPIC.

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