The average person receives more than a hundred emails a day, most of which blend into the digital background noise. But a great newsletter? That’s something people actually look forward to seeing in their inbox.
Shopify’s data shows that while a typical marketing email hovers around a 20% open rate, a well-crafted weekly newsletter can reach an impressive 48.31% open rate. For business owners and marketers, a thoughtfully written newsletter is a powerful tool to keep your brand top of mind and build meaningful connections with your audience.
But great results take time and effort. “There’s a softer, longer-tail marketing value,” Shopify senior editor Josh Rosenblat says. That’s because the purpose of a newsletter is to build community—not sell products. “With a newsletter, you’re really focused on education, deepening your relationship with different customers, or highlighting an individual voice.”
Ahead, Josh shares some of his best tips for business owners who want to break into newsletter writing.
4 types of newsletters that engage subscribers
When starting a newsletter, you need a clear value proposition. Josh explains that most successful newsletters fall into four main categories:
1. Utility newsletters
These newsletters provide your subscribers with practical, actionable information they can use beyond their inbox. “You’re giving the recipient a piece of advice or some information they can take with them beyond their inbox,” Josh says.
Imagine a dog shampoo company sharing weekly pet care tips—like what to do if your furry friend gets skunked. A CPG food brand might include recipes featuring their products, giving readers something immediately useful.
2. Curated newsletters
Curated newsletters feature collections of links or images from sources around the web or your own archives (like blog posts). Think of these as “a carefully selected resource that expands your readers’ worldview,” in Josh’s words.
You might gather industry news, interesting blog posts, or even user-generated content. “If you’re a dog shampoo company, you might have a newsletter that curates pictures of dogs from shoppers who have used your products before,” Josh adds. A fashion brand, meanwhile, might showcase subscriber outfit submissions.
3. Personality-driven newsletters
“Consumers crave authentic connections with the humans behind a brand,” says Josh. These newsletters come directly from a founder, offering a genuine peek behind the business curtain.
You might share weekly updates about your company’s journey—or get creative, like writing from your dog’s perspective for a touch of whimsy. “Emails are a great way to express your brand values and vision in an authentic way,” says Josh.
4. Educational newsletters
Go beyond product pages by diving deep into the story behind what you sell.
Take Kloo, a coffee concentrate brand, as a great example. They use infographics to explain coffee bean grading and flavor factors, turning a simple newsletter into a learning experience that aligns with their mission to “decode the complexity of craft coffee.”
How to write a newsletter: A step-by-step guide
- Identify your newsletter’s value proposition
- Choose your newsletter type
- Know who you’re writing for
- Brainstorm newsletter ideas
- Draft a solid outline
- Write body copy
- Add images and links
- Write compelling subject lines
- Edit your newsletter
- Iterate and improve
Crafting a newsletter that your subscribers actually look forward to reading takes some strategy. Let’s break down how to craft something truly worth opening:
1. Identify your newsletter’s value proposition
Before you write a single word, ask yourself some key questions:
- How is this newsletter going to make your recipient’s life better?
- What makes it something they’ll be excited to see in their inbox?
- What unique value will create serious FOMO if they miss an issue?
Josh puts it simply: “You need to offer something that’s unique, that’s helpful, that leads someone to want to actually subscribe.”
2. Choose your newsletter type
Your newsletter needs a clear purpose. Decide which category you want your newsletter to fit into:
- Personality-driven: Perfect if you’re an opinionated founder with a compelling story
- Curated: Great for sharing industry insights or user-generated content
- Utility: Focused on providing practical, actionable advice
- Educational: Deep dives into your product or history
Look at successful examples like Dieux Skin cofounder Charlotte Palermino’s “All Left Turns” or CAP Beauty’s “Sh*t We’re Digging” for inspiration.
3. Know who you’re writing for
Building an audience becomes a lot easier when you focus on a handful of buyer personas—or even real people—rather than your entire target audience. Marketing consultant Nik Sharma, who’s built a direct-to-consumer ( DTC) marketing newsletter with more than 45,000 subscribers, shares a secret: “Good content is always created for a couple of people, not for everybody.”
When Sharma writes, he thinks of just three specific personas: “One is a founder who has no money but needs to make moves in marketing. One is the CMO of a company that’s doing $50 million or more in revenue. And the third is an investor of an early-stage company.”
For a dog shampoo business, this might mean writing as if you’re helping your friend who just adopted their first puppy. This approach helps you:
- Develop a more authentic tone
- Brainstorm newsletter ideas and create more relevant content
- Connect deeply with your readers
4. Brainstorm newsletter ideas
Josh describes a newsletter as “a handshake with someone’s inbox.” When subscribers sign up, you’re entering an agreement: They give you access to their email, and you deliver high-quality content on a consistent schedule.
Before launching, challenge yourself to generate a wide range of potential topics that deliver real value. Your best ideas might come from unexpected places:
- Survey your coworkers, friends, and social media followers
- Dig through your blog archives for content you can repurpose
- Look for clever connections to current events or seasonal themes
For instance, a dog shampoo brand might create a roundup of the best hairstyles from the Westminster Dog Show or write about protecting pups during winter weather. The goal isn’t just to fill space—it’s to provide something your readers can’t wait to read.
Pro tip from Josh: take a look at other newsletters your audience might subscribe to. Not to copy their approach, but to understand the landscape and discover how you can differentiate yourself. “That can give you some inspiration for the type of content you want to create and give you a bit of a framework to ask ‘How can we be different from that other newsletter?’”
5. Draft a solid outline
Like starting a business, the hardest part of writing a newsletter is often just getting started. Pick a topic that genuinely excites you and start jotting down ideas. For example, if you’re writing about winter dog care, you might begin with rough notes about winter dangers, paw health, and protection strategies.
Transform those initial thoughts into a rough outline. Break down your main topic into clear sections that guide your readers through a logical narrative. For example:
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A good outline does more than just organize your thoughts—it makes the writing process feel less overwhelming and helps ensure your readers can easily follow your story.
6. Write body copy
Now that you’ve got an outline, it’s time to bring your newsletter to life. If you’ve chosen a topic you’re passionate about, the words should flow pretty naturally. Don’t stress about perfection on your first draft—just get your ideas down.
Stream-of-consciousness writing can be a game-changer. Just start writing, without worrying about grammar, spelling, or organization. Your goal is to capture your thoughts authentically. You’ll clean things up later, so let your creativity run wild.
Feeling stuck? Break down your ideas into short bullet points. If you’re really struggling, AI copywriting tools can help transform those notes into easy-to-read paragraphs. But remember, your unique voice is what will truly connect with readers.
7. Add images and links
Here’s a reality check: “Most people spend just 30 seconds to a minute reading emails,” according to Josh. Images and links are your secret weapon for making content more digestible. They help break up text and give readers quick ways to engage with your content.
Instead of cramming everything into the email body, consider using an image and a link to direct readers to full-length content, like Momofuku does with its eye-catching newsletter:
8. Write compelling subject lines
Your subject line is your first impression—make it count. What’s the most exciting part of your newsletter? Distill that into a few words that’ll make subscribers want to click.
Shopify Magic can even help generate email newsletter subject lines using AI, based on a short description of your email’s contents. Pro tip: Keep it simple and direct. What's the core message of your newsletter? That's your subject line gold.
Josh’s wisdom rings true: “No matter how clever your subject line is, no matter how good your product is, if you’re really focused on the newsletter itself and the value that brings, that’s going to be what sets you apart.”
9. Edit your newsletter
Before hitting Send, get a few trusted eyes on your work. Fresh perspectives can catch inconsistencies and unclear language you’ve missed. If you’re self-editing, try reading your text backward—it helps your brain see the content differently.
Focus on clarity and concision. Break up those paragraphs, especially for mobile devices. Every word should earn its place.
10. Iterate and improve
A successful newsletter isn’t a destination—it’s a journey of continuous improvement. Track your email marketing metrics like click-through rates, but don’t stop there. Engage directly with your subscribers.
Ask for feedback: “What did you love? What would you like to see next?” This isn't just about improving your newsletter—it's about building a community that feels heard and valued.
How to write a newsletter FAQ
What are the elements of an effective newsletter?
A great newsletter grabs attention and delivers value. Your subject line is your first impression, so make it count by accurately reflecting the content of your email. Keep the body concise and organized, and always include a clear call to action that guides your readers exactly where you want them to go.
What is the format of a newsletter?
Think of your newsletter like a roadmap for your readers. Most successful brands break their content into distinct, easily scannable sections. Pro tip: Start with a solid outline. It’ll help you organize your thoughts and keep your readers engaged from the first line to the last.
Does every newsletter need an Unsubscribe button?
Yes. It’s not just good etiquette—it’s the law. The US CAN-SPAM Act requires every newsletter to have clear unsubscribe instructions. If you’re using Shopify Email, they’ve got you covered with an automatic Unsubscribe button in the footer. No extra work for you, and you stay compliant.
What tools can you use to write and distribute newsletters?
For Shopify sellers, Shopify Email is practically made for you. It integrates seamlessly with your ecommerce store and is a breeze to set up through the Shopify App Store. But don’t feel limited—platforms like Seguno, Mailchimp, Sendinblue, and MailerLite each offer unique features that might be perfect for your business.
