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business communication, business writing, newsletter advice, newsletter tips, newsletter writing, newsletters, writing a newsletter

What Are the Elements of an Effective Business Newsletter?

Michelle Troutman

An effective business newsletter contains a clear format, design, and writing. Yet many business promotion emails don’t follow this best practice, potentially losing sales.

With ten years of experience, I’ve used clear email content and a simple layout to enhance engagement. If you struggle to keep publishing, see my e-newsletter packages or get a free audit.

How Email Marketing Helps Business

Repeat advertising – Consistent e-newsletter marketing builds brand awareness, trust, and customer relationships. Per the Marketing Rule of 7, the average customer must see a message at least seven times before they will buy.
Cheap, competitive advertising: Compared to other marketing channels, it’s among the most affordable. A low-cost email campaign that yields sales can turn a profit.
Easy access to metrics: you may check open, click-through, or response rates quickly to measure your campaigns’ results.
Targeted and personalized messaging: segment your list by customer demographics, behavior, and interests. Emails with personalized subject lines are 26 percent more likely to be opened.”
Direct marketing: Automated email campaigns nurture existing leads through the sales funnel.
Brand loyalty: engaging content keeps readers interested in your offerings, helping you build long-term bonds with them. According to a March 2024 Constant Contact study, the average open rate across all industries is 38 percent.

What is An Effective Business Email Marketing Strategy?

An effective business email marketing strategy includes strong visuals. A young woman in a suit looking at the screen of a large tablet PC showing graphs and charts.

Start by defining your email goals. Do you want to highlight your expertise? Showcase your products or services?

Aligning content to clients’ needs guides them through the sales funnel effectively. Address readers at all stages of the buyer’s journey. Offer educational material for those becoming aware and more in-depth information for readers exploring their options.

Elements of Effective Business Newsletters

Subject Lines

Use clear, concise language
Add power words, numbers, scarcity, or other emotion-evoking methods to attract attention

Example: 5 Little-Known Tax Strategies for Small Businesses

Structure

Follow the AIDA (Attention, Interest, Desire, Action) or inverted pyramid formats. Studies show people read online content in an F-shaped pattern.
Ensure a logical flow: place the most important content at the top
Use sections/headings for easy scanning
Add clear, strategically placed calls to action

Engaging Content

Provide helpful information tailored to your audience’s interests and pain points
Use a conversational, personable tone that aligns with your brand voice. Discover how to write a newsletter article for business. More resources: read Writing a Business Newsletter, How to Create a Professional Email Newsletter, or How to Write a Law Firm Newsletter.
Tell stories to build trust and make content relatable

Example: Share a client success story highlighting your expertise

Personalization

Segment your email list and customize content based on readers’ interests and behaviors.

“To make e-newsletters more appealing to readers, it is important to customize content based on customer preferences, past interactions with them, and their specific requirements. Similarly, you may want to segment your email lists so you can send targeted messages that resonate with different kinds of people within these industries.”
Keran Smith, co-founder and cMo, lyfe marketing

Readability

Ensure accessibility by using descriptive alt-text, proper color contrast, and easy-to-read fonts.

A focused approach — for any business, regardless of the type or size — yields content that connects and inspires action.

What is An Effective Business Email Marketing Template?

The downsides of e-newsletter marketing include the perception that emails are spam and “list fatigue,” when subscribers lose interest in your messages. To minimize these issues, follow these best practices:

Quality: a layout should include mobile-friendly design and accessibility features. Responsive design automatically adapts the layout and content to fit any screen size, ensuring it’s readable on smartphones and tablets.
Template Options:
- Basic Layouts: Simple structures for easy content organization.
- Industry-Specific: Imagery and layouts relevant to your field.
- Multimedia: For videos and interactive content.
- Curated Content: Information culled from various sources.
- Product/Service Showcase: Highlight products, services, and special offers.
- Event Promotion: Designed for upcoming promotions.

3. Text and Visuals: Put the most important information at the top to maximize engagement.

4. Legally-Compliant Footers: Anti-spam laws like CAN-SPAM (U.S.) and GDPR (Europe) ensure responsible email marketing.

Resources:

Many email marketing platforms offer customizable templates for professional, attractive, and on-brand newsletters.

What is a Sample Business Newsletter?

The Ann Arbor SPARK (AAS) e-newsletter follows many of these best practices:

Compelling Headline: Entice readers to open the email.

Instead of their usual headline, “Check out these upcoming events in Ann Arbor!,” AAS could feature an event or a common theme.

Example: 14 Must-Do May Events in the Ann Arbor Area

It copies the headline of one of the feature articles (only cutting and pasting is required 🌝).

An Engaging Content Structure: A clear and concise layout with informative, audience-focused information (e.g., news, testimonials, CTAs).

The clear format, with colorful headings and images separating the events from the features, ignites interest. The events section could be organized into two columns by date to reduce scrolling.

Visual Appeal: Quality images, consistent branding, and readable fonts foster engagement.

The AAS e-newsletter engages well. But larger heading text, descriptive alt-text for images, and more instructive CTAs (beyond “Read More”) could enhance accessibility and interest. The CTA “lead in” text, however, emphasizes the benefits readers can expect well.

The AAS e-newsletter is one of the best newsletter examples for business. It effectively merges a clear layout with impactful visuals to form a must-read message.

Effortless Business E-Newsletter Creation

Making a newsletter without proper tools is like baking a cake from scratch — it’s time-consuming. With the elements of an effective business newsletter, you can create your own faster.

If you’re unsure where to start or lack time, explore my e-newsletter package s or get a free audit.

health, healthcare, newsletter advice, newsletter tips, newsletters, online newsletters

What Are The Best Health and Wellness Newsletters?

Michelle Troutman

The best health and wellness newsletters feature accurate and informative content from credible sources. A trustworthy, well-written health e-newsletter requires attention to detail. It avoids unfounded claims, separates facts from opinions, and shows information sources clearly.

As a health writer, I turn technical terms into easy-to-read language. If you struggle to create a newsletter everyone can understand, consider my e-newsletter packages or get a free audit.

What Are The Best Health and Wellness Newsletters?

The top health newsletters for consumers are trustworthy and informative. The World Health Organization (WHO) and Harvard Health Publishing create some of the most acclaimed emails. Among the best free healthcare newsletters, many lesser-known options are equally noteworthy.

Let’s explore some providers’ emails, including their focuses, audiences, and unique value propositions.

What Are Some Health Newsletter Examples?

DFD Russell Medical Centers Newsletter

Focus area: healthy living and maintaining good health
Target market: Middle-aged and older adults
Unique value proposition: practical tips for healthy living (implied from the content and the bottom tagline)

Each e-newsletter features a simple format and clear content on disease prevention.

The advice is based on well-known medical expertise and principles. Possibly to appeal to short attention spans, it lacks depth, and much of it is generic.

Trustworthy content establishes credibility. DFD could quote experienced staff members and link back to data sources to add credibility. They try to convey it through showing awards from The Health Resources and Services Administration.

The single-column format features graphics, distinct headlines, and white space for breathing room. Their appealing logo could be smaller. The pastel color scheme adds a sense of lightness throughout.

To improve accessibility, a few elements could be added or enhanced:

“alt-text” could be added to the image descriptions.
colors that contrast better could fill the call-to-action buttons.
the text size could be larger and in a sans-serif font.
the recipe image header could be removed in favor of a text heading.

To comply with CAN-SPAM laws, the main physical location of the center could be added to the footer. Other improvements include more persuasive CTA text and adding social media/website icons to the top to boost clicks.

This attractive e-newsletter promotes healthy living effectively. As light reading, it likely engages its audience.

SESAME

Focus area: healthcare screenings and events
Target market: patients looking for low-cost same-day care with certified providers
Unique value proposition: Affordable, quality care

This short email stays on brand throughout, highlighting SESAME’s affordable care options. It features a blog, seasonal topics, and links to related care. The clear call-to-action promotes low-cost doctor visits: “pay half, be whole.”

The design scheme uses only a few colors. Few newsletters place calls to action at the top. SESAME provides an effective example. To maximize where readers tend to look, they could move it more toward the top left.

There are a few opportunities to boost engagement. For instance, the final CTA text could be clearer and more interesting, suggesting readers discover how to save.

To build trust and credibility, the content could feature less style and more substance, through providers’ advice or patient success stories. This content can sometimes sell as well, and work alongside persuasive copy. Placing a second social media icon bar could entice more clicks.

The e-blast effectively promotes SESAME’s unique value proposition of low-cost access to healthcare.

What Are Some Health and Wellness Newsletter Ideas?

The newsletters above offer good examples of potential topics. Some health newsletter topics for certain niches that are adaptable to related sectors:

Nutrition

9 Signs of Common Nutrient Deficiencies
What Are The 7 Types of Nutrition?
How to Eat a Balanced Diet

Mental Health

7 Quick Ways to Calm Anxiety
9 Mental Health Myths Debunked
How to Talk to a Child About an Addiction

Preventive Care

Are Your Health Screenings Current?
Preventive Care: What’s Free and What’s Not
The Differences Between Wellness and Preventive Care

Possible regular columns for these topics:

Q&A with experts
upcoming health classes
healthful recipes

Informative content is crucial for effective health and wellness newsletters that enhance readers’ knowledge and decision-making. Research has found newsletters can influence readers’ health knowledge, attitudes, and motivation, and affect changes in their behavior.

“Exclusive offers through discounts or packages on health care services such as professional consultations should be highlighted or introduce new services so that customers will become curious enough to explore them further.”
keran smith, co-founder and cmo, lyfe marketing

Writing a Health and Wellness Newsletter

Engaging healthcare newsletters balance well-researched, HIPAA-compliant content with a reader-friendly format and tone. They also use credible information and follow privacy guidelines.

To prevent potential claims, add a disclaimer stating the information isn’t medical advice. Also, avoid false advertising claims and when using secondary sources, respect intellectual property rights.

Misinformation, bias, and unsubstantiated claims abound online. Verify the accuracy and objectivity of information sources. Reliable sources include government websites like the Centers for Disease Control and Prevention, National Institutes of Health, and MedlinePlus.

When citing data, use the most up-to-date and authoritative primary sources like peer-reviewed journal articles and data from reputable organizations. Include complete citation details like authors, titles, publication dates, and website links. Quote or summarize the information precisely to give credit and maintain reliability.

Knowing how to write a newsletter article can prepare you for writing a business newsletter or how to create a professional email newsletter.

The Best Health and Wellness Newsletters Feature Engaging Content

Professionals’ and patients’ experiences enhance the best health and wellness newsletters. This unique advice also builds trust and credibility and helps them stand out.

If crafting an engaging health newsletter takes too much time, consider my e-newsletter packages or get a free audit.

newsletter advice, newsletter templates, newsletter tips, newsletters, online newsletters, professional services firms

Where Can I Download a Professional Services Newsletter Template for Free?

Michelle Troutman

The right professional services newsletter template shows your thought leadership and attracts clients. Based on my experience, my free professional services newsletter template can “wow” your subscribers and keep them reading.

What is a Professional Services Newsletter Template Example?

A professional newsletter template serves as a starting point. Combined with your overall marketing strategy, it lets you craft messages people want to read.

Professional Services E-Newsletter Best Practices

A clear structure – Regardless of your industry, a professional services firm e-newsletter template lets you organize your text and design elements for easy reading.
Attractive subject lines. Five essential elements:

News or timeliness
Relevance to the audience and the content (industry terms, targeted keywords, etc.)
Clarity
- active verbs
- conciseness
- strong syntax (word placement)
Personalization (e.g., “John, save 25% on widgets this week”) or an appeal to “you” or “your”
Power wo rds (including trigrams), psychological triggers, or other emotion-evoking specifics

A clear call to action – ask readers to contact you for a free consultation, download a guide, or visit your blog. Describe what they’ll get. Use formulas like V-O-U (verb-offer-urgency) for clickable frameworks.
A privacy-compliant footer: add information that complies with CAN-SPAM (U.S.), CASL (Canadian Anti-Spam Legislation), and GDPR laws (Europe). Per the CAN-SPAM Act, you must place your physical mailing address and unsubscribe options. To comply with regulations and avoid being marked as spam, HubSpot suggests your subscribers must “opt-in” or give their permission.
Compelling body copy – Informative content fosters engagement. Learn how to write a newsletter article for business. Once you’re familiar with the basics, you can handle writing a business newsletter or learn how to create a professional email newsletter. If you offer legal services, discover how to write a law firm newsletter.

A/B Testing: Compare different elements, like headlines or calls to action, to see what connects most with your audience. Test these and other elements through analyzing responses and click-through rates.

Research shows that people read emails left to right in an F-shape, focusing on the top and left side. To suit scanners and skimmers, place the most important content at the top.

Informative and useful content keeps clients reading and forms bonds with them over time. Effective newsletters can boost awareness and increase interest in your products or services.

“What makes e-newsletters unique is their ability to create bonds with clients. By providing ongoing content that reflects clients’ needs and lives, companies demonstrate their long-term commitment to well-being and professional development. As a result of this recurring touchpoint engagement loop, clients feel visible, heard, and valued.”
michael kiel, founder, boat planet

What is a Good Professional Services Newsletter Free Template?

A basic professional services firms newsletter template layout features one column throughout.

“Plug and play” formats help you add images, text, and links without programming or design knowledge. They also let you change colors, images, and text to suit your tastes and brand identity.

Responsive design is crucial for ensuring e-newsletters can accessed on small screens. As beehiiv reports, over 60 percent of emails are now opened on mobile devices. Non-responsive e-newsletters look smaller, making them harder to read on tablets and smartphones.

Customizing a professional services firms e-newsletter template blends it in with your existing branding, like your website and any print materials.

Platforms like MailChimp and Convertkit offer free accounts with customizable templates by audience, industry, or subject matter. They also offer mobile-friendly designs.

MailChimp is popular with many service providers, however, it’s not the most user-friendly for beginners. Convertkit (aka Kit) is a preferred alternative, especially with marketers. Web-based formats, like those beehiiv and Substack offer, are also easy to set up and send.

Free templates could have limited options for customization and the number of subscribers they will allow before you must upgrade to a paid platform.

Maximizing a Professional Services Firms Newsletter Template for Engagement

Research shows people read newsletters in an F-pattern, focusing mainly on the top left side. Place the most important elements (your logo and CTA, social links, etc.), near the top; repeating the social links at the bottom encourages clicks. Interesting content, with relevant calls to action, keeps focus throughout. Using these practices, I’ve secured newsletter click-through rates for my clients above industry standards.

Free templates sometimes offer fewer features than paid options. When you choose a free professional services e-newsletter template, ensure the provider has a strong security track record and clear data privacy policies.

Also, look beyond a fancy design. Choose templates with clean code, mobile-friendly design, and accessibility features for easy reading.

How Free Professional Services Newsletter Templates Simplify Email Creation

Templates save time creating messages that convert readers into buyers.

If you’re tired of the guesswork, consider using a free professional services newsletter template. The Easy 5-Step Business E-Newsletter Template shows what to add and where for maximum engagement. Use it to create e-newsletters your audience will love. It features customizable HTML templates, including one for MailChimp.

business, newsletter advice, newsletter templates, newsletter writing, newsletters, writing a newsletter

How Do You Write a Company Newsletter for Clients?

Michelle Troutman

Do your clients forget about you between projects? Your communication strategy could be the culprit. A company newsletter builds strong customer relationships and reminds them about your services.

For a decade, I’ve created effective company newsletters for service providers. My e-newsletter marketing packages help you publish a newsletter and a free audit shows how to improve one.

What is a Company Newsletter?

Company newsletters share news, events, and other items of interest with employees and clients. They help businesses:

1. Promote their brands and thought leadership
2. Share industry insights
3. Showcase company culture and values
4. Highlight client success stories
5. Nurture leads and sales

Internal vs. External Company Newsletters

An internal newsletter for employees contains information that will help them in and outside of work. News, events, employee initiatives, and profiles build teamwork and morale.

Business-to-consumer and business-to-business newsletters feature news, information, and offers to attract and retain clients.

How Do You Write a Company Newsletter?

Your content is the heart of your newsletter; the bones of its structure hold it together.

How to Write a Newsletter for a Company

To craft an effective company newsletter, follow AIDA: Attention, Interest, Desire, and Action.

Attention: Place the most compelling elements, like a catchy subject line or headline, at the top. Use power words, numbers, emojis, news, or scarcity (“This Friday Only”) to spark curiosity. Add preview text that builds on the headline and hints at what’s inside.

Interest: When you’ve caught attention, the challenge is to sustain interest. As HubSpot suggests, build relevance by ensuring your content aligns with your newsletter’s purpose. Keep readers engaged with intriguing facts, quotes, or questions. Use relevant visuals and personalize your content to match subscribers’ interests.

Desire: Show the usefulness of your products or services. Highlight benefits and solutions, building desire for your offerings.

Action: This is your newsletter’s ultimate goal. Add a clear, persuasive, and eye-catching call-to-action (CTA), such as a sentence or button that links to your website or landing page. Use action verbs and focus on what readers will gain by clicking, like reading more, buying, or registering.

For more tips, learn how to write a newsletter article for business. It can prepare you for writing a business newsletter. It’s all part of how to write a company newsletter. Suitable writing styles can also vary by industry. Learn how to create a professional email newsletter or how to write a law firm newsletter (with company newsletter examples).

More Resources:

SendGrid’s 37 email marketing tips for 2024 highlight proper email authentication standards like SPF, DKIM, and DMARC to improve deliverability.

Base your topics on your business goals and your content marketing strategy. Your subject matter may vary based on whether you want to raise awareness, gain leads, or engage customers.

Examples:

Brand awareness: “What is” articles that explain products or services. Example: “What is a good way to invest for retirement?”
Lead-generation: Events or offers that require a sign-up. Example: Income Tax Deduction Webinar.
Client engagement: Quizzes, feedback requests, or reviews.

Without interesting content, your e-newsletter could lose subscribers. But creating eye-catching content doesn’t have to be hard or time-consuming. Effective company newsletters can increase brand awareness and keep customers loyal.

These strategies are adaptable to different business types or industries.

“Use content from your blog, whitepapers, or case studies. Summarize or update this content for your e-newsletters, saving time on creating new material from scratch.”
George Petropoulos, founder, Inoriseo

The Letterhead blog states that repurposing content into email newsletters provides “time-saving benefits” and helps get “more value from the content you’ve already created.”

What Are Some Good Company Newsletter Ideas?

What is a Company Newsletter Template?

A visually appealing newsletter layout features one or two columns or a mix of both.

For example, the Easy 5-Step Business E-Newsletter Template leaves room for your logo, your social icons, feature articles, and a call-to-action. It also guides you on creating a GDPR or CAN-SPAM-compliant footer (clear opt-out links, accurate sender information, etc.).

Structured to match how people read newsletters, it maintains interest from start to finish.

Whichever template you use, adapt it with your branding and content to attract and hold attention.

How Do You Write a Company Newsletter for Clients?

As shown, clear, specific, and unique details help your messages stand out. You don’t need to deliver lots of information; a simple, fluid design eases reading and scanning.

Save time, boost engagement, and gain business with a clear e-newsletter format. Get the Easy 5-Step Business E-Newsletter Template today!

newsletter advice, newsletter tips, newsletter writing, newsletters, professional services firms, professional writing, writing a newsletter

What is a Professional Newsletter Format?

Michelle Troutman

An attention-grabbing professional newsletter format goes beyond words. It reflects your image and holds interest effectively, building brand recognition and results.

If you struggle with writing and design, the Easy Five-Step Business E-Newsletter Template simplifies the process. The clear structure guides you to create polished, eye-catching newsletters quickly.

How Do You Make a Professional Newsletter?

Tailor the format to your content goals and target audience’s needs and interests. Integrate your e-newsletter content with social media, blog posts, or other existing material. Repurpose it with backlinks, takeaways, or infographics.

Especially for shorter content (500 words or fewer), as Fenwick suggests, a single-column layout eases reading and creation. Responsive design aids a seamless, user-friendly experience across devices, including smartphones. Optimize the layout, content hierarchy, and calls to action.

Well-designed newsletters enhance readability and brand recognition, boosting open and click-through rates.

Test different designs to see what clicks with your audience. For accessibility, structure headings and content logically, offer descriptive “alt text” for images and hyperlinks, and ensure enough color contrast. Indiegraf offers some helpful newsletter design best practices.

The key elements of a professional newsletter format include:

1. The Header: The top section with your branding.
2. The Body: Your main article, featured sections, and a call to action.
3. The Footer: A CAN-SPAM, CASL, or GDPR-compliant ending.

These principles can be adapted to different industries or business types.

Once you’ve decided on the basic layout and content, you can tackle writing a newsletter for business. Knowing how to write a newsletter article for business could also enrich your content.

“Professional services firms can write e-newsletters faster using templates and content calendars. For example, pre-designed templates streamline the layout process, while content calendars ensure timely and relevant topics are covered. This structured approach allows firms to focus on crafting compelling messages rather than formatting.

By consistently delivering valuable insights and industry updates, firms can engage clients effectively and demonstrate expertise. This efficiency not only saves time but also helps in building stronger client relationships and attracting new business through consistent communication.”
Brenton Thomas, Founder & CEO, Twibi Agency

What is a Free Professional Newsletter Format?

Free and paid email marketing platforms (ESPs) offer professional newsletter templates.

Regardless of your skills, their templates let you add text, links, and images to suit your taste. Many also let you choose industry-specific designs.

Assembling an attractive newsletter can be time-consuming. ESPs might not guide you step-by-step or show where to place the content to catch eyes. But as you learn, the process becomes easier.

Even with a template, it’s not always clear where to put the content. If you waste time guessing, the Easy 5-Step Business E-Newsletter Template shows you what to add and where.

Professional Newsletter Format Expertise Spotlight: Financial Brands

Ellevest’s What the Elle? Money Newsletter :”For Women, by Women”

This easy-to-read and scroll single-column newsletter’s copy, format, and design enhances engagement.

Short headlines draw readers in, starting with the warm welcome note that subtly highlights their financial plans.

The footer includes industry-appropriate disclaimers and complies with CAN-SPAM rules. It also reinforces trust, as does the company’s SEC designation.

The soothing earth tones augment the overall impact. Ellevest could add stronger CTAs near the top and bottom, with more descriptive text like “Learn why a financial plan helps every woman build wealth.”

“Yes” or “no” questions aren’t always effective in CTAs. The bottom CTA lead-in copy could work better as a statement.

The CTAs, links, and requests for replies encourage clicks while letting Ellevest learn more about its readers.

“What the Elle?” exemplifies the essentials of a lead-converting e-newsletter tailored to audience interests and pain points.

Fin (published by Plaid)

The Fin newsletter exemplifies a captivating newsletter design. With minimal elements, namely the header and bold headings, every statement stands out. Though it’s sent by Plaid, no colors clash. The dark blue header bar conveys cool professionalism and trust.

A single concept works throughout: one column, one header, an article, one CTA, and one footer. The CTA rhymes (a favorite technique of mine). It echoes the subject line effectively. The bottom trio of links adds interest, while the simple footer design is appealing.

Fin could add contact and social media icons to the top and bottom. More details about their expertise could also boost their credibility.

This e-newsletter shows how a little clear content goes a long way in keeping readers focused and informed.

How to Make a Professional Newsletter

An effective professional newsletter format can be simple. A clear structure guides readers through the content. Combined with clear writing and design, it forms an eye-catching e-newsletter.

Knowing how to create a professional email newsletter or how to write a law firm newsletter can enhance your emails. It’s all part of learning how to make a newsletter look professional.

Remove the guesswork from your e-newsletter writing, design, and formatting. Create a professional newsletter quickly that will wow your subscribers and keep them reading. Stop agonizing over your newsletters and start enjoying creating them faster.

Get the Easy 5-Step Business E-Newsletter Template.