Written by Sue Schlesman

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Every writer’s newsletter is an important piece of correspondence with his or her audience. Our readers’ inboxes are bombarded with emails, half of which they delete without ever opening.

So your newsletter must consistently promise to deliver something worthwhile. They might stay connected with you on social media, but a newsletter supplies them with cohesive content and gives you data other platforms do not. A reader who unsubscribes to your newsletter abstains from hearing your regular words of wisdom or announcements about your upcoming publications and events.

I am always growing in my approach and skill at writing newsletters. Writing inviting and readable newsletters requires attention and intentionality. I have found that interesting newsletters include several key components: theme, tone, delivery platform, content, and appearance.

Tone

A newsletter, by definition, is a newsy letter or correspondence with someone you know (that’s why you’re sharing news). At Christmas, we open cards with newsletters that we either dread or enjoy reading, mostly because of how the news is shared rather than what the news is. For instance, someone could tell you a beloved son is going to Harvard, but that news will hit differently, depending on the writer’s tone. Newsletters can come across as arrogant, self-promoting, or condescending, or they can communicate gratefulness, celebration, and wonder.

People want to read newsletters with the latter tone. Everything you include in your newsletter conveys tone and voice. Be careful not to use your newsletter to vent or rant about problems in the world (church world or otherwise); that will turn your newsletter into a propaganda piece. While inflammatory writing might collect an audience, it will likely alienate readers and limit future opportunities for communication. Choose to speak life if you want people to read and enjoy your words.

I follow a number of authors and receive their newsletters. I want to see what other authors are doing, and I want to support their subscription list. However, when newsletters feel consistently redundant, pushy, or unhelpful, I delete them from my feed and often unsubscribe. I’ve noticed that authors whose newsletters are fun, encouraging, and interesting are also the authors whose books I keep buying. Tone, as much as message, connects us to the authors and speakers we like. Keep your newsletter’s tone consistent with your writing and speaking style. Readers have already subscribed, so you do not need to “sell yourself.” Just be yourself and let your readers into your thought process.

Content

Your newsletter’s content matters. Newsletters aren’t merely marketing. They communicate your heart to your readers on a personal level. A letter, by nature, is personal. Newsletters from authors to readers should feel personal (without over-sharing), encouraging, engaging, and interesting. They should promote and support your message without feeling redundant or preachy. Like a normal letter, a newsletter is a conversation; you write to them, and they interact by clicking on links, responding via email, and recommending you to other people.

I find that the most important requirement for writing appealing newsletters is to focus all content on a central theme—usually what I’m learning that month. I find a thread of wisdom, observation, or conviction I’m experiencing in my own life and weave the pieces of my newsletter together to support that theme. This process keeps me from including random bits of news, making my newsletter professional but personal and easy to read.

When planning and writing, ask yourself this key question, coined by John Maxwell–how does my writing “add value” to the reader?

Consider these important components for composing an interesting and engaging newsletter:

• Use original, free, or purchased images; avoid AI images at all costs.
• Improve your readers’ perspective. How can you help them navigate life?
• Support/reinforce your stated vision and brand; be true to your message.
• Create a visually pleasing and relaxing communication; alternate text boxes with images and videos.
• Choose a SaaS (Software as a Service) template and keep components consistent so readers know what to expect.
• Include humor and fun, like a personal story or an Instagram post.
• Establish trust by talking about issues or concerns honestly; be vulnerable but wise.
• Create inspirational and thought-provoking text in short sections.
• Provide hyperlinks to articles, interviews, events, and blog posts that support your newsletter’s message and theme.
• Announce your upcoming author events, interviews, or book releases; provide links for one-click access to information.
• Quotes from authors and leaders (verify accuracy) are best if they’re from your own reading or listening experience.
• Support other industry creatives or products (i.e., books, websites, or podcasts).
• Use your website font, colors, and logo for instant recognizability; keep the layout clean, soft, and clutter-free.

Delivery Platform

Your newsletter is likely delivered from a SaaS platform that includes automation, email marketing, and digital marketing services. Platforms like Mailerlite or MailChimp will help you collect emails and send newsletters. They require a subscription, but the monthly cost also allows you to create professional templates, automation, and landing pages and provides storage of your newsletters and links your mailers to your website.

I love the data that’s available on an SaaS platform. I can see who’s opened my newsletters, where they’ve clicked, how quickly they read what I’ve sent, which subscribers’ addresses are bouncing, and more. To write newsletters people want to read, you need to know if they’re reading the ones you’re sending out and which parts of the newsletter they find most interesting.

Appearance

The popular look for all content now is simple and clean, with limited color, preferably neutrals or pastels. If your website or newsletter sports bright colors, you might consider a rebrand. Remember, if you’re peppering your newsletter with photography, videos, and images (which you need to include), you won’t need color anywhere else; you want those sections to pop. Newsletters feel unrushed and engaging when colors are limited or light in the background. Make sure your brand and logo are consistent with your website and other promotions.

Content Pitfalls

I have made many mistakes in writing newsletters. Here are some pitfalls to avoid:

• Trying to be funny when you don’t have the gift for writing humor. If this is you, insert something funny that someone else wrote (with permission, of course)
• Talking about yourself or your family the whole time or including a lot of family pictures (this is not a Christmas card).
• Being critical or ranting about politics, Christians, or any generic group who annoys you.
• Ignoring typos, grammatical errors, poor formatting, AI images, cluttered pages, clip art, or poor-quality photographs.
• Not paying attention to length: too long or too short. Know your audience. If they want a piece with provocative sections, they will come back to it over time. If they want something shorter, like a devotion and some news, your newsletter will need to be short and punchy.
• Using elevated, descriptive language. You’re not writing a novel, so keep the language in the letter-writing lane; talk to your readers.
• Including links or videos that don’t work. Send yourself a test and try everything out before you send your campaign out.
• Sending out at random times. Pick a day each month and stick to it.
• Adding people to your subscription list who have not asked to be on it.

Newsletters are more than a marketing ploy. Newsletters connect me to my readers and encourage my followers in their personal growth. Consider writing or revamping your newsletter to become a pivotal connection piece with your readers.

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