Newsletters are among the most powerful digital marketing tools for building lasting relationships, strengthening brand identity and generating valuable conversions.
As journalist Nicolas Lozito says:
You read it in five minutes, you think about it all week.
A well-written newsletter is not just an update, it is an extension of your company. It tells who you are, conveys your mission, vision and goals. In other words, it can become a strategic business card, far more impactful than many advertising campaigns.
But how to create a company newsletter that is truly effective and in line with your business goals?
In this article you will discover how to write a good newsletter, what to include, when to send it, and what tools to use to manage it professionally.
A newsletter, literally, is nothing more than a "letter" full of "news."
It existed well before the Internet, arriving printed, stuffed in the mailbox, often ignored or trashed. Then, suddenly, it became digital, fast and measurable. Today it lives in your inbox and the inboxes of your customers, ready to tell them something.
Newsletters follow a different logic than other marketing tools: they don’t chase trends like social media, they’re not built on analytical formulas like paid ads, and they don’t offer the instant gratification of a viral video or a sudden e-commerce spike. They’re not affected by algorithms, they don’t rely on AI, and they’re not designed to please SEO.
A newsletter is a long ride. A journey composed of many installments, designed to last and build something over time.
Writing an effective company newsletter requires a combination of strategy, persuasive copywriting, graphic design and, most importantly, a deep understanding of your audience.
From goal setting to the moment of sending, there are a few elements that really make a difference, and if carefully curated, can turn a simple email into a powerful value-generating tool.
It seems obvious, but it's never obvious enough: what do you want to achieve with your newsletter? More traffic to the site? More subscribers to an event? Getting people to discover a new service? Even a simple "let's stay in touch" can be a worthwhile goal-as long as it's clear.
When you have your goal well in mind, it's easier to choose tone of voice, content, structure and CTAs.
A newsletter "for everyone" is a newsletter that speaks to no one.
Depending on your business and the service or product you offer, the type of your target audience may be different. Segmenting your list and sending personalized messages often increases open and click-through rates.
For example, if you run an e-commerce business for fitness products, you can create different segments between:
This approach allows you to send more relevant content and actually increase the effectiveness of your newsletter.
The subject line of your newsletter is the first item the recipient sees.
If it doesn't work, the rest of the email won’t even get read.
It must be clear, interesting and arouse the recipient's curiosity.
For example, if you are promoting a free ebook on how to improve nutrition, a generic subject line such as: "ebook on nutrition," although representative of you and your business, might go unnoticed by those who find your email in their inbox. Better to opt for something more specific and catchy, such as, "5 mistakes you're making at the dinner table (and how to avoid them)."
If you're on the fence about what psychological leverage to use, remember that when writing the subject line of a newsletter, there is no magic formula that always works. The best way to figure out what engages your audience the most is to vary the tone and test different styles, even depending on the goal and content of the email. Run an A/B test to see which strategy works best on your target audience.
A good newsletter is not just visually appealing—it’s easy to read.
A solid structure guides your reader step by step toward the desired action.
Use an eye-catching header such as the brand logo, an impactful image or a strong headline.
Then write a short introduction that previews the topic and explains why it matters to the reader.
Next, insert the real value of the newsletter: the core content.
Avoid walls of text. Use short paragraphs, bullet points, strategic bolding, images that reinforce the message. And remember: most emails are read on mobile, so use a responsive layout and make sure your CTAs are large enough to tap with a thumb.
Good visual structure is just as important as text content.
Even the best newsletter can flop if it lands at the wrong time.
Ask yourself: When is my audience actually willing and able to read an email?
In general, best practices suggest sending newsletters on Tuesdays, Wednesdays, or Thursdays, when attention is higher and inboxes are less crowded. A weekly, biweekly, or monthly cadence can help build habits and anticipation, increasing engagement over time.
But the golden rule is: know your audience.
If you operate in B2B, favor business hours, when recipients are at their desks and more receptive to professional content. If you're in B2C on the contrary, you might get better results by sending emails before 9 a.m. or after 6:30 p.m., when people are more likely to check personal emails on their phones.
A truly effective newsletter does not end with sending. Beyond these five key elements, it’s essential to track results and adapt your strategy based on real data. Use email marketing tools to analyze performance and test different send times.
Your audience’s behavior will give you valuable insights to optimize your strategy.
HubSpot is one of the most comprehensive and professional platforms for managing business newsletters, offering everything you need for effective business newsletter design and campaign execution. It’s built to help you create meaningful connections with your audience and grow your brand over time.
Thanks to its editor, you can design visually effective newsletters in minutes, even without technical skills, using ready-made templates or creating new ones in line with your brand identity.
One of its strengths is the ability to create both static and dynamic lists, segmenting audiences based on behaviors, interests, funnel stage or data in the CRM. This allows targeted and personalized communications to be sent, significantly increasing open and click-through rates. In addition, its advanced marketing automation features allow it to set up automated sequences in response to user actions, facilitating lead nurturing and improving retention.
Finally, with a detailed analytics dashboard, HubSpot allows you to track key metrics such as open rate, click-through rate, bounces, unsubscribes, and conversions, giving you all the tools you need to optimize your future campaigns.
At Ander Group, as a HubSpot Platinum Partner, we support businesses in building effective email marketing strategies, from expert-level business newsletter design to the implementation of customized automation workflows.
If you want to make the most of HubSpot's potential to communicate in a targeted way, automate processes, and generate concrete results, our team is ready to guide you every step of the way.