5 Proven Best Practices for Writing Newsletters That People Actually Read

By: Shantal Guzman, Project Manager

I have been focusing on creating email strategies for our clients at Scalto, learning firsthand what works and what doesn’t. When it comes to successful newsletters, and through this experience, I’ve identified key strategies that consistently drive engagement and results.

In the fast-paced digital world, email newsletters remain one of the most effective tools for growing businesses and strengthening relationships with your audience. Yet, many newsletters fail to deliver—sitting unopened in inboxes or worse, marked as spam.

Why? Because many brands overlook what readers truly want: clear value, easy-to-digest content, and a reason to engage. At Scalto, we’ve seen firsthand how focusing on the right strategies can turn newsletters into powerful tools for growth.

Here are five proven best practices to help you write newsletters that people actually read—and act on.

1. Keep Sentences Short and to the Point

You have only a few seconds to grab someone’s attention. Readers aren’t looking for novels in their inbox—they’re looking for value, fast.

• Stick to 25 words or fewer per sentence.
• Break content into short paragraphs to improve readability.

Clear, concise writing makes your message easy to consume, no matter how busy your audience is. Take inspiration from Hemingway: "Less is more."

2. Focus on Benefits, Not Features

Readers open emails because they believe there’s something valuable in it for them. Focus your message on the benefits your audience will gain.

• Replace self-focused copy (e.g., “We launched a new course”) with reader-focused solutions (e.g., “Learn to double your sales this month”).
• Craft subject lines and headlines that promise value.

Example: Instead of saying, "Our newsletter shares weekly updates," try "Get weekly tips to grow your business faster."

At Scalto, we’ve found that benefit-driven messaging consistently leads to higher engagement and better results. Your audience wants solutions—give them what they’re looking for.

3. Master the Art of Subject Lines

Your subject line is the gatekeeper to your email. A weak or vague subject line equals low open rates.

• Keep subject lines short—6-8 words is ideal.
• Highlight a benefit, spark curiosity, or create urgency.

Examples:

• “Boost Your Business: 5 Quick Tips”
• “Struggling with Sales? Read This Now”
• “Double Your Email Open Rates—Here’s How”

At Scalto, some of our best-performing campaigns started with benefit-focused, action-oriented subject lines. Test different styles to see what resonates with your audience, and never underestimate the power of a great first impression.

4. Design for Simplicity and Mobile-Friendliness

A cluttered or poorly formatted email sends readers straight to the delete button. Design your newsletters to be visually clean and easy to navigate.

• Use plenty of white space to avoid overwhelming readers.
• Make sure your emails are mobile-friendly, as over 40% of emails are opened on smartphones.
• Highlight your call-to-action (CTA) with buttons or bold text.

A simple, professional design ensures your content shines and your message gets through.

5. Include a Clear Call-to-Action (CTA)

What do you want readers to do after reading your newsletter? Don’t leave them guessing—tell them.

• Use action-driven language: “Download Now,” “Learn More,” or “Start Saving Today.”
• Position your CTA prominently so it’s impossible to miss.

Every newsletter should guide readers to take the next step, whether it’s visiting your website, making a purchase, or reading your latest blog post.

Extra Tip: At Scalto, we’ve seen that newsletters with a single, strong CTA outperform those with multiple competing actions. Keep it simple and direct.

Recently, in a report with a client, we found that creating occasional special editions with themed content resulted in the biggest success of the year compared to traditional editions. Taking advantage of seasonal moments like Thanksgiving, Christmas, or other special occasions gave brands an 'excuse' to show a friendlier, more human side. This approach significantly boosted engagement and made newsletters feel more personal and relevant to the audience.

Successful newsletters don’t happen by accident. They require focus, clarity, and a deep understanding of your audience’s needs. By keeping your writing concise, highlighting benefits, crafting strong subject lines, and including clear CTAs, you’ll create newsletters that stand out in crowded inboxes.

At Scalto, we’ve helped businesses transform their messages into powerful marketing tools that drive engagement and growth.

Ready to get started? Implement these best practices today, and watch your newsletters transform from ignored to indispensable.

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