How to create a newsletter step by step: guide, template and examples
From goal to send: how to design, write and measure a newsletter people actually read
Quick answer: to create a newsletter, set a goal and a frequency, get subscribers with their permission and choose an email marketing tool. Then design the newsletter with a mobile-friendly template and write a clear subject line. Send a test and, once it’s sent, measure clicks, unsubscribes and conversions.
You’ve probably received thousands of emails in your inbox from different companies: your favorite drinks brand, which happened to run a giveaway last month that you entered, or the best-known clothing brand in the world (from which, guess what, you’ve placed two online orders in the last three weeks).
In most cases, what they’ve sent you is a special kind of mailing known as a newsletter, but… do we know what it is and how it’s made?
In this article, we’ll look at how to create a newsletter, what it is, some examples and how to do it with a professional email marketing web service.
Let’s get started!
A newsletter is a bulletin that a company sends by email, on a regular schedule, to people who have subscribed to receive it. It mixes useful content, news and offers.
Its goal is to keep up your relationship with your contacts between purchases. That’s why it works so well for building loyalty: it lands in the inbox of someone who asked to receive it.
These are the steps to create a newsletter from scratch. Below you’ll find each one in detail, with examples.
- Define your objective. Decide what your newsletter is for: selling, informing, driving traffic to your blog or building loyalty.
- Choose the frequency. Weekly, every two weeks or monthly. Pick one you can keep up for months.
- Get subscribers with their permission. Use a form on your website and, if you can, double opt-in. Never buy contact lists.
- Choose an email marketing tool. With Gmail or Outlook, you won’t get statistics or unsubscribe management. You can create a newsletter for free with Mailrelay’s free plan.
- Design with a template. Your logo, your brand colors and a clear structure. Make sure it reads well on mobile.
- Write the subject line and the preview text. They’re the first thing subscribers see, and they decide whether the email gets opened.
- Send a test. Check links, images and typos in several email clients before the real send.
- Send and measure. Schedule the send for the time your audience reads their email, and check clicks, unsubscribes and conversions.
Create your first newsletter for free
Create your account and send up to 80,000 emails a month to 20,000 contacts, with templates and a drag-and-drop editor.
To create a free newsletter with Mailrelay, you first need to sign up on its website and create an account.
Once you have access to your account, you can create a subscriber list and start designing your newsletter with its drag-and-drop template editor.
You also have a wide range of customizable, easy-to-use email marketing templates and newsletter templates, as well as tools to add content, images, links and calls to action to your newsletter.
Plus, you can schedule your newsletter for the best time for your audience and track your campaign’s performance through statistics and reports.
In the 1990s, computers became common in businesses, and one of the most basic human needs, communication, came to be met by email, which by 1995 had already overtaken traditional mail.
And after person-to-person communication, email was overrun by spam, in other words, junk mail full of misleading links, excessive advertising and unreliable content.
Filters, antivirus software and online regulations soon took charge of this side of the Internet, protecting inboxes and “sending” suspicious mail to another folder.
In the 2000s, the rise of social media seemed to spell the end of email, but the two managed to coexist and create synergies (after all, don’t you need an email address to sign up for most of them?).
And what about today? Email is still the channel a company controls the most:
- The list is yours. It doesn’t depend on a social network’s algorithm or on paying for ads.
- It reaches people who asked for it. Subscribers have given their permission, so they’re expecting your emails.
- It’s read on mobile. A large share of emails are opened on a phone, so the design needs to adapt.
- Everything is measurable. You know who clicks, on which link and how many people unsubscribe.
- It’s low-cost. Unlike advertising, the cost doesn’t grow with every impression.
The key is to highlight what matters most and what will best grab the reader’s attention. Around the content, we build a newsletter that should always include a few elements:
- Design: the logo, the brand colors, the typography… your company’s entire visual identity should be reflected in the newsletter. That said, we always need to make sure the design doesn’t “clash” with readability and finding information quickly. In short: “an eye-catching idea, but useful and simple for every user”.
- Language: while the design should match the brand’s corporate identity, the language should sit halfway between the way the company communicates and the jargon its target audience uses. Variables such as gender, age or profession are very useful when writing the content.
- Sending: we should personalize the message as much as possible. In this respect, it’s a good idea to include an eye-catching subject line with a call to action, personalize each email for its recipient and schedule the message for the best day and time (if we decide to send it weekly, for example, every Tuesday at 8 p.m.).
- To keep your email out of spam, authenticate your domain, send only to people who have subscribed and balance useful content with promotional content. A common benchmark is the 80/20 rule: 80% useful content and 20% promotion.
- You should offer two buttons or options in your newsletter: one is the option to unsubscribe, and the other is your contact information (social media, phone, even a customer service email address).
- If it’s the first time we’re sending a newsletter, we can run an A/B test: keep a similar design in two different newsletters, changing a color, bold or italic text, or some of the copy. Whichever one gets the best reception or response is the one we should use with that specific audience.
- Storytelling, good copywriting and a set of keywords give the content continuity and make it easy to link the brand to the email, creating engagement that ensures readers will remember us in the next round of news.
With all this in mind, we can start creating our newsletter.
Just a couple more things: track every send you make (some tools let you see who received it, opened it…) and take into account the feedback all your users give you.
Newsletter template to copy
If you don’t know where to start, use this structure. It works for almost any industry:
| Part | What to include | Example |
|---|---|---|
| Subject line | What the reader gets, in 6-9 words | “5 ideas to sell more this Christmas” |
| Preview text | A sentence that completes the subject line | “Plus a ready-to-use template” |
| Header | Logo and newsletter name | “[Your brand] news · October” |
| Main content | One strong idea with an image and a button | Article, offer or news of the month |
| Secondary blocks | 2 or 3 short pieces with a link | Tip, customer story, event |
| Call to action | A visible button with a clear verb | “See the offer”, “Book your spot” |
| Footer | Contact details, social media and unsubscribe link | Address, phone and “Unsubscribe” |
Before sending it, check out these newsletter examples for design inspiration.
Newsletter examples by industry
Construction, hospitality, fashion, training… Whatever a company’s industry, they all send newsletters to the customers who have asked for them.
Want to see what some brands on the market are doing?
This newsletter is very visual, but its color scheme fully matches the brand’s logo. What’s more, the yellow-and-black contrast makes the message and the action button (in this case, see dates) stand out.
This other example keeps a strong visual impact and, although it plays less with the harmony between the logo and the design, it has a more informative, classic-ad look.
This example combines almost everything a good newsletter should have: it has several action buttons, shares different interesting information about the brand, and the design matches the brand’s logo. If we had to name a flaw, the newsletter’s size may make it hard to view on a mobile device.
This newsletter, similar to the previous one, perfectly combines the idea of a fashion magazine (the typography, the spacing, the layout) with an innovative email (visual impact, responsive design and interesting content). Like the previous one, it has one flaw: it lacks action buttons inside the newsletter.
Another brand that has made the most of newsletters is the sunglasses company Hawkers. In its 2-for-1 “Valentine’s Day special” newsletter, it offers an interactive image that takes you to the discount, a countdown timer showing how long it lasts and some of the models it applies to. Information, design and strong impact that keep this brand top of mind for consumers.
This example, although very simple, has some of the must-haves every newsletter needs: design and visuals that match the logo, a menu with interesting information and an eye-catching image. It also adds contact details and links to its social media.
This newsletter focuses more on the visuals and on aligning its corporate identity with that of its posts. It doesn’t give much information but, being in the tourism industry, it encourages us to visit the website with appealing images.
Leisure businesses often use this tool to offer discounts, promotions or new services. In this case, it shares different information, uses simple but clear images and links to its various social media profiles.
One of the keys to a successful email marketing campaign is in the details.
From segmenting your contact list to writing an engaging subject line and effective calls to action (CTAs), every element counts.
In this section, we’ll dive into the details that can make your newsletter not only read, but also effective at reaching your business goals.
List segmentation
To begin with, not all your contacts will be interested in the same things.
This is where list segmentation comes in.
With Mailrelay, you can split your subscribers into different categories based on their behavior, location or even personal interests.
By sending more personalized messages, you make your emails more relevant and, with that, increase your chances of conversion.
Why the subject line matters
Now let’s move on to the subject line.
Did you know that a good subject line can be the deciding factor in whether your email gets opened or ignored?
A clear, concise and appealing subject line can boost your open rates.
Experiment with different styles and tones and, if you can, run A/B tests to find the approach that works best with your audience.
Calls to action that work
Last but not least, there are calls to action, or CTAs.
These are the hooks that prompt your reader to take an action, such as visiting your website, buying a product or downloading a resource.
Place these CTAs strategically in your email to maximize conversions.
Remember, the goal is to guide readers along a path that ends in a specific action.
In short, effective list segmentation, an engaging subject line and well-placed CTAs are key to maximizing your newsletter’s impact.
Why settle for less when the best option is right at your fingertips?
Newsletters keep evolving as user preferences and available technology change.
Here are some current newsletter design trends that can help you keep your email campaigns fresh and effective.
Adaptive and responsive design
Responsive design is one of the most important trends in newsletter design.
With mobile devices more popular than ever, your newsletters should look good and be easy to read on any device.
A responsive design automatically adapts to the screen size of the device it’s viewed on, ensuring the best user experience on smartphones, tablets and desktop computers.
Using modern fonts and colors
Choosing the right fonts and colors can make a big difference to how your newsletters look and how well they perform.
Use modern, legible fonts so your readers can easily read the content.
Also, choose colors that are appealing and in line with your brand identity. Colors can also be used to highlight calls to action and other important elements in the newsletter.
Why accessibility matters
Creating accessible newsletters ensures that every user, including people with disabilities, can access and understand your content.
Here are some tips to make your newsletters more accessible:
- Use a legible font size and make sure there’s enough contrast between the text and the background.
- Provide alt text for images so readers who use screen readers can understand the visual content.
- Organize the content in a clear, logical format, using headings and lists to make it easy to navigate.
- Avoid relying only on visual elements, such as color, to convey important information.
- Test your newsletters with accessibility tools to identify and fix potential issues.
By keeping these newsletter design trends and practices in mind, you can create more engaging and effective email campaigns that reach a wider audience.
Refining your email marketing strategy
If you’ve already sent a few newsletters and you’re wondering how to make them even more effective, you’re in the right place.
A/B testing and keeping a healthy contact list are two of the best ways to improve your email marketing.
With Mailrelay, putting these methods into practice is as simple as it is effective.
Let’s see how.
A/B testing
One of the best ways to understand what works with your audience is A/B testing.
Essentially, it means sending two slightly different versions of your newsletter to segments of your contact list to see which one performs better.
You could test different subject lines, images or even CTAs.
How to keep a healthy list
That said, there’s no point in creating the perfect newsletter if your contact list isn’t up to date.
A list cluttered with inactive or invalid email addresses can hurt your metrics and your sender reputation.
That’s why it’s a good idea to clean your list regularly. Remove or segment the contacts who don’t engage with your emails.
This way, you make sure your message reaches the people who are actually interested in what you have to offer.
Analyzing metrics and tracking performance help you understand how effective your newsletters are and make any necessary adjustments when creating them.
Here are some additional metrics and useful tips for tracking your newsletters’ performance:
Open rate and click rate
Besides open and click rates, you can also analyze the following metrics:
- Clicks per link: Find out which links in your newsletters are the most appealing and effective.
- Unique click rate: Calculates the percentage of subscribers who clicked at least one link in your newsletter. This tells you how many subscribers engage with your content.
Unsubscribe rate and bounce rate
- Spam complaint rate: Measures the number of subscribers who mark your emails as spam relative to the total number of emails sent. A high rate may point to problems with the quality or relevance of your newsletter content.
- Subscriber growth rate: Measures the net increase in subscribers over a given period. This metric can help you assess how effective your efforts to attract and retain subscribers are.
Besides Google Analytics, you can also use other tools and techniques to track your newsletters’ performance:
- UTM (Urchin Tracking Module) parameters in links: Add UTM parameters to the links in your newsletters to track visits and conversions on your website more accurately through Google Analytics.
- A/B testing: Run A/B tests on your newsletters to compare different versions of content, design and subject lines. This will help you identify which elements are most effective and improve the performance of your future newsletters.
- CRM (Customer Relationship Management) integration: Integrate your email marketing platform with your CRM to track and analyze subscriber interactions more effectively, along with the impact of your newsletters on your business goals.
By adding these analysis and tracking elements, you’ll get a more complete picture of your newsletters’ performance and be able to make informed decisions to optimize your email marketing campaigns.
Since February 2024, Gmail and Yahoo have set new requirements for bulk senders. Microsoft did the same for Outlook.com starting May 5, 2025. If you send more than 5,000 emails a day to their users, you must meet these requirements:
| Requirement | What it means |
|---|---|
| Authentication | Your domain must have SPF, DKIM and DMARC |
| One-click unsubscribe | Subscribers must be able to unsubscribe without logging in or filling out forms |
| Few complaints | The spam rate must stay below 0.3% |
| Your own sender | Send from your own domain, not from a Gmail or Yahoo address |
Even if you send less, meeting them improves your deliverability. An email marketing tool gives you the records to set them up and manages unsubscribes for you.
Send newsletters that land in the inbox
Mailrelay gives you the SPF, DKIM and DMARC records and manages unsubscribes for you.
Artificial intelligence saves time on the most tedious tasks. You can ask it for subject line ideas, a first draft of the copy or a summary of your articles for the month.
Mailrelay’s editor includes an AI assistant to help you write simple newsletters. Use it as a starting point and always check the tone, the facts and the offers before sending.
The winning formula: combining email and SMS marketing with Mailrelay
If you thought email marketing was already a powerful tool on its own, wait until you combine it with SMS marketing.
Both channels have their own strengths and weaknesses, but when you bring them together, they become a real communication powerhouse.
Now that Mailrelay also offers bulk SMS services, you have the chance to orchestrate campaigns that make the most of both worlds. Here’s how.
How the channels complement each other
To begin with, email marketing is excellent for sending more detailed and visual messages, perfect for newsletters, special offers or information about new products.
SMS, on the other hand, is direct and concise, ideal for quick reminders, confirmations and urgent alerts.
The two complement each other incredibly well.
How to combine them with Mailrelay
With Mailrelay, you can manage both strategies from a single platform, which makes integration seamless.
Imagine sending an email newsletter about a special sale and then following up with an SMS reminder shortly before the offer ends.
Or you could send an SMS encouraging people to subscribe to your newsletter and get an exclusive discount.
The possibilities are endless.
Benefits of using both channels
By using both email and SMS, you increase the chances of your message being seen and acted on.
SMS messages have surprisingly high open rates, while emails allow for richer storytelling.
Combining both ensures your message isn’t just delivered, but also taken seriously.
You’ve seen what a newsletter is, the steps to create one, a template to copy and examples from several industries. Now it’s time to send your first one.
With Mailrelay, you can do it for free: up to 80,000 emails a month to 20,000 contacts, with a drag-and-drop editor, automations and statistics. You get human support on every plan.
And if you have any questions, leave them in the comments!
For your newsletter to grow in a healthy way, it’s key to work on list segmentation and to use a lead magnet that attracts the right subscribers.
Design, send and measure your newsletter with Mailrelay
Editor, automations and statistics, with human support on every plan.
These are the most common questions when creating your first newsletter.
Set a goal and a frequency, get subscribers with their permission and choose an email marketing tool. Then design the newsletter with a template, write the subject line, send a test, send it and measure the results.
Yes. With Mailrelay’s free plan, you can send up to 80,000 emails a month to 20,000 contacts, with the editor, automations and statistics included.
There’s no single right frequency. Weekly, every two weeks or monthly are the most common. Choose the one you can keep up with quality content, and keep an eye on your unsubscribe rate.
A clear subject line, a header with your brand, main content, a visible call to action and a footer with your details and the unsubscribe link.
You can, but it’s not a good idea. Gmail limits personal accounts to around 500 recipients a day. It also doesn’t offer statistics or manage unsubscribes, and your emails are more likely to end up in spam.
