Think email newsletters are just another marketing task to check off your list?
Think again.
A great newsletter isn’t just about sending updates—it’s a powerful tool that keeps your audience engaged, builds trust, and, most importantly, drives sales.
But here’s the catch: if you’re blasting out emails without a real strategy, you’re leaving money on the table. Your subscribers don’t need another generic message clogging their inbox. They want value, relevance, and a reason to click.
And here’s proof: 31% of B2B marketers say email newsletters are their most effective tool for lead nurturing.
Whether you run a pet store or sell food products, fitness gear, or other types of ecommerce businesses, these five newsletter best practices will help turn passive subscribers into loyal customers.
Let’s dive in.
5 Email Newsletter Best Practices
Here are the 5 newsletter best practices every email marketer should master to boost conversions:
1. Know Your Audience and Segment Your List
Imagine you sell athletic wear, and a customer who only buys running shoes suddenly gets an email about yoga mats.
Irrelevant, right? That’s why segmentation is key.
Customers have different needs and buying behaviors—your emails should reflect that.
How to Segment Your Email List
- Purchase behavior – First-time buyers vs. repeat customers
- Product interest – Customers who browse specific categories (e.g., sneakers vs. activewear)
- Engagement level – Frequent buyers vs. inactive subscribers
- Location-based offers – Seasonal promotions based on weather or local events
For example, if you sell beauty products, segmenting your list means sending skincare emails to skincare lovers and haircare deals to those interested in hair treatments. Personalized emails increase transaction rates by six times.
2. Write Subject Lines That Demand Attention
Think about your own inbox for a second.
How many emails do you delete without even opening them?
Probably a lot.
Now, what makes you stop and click?
It’s almost always the subject line, right?
If it doesn’t catch your attention, the email might as well not exist.
Your subject line is your email’s first impression, and in a crowded inbox, you only get one shot. If it blends in, you’re missing out on potential sales.
How to Write Subject Lines That Get Clicks
- Keep it short and punchy – Under 50 characters is ideal, or 8 words or less, especially for mobile users.
- Create curiosity or urgency – But keep it honest (no “Open Now or Your Account Will Be Deleted” nonsense).
- Personalize it – A simple “[First Name]” can make an email feel like it was written just for them.
- Use numbers or emojis – They grab attention fast.
- Weak Subject Line: “Our Monthly Newsletter”.
- Strong Subject Line: “🎉 24-Hour Flash Sale: Your 20% Off Code Inside!”.
If your subject line doesn’t make someone want to click, they won’t.
Need ideas? Check out some of the best email subject line formulas that consistently get results.
3. Focus on Value, Not Just Promotions
Nobody likes that one friend who only reaches out when they need something. If every email you send is just a sales pitch, your audience will start ignoring you—or worse, unsubscribe.
A great ecommerce newsletter isn’t just about selling; it’s about providing value. When your emails are helpful, entertaining, or insightful, people actually look forward to them.
And when the time comes to buy? They’ll think of you first.
What Makes a Great Newsletter
- Educational content – Style guides, skincare tips, product tutorials
- Engaging storytelling – Customer testimonials, behind-the-scenes looks, influencer collaborations
- Exclusive perks – VIP discounts, early access to new arrivals, loyalty rewards
For example, if you sell fitness gear, don’t just blast out an email that says, “Check out our new resistance bands!” Instead, send something useful like “5-Minute Home Workouts for Busy Days” and naturally introduce your product within the content.
This way, you’re giving value first—and increasing your chances of making a sale in the process.
This way, you’re giving value first—and increasing your chances of making a sale in the process.
4. Use Crystal-Clear Calls-to-Action (CTAs)
Picture this: A customer is loving your email, nodding along, totally sold on what you’re saying… but then?
Nothing. No clear next step.
They’re left wondering, “Okay, now what?” And just like that, they move on.
Your CTA (call-to-action) is what turns interest into action. It should be impossible to miss and too good to ignore. If it’s vague, buried in a block of text, or competing with five other CTAs, you’re losing clicks—and sales.
How to Write CTAs That Get Clicked
- Be clear, not clever – “Shop New Arrivals” works better than a generic “Click Here.”
- Make it stand out – Use bold colors that pop against your email background.
- Keep it visible – Place your CTA above the fold so readers see it without scrolling.
- Limit choices – One strong CTA per email is best. Too many options = decision paralysis.
Example:
Weak CTA: “Click here to visit our store.” (Too vague, no urgency.)
Strong CTA: “Get 20% Off – Shop Now!” (Clear, enticing, action-driven.)
If your CTA doesn’t make it obvious what to do next and why to do it now, you’re missing out on conversions.
5. Optimize for Mobile Users
Let’s be real—most people check their email on their phones. In fact, over 60% of emails are opened on mobile devices. If your email isn’t built for small screens, it’s getting swiped away in seconds.
Mobile users don’t have patience for pinching, zooming, or squinting. If your text is too small, your buttons are hard to tap, or your layout is all over the place, you’re losing potential sales before they even read your offer.
How to Make Your Emails Mobile-Friendly
- Use a single-column layout – Keeps things simple and easy to scroll.
- Write short, scannable content – No one wants to read a novel on their phone.
- Make buttons big and tappable – No one enjoys trying to tap a tiny link with their thumb.
- Check your images – They should resize properly on any screen.
Pro Tip: Before you hit send, test your email on different devices. If it’s not easy to read, easy to click, and easy to buy from, it’s not ready to go.
Email Newsletter Best Practices Takeaway
Email newsletters work best when they feel less like ads and more like valuable conversations with your customers. The goal isn’t just to sell—it’s to keep your audience engaged, offer useful insights, and make buying from you feel like the next natural step.
When you send the right message to the right people with attention-grabbing subject lines and valuable content, your emails become more than just another notification. They’ll get opened, read, and drive real results.
Get these elements right, and your newsletters will become a reliable tool for building customer relationships and boosting sales—without feeling pushy.
