How to Create a High Converting Email Newsletter

Emails never go out of style.

In fact, the number of worldwide e-mail users is set to grow to 4.48 billion by 2024 (Statista) which is like half of the world population. These are colossal figures.

As marketers, emails have proven to be one of the most effective strategies in engaging with customers to either sell more products, promote goodies, or just deliver awesome updates to occupy people’s foremost attention.

Just look at this chart below published by Smart Insights.

Image source SmartInsights

Though a close call between Email and Social media, the former beats all other digital channels and proves to be the highest rated in effectiveness by marketers. 

In terms of ROI, email campaigns have an average of $38 gained to $1 spent, so, when it comes to your time and money spent, email marketing is your best friend. As long as you’re doing it right.

Email marketing is a highly effective way to build a relationship with your audience. By sending a consistent and relevant email flow that contains great design, copy and a clear call-to-action, you can convert prospects into customers. 

To get started with your email campaign launch, you need to have an active list of subscribers, people who are interested and can benefit from the products and services you promote can join your email list. As long as you maintain an engaging and consistent communication with your subscribers, you can be sure that email marketing will become a powerful revenue stream for your business.

That is exactly why crafting a solid email marketing campaign is critical for your success.

Let’s back up a little and get started with one of the most critical tools you need in your campaign. 

With the number of daily business emails increasing, the average person receives about 126 business emails per day with an average open rate between 20-40%.

Which means that your job as a marketer becomes harder.


Your users have more and more brands and businesses pushing for their attention, so your email newsletters need to stick out.

Great newsletters are created with a simple thought of enticing the customer to open, read and engage with your business. If you want to sway people to act, your design, copy and marketing messages need to be relevant, focused and tap on a specific need. Otherwise, your emails end up ignored, unread, or even worse, destined for email oblivion – the spam folder.

So how can you ensure your email newsletter is successful? 

First thing’s first… make sure you have an active list of subscribers to engage with. Your email list is your biggest asset and you have to cultivate it by staying consistent, inviting and aligned with your target audience’s passions and interests.

The next step is to figure out what kind of email newsletter you want to send. 

Stay focused on one topic.

A good email newsletter is one that has a common thread of content that holds it together – subject line, copy, design, and visuals. 

When your email covers all aspects of your business – product news, blog posts, reviews, special discounts, etc. – it falls flat because it does nothing but confuse and eventually drive away subscribers. 

If your newsletters are messy and cluttered with random and irrelevant information, it’s only a matter of time until people will hit the ‘unsubscribe’ button’. And that would be such a shame to your marketing efforts. 

So, staying focused and relevant is key if you want your email campaign to be successful. 

Perhaps you want to promote festive discounts or seasonal deals, alert on new product arrivals, or time-limited e-book downloads. Whatever the reason for your newsletter may be, make sure it spotlights one topic.  

Buster + Punch has a crystal clear objective which is to ramp up awareness and attention around a new upcoming product.



As a valued subscriber to our newsletter, we wanted you to be the first to know that we are about to drop our very first range of DOG ACCESSORIES.”
With the same attention to quality, design and style, your four-legged mate will soon be able to rock our iconic attire.
Stay tuned…”

Buster + Punch’s newsletters update subscribers on everything home decor and interior design. This time, they offer a niche-oriented newsletter for dog lovers and dog owners and thus tap a specific segment in their target audience. It’s their opportunity to drive more engagement than with a generally targeted newsletter. 

With an enticing headline, artful visuals and awesome content, Buster + Punch are giving their customers something to look forward to. Even with the lack of a call-to-action, customers are prompted to head over to the website and take action. 

Another great example is from sleep company Casper dedicated to celebrating Daylight Saving Time – which no one celebrates!

Image source GetResponse

We get discounts and coupon emails from brands every day and up to the point that they don’t excite us anymore. But Casper gets it. Their super creative approach takes flash sales to the next level. They call subscribers to celebrate Daylight Saving Day by getting 10% off any order with a mattress.

That’s the perfect extra-hour-of-sleep deal. The overall design, subject line, animated GIF, short copy, and clear call-to-action fit perfectly.

Maintain consistency and value in your emails.

As an affiliate marketer, there’s no doubt that your end goal is to produce a stable profit from your email campaigns. 

A stable profit means stable customers. 

An irrefutable way to turn subscribers into active customers is to deliver two things in your emails: consistency, and value.


Some businesses have a tendency to bombard their recipients with one offer after another with a clear intention to sell, sell, sell. 

You’ve surely been on the other end of an email newsletter and you know that these abundant marketing messages would get on your nerves only too fast, especially when they’re pushing products and offers relentlessly. 

On the other hand, it’s easy to forget that email marketing is an ongoing process rather than a one-time action. Promoting your brand, products and services is an open-ended communication that must be organized and planned ahead. 

If you want to build a positive relationship with your subscribers, you need to send emails when they expect you to. You need to include content that won’t bore or overwhelm them to the point of disengagement. 

The most debatable question is perhaps how many emails should a business send to its users because frequency relies on the type of your business. For example, lifestyle brands should send emails once or twice a week, and businesses that provide time-sensitive data should send emails daily, and perhaps a few times a day.

In the US, research has shown that 60% of subscribers want to hear from brands at least weekly (and almost 90% want to hear at least monthly).

Image source marketingsherpa



A rule of thumb is to try to balance between your product pitches and your personal messages. As we said earlier, providing value vs. promoting products. 

Remember adding value to your emails as opposed to selling, selling and selling products. The latter is a surefire way to failure. 

Adopt a personal tone to your pitches and updates, add friendly videos and images, use relevant words, and create irresistible content that will get them wanting to take action. 

The ideal email will have the right mix of a personal message and a promotional update be it a product pitch, a click on a landing page, a like on Facebook, or an e-book/ course/ webinar download or subscription. 

Another important factor that determines the open rate of an email campaign is trust

For example, if your subject line promises one thing, make sure the rest of the email follows through. If your subject line bears no resemblance to the content of your email, your message will come across as tricky and deceptive. 

KISS (Keep It Simple, Stupid) is not just a U.S. Navy principle. Your emails need to be short and to the point so that people can get information from you quickly and easily. People are busy blazing through tons of emails every day. 

The more value you can provide your subscribers in your email campaigns, the more they’ll look forward to hearing from you each month.

When that happens, it will be easier to get them to take the actions you want them to take.

You can provide helpful tips and tools in your promo emails, offer freebies and bonuses, share success stories, offer solutions to their problems, provide case studies, share relevant pieces of content, ask for their preferences, encourage friends referrals, etc. 

The bottom line is that you’ll get better results when you send valuable content consistently. You’ll maximize your email marketing success, which means more opens and clicks.


Get people to read your emails.

People are bombarded with emails every day, so if you want yours opened and read, your email literally needs to scream “READ ME FIRST”.

So, what should you talk about in your newsletters?

Here are some ideas that work great.

  • Product updates: you can inform your users of what’s hot in your inventory like new arriving products or bestsellers. You can offer product samples, free trials, or attractive discounts. 
  • Educational content: what makes the products or services you promote unique? Deliver extra value in your newsletters by educating users on your niche and offers. You can add listicles, success stories & reviews, product tips, seasonal updates, and more. 
  • Coupons, deals, and special offers: if there are any deals or discounts available, be sure to notify your subscribers. For example, special holiday coupons, daily discounts, time-limited deals, etc.
  • New creatives: attract users into taking action by freshening up your creatives from time to time. If you always use the same creatives with no luck of conversions, try to brush up your banners, landing pages, videos, and widgets to achieve better results.


Grab ’em by the subject line.

Subject lines are a major factor that determines the open rates of an email campaign.

Campaign Monitor

Customers expect to receive personalized emails and yet not many marketers embrace this idea.

Personal emails work! They are more likely to reach people than general emails that suggest that “this email was sent to you and 20 thousand others”. 

What about the sender’s name?

Your Sender’s Name is even more important as people are discouraged to open an email they receive from a dubious address. Your name should be your sender’s name. It’s personal, friendly, and most importantly, familiar. 

Studies show that recipients will look at the “From” before they consider to open the email. So, the sender’s name seems to be even more important.

Email open rates indicators - part 1

Email open rates indicators - part 2


The bottom line is that using a constant and highly recognizable sender name that has got a good reputation tied to it is critical to your open rates.

Give people the sense that your emails are sent from you, not from a random ghostly software.


Email marketing is a powerful strategy that continues to generate the highest ROI for affiliate marketers. If you want to capitalize on the interest of your subscribers, raise awareness of your offers, and rive better conversion results, you turn to emails. 

Lucky for you, new technologies emerge and today’s mailing techniques allow marketers to send relevant and beautiful emails easily, to everyone. The right tools and planning can help even novice email marketers feel in control of their campaigns and bring a bigger bang to their buck. 

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