Email newsletters remain a vital component of any modern marketing strategy. While social media and paid ads dominate the headlines, newsletters offer something irreplaceable—direct access to your target audience’s inbox. For brands, this provides an avenue to build relationships, boost retention, and deliver highly targeted content to an engaged audience. But choosing the right newsletter platform can feel like a daunting task with so many options on the market.
To simplify this process, we’ve turned to 10 industry professionals—from marketing leaders to business owners—for their opinions on the best newsletter platforms. They not only shared their go-to tools but also detailed the standout features and benefits they’ve gained from their use. But first, let’s discuss the importance of newsletters, as well as some tips for crafting effective newsletters.
The Continued Relevance of Newsletters
Why focus on newsletters in a world of TikTok and Instagram reels? Because as flashy as these alternatives are, email continues to deliver results. Statistics from an article on the Financial Post highlight that email generates a staggering $42 ROI for every $1 spent—making it the most effective digital marketing channel available.
Additionally, the ability to own your subscriber list (unlike social media, where the algorithm reigns supreme) means newsletters give businesses ownership of their audience. This direct communication channel can reduce churn, increase touchpoints, build trust, and provide data-driven insights to improve content—if you have the right platform in place.
In one of our past blog posts, we delve deeper into the benefits of newsletters, various analytics that support the use of newsletters for businesses, as well as more advice on choosing the right visuals in newsletters. Link to the article below:
Related: A Comprehensive Guide: Captivating Your Audience with Engaging Images in Email Newsletters
8 Tips for Crafting an Effective Newsletter
Creating an effective newsletter requires a strategic approach to capture and retain your audience’s attention. With inboxes becoming more crowded every day, it’s essential to craft content that resonates, delivers value, and encourages engagement.
From compelling subject lines to visually appealing layouts, each element plays a crucial role in ensuring your newsletter stands out. Below, we’ve outlined key tips to help you design newsletters that not only appeal to your subscribers but also align with your business goals.
Compelling Subject Line
The subject line is the first thing your audience sees, and it determines whether they’ll open your email. A concise, intriguing, and relevant subject line can dramatically boost your open rates. Aim to create a sense of urgency or curiosity while keeping it aligned with your brand’s voice.
Engaging Content
Provide valuable and relevant content that resonates with your audience’s interests. Whether it’s industry insights, tips, product updates, or exclusive offers, ensure the content aligns with their needs. Engaging copy and strategically placed visuals can keep readers invested and increase click-through rates. Ensure that the content has a level of authenticity to it to drive consumer trust and loyalty.
Clear Call-to-Actions (CTAs)
Every newsletter should have a clear purpose, whether it’s to drive traffic, promote sales, or encourage sign-ups. Use concise and action-oriented CTAs to guide your readers toward the intended result. Position CTAs strategically and ensure they stand out visually.
Personalization
A personalized approach can significantly enhance engagement. Use subscriber names, segment your audience, and tailor content based on their preferences or previous interactions. This builds stronger connections, improves loyalty over time, and builds brand credibility.
Mobile-Friendly Design
A large portion of email users access their inbox via mobile devices. Ensure your newsletter is responsive, loads quickly, and has a clean design that’s easy to read on smaller screens. Test across various devices before sending.
Consistent Branding
Maintain a cohesive look and feel by using your brand’s colours, fonts, and tone of voice. Newsletters are an extension of your brand identity, so consistency fosters recognition and professionalism.
Selecting the Right Visuals
Choosing the right visuals is crucial for making your newsletter visually appealing and engaging. Opt for high-quality images, graphics, or icons that complement your content and reinforce your message. Ensure visuals are relevant to your audience and aligned with your brand identity. Selecting images that evoke certain emotions is also an important strategy.
Additionally, compress image files to maintain fast load times while preserving quality. Properly placed visuals can enhance readability and draw attention to key sections, making your newsletter more effective.
Analytics and Iteration
Leverage metrics such as open rates, click-through rates, and conversions to assess your newsletter’s performance. Use these insights to fine-tune content, layout, and frequency, ensuring continuous improvement and alignment with audience expectations.
By incorporating these elements, a newsletter becomes a powerful tool to nurture relationships, drive engagement, and achieve tangible results for your business.
10 Expert Insights from Industry Professionals
Now that we’ve discussed some benefits, as well as top tips on how to successfully generate a newsletter, let’s chat more about newsletter platforms. Choosing the right newsletter platform is crucial for executing an effective email marketing strategy. With countless options available, it can be overwhelming to determine which platform best fits your needs.
To provide valuable insights, we’ve consulted with 10 business professionals who have shared their top recommendations for newsletter platforms. Their advice will help you evaluate the features, usability, and scalability of each platform, ensuring you make an informed decision tailored to your business objectives.
Omnisend Enhances User Interaction
Our choice to use Omnisend for newsletter distribution stems from its dynamic audience segmentation alongside its strong automation capabilities and seamless user data integration. The subscription-based platform facilitates personalized campaign creation which aligns with individual customer experiences.
We distribute our newsletters bi-weekly, achieving a 48% open rate and a 22% click-through rate. The introduction of platform updates like automated wallet tracking through campaigns resulted in conversion rates reaching up to 19%, greatly enhancing user interaction with these tools.
We base our content strategy on data analysis to deliver actionable insights. To serve the rising customer interest in crypto tax optimization tools, we launched a newsletter series packed with detailed guides and success stories alongside direct links to pertinent features. As a result of the campaign, we observed a 31% improvement in click-through rates from standard updates, while the tool adoption rate reached 15% during the initial month. The newsletter uses a clear section layout, interactive charts, and direct call-to-action buttons to encourage user exploration.
Jay Soni, Founder and Director of Sales and Marketing, Yorkshire Fabric Shop
ConvertKit (Kit) Drives Seasonal Bundle Purchases
We use ConvertKit (now known as Kit) as our platform for sending e-newsletters because it combines simplicity with powerful automation tools that help us nurture our relationships with customers. This is a subscription-based service, and its audience tagging and segmentation features allow us to deliver relevant content based on customer behavior.
Our newsletters are sent twice a month, achieving an average open rate of 42% and a click-through rate of 16%. During our last promotional campaign for seasonal bundles, email clicks drove a 13% increase in purchases, demonstrating the impact of tailored content.
Our content strategy is rooted in listening to what our audience values most. Each newsletter includes a mix of product recommendations aligned with practical tips and exclusive discounts or early access to new products. Decisions on what to include are informed by analyzing purchasing trends and engagement metrics from previous campaigns.
Benjamin Tom, Digital Marketing Expert and Utility Specialist, Electricity Monster
Substack Boosts Engagement With Community Content
For our Minecraft Menu community, I use Substack‘s free tier to send weekly newsletters to our growing base of 3,000+ subscribers, consistently seeing 40% open rates when I include sneak peeks of upcoming game features and exclusive creator interviews.
I’ve found that mixing educational content (like our recent “Building Tips from Pro Creators” series) with community spotlights keeps our readers engaged, and our click-through rates jumped from 12% to 25% when we started including user-submitted builds.
Jas Bola, Product Marketing, Minecraft Menu
We use Beehiiv for newsletters—switched from traditional email platforms because it’s built specifically for creators and has better delivery rates. Our weekly newsletter focuses on sharing actual case studies and failures from our business, maintaining a 32% average open rate.
The most valuable feature is their analytics that show not just opens and clicks, but actual reading time—we found posts about specific revenue numbers and process breakdowns get 2.5x more engagement than generic advice.
The content strategy is simple: share real numbers from our experiments, document actual failures, and break down exactly how we fixed them. We’re on their Growth plan at $99/month (USD), which pays for itself through the direct sales we get from each send.
Our best-performing newsletter was a detailed breakdown of how we lost all our clients and rebuilt—hit a 47% open rate and generated 12 new consulting leads.
Tim Hanson, Chief Creative Officer, Penfriend
Klaviyo Integrates With Shopify
I rely on Klaviyo to send out our e-newsletters primarily because it integrates seamlessly with Shopify, giving me detailed insights into customer behavior. This alignment helps me track open rates, click-through rates (CTR), and sales conversions in one dashboard.
Typically, I send newsletters once a week, focusing on new product launches, educational content, and promotional offers. Here are some of our analytics:
- Open Rates hover around 27%, reflecting a strong match between our subject lines and audience interests.
- Click-through rates average 8-10%. We segment subscribers by past purchase history or browsing behavior to show them the most relevant products.
- Sales Conversions from these emails run at 4-5%, indicating that a fair portion of our newsletter recipients purchase engaging with the content.
Regarding content generation, I start by analyzing recent customer interactions—like trending products or FAQs—to ensure each issue addresses timely topics. Klaviyo’s segmentation feature allows me to tailor messages for different groups, whether new subscribers or long-term loyal shoppers.
The platform is a subscription model, but I find it cost-effective given the ROI. We track the conversion metrics and revenue each campaign brings to justify the expense. Choosing a robust email marketing solution like Klaviyo helps ensure that each newsletter delivers tangible value to our audience and measurable results for the business.
Windy Pierre, Founder, eCommerce Manager dot co
AWeber Ensures Email Deliverability
The newsletter platform I use is AWeber, which is a paid service. I went with it because it does a solid job of actually getting emails into people’s inboxes instead of them getting lost in spam or buried in the promotions tab. There’s nothing worse than putting effort into an email and realizing most people never even saw it. AWeber has tools that help with deliverability, so I don’t have to stress about whether my updates and promotions are reaching my customers.
It’s great for automating follow-ups as well, which is a huge time-saver. I can set up a series of emails that go out automatically based on what a customer is interested in, so they get the right information at the right time. This keeps things running smoothly and keeps customers engaged without me having to manage every little detail. It takes a lot of the guesswork out of staying in touch and makes sure no one gets overlooked.
To make sure that my newsletters are appealing to my audience, I use dynamic visuals like high-quality images, infographics, and short videos. People do not want to read a wall of text, and I have noticed that when emails are more visual, they get a much better response. Before I added visuals, my open rate was around 18%, and the click-through rate was barely 2%.
Once I started including before-and-after photos of the services that we completed, along with short videos showing how we do things, the open rate went up to 24%, and the click-through rate more than doubled to 5%. Customers like to see proof that a service works, and nothing does that better than an image or a quick video.
Gal Cohen, Business Development Leader & Field Area Manager, JDM Sliding Doors
Flodesk Drives Conversions With Elegant Designs
We use Flodesk as our newsletter platform because of its elegant design templates, seamless automation features, and cost-effectiveness as a subscription-based tool. The platform’s ability to segment audiences by purchasing behavior and engagement patterns has been invaluable.
We send newsletters every two weeks, achieving an average open rate of 43% and a click-through rate of 17%. During our recent campaign for a promotion, click-throughs resulted in an 18% increase in conversions, driving both new contracts and add-on purchases.
Every newsletter we send is designed with our audience’s preferences and challenges in mind. We focus on providing real value by including age-specific product recommendations, simple home improvement hacks, and access to limited-time offers.
For instance, a newsletter highlighting time-saving tools for DIYers, paired with a detailed breakdown of service benefits, saw a 20% lift in click-through rates compared to general promotional emails.
Caleb John, Director, Exceed Plumbing
Campaign Monitor Tailors Content For Homeowners
We use Campaign Monitor to send our e-newsletters because it provides powerful segmentation tools, user-friendly templates, and detailed metrics. It’s a subscription-based platform, and its ability to tailor content for specific customer groups has been key to our success.
We send newsletters every three weeks, timing them to coincide with seasonal needs, like pre-winter roof inspections or spring siding upgrades. Over the past year, this strategy has resulted in an average open rate of 43% and a click-through rate of 28%, with an 18% increase in direct inquiries for services after each campaign.
We focus our content on practical insights that homeowners can act on immediately. For example, before heavy snow season, we include step-by-step tips for preventing ice dams, paired with information on how our roof inspections can help identify weak points. We also highlight customer stories, such as a recent case where replacing aging siding helped a homeowner reduce heating costs by 15%.
Tyler Hull, Owner and General Manager, Modern Exterior
Sendinblue (Brevo) Customizes Campaigns Based On User Behavior
Sendinblue (now known as Brevo) serves as our newsletter platform due to its customizable automation capabilities along with deep analytics and ability to scale with expanding customer bases. Through subscription services we tailor our marketing campaigns by examining user activities which include their transaction history and engagement with educational materials.
We distribute our newsletters every two weeks with average open rates of 46% and click-through rates of 21%. Specific campaigns such as launching a new portfolio tracker generated conversion rates of 18% which led to immediate adoption. We make content decisions by examining patterns in user behavior along with common inquiries received by our support teams.
We initiated a newsletter campaign about cryptocurrency security after noticing more users engage with our security tools. The campaign resulted in a click-through rate that was 33% higher than standard updates while 14% of users enabled extra security features in a two-week period. The newsletter format includes straightforward steps alongside interactive visuals and direct links to the necessary tools.
Thomas Franklin, CEO, Swapped
Zoho Campaigns Integrates With Booking System
We use Zoho Campaigns as our newsletter platform because of its ability to integrate with our booking system and its advanced personalization tools. This subscription-based platform enables us to tailor content based on customer preferences, like vehicle type or trip purpose.
For example, in a recent campaign introducing long-term rental options, we received over 1,200 inquiries directly through newsletter links in the first month. By aligning content with customer interests, we’ve seen a noticeable uptick in inquiries and booking activity following newsletter launches.
We keep our newsletters fresh and engaging by including tools and features customers can act on immediately. In one newsletter, we introduced a mileage calculator that allowed customers to estimate costs for long-distance trips, which resulted in nearly 400 quote requests in just two weeks.
We also share real customer travel stories, fleet updates, and travel tips tailored to different seasons, making the content practical and enjoyable to read. By integrating unique features and meaningful content, our newsletters have become a key part of how we connect with our customers and support their travel plans.
James McNally, Managing Director, SDVH [Self Drive Vehicle Hire]
Summary of Recommendations from the Industry Experts
In summary, the industry experts emphasized the importance of leveraging analytics to refine and enhance newsletter performance. On average, our business professionals report successful campaigns with open rates on average of 38% and click-through rates of approximately 18%. By closely studying these metrics, these businesses identified which topics and features resonated most with their audience.
The experts also underscored the critical role of email list segmentation in tailoring content to specific audiences. By segmenting email lists based on customer demographics, past purchase behaviour, or areas of interest, these businesses delivered highly targeted messages that align with individual preferences.
Such an approach ensures that the right content reaches the right customers, leading to significantly higher engagement rates. Studies show that segmented campaigns can lead to an increase in open rates from non segmented campaigns by up to 14% and unique opens by nearly 10%.
By combining precise analytics with segmentation strategies, companies can create dynamic newsletters that foster customer loyalty and drive measurable business outcomes.
MailerLite is the Newsletter Platform of Choice at Robert Lowdon Photography
At Robert Lowdon Photography, we rely on MailerLite as the backbone of our email newsletter strategy. This platform allows us to craft visually appealing newsletters that reflect our brand’s aesthetic while effectively reaching our audience. With its intuitive drag-and-drop editor and robust automation capabilities, MailerLite streamlines our email marketing operations, ensuring a seamless experience from creation to delivery.
One of the standout features of MailerLite is its extensive customization options, which ensure our newsletters align perfectly with the Robert Lowdon Photography brand. For a photography company, where visual appeal is paramount, this level of customization is critical.
MailerLite gives us the tools to create polished, aesthetically pleasing communications that showcase our work in the best possible light. From selecting brand colours and fonts to incorporating high-resolution image galleries, every element can be tailored to maintain consistency with our visual identity.
Images are at the heart of what we do, and MailerLite allows us to highlight them effectively within our newsletters. Beautifully designed email templates enable us to feature our photography in a way that captivates our audience and conveys the creativity and professionalism of our work.
A well-designed newsletter not only helps us communicate with our clients but also reinforces our brand as an industry leader in photography. For us, every email is an opportunity to leave a lasting impression, turning subscribers into loyal customers who value our artistic vision and quality.
Additionally, the MailerLite analytics dashboard provides us with crucial insights into the performance of our campaigns. For instance, in the last quarter, our newsletters achieved an average open rate of 42.29% and a click-through rate of 8.37%. These metrics underline how MailerLite helps us foster engagement and build meaningful connections with our subscribers.
Overall, MailerLite’s user-friendly interface, automation features, and detailed analytics make it an indispensable tool for our marketing efforts.
Conclusion: Picking the Right Newsletter Platform for Your Business
Email marketing remains one of the most powerful tools for building relationships, nurturing leads, and driving sales. By selecting a platform that aligns with your goals and audience, you can create impactful newsletters that resonate with your subscribers.
Choosing a newsletter platform depends on your specific needs. Are you an individual creator looking for ease of use? Explore Substack or ConvertKit. An e-commerce business? AWeber or Drip might be a better fit. For larger businesses, tools like HubSpot or ActiveCampaign could provide the robust features needed to scale.
With expert recommendations and tailored features, you can take your email marketing to the next level. Remember, the right platform not only simplifies the process but also enhances your ability to deliver value through personalized and engaging content.
The key to success lies in understanding your needs, staying consistent, and leveraging the features that modern email marketing tools provide. Take the first step today and unlock the potential of effective communication through your newsletters.
If you would like to chat more about how we can conduct a photoshoot and deliver a photo library of images that can be used in email newsletters and campaigns, feel free to reach out! We’d love to discuss your project, ideas, and goals, as well as how we can help achieve them.
0 Comments