12 Elements of An Effective Email Newsletter

To drive predictable growth for your business, don't wait for permission to be useful. Writing an email newsletter is an excellent way to consistently provide value to your audience. Here are the 12 elements you need to include.

How do you achieve predictability in your business?

Build your pipeline before you need it.

Whether that's attracting buyers, sellers, or new talent, you should always be marketing -- even if you're having a great month.

One practical way you can do this is by consistently sending out an email newsletter.

Because when you commit to showing up in their inbox -- whether it's every Monday morning, Friday afternoon, or the last Thursday of the month -- you'll create an engaged audience who trusts you to deliver valuable information that they wouldn't be able to find on their own.

So what makes a great newsletter?

Oh we're so glad you asked.

We gathered the key elements (with examples) to inspire your first newsletter or improve the one you have.

An A+ email newsletter has…

1. A Compelling Subject Line

Why we love it: The best subject lines are extremely specific. Take a data point or a detail that you cover in your newsletter and use it in your subject line.

2. A Clean Header

Why we love it: First impressions are 94% design-related. Visual continuity goes a long way in your emails. If you keep the same header for every newsletter you send -- ESPECIALLY if it looks clean. James Clear uses social proof in his header which is a great way to build credibility. If you get quality feedback on your newsletter, it wouldn't be a bad idea to follow this model.

3. Visuals

Why we love it: Obviously, Louis Grenier plays around with this newsletter by creating a really bad design to market his upcoming mini-course. It gets attention. It makes you laugh (at least we did). It's memorable.

Don't be afraid of movement in your newsletters, either. GIFs are your friend. Morning Brew consistently weaves them into their emails. Don't force them. But if an opportunity presents itself, why not?

4. A Clear Purpose

Why we love it: Paul Jarvis includes this at the beginning of every newsletter he sends. Even though most people probably know who you are and why you're emailing them, a modest reminder is always helpful. Try to sum up the purpose of your newsletter in a single sentence. What value do you promise to deliver?

5. A Distinct Brand Voice

Why we love it: This is an excellent example of a newsletter that carries a recognizable tone. Everything that Cole Schafer writes is edgy. Bold. Irreverent. 

Most agents wouldn't know how to describe their voice, or even know what their voice is. That's OK. The more you write, the more you'll find out what your style is.

What tones do you want to come across in your newsletter? Start there. Let those guide your writing. 

Here are few examples:

  • Compassionate

  • Confident

  • Enthusiastic

  • Informative

  • Reflective

  • Serious

  • Factual

  • Matter-of-fact

  • Comical

  • Hopeful

6. Short Paragraphs

Why we love it: It's extremely readable. Most people scan our emails. Only 16% read it word-for-word. Writing in short sections like Jo from Copyhackers does here makes it easier for them to read quickly and still get as much information as possible.

7. An Inviting CTA

Why we love it: Ultimately, the goal of your newsletter is to build relationships. That's why it's important to end your newsletter with an inviting call-to-action, like Rachel Grieman from Green Chair Stories does here. The best CTAs are relevant to what you covered in the newsletter and personal. 

8. Links to Helpful Content

Why we love it: This is an easy way to include links to your recent blog posts, YouTube video, Instagram post, tweet, Facebook event, and more. We love this example because Eddie Shleyner also includes the exact number of words for his content. Since he writes a lot of micro-content that his audience loves, this is a brilliant addition.

Another idea is to add an "ICYMI" (In Case You Missed It) section at the end of your newsletter. Like Marketing Brew:

9. Your Unique Insight

Why we love it: David Perell is notorious for delivering valuable insight in every single newsletter. Don't just give a factual update on the market, dig into your analysis of it. What's in it for your reader? This is an easy way to demonstrate that you know what you're talking about.

10. A Personality

Why we love it: Like copywriter Justin Blackman, don't be afraid to experiment with your sign-off.

11. A PS

Why we love it: PSs are extremely effective. In 2016, a study by Kate Goldstone found that 79% of people read a PS before reading anything else. You can write just about anything as a P.S. This example from Ashlyn Carter demonstrates how you can use it to build anticipation. Maybe it's an event, a Coming Soon, or an Open House. 

Here are a few other ways to use a PS:

  • A short recap of your email -- in different words

  • A link to register for an event

  • A CTA to respond to your email

  • Promote a recent piece of content

  • Links to follow you on social

12. A Name

Why we love it: Coming up with a name for your newsletter like "Total Annarchy" or "Creative Samba" makes your audience feel like they're part of something. Plus, it's much more endearing than "my newsletter." Don't be afraid to spice it up.

While we're on this topic, here are a few excellent Curaytor client examples:

The easiest way to stay consistent is to build out a newsletter template. Here's an example of a template that our Product Team built for our clients in our email tool, Curaytor Blast:

And another template example:

Obviously, you can take your newsletter in a lot of different directions. But if you're experiencing some writer's block next time you sit down to whip up your newsletter, here are a few ideas to get you started:

  • Local news

  • Market updates

  • Recently Sold

  • Just Listed

  • Upcoming Events

  • Local charity showcase

  • Open house schedule

Take these elements and start brainstorming (or refining) your email newsletter.

It's the small brushstrokes, like showing up consistently with your emails, that help you build your future pipeline to fuel predictable growth.

Let's get to work!

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