Email newsletters are a powerful tool for businesses to engage with their audience and drive results. Understanding the newsletter dos and don’ts is essential to maximize the effectiveness of these communications. In this comprehensive guide, you will discover 9 tips to craft engaging email newsletters and ignite your email marketing strategy. First and foremost, it is important to understand the dos of creating email newsletters. The first do is regarding newsletter length, don’t overwhelm your audience! Secondly, have the proper ratio of internal vs external pieces. Next, optimize for mobile!  We are in a mobile-first world and if your newsletter isn’t formatted for mobile your KPIs will suffer! Fourth, know your audience! Tailor your content to their interests! Fifth, understand the best times to send your email newsletter to your audience.  When are they most likely to open and engage with it?  And the final do, review your own data!  Your audience may behave vastly different than the average audience, understand how they are engaging with your newsletter and continue to optimize!  Now, on to the don’ts.  Don’t send emails out all willy-nilly, follow CAN-SPAM and GDPR rules.  Second, cool your jets on the design, sometimes more is just more, and it’s not actually better.  Finally, be consistent!  If it’s a monthly newsletter, you best get it out every month!

Read below for Spark Digital Group’s comprehensive guide on email newsletter do’s and don’ts to maximize results and ignite your email marketing strategy.

Table of Contents

  • Newsletter Do’s
    • Newsletter Length
    • 50/50 Split
    • Optimize for Mobile
    • Personalize and Segment
    • Best Times
    • Reviewing Your Own Data
  • Newsletter Don’ts
    • Overwhelming Design
    • Inconsistency


Newsletter Do’s

How Long Should an Email Newsletter Be?

One important tip for maximizing results in email newsletters is to avoid overwhelming subscribers with too many showcases. Instead, focus on quality content that resonates with the target audience. Remember, it’s not about how many showcases you can enter, but how effectively you engage and connect with your readers.  Overloading your newsletter with too many showcases can be overwhelming for your subscribers and may lead to disengagement. Instead, focus on highlighting 3-5 carefully selected showcases that are relevant, valuable, and aligned with your audience’s interests. This approach allows you to deliver content in a digestible manner, ensuring that each item receives the attention it deserves.

Maintain a 50/50 Split

Strive for a balanced mix of content between your company’s updates and external articles, conferences, or industry happenings. A well-rounded email newsletter keeps subscribers engaged and interested in both your offerings and valuable insights from the wider industry.

Optimize for Mobile Devices

Ensuring that your newsletter is mobile-friendly is non-negotiable. A significant portion of your subscribers will access their emails on smartphones and tablets, so design your newsletter with a responsive layout and user-friendly interface. Test your newsletter across different devices and email platforms to guarantee a seamless experience for all recipients.

Personalize and Segment

Personalization is a powerful strategy to enhance email engagement. Utilize subscriber data to personalize your newsletters with recipients’ names, locations, or previous interactions. Additionally, segment your email list based on various criteria such as interests, purchase history, or engagement levels. By sending targeted and relevant content, you increase the chances of meaningful interactions and conversions.

Best Times to Send Email Newsletters

Determining the optimal time to send your email newsletters can significantly impact open rates and engagement. Studies have shown that Tuesday through Thursday, between 9-11 am or 2-4 pm, tend to be the most effective times to reach subscribers. However, remember that audience behavior may vary, so consider conducting A/B tests to identify the best timing for your specific email list.

Reviewing Your Own Data

In the world of email marketing, data is your most valuable tool. By delving into your own newsletter data, you can gain valuable insights that empower you to fine-tune your content strategy. Here are some key aspects to consider:

Open Rates Analysis

Start by reviewing the open rates for your newsletters. Which ones performed the best? Are there certain subject lines or preview text that seemed to resonate more with your audience? Analyzing your open rates can help you understand what piques your subscribers’ interest and tailor your future newsletter titles accordingly.

Click-Through Patterns

Dive deeper into the data to see where readers are clicking and what they are clicking on. Are they engaging more with certain sections or types of content? Pay attention to the click-through rates of both internal and external links. This information can guide you in prioritizing the content that’s most appealing to your subscribers.

Content Popularity

Evaluate the popularity of different types of content in your email newsletter. Do your subscribers show a preference for specific types, like articles, videos, or infographics? Understanding their content preferences can help you focus on creating more of what resonates with your audience.

Interaction Metrics

Beyond clicks, look at other interaction metrics. Are readers sharing your content on social media or forwarding your emails to others? These actions can provide insights into the content’s shareability and the level of engagement it generates.

A/B Testing

Regularly perform A/B tests to experiment with different elements in your newsletter, such as layouts, visuals, and calls to action. Testing allows you to refine your approach and discover what improvements lead to higher engagement and conversions.

Audience Segmentation

If you’re not already doing so, consider segmenting your email list based on subscriber behavior and interests. Segmentation enables you to tailor content more precisely to specific audience segments, increasing the relevance and engagement of your newsletters.

Feedback and Surveys

Don’t forget to listen to your subscribers directly. Encourage feedback through surveys or by inviting them to respond to your emails. Gathering their thoughts and preferences can provide invaluable insights for content optimization.

Remember that the email marketing landscape is constantly evolving, and your subscribers’ preferences may change over time. Regularly reviewing your data and making data-driven adjustments ensures that your email newsletter remains an effective and engaging communication channel for your audience. So, keep a keen eye on your metrics and adapt your strategy to achieve even better results.

Email Newsletters


Newsletter Don’ts


Don’t Overlook CAN-SPAM and GDPR Compliance

Adhering to CAN-SPAM and GDPR laws is of utmost importance when engaging in email marketing. The CAN-SPAM Act regulates commercial email messages, requiring businesses to provide clear opt-out options and not use deceptive subject lines. GDPR establishes protections for privacy and security of personal data of individuals in the European Economic Area (EEA). Ensure your email marketing practices align with these regulations to maintain trust and protect your subscribers’ data.

Avoid Overwhelming Design

While eye-catching designs are essential to draw attention, avoid overwhelming your newsletter with excessive visuals, colors, or fonts. A cluttered design can distract from the content and make it difficult for recipients to focus on the key messages. Opt for a clean, professional, and visually appealing layout that complements your content.

Don’t Be Inconsistent

If you have a weekly or monthly newsletter, ensure it goes out on time as promised. Inconsistency in sending out newsletters can lead to frustration among subscribers and may result in decreased engagement.



Spark Digital Group – Email Newsletter Experts

Crafting engaging and effective email newsletters requires a delicate balance of content selection, design, and adherence to best practices. By following the dos and don’ts outlined in this guide, you can build lasting connections, establish thought leadership, and drive meaningful results for your business. Embrace the power of email newsletters to spark interest, foster engagement, and drive success in your email marketing endeavors.

Contact Spark Digital Group today to ignite your email marketing strategy.

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Meet Adam Schwind, Founder of Spark Digital Group, an MBA graduate of Hult International Business School, and a Michigan State University alumnus. His diverse marketing industry exposure, including Life Sciences, Healthcare, Law, Real Estate, Finance, Tourism/Hospitality and Venture Capital. This experience inspired the creation of Spark Digital Group, a Full-Service Digital Marketing Consultancy in Charleston, South Carolina.