Dear *user*,

Once upon a time, a digital marketing company called FORTVISION released a blog that captured your attention.

Now that we have it, we’ll cut the crap.

Here’s the deal: email newsletters. You might think email is old school, barely alive, slipping into the digital abyss amid the social media craze. Nobody even reads email anymore, right?


Over 90% of consumers use their email at least once every day.

But doesn’t email = spam? People might read their email, but they aren’t necessarily buying your products. Email marketing isn’t really marketing … it’s just voicing a concern nobody really wants to hear.

Wrong again: Research indicates that for every $1 you spend on email marketing you can expect an average return of $38.

That’s pretty amazing. Email is essential not just because it makes a profit, but because it builds trust and culture within your business. Consumers want to hear from and connect with you, and a newsletter provides them with the perfect outlet for doing so.

Here are all the tips and tricks you’ll need.

1. A Stand-Out Subject

Your subject is the first thing your reader sees, so it should be the first thing on your mind. If the subject isn’t enticing, you can forget about the rest of your email—nobody will even open it. Create engagement from square one, and then all you have to do is maintain it throughout the rest.


Grab your readers and entice them. Use catchy phrases, alliteration, rhymes, caps, symbols—anything that might attract attention. Also, consider making it time-sensitive. Consumers will jump on content with an expiration date.



A totally wacky hook might elicit curiosity, but chances are the reader won’t proceed without a little more background. Make sure your hook hints to the content of your email but keeps readers interested by only giving half (or less) of the story.


Intimization and personalization is important throughout, but especially at the start. Reach out to readers by calling to them using their first name, and continue the conversation throughout the body of the email.

2. Consistency

Consistency is key: it keeps you organized, ensures that you are regularly producing content and creates the image of professionalism you want for your business. 

Your newsletters should be sent at a fixed time and day—no exceptions. Give readers something to look forward to, and they will. Research shows that Thursday at 8:30 a.m. is the ideal time to send a newsletter (although your industry/reader base might vary, so do some trial and error to determine the right time for you). Therefore, every Thursday at 8:25, readers will sign in and eagerly await to hear from you. Don’t disappoint them.
More important than finding the perfect format is keeping it consistent. Each email should be a clone of the previous one. This also makes your job easier – you can essentially copy and paste new information into each newsletter, focusing on the content rather than starting from scratch each week.
Keep the type and layout of content similar in each article. More on that with the next tip, but as a general principle, having an intro, fixed number of articles/featured content, a little promo and a signature ending in each email makes the information simple and digestible.

3. Clutter-Free, Clickable Content

You know you need a stand-out subject and consistency … but what about the email itself? 

Email content varies depending on your industry and audience, but one thing is constant:


An overwhelmed subscriber is unlikely to even read your email. If they do, they’ll get a negative image of your business and become turned off. Keep your emails crisp, concise and clear.

So, what do you actually put in?

Research shows that about 90% of your email should educate on topics of interest and how to get the most out of your products, and about 10% should promote your business.

Introductions, like subjects, are important. Once a reader gets past the subject, he or she hits the intro. Make sure your intro is personalized (by first name) and continues to engage from that hook in the subject. 

Then, include articles and original content (about 3-5) and news about your company. Generate a culture of exclusivity and elitism: Offer discounts and coupons available through email only—so your current subscribers feel rewarded and others feel compelled to sign-up.

Make sure that your content is clickable. If you don’t include lots of links directing readers to learn more and make purchases, you won’t actually get readers to learn more and make purchases. Links should be on actionable words like this instead of the classic and annoying “click here.”

TIP: 43% of Gmail users disable images, so make sure your email can run with text only.

4. Phone Friendly

It’s no secret that more and more users are opening emails on their phones. But 42% of subscribers delete emails that don’t display correctly on their mobile phones. So make sure your emails appear on phones—and appear nicely.

5. Experience

Finally, make sure you take your email for a spin before sending it out in bulk. The last thing you want is to click send and have one teeny mistake ricochet hundreds of inboxes. Take the extra step to be thorough.

*A/B testing runs different versions of emails and collect the different success rates to determine what works and what doesn't. Run A/B testing on your emails to find the sweet spot for subscribers of when and what they want to see when it comes to their emails.

We hoped you learned a thing or two about the best email practices. If you’re still trying to figure out how to effectively market your company, consider signing up for FORTVISION, a digital marketing service that uses AI technology to create personalized experiences for consumers. These simple email practices are just a taste of the flavor we can add to your business.


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