What Makes an Email Newsletter Convert? 5 Email Marketing Strategy Essentials You Might Be Missing

Let’s be honest: newsletters are having a moment — again.

Maybe it’s the burnout from algorithm-chasing. Maybe it’s the fact that we’re all a little over “just repurposing your blog post into 3 LinkedIn carousels and a Reel.” Or maybe we’re just craving a corner of the internet that feels human.

Whatever the reason, email newsletters are officially back in style. But if you’ve ever hit “send” and heard nothing but crickets (or unsubscribes), you’re not alone.

That said, you don't have to obsess over open rates or worry about email marketing hacks to create a converting newsletter. Theoretically, all you need is a subscriber list, a call to action, and some ideas.

So, what actually makes a newsletter work? Here are five things your newsletter might be missing – and how to fix them.

1. A Clear POV (Yes, Even in a Newsletter)

Too many newsletters fall into the “meh” category because they’re trying to be useful without being interesting. Value doesn’t mean bland, and being clear doesn’t mean being beige.

A converting newsletter has a clear point of view. It says something. It takes a stand. It positions your brand as someone worth listening to. Perhaps most importantly, it contains the kinds of interesting insights that can't always be conveyed via social media or other short-form content delivery mechanisms.

Not sure if your newsletter has a POV? Ask yourself: could someone else have written this, or is this uniquely mine?

What if I Have Way Too Many Ideas?

Believe it or not, this is a great problem to have – you have the time and space to play with which of your ideas and thoughts prompt the most audience responses. To make the most of your wealth of ideas, here's my recommended starter kit:

• A newsletter strategy (or at least a content strategy)

• An understanding of your unsubscribe rate and click-through rates

• A grasp of subject line best practices

Don't have all of these? Don't stress – I have your back. :)

2. A Predictable but Flexible Format

You don’t need to reinvent the wheel each week. In fact, your target audience wants some level of consistency.

A solid email newsletter format:

• Makes the reading experience easy

• Gives the writer constraints (which helps with creativity)

• Builds reader loyalty because people know what to expect

The "flexible" part comes in with your content and subject line. A/B testing will be your best friend here; over time, you'll be able to compare the stats from your newsletters (click-through rates and open rates) and see what content plays the best with your subscriber list.

Don't forget about your subject line – that's an awesome opportunity to play as well! Your email campaigns and content strategy should flex around a few different subject line ideas (perhaps one that reads almost sales-y while another that leans more creative).

Think of your format as a stage — it’s the lighting and the structure that let your message shine. But every now and then? It's kinda fun to surprise them.

Understand Mobile-Optimized Emails

Mobile-optimized emails are 15% more likely to be read than those that aren't, according to 2022 and 2023 data from Wix. Similar to social media content, make sure what you create for your newsletter – text, videos, images, email templates, etc. – are all optimized for mobile.

3. A Reason to Click (Beyond Just "Read More")

The best newsletters don’t just get read — they get clicked.

Here’s where most people fall short: they treat the CTA as an afterthought. But your call-to-action is where your newsletter earns its keep.

Your CTA can be:

• A link to a lead magnet or services page

• A button to book a strategy session

• A P.S. that asks a question or invites replies

• A fun bonus link (that subtly reinforces your brand)

Newsletters with a single, clear CTA can increase click-through rates by more than 300%, according to multiple industry sources – so make that CTA count!

A caveat here: In my experience, the newsletters that perform the best are the newsletters that include subtle sales but provide value to readers regardless of whether they click a link or make a purchase. Be sure your newsletter strategy doesn't hinge solely on sales CTAs, but on providing real and meaningful value!

4. Intentional, Replicable Timing & Cadence

A lot of newsletters fail because they’re either too frequent or too inconsistent. Here’s the golden rule: choose a frequency that you can actually stick to, and then be ruthless about protecting the time to write and send it.

The second golden rule? (Yes, I'm making that a thing now.) Consistency builds trust, and trust is what converts. I always tell my clients that an email newsletter should be a business asset, not a mental liability. Nothing is worth your sanity, especially not a newsletter.

The bottom line? Whether you're building a newsletter strategy from scratch or partnering with an expert like me, make sure you're honest with yourself about how often you can create content.

(Basically, try to avoid burning out, giving up, or wanting to totally set your email marketing plan on fire.)

5. A Voice That Sounds Like You

If your newsletter could be mistaken for a social media post written by ChatGPT… we have a problem. Unlike a lot of content marketing deliverables, email newsletters reach your target audience directly. The whims of the LinkedIn algorithm don't bind them; they go straight to your audiences, so they'd better sound like you!

Your email content should sound like you – after all, your audience doesn’t need another lifeless recap of email marketing trends (you know, just picking a random topic). They need your take on them. Your stories. Your weird metaphors. Your voice. That’s what builds and grows your audience connection — and ultimately, your conversion rates.

TL;DR: Your Email Marketing Strategy Starter Guide

If you’re trying to write a newsletter that actually brings in leads, here’s what to focus on:

• Make your POV loud and clear: Email marketing is an art and a science – and the art of sharing who you are is one that's so fun to hone.

• Stick to a repeatable format (with occasional flair): A/B test what works, try out a new subject line style every now and then, and be prepared to play "email newsletter scientist" until you figure out what resonates most with your target audience.

• Add CTAs with intention: Just because you've created an email marketing mechanism doesn't mean you should CTA-stuff your email campaigns. Deploy one CTA per email, and make it count.

• Be consistent with your timing: Can you write an email once a week? Twice a month? Build your email marketing strategy around what you can reasonably do so your target audience comes to count on your consistency.

• Sound like a human — ideally, yourself. From your subject line to your final sign-off, be yourself! Cheesy but true: it is enough.

And if you want help turning your newsletter into the kind of content that actually sells?

👉 Book a strategy session or download my services guide to see how I help founders, creatives, and growing brands turn their email list into a revenue driver.